• Corpus ID: 166416713

Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice

  title={Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice},
  author={Breffni M. Noone and Stephani K. A. Robson},
Booking a hotel online involves two major stages, namely, browsing and deliberation (followed by booking a hotel). A study that tracked 32 individuals’ eye movements as they worked on selecting a hotel to book found that during browsing, consumers quickly glance at many hotels (sometimes scrolling but often just taking the first screen) as they check the names and prices of available hotels. During this process, consumers apply personal heuristics to identify hotels that warrant further… 

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