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Judging an Airbnb booking by its cover: how profile photos affect guest ratings

Hyunkyu Jang (College of Business, Governors State University, University Park, Illinois, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 12 May 2022

Issue publication date: 23 May 2022

492

Abstract

Purpose

This research aims to examine whether the facial appearances and expressions of Airbnb host photos influence guest star ratings.

Design/methodology/approach

This research analyzed the profile photos of over 20,000 Airbnb hosts and the guest star ratings of over 30,000 Airbnb listings in New York City, using machine learning techniques.

Findings

First, hosts who provided profile photos received higher guest ratings than those who did not provide photos. When facial features of profile photos were recognizable, guest ratings were higher than when they were not recognizable (e.g. faces too small, faces looking backward or faces blocked by some objects). Second, a happy facial expression, blond hair and brown hair positively affected guest ratings, whereas heads tilted back negatively affected guest ratings.

Originality/value

This research is the first, to the best of the authors’ knowledge, to analyze the facial appearances and expressions of profile photos using machine learning techniques and examine the influence of Airbnb host photos on guest star ratings.

Keywords

Citation

Jang, H. (2022), "Judging an Airbnb booking by its cover: how profile photos affect guest ratings", Journal of Consumer Marketing, Vol. 39 No. 4, pp. 371-382. https://doi.org/10.1108/JCM-01-2021-4341

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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