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The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects
Chen, Yihong1; Hu, Tao2; Law, Rob1
2024-07-23
Source PublicationCurrent Issues in Tourism
ABS Journal Level2
ISSN1368-3500
Abstract

Discover the secrets to crowdfunding triumph. In start-up tourism enterprises, mastering the art of captivating and converting users into sponsors through multimodal stimuli is paramount. Researchers used deep learning to deeply mine the text, images and video promotional content of 3,659 travel crowdfunding projects and nine classifiers to predict crowdfunding project success dynamically. We unearthed fascinating insights: Images spark attention, but video and text drive user conversion to sponsorship. Speech tends to deliver information, facts, or opinions. Key successful project predictors include positive emotions, pro-social engagement, cognitive vocabulary, increased video scenes and rapid visual variation. While consistent multimodal data bolsters model clarity, it does not markedly boost prediction. Lastly, linear and tree-based models outperform their nonlinear counterparts and have better prediction results.

KeywordComputerised Video Content Analysis Crowdfunding Entrepreneurs Data Mining Deep Learning Forecasting Model
DOI10.1080/13683500.2024.2378608
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:001275316400001
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD, 2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND
Scopus ID2-s2.0-85199497563
Fulltext Access
Citation statistics
Document TypeJournal article
CollectionFaculty of Business Administration
ASIA-PACIFIC ACADEMY OF ECONOMICS AND MANAGEMENT
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorHu, Tao
Affiliation1.Department of Integrated Resort and Tourism Management, University of Macau, Taipa, China
2.Tourism management, Hainan University, Haikou, China
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Chen, Yihong,Hu, Tao,Law, Rob. The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects[J]. Current Issues in Tourism, 2024.
APA Chen, Yihong., Hu, Tao., & Law, Rob (2024). The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects. Current Issues in Tourism.
MLA Chen, Yihong,et al."The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects".Current Issues in Tourism (2024).
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