The impact of green landscape elements in cover page photographs on consumers’ Airbnb booking behavior

Visual content featured in Airbnb cover page photographs plays a crucial role in shaping consumers' perceptions of properties. Despite its acknowledged importance, few empirical studies have investigated the influence of greenery content on consumer booking behavior. This study aims to determine whether green landscape elements in Airbnb cover page photographs stimulate consumption, employing a deep learning model for visual semantic segmentation. The findings confirm that green landscape elements positively impact consumer booking behavior, a trend that has become particularly pronounced following the COVID-19 pandemic. Furthermore, the emergence of the pandemic and the geographical location of Airbnb properties exert a positively disruptive moderating effect on the relationship between green landscape elements in cover page photographs and consumer booking behavior. This research enriches the existing literature by highlighting consumer visual preferences related to cover page photographs in the realm of shared accommodations.