Does the luxury hotel cover photo matter? Understanding the impact of picture value types on consumers' behavioral intentions on OTAs

IF 6.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Management Perspectives Pub Date : 2025-08-07 DOI:10.1016/j.tmp.2025.101401

Jingbo Xi, Fei Hao, Danting Cai, Chen Jason Zhang, Hengyun Li

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引用次数: 0

Abstract

A luxury hotel's cover photo is pivotal on online travel agency (OTA) platforms, influencing initial attention and downstream booking behaviors. Investigating the strategic choice between emphasizing hedonic versus utilitarian value, this study examines the impact of cover photo type on consumer behavioral intentions. Findings from three experiments reveal that cover photos conveying hedonic value significantly outperform utilitarian ones in boosting click-through intentions, booking intentions, and willingness to pay. Drawing on customer perceived value and mental simulation theories, this study demonstrates this occurs because hedonic visuals enhance perceived luxuriousness by facilitating mental pre-experiencing. This mediating pathway is further moderated: the effect is stronger for consumers with hedonic purchase motivations and for hotels with lower brand awareness. The research provides a comprehensive view of the interplay between visual content, consumer characteristics, and brand perceptions. The findings offer actionable insights for OTAs and hotel managers seeking to optimize online booking performance.

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豪华酒店的封面照片重要吗？了解图片价值类型对消费者在线旅行社行为意向的影响

豪华酒店的封面照片在在线旅行社（OTA）平台上是至关重要的，影响着最初的关注和下游的预订行为。本研究考察了封面照片类型对消费者行为意向的影响，探讨了消费者在强调享乐价值与功利价值之间的战略选择。三个实验的结果表明，传达享乐价值的封面照片在提高点击意愿、预订意愿和支付意愿方面明显优于实用主义照片。利用顾客感知价值和心理模拟理论，本研究表明，这是因为享乐视觉通过促进心理前体验来增强感知奢侈品。这一中介通路进一步被调节：对于具有享乐性购买动机的消费者和品牌认知度较低的酒店，其效应更强。该研究为视觉内容、消费者特征和品牌认知之间的相互作用提供了一个全面的视角。研究结果为在线旅行社和酒店经理优化在线预订性能提供了可行的见解。

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来源期刊

Tourism Management Perspectives Multiple-

CiteScore

15.60

自引率

3.40%

发文量

审稿时长

59 days

期刊介绍： Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.