VISUAL FRAMING IN HOSPITALITY MARKETING: THE ROLE OF CAMERA ANGLE AND HUMAN PRESENCE IN SHAPING TRAVELERS’ EMOTIONAL RESPONSES

Abstract

Visual imagery plays a central role in influencing travel decisions, with hotel-room photographs often forming a traveller’s first impression of a property. Previous research suggests that specific compositional elements can shape viewers’ emotional responses to images. However, the extent to which these cues affect real-world audiences remains unclear, particularly in hospitality settings where multiple factors influence perception. This study tests whether two common photographic cues, i.e, camera angle and inclusion of human elements, shape travellers’ emotional evaluations of hotel-room images. In a departure-hall field survey at Langkawi International Airport (N = 455), travellers viewed six photos produced by crossing human element (i.e., present vs. absent) with camera angle (i.e., high, eye-level, low) and rated them on their emotional impacts (i.e., relaxation, comfort, security, and welcome). Mann–Whitney tests showed no significant human-element effect (p > .22). Kruskal–Wallis tests showed no significant camera-angle effect (p > .26) and no six-group differences (p > .08). The findings suggest that, once overall photographic quality is strong, these compositional cues alone have limited impact on immediate emotional appeal. Accordingly, hospitality marketers should prioritise enhancing overall image quality and ensuring message congruence, rather than relying on prescriptive compositional rules such as including people or specific perspectives.