不一致的危害：用户生成和营销生成的照片对酒店预订意向的影响

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism Management Perspectives Pub Date : 2024-03-01 DOI:10.1016/j.tmp.2024.101249

Shan Zhang , Weifang Liu , Tingting Zhang , Wei Han , Yupeng Zhu

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引用次数: 0

摘要

用户生成的照片（UGPs）和营销人员生成的照片（MGPs）在减少酒店预订过程中的不确定性方面发挥着至关重要的作用。然而，这两种信息来源之间的不一致会导致负面影响。本研究采用阐述可能性模型（ELM）和认知失调理论，构建了 UGP 和 MGP 信息不一致影响酒店预订意向的两条路径，并通过四项情境实验研究验证了这一点，共有 810 人参与。不一致信息对酒店预订意向有明显的负面影响。感知风险和负面情绪分别调节了内容和颜色的不一致影响。当价格偏好较高时（与较低相比），不一致信息对预订意向的影响更大。此外，具有享乐（与功利）动机的游客对不一致信息的容忍度较低。这项研究对网络营销的理论框架做出了重要贡献，并强调了在实际营销活动中考虑不一致信息对游客影响的重要性。

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Harms of inconsistency: The impact of user-generated and marketing-generated photos on hotel booking intentions

User-generated photos (UGPs) and marketer-generated photos (MGPs) play a crucial role in reducing uncertainty during hotel booking. However, inconsistencies between these two sources of information can lead to negative consequences. This study employs the elaboration likelihood model (ELM) and Cognitive Dissonance Theory to construct two paths through which inconsistent information from UGPs and MGPs affects hotel booking intention, validated through a study with four contextual experiments involving 810 participants. Inconsistent information significantly negatively impact hotel booking intention. Perceived risk and negative emotions mediate the inconsistent effects of content and color, respectively. When price preferences are high (vs. low), the effect of inconsistent information on booking intentions is stronger. Furthermore, tourists with hedonic (vs. utilitarian) motives are less tolerant of inconsistent information. This study contributes significantly to the theoretical framework of online marketing and emphasizes the importance of considering the impact of inconsistent information on tourists in practical marketing activities.

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来源期刊

Tourism Management Perspectives Multiple-

CiteScore

15.60

自引率

3.40%

发文量

审稿时长

59 days

期刊介绍： Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.