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Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study

Author

Listed:
  • Espigares-Jurado, Francisco
  • Muñoz-Leiva, Francisco
  • Correia, Marisol B.
  • Sousa, Carlos M.R.
  • Ramos, Célia M.Q.
  • Faísca, Luís

Abstract

This article focuses on the role played by the images that hotels use on their websites. Under this approach, this study analyses the main image used in a hotel website, considered an area of outstanding interest, which can help to improve the first impression when arriving at the website and, with it, increase the number of bookings. The absence of studies on this matter aroused the interest in it.

Suggested Citation

  • Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919304345
    DOI: 10.1016/j.jretconser.2019.101906
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    References listed on IDEAS

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    Cited by:

    1. Hamelin, Nicolas & Thaichon, Park & Abraham, Christopher & Driver, Nicholas & Lipscombe, Joe & Pillai, Jayarethanam, 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    3. Natalia N. Kalkova, 2024. "Gender impact on consumer perception of packaging colour based on neuromarketing algorithms," Upravlenets, Ural State University of Economics, vol. 15(2), pages 108-123, May.
    4. Kim, Molan & Lee, Seung Min & Choi, Sanghak & Kim, Sang Yong, 2021. "Impact of visual information on online consumer review behavior: Evidence from a hotel booking website," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Pedro Cuesta-Valiño & Sergey Kazakov & Pablo Gutiérrez-Rodríguez & Orlando Lima Rua, 2023. "The effects of the aesthetics and composition of hotels’ digital photo images on online booking decisions," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    6. Yaqin Cao & Yi Ding & Robert W. Proctor & Vincent G. Duffy & Yu Liu & Xuefeng Zhang, 2021. "Detecting users’ usage intentions for websites employing deep learning on eye-tracking data," Information Technology and Management, Springer, vol. 22(4), pages 281-292, December.
    7. Jesús García-Madariaga & Pamela Simón Sandoval & Ingrit Moya Burgos, 2024. "How brand familiarity influences advertising effectiveness of non-profit organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 279-293, June.
    8. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    9. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

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    More about this item

    Keywords

    Eye tracking; Hospitality; Main image; Hotel website; Millennials generation; User type;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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