Visual appeal of hotel websites : an exploratory eye tracking study on Chinese generation Y

J. Hao, R. Tang, Y. Yu, L. Nao, Chun Hung Roberts Law

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic research

23 Citations (Scopus)


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.
Original languageEnglish
Title of host publicationInformation and communication technologies in tourism 2015 : proceedings of the international conference in Lugano, Switzerland, February 3-6, 2015
Number of pages14
ISBN (Electronic)3319143433, 9783319143439
ISBN (Print)9783319143422
Publication statusPublished - 2015


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