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Keywords: Online travel agency (OTA)
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Journal Articles
Visual attention and user satisfaction in OTA platforms: an eye-tracking and big data approach
Available to Purchase
Journal of Hospitality and Tourism Technology 1–24.
Published: 14 April 2026
...Aura Lydia Riswanto; Seieun Kim; Hak-Seon Kim Purpose This study aims to investigate how visual attention to online travel agency ( OTA ) app elements influences user behavior and satisfaction by integrating experimental and real-world data. Design/methodology/approach This study used a multi...
