Restorative quality in tourist hotel marketing pictures: natural and built characteristics

Research output: Contribution to journalLetter

2 Citations (Scopus)

Abstract

Individuals often expect to recover from the fatigue of their regular lives when they engage in tourism activities. However, the intangible features of the service lead to the tourist hotels must identify associated physical clues to include in marketing pictures. Those pictures should attract the attention of these pressured customers and influence their accommodation decisions. Based on attention restoration theory, this study used eye-tracking analysis and questionnaires to investigate the influence of images of natural and built hotel scenes on visual attention and assessments of the hotel’s restorative quality. This study used 24 marketing images from a hotel as the experimental stimulus, and 80 participants with an average age of 55 years participated in the experiments. Empirical results suggest that visual clues in hotel marketing pictures can influence customers’ visual behaviour and assessments of restorative quality. In particular, images of natural scenes may attract more visual attention than those of built scenes, and natural scenes may also signal higher restorative quality to potential customers.

Original languageEnglish
Pages (from-to)1679-1685
Number of pages7
JournalCurrent Issues in Tourism
Volume22
Issue number14
DOIs
Publication statusPublished - 2019 Aug 27

Fingerprint

marketing
tourist
customer
fatigue
accommodation
restoration
stimulus
tourism
Tourism
questionnaire
experiment
Hotels
Marketing
Tourists
Visual attention
services
decision
analysis

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

Cite this

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title = "Restorative quality in tourist hotel marketing pictures: natural and built characteristics",
abstract = "Individuals often expect to recover from the fatigue of their regular lives when they engage in tourism activities. However, the intangible features of the service lead to the tourist hotels must identify associated physical clues to include in marketing pictures. Those pictures should attract the attention of these pressured customers and influence their accommodation decisions. Based on attention restoration theory, this study used eye-tracking analysis and questionnaires to investigate the influence of images of natural and built hotel scenes on visual attention and assessments of the hotel’s restorative quality. This study used 24 marketing images from a hotel as the experimental stimulus, and 80 participants with an average age of 55 years participated in the experiments. Empirical results suggest that visual clues in hotel marketing pictures can influence customers’ visual behaviour and assessments of restorative quality. In particular, images of natural scenes may attract more visual attention than those of built scenes, and natural scenes may also signal higher restorative quality to potential customers.",
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Restorative quality in tourist hotel marketing pictures : natural and built characteristics. / Wang, Tsai Chiao; Tsai, Chia Liang; Tang, Ta Wei.

In: Current Issues in Tourism, Vol. 22, No. 14, 27.08.2019, p. 1679-1685.

Research output: Contribution to journalLetter

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AU - Wang, Tsai Chiao

AU - Tsai, Chia Liang

AU - Tang, Ta Wei

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