Understanding Color Interaction Effects in Accommodation Listing Images
研究了住宿列表图片中颜色与场景的交互效应，发现仅非彩色（白、灰、黑）对需求有显著正向影响，建议房东更科学地选择图片。
Listing images are part of a property’s “shop window” to the world, impacting performance. Recent neuroscience and psychology research suggests that when combined in an interaction, color and scene in an image may not have a significant effect except for achromatic colors, which require fewer processing resources. As a first test of the achromatic feature integration theory of attention in tourism research, we use generalized linear mixed modeling on 0.26 million properties in 30 US locations with extensive control variables. The results find significantly stronger color interaction effects on demand for different scenes only for achromatic colors (white, gray, and black). Images that emphasize achromatic colors in scenes provide the most positive effect on consumers since they minimize processing resources. The research suggests that accommodation providers should take a more analytical approach to creating and selecting listing images, considering the potential interaction effects of image features on overall visitor behavior.