Seeing isn't always believing: Exploring the influence of misleading photos on consumer responses in hotel industry

Abstract

This study examines the impact of misleading photos on consumer’s regret, distrust, and anger, leading to negative word-of-mouth communication. Using a scenario-based experimental design, data were collected from 259 participants via Amazon Mechanical Turk (MTurk). The study further examines these interrelationships across leisure and business traveller groups as well as misleading photos posted on hotel’s official website or user-generated content (UGC). Findings reveal significant relationships between misleading photos and negative emotional responses, including regret, distrust, and anger. These emotions, in turn, affect negative word-of-mouth communication, with regret and anger being significant predictors. The multigroup analysis further identifies differences in emotional responses between leisure and business travelers, emphasizing the need for segment-specific marketing strategies. The study's implications highlight the importance of authenticity and transparency in visual marketing to enhance consumer satisfaction and loyalty while minimizing negative emotional responses. The study offers practical insights for hospitality businesses aiming to improve customer experiences and relationships.