Investigation of the use of eye tracking to examine tourism advertising effectiveness

Noel Scott, Christine Green and Sheranne Fairley

Current Issues in Tourism, 2016, vol. 19, issue 7, 634-642

Abstract: Previous studies of printed marketing stimuli have used self-report measures to determine the relative preference for one advertisement among several different versions. This study uses TobiiTM eye-tracking hardware and software along with self-report measures to compare the relative effectiveness of two versions of a tourism magazine advertisement. Data were collected from 25 respondents in a laboratory-based study. Analysis of data shows significant differences between the two advertisements tested with agreement between the eye-tracking and self-report results. These results indicate that eye-tracking methods are useful for analysis of tourist advertising.

Date: 2016
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DOI: 10.1080/13683500.2014.1003797

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