Eye-Tracking Technology for Measuring Banner Advertising Efficacy on E-Tourism Websites: A Methodological Proposal

Francisco Muñoz-Leiva ()
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Francisco Muñoz-Leiva: Universidad de Granda

Chapter 29 in Handbook of e-Tourism, 2022, pp 685-716 from Springer

Abstract: Abstract In this chapter, we focus on the case of e-tourism websites (also known as Travel 2.0 tools or T2T, such as travel blogs, profiles on social networks, and online travel communities) and measure the effectiveness of advertising banners on these sites. To do this, we propose a methodological approach known as VIROG, video-based infrared oculography, or infrared eye-tracking technology. This technique is applied here in a practical application to track subjects’ visual attention when exposed to three different e-tourism websites. To date, marketing scholars have paid very little attention to analyzing the moderating effect of customer engagement (CE) or ad type when measuring visual attention and recall for a certain banner. To achieve objectives of the practical application, a within-subject and between-group experimental design was applied on a sample of participants, using their eye-tracking data in addition to a self-administered questionnaire. Based on variables of visual attention and cognitive processing, results of this study reveal the following: (i) no banner blindness was identified for any of e-tourism websites under analysis, and the greatest advertising efficacy of all sites tested was achieved by Facebook; (ii) post hoc measurements of recall were explained by other gaze metrics related to advertising effectiveness (such as number of fixation or duration of the visit); and (iii) the level of CE and the degree of animation of the particular banner exerted a moderating effect on the relationship between attention and recall or memory.

Keywords: Banner effectiveness; Travel 2.0 tools; Eye tracking; Customer engagement; Banner type (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-48652-5_121

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