User-generated photos (UGPs) and marketer-generated photos (MGPs) play a crucial role in reducing uncertainty during hotel booking. However, inconsistencies between these two sources of information can lead to negative consequences. This study employs the elaboration likelihood model (ELM) and Cognitive Dissonance Theory to construct two paths through which inconsistent information from UGPs and MGPs affects hotel booking intention, validated through a study with four contextual experiments involving 810 participants. Inconsistent information significantly negatively impact hotel booking intention. Perceived risk and negative emotions mediate the inconsistent effects of content and color, respectively. When price preferences are high (vs. low), the effect of inconsistent information on booking intentions is stronger. Furthermore, tourists with hedonic (vs. utilitarian) motives are less tolerant of inconsistent information. This study contributes significantly to the theoretical framework of online marketing and emphasizes the importance of considering the impact of inconsistent information on tourists in practical marketing activities.

中文翻译：

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不一致的危害：用户生成的照片和营销生成的照片对酒店预订意图的影响


用户生成的照片 (UGP) 和营销人员生成的照片 (MGP) 在减少酒店预订过程中的不确定性方面发挥着至关重要的作用。然而，这两种信息来源之间的不一致可能会导致负面后果。本研究采用细化似然模型 (ELM) 和认知失调理论构建了两条路径，UGP 和 MGP 的不一致信息影响酒店预订意图，并通过涉及 810 名参与者的四项情境实验进行了验证。信息不一致会对酒店预订意愿产生显着的负面影响。感知风险和负面情绪分别调节内容和颜色的不一致效果。当价格偏好较高（相对于较低）时，不一致的信息对预订意图的影响更强。此外，具有享乐（相对于功利）动机的游客对不一致的信息的容忍度较低。这项研究对在线营销的理论框架做出了重大贡献，并强调了在实际营销活动中考虑信息不一致对游客影响的重要性。