Researchers at Griffith Institute for Tourism collaborated with marketing experts at Mantra Group in August 2017 to analyse the customer experience for visitors to the recently launched MantraHotels.com multi-brand website. Eye-tracking techniques were employed to measure real-time attention and interest when completing various tasks on the Mantra Hotels website.
GIFT researchers closely investigated what participants paid attention to on the Mantra Hotels website and also analysed their eye-movement using GIFT’s dedicated eye-tracking hardware as well as supplementary software to track, aggregate and analyse behaviours. They found that the region of the website viewed most frequently by participants was the hotel search and booking panel.
In addition, participants’ emotional responses to Mantra Hotels brand stories content was measured using skin conductance measurement technology. This technology tracked the arousal level of respondents while viewing snippets from the recently-released series of Mantra Hotels branded videos. The results identified that the arousal levels of participants consistently climbed as the video progressed.