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

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    ScottPUB1644.pdf (295.6Kb)
    Author(s)
    Scott, Noel
    Green, Christine
    Fairley, Sheranne
    Griffith University Author(s)
    Scott, Noel
    Year published
    2015
    Metadata
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    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 ...
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    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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    Journal Title
    Current Issues in Tourism
    DOI
    https://doi.org/10.1080/13683500.2014.1003797
    Copyright Statement
    © 2015 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Current Issues in Tourism on 19 Jan 2015, available online: https://www.tandfonline.com/doi/full/10.1080/13683500.2014.1003797
    Subject
    Tourism not elsewhere classified
    Business and Management
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/141229
    Collection
    • Journal articles

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