An Eyetracking Study on Online Hotel Decision Making: The Effects of Images and umber of Options

Pan, Bing; Zhang, Lixuan

Publication:
An Eyetracking Study on Online Hotel Decision Making: The Effects of Images and umber of Options

dc.contributor.author	Pan, Bing
dc.contributor.author	Zhang, Lixuan
dc.contributor.department	Department of Hospitality and Tourism Management College of Charleston
dc.contributor.department	Hull College of Business Augusta State University
dc.date	2023-09-23T15:44:50.000
dc.date.accessioned	2024-04-26T21:24:51Z
dc.date.available	2024-04-26T21:24:51Z
dc.description	previously provided
dc.description.abstract	Proving a satisfactory online hotel booking experience within limited space on web pages demands a thorough understanding of travelers’ online decision-making behavior. This study investigates how images and number of hotel options displayed on a web page can affect consumers’ decision-making process. Results show that when images were present, the participants spent more time evaluating each hotel option and viewed more hotel options. However, the participants spent less time evaluating each hotel option in the presentation mode featuring more options. Images help to reduce cognitive load and thus allow travelers to view more hotel options and in more depth. The set of 20 hotels are overwhelming to the decision makers.
dc.identifier.uri	https://hdl.handle.net/20.500.14394/48239
dc.relation.url	https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1599&context=ttra&unstamped=1
dc.source.status	published
dc.subject	decision making
dc.subject	eye tracking
dc.subject	hotel
dc.subject	images.
dc.title	An Eyetracking Study on Online Hotel Decision Making: The Effects of Images and umber of Options
dc.type	article
dc.type	event
digcom.contributor.author	Pan, Bing
digcom.contributor.author	Zhang, Lixuan
digcom.identifier	ttra/2010/Oral/27
digcom.identifier.contextkey	8963294
digcom.identifier.submissionpath	ttra/2010/Oral/27
dspace.entity.type	Publication