This research was designed to explore the effects of user-generated photos (UGPs) and user profiles on hotel customers’ perceptions regarding online review quality, credibility, value, and their subsequent booking intention. A 3 (Online reviews with UGPs containing human image vs. with UGPs without human image vs. without any UGPs) × 2 (Online review with user profile vs. without user profile) between-subjects factorial design was utilized to assess the proposed research model. The study hypotheses were tested via structural equation modeling (SEM), utilizing data collected from customers who booked hotels through an online hotel review website. The study found that reviews with UGPs containing human image had a greater impact on hotel customers’ perceptions of review information quality, credibility, and value compared to reviews without human image, while UGPs without human images had a stronger influence on hotel guests’ perceptions of review information quality, credibility, and value than reviews without any UGPs. Additionally, reviews with users’ profiles had a greater effect on hotel guests’ perceptions of review information quality, credibility, and value than reviews lacking user profiles. This study also found a significant interaction effect of UGPs and user profile on hotel guests’ review information quality, credibility, and value perceptions. Finally, the results indicated that information quality, credibility, and value significantly and positively influenced hotel customers’ booking intention. The current study offers important theoretical contributions and valuable practical implications.
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