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The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects

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  • Yihong Chen
  • Tao Hu
  • Rob Law

Abstract

Discover the secrets to crowdfunding triumph. In start-up tourism enterprises, mastering the art of captivating and converting users into sponsors through multimodal stimuli is paramount. Researchers used deep learning to deeply mine the text, images and video promotional content of 3,659 travel crowdfunding projects and nine classifiers to predict crowdfunding project success dynamically. We unearthed fascinating insights: Images spark attention, but video and text drive user conversion to sponsorship. Speech tends to deliver information, facts, or opinions. Key successful project predictors include positive emotions, pro-social engagement, cognitive vocabulary, increased video scenes and rapid visual variation. While consistent multimodal data bolsters model clarity, it does not markedly boost prediction. Lastly, linear and tree-based models outperform their nonlinear counterparts and have better prediction results.

Suggested Citation

  • Yihong Chen & Tao Hu & Rob Law, 2025. "The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects," Current Issues in Tourism, Taylor & Francis Journals, vol. 28(16), pages 2551-2569, August.
    • Handle: RePEc:taf:rcitxx:v:28:y:2025:i:16:p:2551-2569
    DOI: 10.1080/13683500.2024.2378608
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