The Champion of Images: Understanding the role of images in the decision-making process of online hotel bookings.
(A2019-9518)

AUTHORS

Gijs Overgoor, University of Amsterdam; Bill Rand, North Carolina State University; Willemijn Van Dolen, University of Amsterdam

KEYWORDS

Image Analytics; Machine Learning; Online Travel

ABSTRACT

We use visual analytics and artificial intelligence to understand the role of images in the decision-making process of consumers booking hotels online. We use deep learning to extract information from hotel images and we apply a visual analytics model to understand the importance of this visual information in the online hotel booking process. We will combine a visual complexity score and a concept score to build an overall image score. This image score could then be used for future firm-generated images to help decide what online travel agencies should show to consumers searching for a hotel. Our method will create an understanding of the role of images in the decision-making process of online hotel bookings. Our framework will allow managers to leverage hotel images to attract consumers quickly and to provide them with visual cues that will facilitate their reservation.