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The impact of user-generated images on subsequent ratings: Evidence from a quasi-experimental design

Author

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  • Han, Tian-Yu
  • Wei, Zi-Han
  • Bi, Jian-Wu
  • Wei, Fei-Yu

Abstract

This study aims to examine the impact of user-generated images on subsequent ratings in the context of online travel agency platforms. Using over 700,000 TripAdvisor reviews and a multi-period difference-in-differences design, we identify causal effects. Results show user-generated images generally raise later ratings, but the effect varies by image quality. High-quality images exhibit negligible effects, suggesting the two effects may offset each other. Low-quality images exert a stronger influence, indicating that at least one of these mechanisms dominates. Under low-quality conditions, fewer images drive greater rating changes, highlighting the dominant role of expectation disconfirmation. Our findings provide valuable implications for optimizing online travel agency platform design, refining product marketing strategies, and enhancing customer satisfaction.

Suggested Citation

  • Han, Tian-Yu & Wei, Zi-Han & Bi, Jian-Wu & Wei, Fei-Yu, 2026. "The impact of user-generated images on subsequent ratings: Evidence from a quasi-experimental design," Annals of Tourism Research, Elsevier, vol. 117(C).
    • Handle: RePEc:eee:anture:v:117:y:2026:i:c:s0160738326000186
    DOI: 10.1016/j.annals.2026.104134
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