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EMAC 2021 Regional Conference


Online Reviews and Generation Z's Hotel Choice: Evidence from an Eye-Tracking Study
(R2021-104574)

Published: September 22, 2021

AUTHORS

Inga Piont, Lomonosov Moscow State University; Alexander Pakhalov, Lomonosov Moscow State University

KEYWORDS

hotel choice; online reviews; eye-tracking

ABSTRACT

Online reviews are one of the most popular sources of information when planning trips. This study aims to assess the role of reviews in generation Z’s hotel choice at Booking.com. Analysis of eye-tracking data and respondents’ paths on the site shows that reviews have an impact on hotel choice. According to the regression analysis, the order of reviews, titles, photos in reviews and the length of text with negative experience have a significant impact on the total duration of fixation of the respondents' gaze. The paper also discusses the features of reviews that affect their perceived usefulness, credibility, and valence.

REFERENCES

We are grateful to Neurotrend LLC team (Natalia Galkina, Marina Koroleva, Alexander Luzhin) for their assistance in data collection.