Impact of Implied Motion in Online Hotel Image Reviews on Customers'Booking Intention
Image reviews play a pivotal role in online marketing of hotels,and implied motion is a common characteristic across different images.While existing research has explored the influence of implied motion in tourism destination advertisement images on tourists'travel intention,there is a lack of research on the impact of implied motion in online hotel image reviews on customers'booking intention.From the perspectives of conceptual metaphor theory and cue utilization theory,this study designs three progressive sub-experiments to uncover the effect of implied motion in online hotel image reviews on customers'booking intention.The findings suggest that implied motion in online hotel image reviews can effectively enhance customers'booking intention,with image fluency acting as a mediating factor.Moreover,the paper also introduces customers'accommodation motivation to explore the boundary effects of implied motion in online hotel image reviews on image fluency.
NETL
NSTL
万方数据
