【摘要】 如何在酒店预订网站布局合适的信息,引起旅游者的关注并最终影响其决策,成为酒店营销管理中的重要问题。采用眼动追踪实验,探讨潜在消费者在线酒店预订决策的关键需求信息;采用2×2×2的被试内实验设计,模拟酒店在线预订情境;采用眼动仪,记录被试浏览实验材料时的眼动数据。结果表明:经济型酒店中的硬件优势更受消费者青睐,消费者综合考虑官方信息与顾客口碑进行决策;在高档型酒店预订框架下,消费者偏好选择软件优势酒店,更依赖官方信息做决策。更多还原

【Abstract】 Precise information and appropriate display were going to be the key factors to attract the attention of tourists and ultimately affect the online decision making. This paper used an eye-tracking experiment to investigate the demand of tourism consumer on online hotel decision—making. 2 × 2 × 2 experimental design was adopted to imitate the online hotel booking condition and recorded the eye movement data at the time that subjects were browsing the experimental stimuli. Behavioral results showed that hotels with cool color pictures of rooms would attract more attention and induced a higher selection rate than that with warm color pictures. Eye movement results revealed that in the case of upscale hotel reservations,the option with cool color pictures also attracted the longer attentional time than that with warm. In addition,participants preferred to choose a hotel with advantages in software facilities and relyed more on official information to make reservation decisions. However,in the case of budget hotels,hotels with superior hardware facilities were more attractive to participants. Furthermore,they thought that the pictures provided by official were as important as the customer word of mouth.In conclusion,the demand of customers might change due to the expectations of the hotel.更多还原