Cultural influences on viewing tourism advertising: An eye-tracking study comparing Chinese and Australian tourists
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Scott, Noel
Gao, Jun
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Abstract
In a globalized tourism industry, tourism advertising material must cater to a multi-cultural audience. This paper examines Chinese and Australian tourists visual attention during their viewing the resort brochures by using eye-tracking and self-report methods. The results demonstrate: (1) cultural diversity has significantly impact on the effectiveness of print tourism advertisement; (2) both of the subjects from these two counties share some similarities in reading habits; and(3) the order of page, interaction between pages order and types of content influence subjects ocular behavior. The findings will assist businesses by providing important information about customers perception of print advertising on a cross-culture perspective.
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Journal of Tourism and Services
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8
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14
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© The Author(s) 2017. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International (CC BY-NC-ND 4.0) License, which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
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Subject
Tourism
Tourism marketing
Hospitality management
Cultural studies
Social Sciences
Hospitality, Leisure, Sport & Tourism
Social Sciences - Other Topics
Advertising effectiveness
cultural values
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Xu, X; Scott, N; Gao, J, Cultural influences on viewing tourism advertising: An eye-tracking study comparing Chinese and Australian tourists, Journal of Tourism and Services, 2017, 8 (14), pp. 30-46