A picture is worth a thousand words: The role of a cover photograph on a travel agency’s online identity |
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| Institution: | 1. Department of Marketing & Tourism Management, College of Business Administration, Capital University of Economics and Business, Beijing, 100070, China;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50010, USA;3. Howard Feiertag Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. Dedman College of Hospitality Management, Florida State University, Tallahassee, FL, 32306-2541, United States;2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, TX, United States;3. School of Hotel, Restaurant and Tourism Management, University of South Carolina, Columbia, SC, 29208, United States;1. ESSEC Business School, 95021, Cergy Pontoise Cedex, France;2. NYU School of Professional Studies, Jonathan M. Tisch Center of Hospitality, New York, NY, 10003, United States;1. School of Hospitality Leadership, College of Business, East Carolina University, Rivers West 311, Greenville, NC 27858-4353, USA;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL 32819, USA |
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| Abstract: | Online travel agencies (OTAs) allow lodging businesses to select one cover photograph to represent itself on the OTA site. The cover photograph plays a crucial role for attracting customers’ attention from among alternatives, and lure viewers to view the webpage with detailed information. The present study investigates how the content of a business’ cover photograph on OTAs’ sites influences customers’ behavior when searching for information. The content of a cover photograph may fall within five categories according to attributes: façade, type of place, room amenities, scenery, and property amenities. Only façade and property amenities have positive impacts on customers’ viewing times of the webpages with the detailed information of businesses. In contrast, scenery has a negative influence on customers’ viewing times. The results of the study contribute, theoretically and methodologically, to OTAs’ knowledge base and can assist practitioners’ identification of effective cover photographs. |
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| Keywords: | Cover photograph Online travel agencies Information search Photograph attributes |
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