The effects of the aesthetics and composition of hotels’ digital photo images on online booking decisions

Implications for theory

The accomplished research further advances the marketing theory in hotel settings in several ways. First, this research is one of the first in the stream of hotel marketing literature that applies artificial intelligence neural networks to determine a powerful digital photo computational aesthetic elements constellation that invokes hotel bookings. Conversely, prior studies have relied on surveying and lab experiments methodologies to determine hotel photo image effects on customer behaviour, thus measuring customers’ perception of the hotel photos and booking…