Seeing isn't always believing: Exploring the influence of misleading photos on consumer responses in hotel industry

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-09-27 DOI:10.1016/j.ijhm.2024.103934

Kashif Ali Khan , Faizan Ali , Usman Khan , Dehua Sun , Salman Alotaibi

{"title":"Seeing isn't always believing: Exploring the influence of misleading photos on consumer responses in hotel industry","authors":"Kashif Ali Khan , Faizan Ali , Usman Khan , Dehua Sun , Salman Alotaibi","doi":"10.1016/j.ijhm.2024.103934","DOIUrl":null,"url":null,"abstract":"<div><div>This study examines the impact of misleading photos on consumer’s regret, distrust, and anger, leading to negative word-of-mouth communication. Using a scenario-based experimental design, data were collected from 259 participants via Amazon Mechanical Turk (MTurk). The study further examines these interrelationships across leisure and business traveller groups as well as misleading photos posted on hotel’s official website or user-generated content (UGC). Findings reveal significant relationships between misleading photos and negative emotional responses, including regret, distrust, and anger. These emotions, in turn, affect negative word-of-mouth communication, with regret and anger being significant predictors. The multigroup analysis further identifies differences in emotional responses between leisure and business travelers, emphasizing the need for segment-specific marketing strategies. The study's implications highlight the importance of authenticity and transparency in visual marketing to enhance consumer satisfaction and loyalty while minimizing negative emotional responses. The study offers practical insights for hospitality businesses aiming to improve customer experiences and relationships.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":null,"pages":null},"PeriodicalIF":9.9000,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431924002469","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

This study examines the impact of misleading photos on consumer’s regret, distrust, and anger, leading to negative word-of-mouth communication. Using a scenario-based experimental design, data were collected from 259 participants via Amazon Mechanical Turk (MTurk). The study further examines these interrelationships across leisure and business traveller groups as well as misleading photos posted on hotel’s official website or user-generated content (UGC). Findings reveal significant relationships between misleading photos and negative emotional responses, including regret, distrust, and anger. These emotions, in turn, affect negative word-of-mouth communication, with regret and anger being significant predictors. The multigroup analysis further identifies differences in emotional responses between leisure and business travelers, emphasizing the need for segment-specific marketing strategies. The study's implications highlight the importance of authenticity and transparency in visual marketing to enhance consumer satisfaction and loyalty while minimizing negative emotional responses. The study offers practical insights for hospitality businesses aiming to improve customer experiences and relationships.

查看原文本刊更多论文

眼见不一定为实：探讨误导性照片对酒店业消费者反应的影响

本研究探讨了误导性照片对消费者的后悔、不信任和愤怒情绪的影响，从而导致负面口碑传播。本研究采用基于情景的实验设计，通过亚马逊机械手（MTurk）收集了 259 名参与者的数据。研究进一步考察了休闲和商务旅客群体之间的相互关系，以及酒店官方网站或用户生成内容（UGC）上发布的误导性照片。研究结果表明，误导性照片与负面情绪反应（包括后悔、不信任和愤怒）之间存在重要关系。这些情绪反过来又会影响负面口碑传播，其中遗憾和愤怒是重要的预测因素。多群体分析进一步确定了休闲游客和商务游客在情绪反应上的差异，强调了针对不同群体制定营销策略的必要性。研究的意义强调了视觉营销中真实性和透明度的重要性，以提高消费者的满意度和忠诚度，同时最大限度地减少负面情绪反应。这项研究为旨在改善客户体验和关系的酒店业提供了实用的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.