A review of eye-tracking research in tourism

Scott, Noel; Zhang, Rui; Le, Dung; Moyle, Brent D

doi:10.1080/13683500.2017.1367367

Cited by 146 publications

(141 citation statements)

References 102 publications

(136 reference statements)

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“…These were classified in order of importance by the number of text blocks associated with each theme (i.e. hits) (Scott, Zhang, Le, & Moyle, 2017 hits) and fantasy (5 hits). Three important themes are further analysed in this paper: how imagery processing has been studied (i.e.…”

Section: Content Analysis By Leximancermentioning

confidence: 99%

Applying experiential marketing in selling tourism dreams

Scott

Lohmann

2018

Journal of Travel & Tourism Marketing

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Section: Content Analysis By Leximancermentioning

confidence: 99%

Applying experiential marketing in selling tourism dreams

Scott

Lohmann

2018

Journal of Travel & Tourism Marketing

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“…Eye tracking is a valuable tool for measuring attention in tourism (Scott, Zhang, Le, & Moyle, 2017) and hospitality . Eye tracking has been used to investigate the effectiveness of tourism advertisements (Scott, Green, & Fairley, 2016;Wang & Sparks, 2014); to design tourism experiences (Li, Scott & Walters, 2015) such as hotel pictures (Wang, Tsai & Tang, 2018); to optimize restaurant menus (Yang, 2012), and to assess the usability of websites (Marchiori & Cantoni, 2015;Green, Murray, & Warner, 2011;Pan et al, 2004;Pan, Zhang, & Smith, 2011), including accommodation websites (Hao, Tang, Yu, & Law, 2015;Pan, Zhang, & Law, 2013).…”

Section: Measuring Attention With Eye Trackingmentioning

confidence: 99%

Do tourists notice social responsibility information?

Babakhani

Randle

Dolničar

2019

Current Issues in Tourism

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Tourists do not pay much attention to information about environmental sustainability and community contribution when choosing a holiday home We test the key antecedent to tourists considering environmental and community initiatives when making accommodation booking decisions: visual attention. Results from an eye tracking study indicate that information about environmental and community initiatives does not attract significant visual attention from tourists, especially when tourists are confronted with a typical amount of information available to them on online accommodation booking sites. Information about environmental and community initiatives is therefore unlikely to affect booking decisions. Accommodation providers can actively direct tourists' attention to environmental and community initiatives by reducing the total amount of information provided.

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“…The analysis showed that the sample size and characteristics of this study were sufficient for hypothesis testing. In addition, Scott et al [48] reviewed eye-tracking research in the tourism field and found that eye-tracking research designs have been used with between 12 and 63 participants. The present study's sample (113 participants) was larger than the sample (between 12 and 63 participants) used in previous studies.…”

Section: Samplementioning

confidence: 99%

Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

2018

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The beautiful, natural environment in a tourist hotel’s marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels’ performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel’s (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

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A review of eye-tracking research in tourism

Cited by 146 publications

References 102 publications

Applying experiential marketing in selling tourism dreams

Applying experiential marketing in selling tourism dreams

Do tourists notice social responsibility information?

Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

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