Page 375 - MARSIUM'21 COMP OF PAPER

354 Leon (2021)

2.0 LITERATURE REVIEW

2.1 VISUALIZE EFFECTS

Human yearning for beautiful things, regardless of sex and age. Beautiful and lovely things attract more attention than the ordinary ones. In
short, human beings are very typical visual animals. Physiologically, vision is the most important sensation. The excitement felt by people
through the visual sensory cells and the information collected by the visual system are processed into an intuitive feeling of ugliness, beauty
and excitement. There are few studies showing that 80% of people’s sensory information originated from vision, which reflects that visual
information is dominating human’s cognitivity (Marlow and Jansson-Boyd, 2011). The experimental psychologist Treicher has done two
famous psychological experiments. The first is the experiment about knowledge retention, that is, memory persistence; The other is about
the source of human access to information, that is, the main ways for humans to access information. Through a large number of experiments,
he proved that 83% of the information obtained by human beings comes from vision and 11% from hearing, which together account for 94%.
The remaining 6% come from smell, touch and taste.

2.2 EXPOSURE EFFECTS

Brand exposure refers to a behavior where a business or an organization start to implement some strategies to expose its brand for brand
building after finding their potential and targeted audience (Gole, 2009). According to the ‘pure exposure theory’ (Zajonc, 1968), people
are more likely to be stimulated, influenced or given higher priority to people or things that they are more familiar with. Due to the good
impression being shaped in one’s mind, it formed an unconscious behavior through cognitive mechanisms on consumer or visitor (Fitzsimon
et al., 2008). This potential theory can be considered as a psychological phenomenon. Thus, brand exposure not only can enhance brand
awareness (Cornwell et al., 2000; Pitts & Slattery, 2004), but also increase consumer purchasing or visit intention as well as brand attitude.

2.3 VISITS’ INTENTION

A visit intention is a behavioral intention that is concerned with the probability of a particular action that one might carry out or engage in
a specific behavior towards the attitude object (Schiffman and Kanuk, 2010). It can be influenced by core-service satisfaction (Jones et al.’s,
2000), perceived benefits (Anderson and Sullivan, 1993), positive attitude toward social media review on the perceived usefulness, perceived
ease of use, trustworthiness, and information quality as well (Popy and Bappy, 2020). Thus, behavior or visit intention towards a restaurant
is the likelihood of a person to visit a restaurant frequently (Han et al., 2009).

2.4 HYPOTHESIS DEVELOPMENT

2.4.1 VISUALIZE EFFECTS

2.4.1.1 Professional Food and Beverage Photography

Image facilitates human social presence, even though the communication process can only be done digitally but it does make sense for
someone to have the feeling of presenting with an actual person instead of an object (Sundar, 2008). Visual narrative mediums such as
paintings and photographs provide tangible, holistic and emotional experience for the audience (Schindler and Holbrook, 2003). With
the power of image, the feeling of connectedness and happiness can be transmitted without any words or text. Thus, high-quality, and
professional photos of food and beverages can make people have fuller experiences by activating people's sense of entertainment,
personal identity and social interaction (Liu et al. 2012). Regarding the professional photographing of food and beverage, the correct use
of illumination and shooting angle are the main issues. A successful food and beverage photographer should be concerned with the
natural light, the presence of daylight will be the most preferable period of shooting (Gissemann, 2016). Nevertheless, according to the
health experts, a low quality, low-resolution and unprofessional food images might bring to public health issue, it minimal the technical
expertise (Islam et al., 2013; Steenhuis and Vermeer, 2009) and reduce the happiness and satisfaction, eventually affecting the intention
to visit or revisit a restaurant. Hence, by providing good visual effects, professional catering photography will indeed help to stimulate
tourists' curiosity and mentality of wanting to try. Relying on the explanation given above, researcher hypothesize:

H 1 : There is significant relationship between professional food and beverage photography and visitors’ visit intention towards
restaurant selection.
H : There is no significant relationship between professional food and beverage photography and visitors’ visit intention towards
01
restaurant selection.

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