Research on the influence of online photograph reviews on tourists' travel intentions: rational and irrational perspectives

PurposeThe study aims to explore the effects of photograph quality on visual appeal, perceived usefulness and viewers' travel intentions from rational and irrational perspectives while simultaneously providing some references for the management and marketing of tourism destinations.Design/methodology/approachThe study comprises four experiments combined with structural equation modeling to explore the influence mechanism of photograph quality on travel intentions.Findings(1) Higher-quality photographs offer greater visual appeal and perceived usefulness to viewers, and these relationships are moderated by the photograph source. Specifically, high-quality photographs generated by other tourists have more visual appeal and perceived usefulness to viewers. However, there are no significant differences in the impact of low-quality photographs generated by other tourists and destination marketing organizations (DMOs) on visual appeal and perceived usefulness. (2) Visual appeal and perceived usefulness significantly affect viewers' travel intentions, and visual appeal positively affects perceived usefulness. (3) Travel experience positively moderates the effects of visual appeal and perceived usefulness on viewers' travel intentions.Originality/valueThe study explores the effects of the visual appeal (irrational factor) and perceived usefulness (rational factor) associated with photograph quality on viewers' travel intentions. Photograph source and travel experiences have moderating effects on this influence mechanism.

The Impact of Convention and Exhibition Industry on Regional Economic Development Based on Grey Relational Model

Since the exhibition is an exhibition industry, it has got so much importance by many countries. In China, the development of the said industry is wonderful. Therefore, we use the grey relational model to study the impact of convention. Moreover, the exhibition industry on regional economic development is proposed, and the concept and characteristics of exhibition industry, exhibition economy, and the research results of exhibition industry at home and abroad are expounded in detail. Then, according to the influence mechanism of exhibition industry on regional economy, the grey relational model is used to analyze the economic development of Changsha from 2012 to 2016. The analysis disclosed that the exhibition industry remained the main driving force of Changsha’s economic development in these five years, which effectively promoted the economic development and the benign growth of various industries in Changsha.