Attraction, Social Presence, Sociability, and Booking Intentions: The Moderating Role of Homophily

Abstract

It is essential for hotel marketers to better understand how human images—found in website photographs—are perceived by customers, and how such perceptions can affect customers’ website experience and behavioral intentions. Given the lack of empirical studies related to the effects of human images and hotel website photographs, this study first assesses the influence of physical and social attraction evaluations—related to human images in hotel website photographs—on perceived social presence, in order to further examine the relationships between social presence, sociability, and booking intentions. Moreover, the moderating effects of background homophily, on the relationships between physical and social attraction and social presence, are also examined. This study, which adopts structural equation modeling and analyzes data collected from a sample of 417 U.S. travelers who have recently booked a hotel room directly through a hotel website, confirms all of the aforementioned relationships.