The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects

Yihong Chen, Tao Hu and Rob Law

Current Issues in Tourism, 2025, vol. 28, issue 16, 2551-2569

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.

Date: 2025
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DOI: 10.1080/13683500.2024.2378608

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