Visual attention and user satisfaction in OTA platforms: an eye-tracking and big data approach

Purpose This study aims to investigate how visual attention to online travel agency (OTA) app elements influences user behavior and satisfaction by integrating experimental and real-world data. Design/methodology/approach This study used a multi-method approach combining an eye-tracking experiment with 40 participants, a post-experiment survey on usage intention and big data analysis of 5,547 Google Play reviews from five major OTA platforms, using text mining and regression techniques. Findings The eye-tracking results showed that users focused most on user reviews and app information, rather than logos or app names. Visual attention to reviews significantly predicted higher usage intention (β = 0.58, p < 0.001). Review-based big data analysis revealed that user satisfaction was positively associated with user experience and pricing and deals, while negatively affected by APP operation and APP reliability issues. Practical implications OTA platforms should prioritize the visibility and clarity of user reviews and app information, as these areas drive both attention and intention. Improving app stability, reducing operational errors and offering clear pricing can further enhance user satisfaction and loyalty. Originality/value This study uniquely combines eye-tracking, survey and big data review analysis to assess OTA app user behavior. It offers practical insights for digital marketers and developers by linking visual attention patterns with usage intentions and real-world satisfaction, thereby advancing research in tourism and mobile app design.