Areas of Interest on Destination Websites: A Generation Y’s Perspective

Abstract

Technological developments change the way tourists gather information. An appealing website is one approach of tourism organizations to attract potential customers’ attention and turn them into repeat visitors by providing a unique website experience. Thus, choosing proper website elements addressing expectations and emotions alike is the key challenge to gain behavioural intentions. On the basis of a broad technological know-how, Generation Y is known for being highly demanding regarding website design and features. Little research exists on user experience and preferences of this specific user group. This study analyses the website ‘Visit London’ by means of two qualitative methodologies, eye-tracking and retrospective think-aloud (RTA). Due to the evaluation of the eye movements of 16 Generation Y members, results reveal which elements are expected from a destination website. Finally, recommendations for website design are proposed.