Investigation of the use of eye tracking to examine tourism advertising effectiveness
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Green, Christine
Fairley, Sheranne
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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 for analysis of tourist advertising.
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Current Issues in Tourism
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© 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
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Subject
Marketing
Tourism
Tourism not elsewhere classified
Human geography