Words meet photos: How visual content impact rating

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

International Journal of Hospitality Management Pub Date : 2024-10-01 DOI:10.1016/j.ijhm.2024.103945

Xinxin Liu , Ziqiong Zhang , Rob Law , Zili Zhang

引用次数: 0

Abstract

The fit information of multi-modal user-generated content has its unique value but is understudied. This study investigated how the fit between photos and text within a hotel review influences tourist rating behavior. Employing deep learning technologies and econometric analysis shows that the fit between photos and text has an inverted U-shape effect on tourists’ ratings using online hotel review data from Qunar.com. The dispersion of ratings and the number of reviews can weaken the above effect; this is due to the varying level of cognitive resources tourists possess. Endogeneity bias from text and photos is excluded by conducting the two-stage residual analysis. The information uncertainty reduction mechanism is tested between photo-text fit and ratings. This paper provides valuable insights for practitioners regarding user-generated content management in hospitality industry.

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文字与照片的碰撞：视觉内容如何影响评级

多模态用户生成内容的拟合信息具有独特价值，但研究不足。本研究探讨了酒店评论中照片与文字之间的契合度如何影响游客的评分行为。利用深度学习技术和计量经济学分析，使用来自 Qunar.com 的在线酒店评论数据显示，照片和文字之间的契合度对游客的评分有倒 U 型的影响。评分的分散性和评论数量会削弱上述效应；这是由于游客拥有的认知资源水平各不相同。通过两阶段残差分析，排除了文字和照片的内生性偏差。在照片-文字契合度和评分之间检验了信息不确定性减少机制。本文为酒店业用户生成内容管理的实践者提供了有价值的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.