TY - JOUR
T1 - Restorative quality in tourist hotel marketing pictures
T2 - natural and built characteristics
AU - Wang, Tsai Chiao
AU - Tsai, Chia Liang
AU - Tang, Ta Wei
N1 - Funding Information:
This research is partially supported by Ministry of Science and Technology, Taiwan, under Grant no. MOST 105-2410-H-006 -050 -MY3 and MOST 106-2811-H-006-014.
PY - 2019/8/27
Y1 - 2019/8/27
N2 - 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.
AB - 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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U2 - 10.1080/13683500.2018.1471051
DO - 10.1080/13683500.2018.1471051
M3 - Letter
AN - SCOPUS:85046638352
SN - 1368-3500
VL - 22
SP - 1679
EP - 1685
JO - Current Issues in Tourism
JF - Current Issues in Tourism
IS - 14
ER -