Assessing the effects of text−image congruence on hotel guests’ perceptions toward hotel websites and booking intention

Purpose This study aims to examine the effects of text−image congruence on guests’ perceived processing fluency, trustworthiness, attitude toward hotel websites and booking intention. Design/methodology/approach Using a between-subject experimental design, data were gathered from 434 US residents who booked hotel rooms online within the past six months, representing an 86.8% response rate. Findings Results from Hayes’ PROCESS model 4 analysis revealed that lower text−image congruence reduces perceived fluency, trustworthiness and attitude toward the websites. Mediation analysis showed that congruence indirectly affects booking intention via attitude and trustworthiness, but not through fluency. Originality/value These findings enhance the literature by demonstrating the importance of text−image congruence on guests’ perceptions and provide practical guidance for designing hotel websites to boost bookings.