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.
Original language | English (US) |
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Pages (from-to) | 634-642 |
Number of pages | 9 |
Journal | Current Issues in Tourism |
Volume | 19 |
Issue number | 7 |
DOIs | |
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