TY - JOUR
T1 - Visual photography’s influences on hotel selection
T2 - an analysis using e-booking as a comparative platform
AU - Sánchez-Torres, Javier A.
AU - Palacio-López, Sandra Milena
AU - Hernández-Fernández, Yuri Lorene
AU - Arroyo-Cañada, Francisco Javier
AU - Argila-Irurita, Ana
N1 - Publisher Copyright:
Copyright © 2024 Inderscience Enterprises Ltd.
PY - 2024
Y1 - 2024
N2 - In the digital era, the reservation and purchase of tourist services online have increased, with factors such as images playing a crucial role in consumers’ decision-making when choosing a hotel on comparison sites like Booking.com. The aim of this study was to analyse the importance of appropriately using photographs, specifically of hotels, according to the tourist destination to be visited. This study employs a quasi-experimental design with four groups to investigate the impact of specific images on hotel selection according to the tourist destination. Conducted in a Gesell chamber using eye-tracking technology, two experimental and two control groups were formed with 11 individuals each, randomly assigned. The results show that image characteristics significantly influence reservation decisions. Specifically, in groups where images aligned with a beach, urban, or rural destination were presented, participants consistently chose the hotel that displayed related images. Additionally, it was found that the first image located on the right side of the screen received more visual attention. These findings underscore the importance of using appropriate images to influence customer choices and enhance online marketing of tourist destinations and their hotels.
AB - In the digital era, the reservation and purchase of tourist services online have increased, with factors such as images playing a crucial role in consumers’ decision-making when choosing a hotel on comparison sites like Booking.com. The aim of this study was to analyse the importance of appropriately using photographs, specifically of hotels, according to the tourist destination to be visited. This study employs a quasi-experimental design with four groups to investigate the impact of specific images on hotel selection according to the tourist destination. Conducted in a Gesell chamber using eye-tracking technology, two experimental and two control groups were formed with 11 individuals each, randomly assigned. The results show that image characteristics significantly influence reservation decisions. Specifically, in groups where images aligned with a beach, urban, or rural destination were presented, participants consistently chose the hotel that displayed related images. Additionally, it was found that the first image located on the right side of the screen received more visual attention. These findings underscore the importance of using appropriate images to influence customer choices and enhance online marketing of tourist destinations and their hotels.
KW - decisions
KW - e-booking
KW - electronic purchase
KW - emotions
KW - post-pandemic
KW - tourism
KW - tourist destination image
UR - http://www.scopus.com/inward/record.url?scp=85194953616&partnerID=8YFLogxK
U2 - 10.1504/IJECRM.2024.138643
DO - 10.1504/IJECRM.2024.138643
M3 - Artículo
AN - SCOPUS:85194953616
SN - 1750-0664
VL - 14
SP - 128
EP - 142
JO - International Journal of Electronic Customer Relationship Management
JF - International Journal of Electronic Customer Relationship Management
IS - 2
ER -