Citation

Chu, Winnie Siew Koon and Lai, Kim Piew and Nathan, Robert Jeyakumar (2025) Visual eWOM and Brand Factors in Shaping Hotel Booking Decisions: A UK Hospitality Study. Tourism and Hospitality, 6 (4). p. 171. ISSN 2673-5768

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Abstract

This study aims to bridge the research gap emerging from the relationships between Visual electronic Word-of-Mouth (VeWOM) and brand factors, and their impact on consumers’ behavior by exploring the causal effects of eWOM attributes on hotel brand factor spreading through Brand Awareness (BA) and Brand Perceived Value (BV) and its consequences on Purchase Decisions (PD) in the hospitality context. Attribution Theory was extended to incorporate brand-mediated effects and crisis-specific factors. The study investigates the impact of VeWOM on consumer Purchase Decisions (PD) in terms of hotel room bookings in the British hospitality market, emphasizing the mediating role of brand-related constructs. Drawing on Attribution Theory, the research proposes a structural model to assess both direct and indirect pathways through which VeWOM influences behavioral outcomes. A stratified, non-probability sampling approach yielded 443 valid responses from hotel bookers who engaged with user-generated visual content prior to booking. The Partial Least Squares Structural Equation Model (PLS-SEM) was employed to test the hypothesized relationships. The findings reveal that VeWOM significantly influences Brand Value (BV), eWOM Credibility, and Information Quality, which in turn shape consumer purchase behavior. Crucially, Brand Value emerges as a key mediating variable, bridging VeWOM and Purchase Decisions, while VeWOM alone does not directly affect booking behavior. Moreover, Brand Awareness showed no significant mediating effect. The study underscores the indirect attribution process in visual review contexts, demonstrating that the influence of VeWOM is channeled primarily through brand perception mechanisms rather than direct persuasion. These insights extend Attribution Theory by highlighting the distinct cognitive pathways activated by visual content compared to text-based reviews. Practically, the research suggests that hoteliers should focus on enhancing Brand Value via bundled offerings and relationship-based marketing rather than relying solely on visual appeal or awareness to drive bookings. The study contributes to the growing body of VeWOM literature by clarifying its nuanced effects on decision-making in digital hospitality environments.

Item Type:	Article
Uncontrolled Keywords:	Visual eWOM post pandemic, attributional theoretical Impacts, brand factor, consumer behavioral impact
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	04 Dec 2025 03:21
Last Modified:	13 Dec 2025 13:41
URII:	http://shdl.mmu.edu.my/id/eprint/14954

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