This research investigates the impact of hotel digital image aesthetics and composition on online booking decisions. Unlike previous studies relying on surveys and experiments, this research uses Google's Inception v3 neural network for image embedding and classification, combined with logistic regression and fuzzy cognitive mapping. Results indicate that lighting, color scheme, human presence, and shooting angle significantly influence customer perception and booking decisions. Practical recommendations for hotel marketers are provided to optimize online images for increased bookings.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Feb 15, 2023
Authors
Pedro Cuesta-Valiño, Sergey Kazakov, Pablo Gutiérrez-Rodríguez, Orlando Lima Rua
Tags
hotel marketing
image aesthetics
booking decisions
customer perception
neural networks
logistic regression
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