Visual Appeal of Hotel Websites: An Exploratory Eye Tracking Study on Chinese Generation Y

Jin-Xing Hao (), Rui Tang (), Yan Yu (), Nao Li () and Rob Law ()
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Jin-Xing Hao: BeiHang University
Rui Tang: BeiHang University
Yan Yu: Beijing Union University
Nao Li: The Hong Kong Polytechnic University
Rob Law: The Hong Kong Polytechnic University

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 607-620 from Springer

Abstract: Abstract With increasing recognition of experience as the essence of tourism, studying visual appeal of web design and striking a balance between usability and aesthetic considerations have elicited considerable attention from tourism and hospitality researchers. In this study, we attempt to explore visual appeal of hotel websites to Chinese Generation Y. Based on prior research, two preeminent web characteristics (i.e., a large main picture and little text) of hotel websites are identified that may be particularly preferable to Chinese Generation Y. A survey and an eye-tracking experiment are triangulated to validate the findings. Results show that web pages of hotel websites with large main pictures and little text are indeed visually appealing to Chinese Generation Y. The visual responses of participants captured by an unobtrusive eye-tracker further support our findings.

Keywords: Visual appeal; Chinese generation Y; Hotel website; Eye tracking (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-14343-9_44

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