Does Human Figure matter in Hotel Image Advertisements on Social Media Platforms?

Although various studies have tested and confirmed that the inclusion of human figures in advertisements can enhance the advertisements’ promotional efficacy, studies conducted with on experience goods are limited and the question of “whether the inclusion of human figure in hotel image advertisements can enhance readers’ attitudinal and behavioral responses” remains unresolved. To identify the answer to this unresolved question, two online experiments were conducted with past hotel advertisement viewers. Drawing on the comparative analysis results, the presence / absence of human figures does not affect viewers’ response to hotel advertisements. Instead, the type of human figure is found to be influential to viewers’ judgment and response to hotel advertisements.