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

Noel Scott, Christine Green, Sheranne Fairley

Research output: Contribution to journalLetterpeer-review


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.

Original languageEnglish (US)
Pages (from-to)634-642
Number of pages9
JournalCurrent Issues in Tourism
Issue number7
StatePublished - Jun 6 2016


  • advertising effectiveness
  • eye tracking
  • fixation time
  • heat map

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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