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

Abstract Photographic images help customers perceive product information more accurately and clearly. A customer’s perception of a particular also influences their decision to purchase it. In the context hotel, guests evaluate digital hotel photos online during booking process. While large body research has contributed understanding how shape customer behaviour, little is known about aesthetics, content, composition effects on decisions. addition, previous routinely been criticised for having methodological limitations. These studies have used surveys experiments explore pictures affect his/her intentions. Unlike prior studies, this scopes determination ‘selling’ properties pertinent hotel’s placed hotel-themed websites with application latest technologies pursuant visual data mining, processing analysis. This study employed Google’s Inception v3 neural network as an AI solution embedding classifying photo further logistic regression fuzzy cognitive mapping method. The results present determined picture that may engender positive sequentially can precipitate booking. revealed image comprise (a) light time shooting, (b) colour scheme, (c) human presence, (d) shooting angle. suggests set practical recommendations marketers develop generate bookings online. completed one first in nascent literature stream AI-powered computer vision solutions determine aesthetics bookings.