Effects of hotel website photograph size and human images on perceived transportation and behavioral intentions |
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| Affiliation: | 1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32819, USA;2. College of Education, Health and Human Services, Kent State University, 300 White Hall, Kent, OH 44242, USA;1. Department of Computer Science, Virginia Tech, Blacksburg, VA 24061, USA;2. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;3. Department of Business Information Technology, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;4. Center for Business Intelligence & Analytics, Department of Accounting and Information Systems, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA |
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| Abstract: | Travelers have been shown to use the Internet as their primary source of information for locating and booking hotel accommodation, while various website dimensions have been known to influence consumer behavior. Yet, there is no consistency in the way that hotels display their website photographs, especially in relation to photograph size and content, and few studies have investigated this important domain. This study examines the influence of hotel websites’ pictorial information (i.e., photograph sizes and human images) on perceived transportation, booking intentions and willingness to pay more. Analyzing 247 responses with structural equation modeling, large photographs increase transportation, which, in turn, increases booking intention and willingness to pay more. Large photographs are most effective when human presence is absent, while the effect of small photographs is improved with human presence. This study extends transportation theory by demonstrating that transportation can occur in non-narrative scenarios, specifically through photographic images. |
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| Keywords: | Hotel websites Website photographs Photograph size Human images Booking intentions Willingness to pay more |
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