Trustworthiness of Hosts in Accommodation Sharing: The Effect of Facial Traits and Expressions

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