A Study of Consumers' Visual Attention Allocation in Online Hotel Booking: Evidence from Eye-tracking
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v7i2.5191
Abstract
Online booking has become the primary channel for hotel reservations in recent years. It offers a range of functions, including price comparison, payment processing, and after-sales services. Meanwhile, the volume of information available on booking pages has expanded significantly. It is crucial to understand the key factors that consumers prioritize when browsing these pages. Existing studies in this area mainly rely on subjective measurements, i.e. surveys. This study uses eye-tracking technology to assess how consumers allocate their attention to different elements while making reservations. Eye-tracking data served as the dependent variable which is more objective and quantitative. Participants' income and hotel price were also included as independent variables. It enables to reveal the interaction effect between hotel price and participants' income levels. Data analysis revealed that, when browsing booking pages, consumers allocated more attention to both positive and negative reviews. This section got significantly higher Total Fixation Duration and Fixation Count. At the same time, price information attracted the shortest Time to First Fixation, indicating faster attention. When analyzing the impact of income, the high-income group displayed longer attention to negative reviews in the initial fixation (First Fixation Duration). They were also more sensitive to brand information based on smaller Time to First Fixation. Furthermore, when browsing high-priced hotels, the high-income group devoted more attention to hotel location and ratings compared to the low-income group. They showed higher Total Fixation Duration and Fixation Count. However, no such differences were observed between the two groups when browsing low-priced hotels. This study makes contributions to a better understanding of consumers' key concerns when booking hotels. It also enriches the context-dependent theory of visual attention across different consumer and hotel groups. Additionally, the findings provide insights for hotel operation and marketing strategy.
Keywords
online booking, visual attention, hotel, price, income, consumer, eye-tracking
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[6] iResearch. (2025). 2025 China Online Tourism Industry Competition Pattern Analysis Report. iResearch Group.
[7] Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-291.
[8] Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156.
[9] Lam, S. Y., & Lee, M. K. (2019). The moderating role of income in online hotel review processing. Journal of Travel & Tourism Marketing, 36(7), 789-804.
[10] Masood, T., & Badrinarayanan, V. (2023). Negative review processing across consumer segments: An eye-tracking investigation. Journal of Hospitality Marketing & Management, 32(3), 301-326.
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[14] Piontiga, A., Pakhaloy, A., & Lomonosov, M. (2021). Online Reviews and Generation Z's Hotel Choice: Evidence from an Eye-Tracking Study. European Marketing Academy Proceedings, 2021(1), 1-16.
[15] Romano, F., et al. (2024). Involuntary attention to price information: A wearable eye-tracking study in naturalistic settings. Journal of Retailing and Consumer Services, 72, 103892.
[16] Sánchez-Pérez, J., Gálvez, M. P., & Pérez-Gómez, J. (2019). Modeling hotel room pricing: A multi-country analysis. International Journal of Hospitality Management, 77, 147-158.
[17] Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers' online choices. Journal of Retailing, 80(2), 159-169.
[18] Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
[19] Ctrip Research Institute. (2024). 2024 Ctrip Hotel Booking User Behavior Report. Ctrip.com.
[20] Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15.
[21] Wedel, M., & Pieters, R. (2008). Eye tracking in advertising research: A review of methods, models, and findings. International Journal of Advertising, 27(2), 285-314.
[22] Xie, J., Lin, Y., & Song, Z. J. (2024). A study on the influencing factors of hotel visual comfort — From the perspective of emotion. Tourism Science, 38(2), 45-62.
[23] Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
[24] Xiong, L. Y. (2023). The impact of online hotel rating colors on booking intention: An empirical study based on mixed methods [Master' s thesis]. Sichuan University.
[25] Zhao, X. Y. (2008). A study on the influencing factors of budget hotel guests' check-in in second-tier cities [Doctoral dissertation]. Hunan Normal University.
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