Evaluation of Tourist Decision-Making Process by Eye-Tracking Method – Focused on Methodology Gap and Cross-National Comparison

Lustigová, Z., Jarolímková, L, Žufan, J. (2021). Evaluation of Tourist Decision-Making Process by Eye-Tracking Method – Focused on Methodology Gap and Cross-National Comparison. Journal of Tourism and Services, 22(12), 89-104. doi: 10.29036/jots.v12i22.258

Authors

DOI:

https://doi.org/10.29036/jots.v12i22.258

Abstract

The dynamic development of information and communication technologies and online marketing in the hospitality and tourism industry changes customer behavior significantly.. This article presents the research results focused on measuring the visual attention of potential clients while choosing the hotel online. Eye-tracking-based data collection followed by appropriate statistical analyses was selected to study customers' behaviour and, consequently, judge the effectiveness and impact of used marketing tools. Three scenarios selected for this study covered different clients' segments: 1/overnight business guests (on the road), 2/weekend package guests (couples), and 3/team-building groups (small companies) and their specific needs. The behaviour of the respondents was monitored in two phases: browsing and deliberation phases. Our study reveals the specifics in Middle and East European consumers' behaviour in both phases, the differences in their priorities, their personal filters used, specifics of their decision-making process, etc., compared with Noone & Robson studies from 2014 and 2016 on US customers. From the methodological point of view, the study reveals the importance of so-called scenarios since it clearly shows that preferences during the browsing phase (e.g. photos of hotels, rooms, bathrooms, its environment, surrounding landscape, etc.) depend on the simulated life situation. The differences in both groups of clients' behaviour and especially in their decision-making process are discussed in the conclusions.

Author Biographies

Zdena Lustigova, University of Business in Prague, Prague, Czech Republic

Department of Information Technology and Analytical Methods, University of Business in Prague, Spálená 76/14, Praha 1 – Nové Město, 110 00, Czech Republic, www.vso.cz, lustigova@vso-praha.eu. Associated professor Zdena Lustigova devoted part of her life to human-computer interaction research and the use of physiological and neurophysiological measurement (including eye-tracking) for automated feedback in different areas, e.g. education, marketing and many others.

Liběna Jarolímková, Faculty of International Relations, Prague University of Economics and Business, Prague, Czech Republic

Department of Tourism, Faculty of International Relations, Prague University of Economics and Business, W. Churchill sq. 4, Praha 3, 130 67, Czech Republic, www.vse.cz, jaro@vse.cz. Liběna Jarolímková is an assistant professor, head of the Department of Tourism, member of AIEST. Her main fields of work are tourism market trends and interpretation of nature and cultural heritage in tourism. She participates in international projects for the modernization of tourism expert education.

Jan Žufan, University of Business in Prague, Prague, Czech Republic

Department of Management, University of Business in Prague, Spálená 76/14, Praha 1 – Nové Město, 110 00, Czech Republic, www.vso.cz, zufan@vso-praha.eu. Jan Žufan is the Chancellor of the University and a member of the Department of Management. It deals with issues of management of tourism organizations. His main areas of interest are human resources in tourism, HR marketing and the use of data in HR management.

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Published

2021-06-30