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

Noel Scott; Christine Green; Sheranne Fairley

doi:10.1080/13683500.2014.1003797

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

Noel Scott, Christine Green, Sheranne Fairley

Recreation, Sport and Tourism

Research output: Contribution to journal › Letter › peer-review

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 Tobii^TM 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 language	English (US)
Pages (from-to)	634-642
Number of pages	9
Journal	Current Issues in Tourism
Volume	19
Issue number	7
DOIs	https://doi.org/10.1080/13683500.2014.1003797
State	Published - Jun 6 2016

Keywords

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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10.1080/13683500.2014.1003797

Cite this

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title = "Investigation of the use of eye tracking to examine tourism advertising effectiveness",

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.",

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AU - Fairley, Sheranne

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AB - 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.

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KW - fixation time

KW - heat map

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

Abstract

Keywords

ASJC Scopus subject areas

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