Implementation of Eye-Tracking Technology in the Domestic Tourism Marketing Complex

Olena Sushchenko, Kateryna Kasenkova, Nataliia Pohuda and Mariana Petrova ()
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Olena Sushchenko: Tourism, Hotel and Restaurant Business Department, Institute of Culture and Creative Industries, Kyiv National University of Technologies and Design, Mala Shyianovska Street, 2, 01011 Kyiv, Ukraine
Kateryna Kasenkova: Tourism Department, Faculty of International Economics and Entrepreneurship, Simon Kuznets Kharkiv National University of Economics, 61166 Kharkiv, Ukraine
Nataliia Pohuda: Tourism, Hotel and Restaurant Business Department, Institute of Culture and Creative Industries, Kyiv National University of Technologies and Design, Mala Shyianovska Street, 2, 01011 Kyiv, Ukraine
Mariana Petrova: Department of Information Technologies, St. Cyril and St. Methodius University of Veliko Tarnovo, 5003 Veliko Tarnovo, Bulgaria

Tourism and Hospitality, 2025, vol. 6, issue 2, 1-18

Abstract: This study explores the potential of using eye-tracking technology as a marketing tool to enhance domestic tourism. By examining the visual preferences of users, this research aims to improve the informational resources and visual components of advertising campaigns for tourism destinations. An experiment was conducted to determine which of three image categories—architecture (Ia), nature (In), and people (Ip)—captures more user attention. Participants’ eye movements were tracked to collect data on fixation time, first glance, and the order of image exploration. The findings indicate that images of people (Ip) attract more attention than images of architecture or nature, irrespective of pose, angle, or clothing. Within the Ip category, dynamic images of people in authentic clothing (Ip3–Ip5) held viewers’ attention longer, averaging 3.3 s compared to 1.3 s for static portrait photos (Ip6–Ip8). This study concludes that eye-tracking technology can effectively identify visual elements that interest potential tourists, facilitating the creation of compelling advertising content. This approach can support the development of a cohesive and engaging visual identity for tourism destinations, thereby enhancing marketing strategies and promoting sustainable tourism.

Keywords: tourism marketing; innovation in tourism; eye tracking; consumer behavior analysis; destination image formation; destination branding (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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