Visual eWOM and Brand Factors in Shaping Hotel Booking Decisions: A Post-Pandemic UK Hospitality Study

This study investigates the impact of Visual electronic Word-of-Mouth (VeWOM) on consumer purchase decisions (PD) in terms of hotel bookings in the post-pandemic 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 behavioural outcomes. A stratified, non-probability sampling approach yielded 443 valid responses from hotel bookers who engaged with user-generated visual content prior to booking. Partial Least Squares Structural Equation Model (PLS-SEM) was employed to test the hypothesized relationships. Findings reveal that VeWOM significantly influences Brand Value (BV), eWOM Credibility, and Information Quality, which in turn shape consumer purchase behaviour. Crucially, Brand Value emerges as a key mediating variable, bridging VeWOM and Purchase Decision, while VeWOM alone does not directly affect booking behaviour. 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 channelled 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.