The Impact of Multisensory Experience with Hotel Images on Sales

Haoqiang Sun, Haozhe Xu, Shaolong Sun, Hengyun Li, Shouyang Wang

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

Images, offering rich and vivid sensory experiences, have become crucial in consumer accommodation-sharing narratives. This research utilizes machine vision and econometric models to examine the influence of sensory experiences from hotel marketing and review images on sales. Empirical findings reveal that: (1) Multidimensional sensory experiences (visual, auditory, tactile, and smell) in marketing images positively affect hotel sales; (2) Genuine sensory experiences depicted in review images exert a polarizing influence on hotel sales, leading to either continuous growth or intensified decline; (3) Disparities in sensory experiences between marketing and review images tend to diminish their promotional impact on sales. Notably, visual elements are paramount, whereas smell aspects are least influential. This study significantly advances the understanding of sensory experiences in images within the tourism and hospitality sector.

Original languageEnglish
Title of host publicationProceedings - 2024 International Conference on Culture-Oriented Science and Technology, CoST 2024
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages362-367
Number of pages6
ISBN (Electronic)9798350380347
DOIs
Publication statusPublished - Aug 2024
Event2024 International Conference on Culture-Oriented Science and Technology, CoST 2024 - Beijing, China
Duration: 25 Aug 202428 Aug 2024

Publication series

NameProceedings - 2024 International Conference on Culture-Oriented Science and Technology, CoST 2024

Conference

Conference2024 International Conference on Culture-Oriented Science and Technology, CoST 2024
Country/TerritoryChina
CityBeijing
Period25/08/2428/08/24

Keywords

  • Hotel sales
  • Machine learning
  • Marketing images
  • Review images
  • Sensory experience

ASJC Scopus subject areas

  • Literature and Literary Theory
  • Music
  • Visual Arts and Performing Arts
  • Information Systems and Management
  • Modelling and Simulation
  • Cultural Studies
  • Artificial Intelligence

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