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
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.1/16650 |
Resumo: | 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. The proposed experiment allows to check how these images influence the pattern or metrics of visual attention of users as well as their cognitive processing. The eye tracking technology was chosen with the intention of knowing several aspects of this fixation behaviour according to: the position of the image on the website, whether or not it belongs to the Millennial generation and the type of navigation it performs (exploratory vs. goal oriented), in addition to proposing some interaction effects between these classification variables studied. The results achieved revealed that an image in the upper area of a website is more effective, but there are some differences in the visual attention among groups of participants. This attention to it will depend, in part, on the type of task to be carried out within the website and the user age. Specifically, goal-oriented users showed a lower recurrent interest in the main image. The fixation was shorter in the group belonging to the Millennial generation, who do not need, given their greater experience in the web, a longer time to process the cognitive load of the image. Although the hypotheses proposed on the basis of the literature are not entirely satisfactory, the present study allows laying the foundations for more complex future works. |
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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 studyEye trackingHospitalityMain imageHotel websiteMillennials generationUser typeThis 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. The proposed experiment allows to check how these images influence the pattern or metrics of visual attention of users as well as their cognitive processing. The eye tracking technology was chosen with the intention of knowing several aspects of this fixation behaviour according to: the position of the image on the website, whether or not it belongs to the Millennial generation and the type of navigation it performs (exploratory vs. goal oriented), in addition to proposing some interaction effects between these classification variables studied. The results achieved revealed that an image in the upper area of a website is more effective, but there are some differences in the visual attention among groups of participants. This attention to it will depend, in part, on the type of task to be carried out within the website and the user age. Specifically, goal-oriented users showed a lower recurrent interest in the main image. The fixation was shorter in the group belonging to the Millennial generation, who do not need, given their greater experience in the web, a longer time to process the cognitive load of the image. Although the hypotheses proposed on the basis of the literature are not entirely satisfactory, the present study allows laying the foundations for more complex future works.Portuguese National Research Program through FCT [UID / BIM / 04773 / 2019, UID / SOC / 04020 / 2019, UID / ECO / 04007 / 2019]Spanish National Research Programme (R + D + i Research Project) [ECO2017-88458-R]ElsevierSapientiaEspigares-Jurado, FranciscoMunoz-Leiva, FranciscoCorreia, Marisol B.Sousa, CarlosRamos, CeliaFaísca, Luís2021-06-24T11:36:10Z2020-012020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.1/16650eng0969-698910.1016/j.jretconser.2019.101906info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-24T10:28:37Zoai:sapientia.ualg.pt:10400.1/16650Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:06:45.087482Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
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 |
title |
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 |
spellingShingle |
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 Espigares-Jurado, Francisco Eye tracking Hospitality Main image Hotel website Millennials generation User type |
title_short |
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 |
title_full |
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 |
title_fullStr |
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 |
title_full_unstemmed |
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 |
title_sort |
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 |
Espigares-Jurado, Francisco |
author_facet |
Espigares-Jurado, Francisco Munoz-Leiva, Francisco Correia, Marisol B. Sousa, Carlos Ramos, Celia Faísca, Luís |
author_role |
author |
author2 |
Munoz-Leiva, Francisco Correia, Marisol B. Sousa, Carlos Ramos, Celia Faísca, Luís |
author2_role |
author author author author author |
dc.contributor.none.fl_str_mv |
Sapientia |
dc.contributor.author.fl_str_mv |
Espigares-Jurado, Francisco Munoz-Leiva, Francisco Correia, Marisol B. Sousa, Carlos Ramos, Celia Faísca, Luís |
dc.subject.por.fl_str_mv |
Eye tracking Hospitality Main image Hotel website Millennials generation User type |
topic |
Eye tracking Hospitality Main image Hotel website Millennials generation User type |
description |
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. The proposed experiment allows to check how these images influence the pattern or metrics of visual attention of users as well as their cognitive processing. The eye tracking technology was chosen with the intention of knowing several aspects of this fixation behaviour according to: the position of the image on the website, whether or not it belongs to the Millennial generation and the type of navigation it performs (exploratory vs. goal oriented), in addition to proposing some interaction effects between these classification variables studied. The results achieved revealed that an image in the upper area of a website is more effective, but there are some differences in the visual attention among groups of participants. This attention to it will depend, in part, on the type of task to be carried out within the website and the user age. Specifically, goal-oriented users showed a lower recurrent interest in the main image. The fixation was shorter in the group belonging to the Millennial generation, who do not need, given their greater experience in the web, a longer time to process the cognitive load of the image. Although the hypotheses proposed on the basis of the literature are not entirely satisfactory, the present study allows laying the foundations for more complex future works. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-01 2020-01-01T00:00:00Z 2021-06-24T11:36:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.1/16650 |
url |
http://hdl.handle.net/10400.1/16650 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0969-6989 10.1016/j.jretconser.2019.101906 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799133311028690944 |