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The addition of images to eWOM in the travel industry: an examination of hotels, cruise ships and fast food reviews

Author

Listed:
  • Robert Zinko

    (Texas A&M University–Commerce)

  • Christopher Furner

    (ECU - East Carolina University [Greenville] - UNC - University of North Carolina System)

  • Helene de Burgh-Woodman

    (IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Patricia Johnson

    (UoN - University of Newcastle [Callaghan, Australia])

  • Anne Sluhan

    (Texas A&M University–Commerce)

Abstract

Extensive research has examined the influence of online product reviews on consumer behavior. However, few have investigated the influence of reviewer submitted images on consumer attitudes. This research examines consumer perceptions of trust, information quality and valence disparity using three simulated online reviews appearing on TripAdvisor.com: one for a hotel, one for a cruise ship and one for a fast food restaurant. Findings reveal that reviews with images are seen as more trustworthy, and that consumers perceive reviews with images as possessing higher information quality than reviews containing text only. Likewise, the findings showed that effective images should be consistent with review text (e.g., reviewers do not respond positively to negative reviews linked with positive images, or vice versa).

Suggested Citation

  • Robert Zinko & Christopher Furner & Helene de Burgh-Woodman & Patricia Johnson & Anne Sluhan, 2021. "The addition of images to eWOM in the travel industry: an examination of hotels, cruise ships and fast food reviews," Post-Print hal-03613799, HAL.
    • Handle: RePEc:hal:journl:hal-03613799
    DOI: 10.3390/jtaer16030032
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    Cited by:

    1. Anuja Shukla & Anubhav Mishra, 2023. "Role of Review Length, Review Valence and Review Credibility on Consumer’s Online Hotel Booking Intention," FIIB Business Review, , vol. 12(4), pages 403-414, December.

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