Visual Factors Influencing Booking Intention on Online Travel Agent Platforms

Abstract

This study examines the influence of visual design elements on user attitudes and booking intentions within online travel agent (OTA) websites. Grounded in the Stimulus–Organism– Response (S-O-R) framework, it investigates how color (red and green text) and imagery (human-centric versus scenery-centric) as visual stimuli shape users’ attitudes (organism) and subsequent behavioral intentions (response). A total of 30 samples, were collected using Tobii Pro Spectrum and Tobii Pro Lab, combining gaze-tracking indicators with self-reported survey responses to capture both behavioral and perceptual dimensions of user experience. The results reveal that human-centric imagery significantly enhances user attitudes, which in turn positively influence booking intentions, demonstrating the persuasive impact of relatable human visuals in digital environments. In contrast, green text and scenery-centric imagery show no significant effect on attitudes, suggesting that color and landscape imagery may be less effective in stimulating positive user responses. Theoretically, the findings contribute to understanding visual persuasion mechanisms in online service contexts, while practically, they offer insights for marketers and UX designers seeking to improve website engagement and conversion through strategic visual design. Limitations include a homogeneous participant sample and a narrow focus on selected design cues, indicating directions for future research to examine diverse user groups, additional interface elements, and long-term behavioral effects.