Kashif Ali Khan , Faizan Ali , Usman Khan , Dehua Sun , Salman Alotaibi
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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.
期刊介绍:
ACS Catalysis is an esteemed journal that publishes original research in the fields of heterogeneous catalysis, molecular catalysis, and biocatalysis. It offers broad coverage across diverse areas such as life sciences, organometallics and synthesis, photochemistry and electrochemistry, drug discovery and synthesis, materials science, environmental protection, polymer discovery and synthesis, and energy and fuels.
The scope of the journal is to showcase innovative work in various aspects of catalysis. This includes new reactions and novel synthetic approaches utilizing known catalysts, the discovery or modification of new catalysts, elucidation of catalytic mechanisms through cutting-edge investigations, practical enhancements of existing processes, as well as conceptual advances in the field. Contributions to ACS Catalysis can encompass both experimental and theoretical research focused on catalytic molecules, macromolecules, and materials that exhibit catalytic turnover.