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

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Jin-Xing Hao

    (BeiHang University
    Renmin University of China)

  • Rui Tang

    (BeiHang University)

  • Yan Yu

    (Beijing Union University)

  • Nao Li

    (The Hong Kong Polytechnic University)

  • Rob Law

    (The Hong Kong Polytechnic University)

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.

Suggested Citation

  • Jin-Xing Hao & Rui Tang & Yan Yu & Nao Li & Rob Law, 2015. "Visual Appeal of Hotel Websites: An Exploratory Eye Tracking Study on Chinese Generation Y," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 607-620, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_44
    DOI: 10.1007/978-3-319-14343-9_44
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    Cited by:

    1. Nurulhuda Ibrahim & Mohd Fairuz Shiratuddin & Kok Wai Wong, 2015. "Instruments for Measuring the Influence of Visual Persuasion: Validity and Reliability Tests," European Journal of Social Sciences Education and Research Articles, Revistia Research and Publishing, vol. 2, May - Aug.
    2. Tsai Chiao Wang & Chia Liang Tsai & Ta Wei Tang, 2018. "Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis," Sustainability, MDPI, vol. 10(9), pages 1-13, August.

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