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

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  • Noel Scott
  • Christine Green
  • Sheranne Fairley

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.

Suggested Citation

  • Noel Scott & Christine Green & Sheranne Fairley, 2016. "Investigation of the use of eye tracking to examine tourism advertising effectiveness," Current Issues in Tourism, Taylor & Francis Journals, vol. 19(7), pages 634-642, June.
    • Handle: RePEc:taf:rcitxx:v:19:y:2016:i:7:p:634-642
    DOI: 10.1080/13683500.2014.1003797
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    Cited by:

    1. Tseng-Ping Chiu & Derrick Jessey Yang & Min-Yuan Ma, 2023. "The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness," Sustainability, MDPI, vol. 15(17), pages 1-15, August.

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