Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Regional Conference

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

Published: September 22, 2021


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


hotel choice; online reviews; eye-tracking


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 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.


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