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Copyright of Journal of China Tourism Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of China Tourism Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The first impression that diners receive from a food and beverage establishment is via its menu, which conveys more information than just price and food offerings. Despite evidence that suggests possible gaze patterns across restaurant menus, it remains largely unknown how different consumers process this information across different types of menus. Hence, the present study aims to examine consumer visual patterns across traditional Chinese menus compared with regular menus in relation to their price-consciousness, using eye-tracking methodology. Contrary to previous studies that suggest general patterns of scanpaths in reading menus, the findings of the current study note that "price-conscious" consumers exhibit different gaze patterns. Additionally, the menu layout appears to play a role in consumer processing of menu-related data as well. Thus, it is important that restauranteurs define their target consumers and design their menus accordingly. [ABSTRACT FROM AUTHOR]