Do tourists notice social responsibility information?

Nazila Babakhani, Melanie Randle and Sara Dolnicar

Current Issues in Tourism, 2020, vol. 23, issue 5, 559-571

Abstract: This empirical study explores the amount of attention tourists pay to social responsibility (environment and community) information when booking accommodation online. Visual attention is a necessary requirement for tourists to consider the social responsibility of different accommodation options when making bookings. Eye tracking methodology was used to measure the visual attention paid to social responsibility initiatives in a simulated accommodation booking webpage. Results reveal that information about social responsibility initiatives does not attract significant visual attention from tourists, especially when they are confronted with a typically large amount of information about accommodation options. Such information is therefore unlikely to affect booking decisions. Accommodation providers can actively direct tourists’ attention to social responsibility initiatives by reducing the total amount of information provided.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2018.1561653 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:23:y:2020:i:5:p:559-571

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2018.1561653

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().