Business

The effects of the aesthetics and composition of hotels' digital photo images on online booking decisions

P. Cuesta-valiño, S. Kazakov, et al.

This research, conducted by Pedro Cuesta-Valiño, Sergey Kazakov, Pablo Gutiérrez-Rodríguez, and Orlando Lima Rua, explores how digital image aesthetics in hotels affect online booking choices. By using advanced neural networks and innovative analytical methods, the study reveals how elements like lighting and color schemes sway customer perceptions, providing actionable insights for hotel marketers to enhance their online images and boost bookings.

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Playback language: English

Index

Abstract

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

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