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Exploring User-Generated Images in Online Reviews of Hotels

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Consumers within the tourism industry have become increasingly dependent upon electronic word-of-mouth, such as online reviews, when making purchase decisions. Previous research in this area has explored the importance of textual content within online consumer reviews; however, little research has been carried out with regard to the role and influence of online user-generated visual content. This study aims to fill this gap by analyzing the content of user-generated images on TripAdvisor. Findings from both qualitative and quantitative research methods show that the difference, in terms of its helpfulness to consumers, is insignificant when comparing online reviews with accompanying photos and reviews without it. Results also indicate positive correlation between overall image quality and image usefulness.
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Keywords: ELECTRONIC WORD-OF-MOUTH; HOTELS; ONLINE CONSUMER REVIEWS; TOURISM; USER-GENERATED VISUAL CONTENT

Document Type: Research Article

Publication date: August 31, 2018

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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