The Visual Attention and Psychological Responses from Older Customers to Wellness Service Pictures of Hotels

Tsai Chiao Wang, Ta Wei Tang, Chia Liang Tsai

研究成果: Article同行評審

4 引文 斯高帕斯(Scopus)

摘要

Understanding the visual attention and psychological responses of consumers to marketing pictures allows hotel managers to design more attractive advertisements. Therefore, the purposes of the present study were to use an eye-tracking analysis to explore whether there were different effects from tourist hotels’ wellness service pictures based on whether they had natural or built clues. The psychological responses with regard to perceived well-being and willingness to pay were also examined. Eighty-five older consumers were recruited. Their eye movement performance while observing marketing pictures with different visual clues and their subsequent psychological responses were measured. It was found that wellness service pictures with natural clues captured more visual attention and induced higher willingness-to-pay perceptions than those with built clues in these older consumers. The present results suggest that marketing pictures with natural clues may create positive visual responses in older customers and further enhance their purchase intention.

原文English
文章編號1084
期刊International journal of environmental research and public health
19
發行號3
DOIs
出版狀態Published - 2022 2月 1

All Science Journal Classification (ASJC) codes

  • 污染
  • 公共衛生、環境和職業健康
  • 健康、毒理學和誘變

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