Akademik Veri Yönetim Sistemi
ADVANCES IN HOSPITALITY AND TOURISM RESEARCH (AHTR), cilt.9, sa.1, ss.1-28, 2021 (ESCI)
The purpose of this paper is to reveal the impact of a host's facial
traits and expressions on their perceived trustworthiness and
preferences among users of accommodation-sharing platforms.
The eye movements of 39 participants in the study while
responding to the question of how much they would want to stay
in each apartment presented on a created platform
were recorded using an eye-tracking device in a controlled offline
setting. A further online questionnaire was used to collect data
about user preferences, to which 226 people responded. The
results reveal the human face to be the most significant source of
cognizance on accommodation sharing platforms; that hosts with
positive profile photos are trusted and preferred more than those
with less positive images; and that hosts with high fWHRs are
trusted and preferred less than hosts with lower fWHRs. This
study introduces a novel and broad approach to the tourism and
hospitality field, involving a review and analysis of the
relationships of different variables recorded in literature,
confirming the universality of facial traits and expressions.