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) |
|---|---|
| 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
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Cite this
Scott, N., Green, C., & Fairley, S. (2016). Investigation of the use of eye tracking to examine tourism advertising effectiveness. Current Issues in Tourism, 19(7), 634-642. https://doi.org/10.1080/13683500.2014.1003797