Untangling Whether and How Guestroom Photos’ Horizontal Camera Angle on Viewers’ Consideration of the Photographed Guestroom

This study primarily aims to untangle whether and how hotel guestroom promotional photos’ horizontal camera angle on viewer’s consideration of the photographed product. Drawing on the qualitative data collected from in-depth interviews with 23 hotel customers, the findings of this study exhibit that photos’ horizontal camera angle affect the information diagnosticity of the shown photos as well as the appeal of the photographed guestroom. The findings of the proposed project will contribute new knowledge to the growing body of visual marketing-related studies via demonstrating how viewers process and react to promotional photos with different stylistic properties.