Does the luxury hotel cover photo matter? Understanding the impact of picture value types on consumers' behavioral intentions on OTAs

A luxury hotel's cover photo is pivotal on online travel agency (OTA) platforms, influencing initial attention and downstream booking behaviors. Investigating the strategic choice between emphasizing hedonic versus utilitarian value, this study examines the impact of cover photo type on consumer behavioral intentions. Findings from three experiments reveal that cover photos conveying hedonic value significantly outperform utilitarian ones in boosting click-through intentions, booking intentions, and willingness to pay. Drawing on customer perceived value and mental simulation theories, this study demonstrates this occurs because hedonic visuals enhance perceived luxuriousness by facilitating mental pre-experiencing. This mediating pathway is further moderated: the effect is stronger for consumers with hedonic purchase motivations and for hotels with lower brand awareness. The research provides a comprehensive view of the interplay between visual content, consumer characteristics, and brand perceptions. The findings offer actionable insights for OTAs and hotel managers seeking to optimize online booking performance.