The Impact Of Hotel Advertising Information On Consumer’s Booking Intention

With the rapid development of the Internet,advertising has become one of the most effective ways for hotels to reach consumers and play an increasingly important role in hotel marketing activities.However,in recent years,with the intensification of market competition,the unit advertising cost has gradually increased,and the promotion method of "winning by volume" in the past is no longer effective.Therefore,how to optimize the design of hotel advertising information and improve the conversion effect of advertising has become a topic worthy of study.In hotel advertising information,picture color hue and text appeal are two important elements.On the one hand,the color hue of the picture can affect the consumer’s cognitive experience through visual stimulation,and then act on the consumer’s behavioral willingness;on the other hand,the text appeal in the advertisement can intuitively convey the hotel product’s staying experience and value,and then Influence consumers’ intentions to book.In the past,scholars have studied the influence of consumers’ booking intention from the perspectives of picture color hue and text appeal,but few scholars have considered the influence of the matching effect of the two on consumers’ booking intention,and which one should be used in hotel advertising information.Can the combination of picture color hue and text appeal maximize consumers’ booking willingness and achieve the best advertising effect?In addition,what is the mechanism behind this matching effect? These questions need to be answered urgently.In order to answer the above questions: Based on the related theory of interpretation level and processing fluency,this study constructed a conceptual model based on picture color hue,text appeals,information processing fluency and booking intention.Two two-factor intergroup experiments are designed to verify the hypotheses.Experiment 1 was mainly to verify the influence of the matching effect between picture color hue and text appeal on consumers’ booking intention,and Experiment 2 was based on the verification of the conclusion of Experiment 1,and further explored the information processing fluency in pictures.SPSS26.0software was used for data analysis and validation of hypotheses.The study found that the interaction between picture color hue and text appeal in hotel advertisement information affects consumers’ booking intention: when the hotel advertisement text is a rational appeal,compared with warm hue picture,hotel pictures in cool colors can make consumers generate booking intention more effectively;Correspondingly,when the hotel advertisement text is an emotional appeal text,the hotel pictures in warm can make consumers generate booking intention more effectively than cool-hue pictures.At the same time,processing fluency plays a mediating role in the interaction of picture color hue and text appeal on booking intention.The research conclusion of this paper also puts forward some practical management suggestions for hotel marketers.First of all,hotel marketers should pay attention to the important roles of picture color hue and text appeal in advertising information,and flexibly adjust the picture color hue and text appeal according to the hotel’s own characteristics;secondly,they should recognize the matching effect between picture color hue and text appeal.When designing a hotel advertisement,pictures with appropriate color should be selected according to different advertisement text appeals.For example,when the text appeals of the hotel is a rational appeal including functions,facilities,and services,color composition including blue,green,purple,etc should be used for hotel pictures.On the contrary,when the hotel’s text appeal is a rational appeal which convey emotional appeals such as the emotional experience brought by the stay,hotel marketers can choose hotel pictures with warm colors such as red,yellow,and orange.Finally,hotel managers need to pay attention to the important role of information processing fluency.They should try to choose content which is concise,easy to identify,and highly fluent,and by strengthening the individual’s perception of fluency when processing information,to achieve the purpose of improving the persuasion effect of advertising information and enhancing consumers’ willingness to book.