Exploring Visual Attention, Consumption Vision, and Attitude Toward Café Menus Using Eye‐Tracking Analysis
Bibliographic Data
| ID | 21653781 |
|---|---|
| Authors | Seieun Kim (0000-0001-6131-7456, Department of Global Hospitality Management Kyungsung University Busan Republic of Korea), Thinh Phuoc Phat Nguyen (0009-0000-3065-2980, Department of Global Hospitality Management Kyungsung University Busan Republic of Korea), Aura Lydia Riswanto (0000-0001-6240-3874, Department of Global Business Kyungsung University Busan Republic of Korea), Sonam Sherpa (0000-0003-1758-3399, Department of Global Business Kyungsung University Busan Republic of Korea), Heejung S Kim (0000-0001-5361-6368, School of Hospitality & Tourism Management Kyungsung Universtiy Busan Republic of Korea, corresponding author) |
| Year | 2025 |
| Volume | 27 |
| Issue | 5 |
| Publication date | 2025-09-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1099-2340 • E-ISSN: 1522-1970 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/jtr.70133 |
| OpenAlex | W4414950371 |
| Language | EN |
| Citations received | 2 |
| References cited | 55 |
The global café industry has expanded rapidly, intensifying competition and underscoring the need to understand how menu design influences consumer behavior. This study investigates how different menu formats affect visual attention, consumption vision, and attitude toward menu items. A mixed‐method approach was employed, combining quantitative eye‐tracking experiments using the Tobii Pro Spectrum with a post‐experiment survey of 35 participants from diverse national backgrounds. Regression analyses reveal that icon and photo fixations significantly predict consumption vision. ANOVA results indicate that text receives more attention in Basic and Description menus, while images dominate in Photo menus. Paired t‐tests confirm that consumers focus more on text in Icon menus and more on images in Photo menus. Theoretically, this study demonstrates that visual stimuli are more effective than text in activating consumption vision and shaping consumer attitudes. Practically, it emphasizes the role of visual elements in menu design for enhancing customer engagement and decision‐making
Consumer behaviour · Eye tracking · Icon · Visual attention · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Culinary Culture and Tourism
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Grounded Cognition
| Unique citing works | 2 |
|---|---|
| Citations per year | 2 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 2 |