Let pictures speak: hotel selection-recommendation method with cognitive image attribute-enhanced knowledge graphs

Purpose The purpose of this paper is to study the importance of image data in hotel selection-recommendation using different types of cognitive features and to explore whether there are reinforcing effects among these cognitive features. Design/methodology/approach This study represents user-generated images “cognitive” in a knowledge graph through multidimensional (shallow, middle and deep) analysis. This approach highlights the clustering of hotel destination imagery. Findings This study develops a novel hotel selection-recommendation model based on image sentiment and attribute representation within the construction of a knowledge graph. Furthermore, the experimental results show an enhanced effect between different types of cognitive features and hotel selection-recommendation. Practical implications This study enhances hotel recommendation accuracy and user satisfaction by incorporating cognitive and emotional image attributes into knowledge graphs using advanced machine learning and computer vision techniques. Social implications This study advances the understanding of user-generated images’ impact on hotel selection, helping users make better decisions and enabling marketers to understand users’ preferences and trends. Originality/value This research is one of the first to propose a new method for exploring the cognitive dimensions of hotel image data. Furthermore, multi-dimensional cognitive features can effectively enhance the selection-recommendation process, and the authors have proposed a novel hotel selection-recommendation model.