Beyond Self-Reports: Using Eye-Tracking to Explore Consumer Decision-Making in Green Hotels

Abstract

This study examines the subconscious drivers of consumer decision-making in the context of hotel attributes (e.g., green facilities, price, familiar brand, and location), employing neuromarketing (eye-tracking) technology to transcend traditional self-reported methods. A laboratory experiment involving 30 participants to examine the fixation of eye movements (attention) across multiple hotel attributes, including price, brand familiarity, location, and green facilities. The Stimulus–Organism–Response (S-O-R) model provided the theoretical foundation for linking external stimuli with subconscious cognitive responses. The findings revealed significant differences in how participants engaged with different amenities. Green facilities, familiar brands, and pricing emerged as critical factors, with green facilities receiving significantly longer fixation durations, indicating strong interest and attracting more attention from participants. These findings suggest that incorporating sustainable practices attracts more consumer attention and enhances overall hotel perception, positively influencing decision-making. The study emphasizes the significance of sustainability in the hospitality and tourism industry and suggests that neuromarketing can reveal previously unexplored drivers of consumer behavior. This study makes two main contributions. Theoretically, it extends the S-O-R model by integrating neuromarketing evidence, showing how subconscious attentional processes shape consumer choices. Practically, it provides actionable strategies for hotel managers and policymakers to enhance the visibility, credibility, and appeal of green initiatives, with lessons applicable not only in Malaysia but also in other emerging tourism markets.