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Format: 1 Online-Ressource (249 Seiten)

ISBN: 9783030497095

Series Statement: Tourism on the Verge Ser

Note: Description based on publisher supplied metadata and other sources , Intro -- Foreword -- Contents -- About the Authors -- Introduction to Eye Tracking in Tourism -- References -- Part I: Eye Tracking Methods, Concepts and Applications -- A Review of Eye-Tracking Methods in Tourism Research -- 1 Introduction -- 2 Theoretical Basis for Eye-Tracking -- 3 Data Collection and Analysis Procedures -- 3.1 Eye-Tracking Technologies and Devices -- 3.2 Data Collection Procedure -- 3.3 Data Analysis Procedure -- 3.4 Advantages and Disadvantages of Eye-Tracking Methods -- 4 Eye-Tracking Applications in Tourism Research -- 4.1 Tourism Research Using Eye-Tracking -- 4.2 Future Research Directions -- 4.3 Eye-Tracking for Tourism Marketers -- References -- Best Practices for Eye-Tracking Studies: Dos and Don'ts -- 1 Introduction -- 2 Review of the Eye-Tracking Literature -- 2.1 Eye-Tracking in Advertising Studies -- 2.2 Eye-Tracking in Tourism Studies -- 2.3 Stimuli and Research Methods -- 3 Dos and Don'ts for Eye-Tracking -- 3.1 Preparation and Set-Up -- 3.2 Participant Interaction -- 3.3 Software -- 3.4 Researcher Behaviour -- 4 Tobii Pro Experience Report -- 4.1 Advantages -- 4.2 Disadvantages -- 5 Conclusions and Implications -- References -- Eye Tracking: Evaluation, Potential and Limitations of Field Applications -- 1 Introduction to the Rationale for the Use of Eye Tracking in Tourism -- 1.1 The Evaluation of the Effectiveness of Print and Online Materials -- 1.2 The Usability Studies of Websites -- 1.3 Understanding Consumer Behaviour -- 2 The Potential of Eye Tracking in Tourism and Application Examples -- 3 Combining Eye Tracking with Other Neuromarketing Tools -- 4 The Advantages, Potential, Limitations and Drawbacks of Eye Tracking -- 4.1 The Advantages and the Potential -- 4.2 The Limitations and Drawbacks -- 5 Conclusion -- References -- Knowledge Co-creation Through Eye-Tracking in Tourism -- 1 Introduction , 2 Eye-Tracking Research -- 3 Eye-Tracking and Tourism -- 4 The Model -- 5 Concluding Remarks -- References -- Part II: Eye Tracking Research and Case Studies -- The Relevance of Eye-Tracking to Understand Users' Practices and Content Interpretation in Tourism-Related Online Navigation -- 1 Introduction -- 2 Related Works -- 2.1 Eye-Tracking Technique and Tourism -- 2.2 Eye-Tracking Technique and Users' Practices -- 3 Research Design -- 3.1 Selection of Stimuli -- 3.2 Setting of the Experiment -- 4 Results -- 4.1 Self-Declared Willingness to Visit Ticino -- 4.2 Correlation Between Eye-Tracking (ET) Outcome and Self-Declaration of Main Topic, Subtopic, and Main Sentiment Expressed f... -- 5 Conclusions -- References -- Areas of Interest on Destination Websites: A Generation Y's Perspective -- 1 Introduction -- 2 Theoretical Background -- 2.1 Consumer Behaviour -- 2.2 Sensory Marketing -- 2.3 Perception of Quality -- 2.4 Generation Y -- 3 Methodology -- 3.1 Experimental Research Design -- 3.2 Key Findings -- 3.2.1 Pictures Scoring the Highest Fixation Count -- 3.2.2 Pictures of Famous People Do Not Receive the Highest Attention -- 3.2.3 Social Media Is Not Perceived as an Important Element Within the First Impression -- 3.2.4 Destination Websites Are Rather Seen as a Platform for Information than for Booking Intentions -- 3.2.5 During the Phase of First Impression, Website Elements Embedded in Lower Parts of a Website Are Not Perceived -- 3.2.6 Differences Exist Between Men and Women Within the First Impressions -- 4 Limitations and Conclusions -- References -- Measurement of Visual Attention to Advertising Using Eye-Tracking Techniques -- 1 Introduction -- 2 Real-Time Measurement of Visual Attention Using Eye-Tracking -- 3 Method -- 3.1 Experiment 1: The Relationship Between Attention to Tourism Packages and Intention to Purchase , 3.2 Experiment 2: The Effect on Visual Attention of Manipulating Textual Information -- 3.3 Experiment 3: The Effectiveness of Tourism Print Advertising -- 3.4 Experiment 4: The Effectiveness of a Promotion on a Hotel Website -- 4 Conclusion -- References -- User Experience Improvement for Online Travel Agencies Through Eye-Tracking: The Onlineweg.de Case Study -- 1 Introduction -- 2 The Market Environment of the Multichannel E-Commerce Company Onlineweg.de -- 2.1 The Growth of E-Tourism in Germany -- 2.2 Dynamic Competition Among Online Travel Agencies -- 2.3 Highlighting a Key Target Group for Onlineweg.de -- 3 Literature Review -- 4 Methodological Approach -- 4.1 Selecting the Test Users -- 4.2 Recruiting the Test Users -- 4.3 Data Collection -- 5 The Use Cases Studied -- 5.1 Characterization of Task (1) -- 5.2 Characterization of Task (2) -- 6 Results of the Eye-Tracking Analysis -- 6.1 Task (1) -- 6.2 Task (2) -- 7 General Assessment of the Quality of Onlineweg.de by the Test Users -- 8 Recommendations for Improvements -- 9 Conclusion -- References -- Areas of Interest for a CSR Certificate on Touristic Websites: An Eye-Tracking Experiment Using the Example of TourCert -- 1 Introduction -- 2 Certifications and Certificates in Tourism -- 3 Basics About Eye-Tracking -- 4 Set-Up, Conduction and Result of the Experiment -- 5 The Experiment -- 6 Results -- 7 Analysis of Results -- 8 Conclusion -- Davenport -- References -- Acquiring Sustainability Information in Holiday Travel -- 1 Introduction: Objective and Framework -- 2 Study Design and Data Collection -- 2.1 Study Design -- 2.1.1 Set 1 -- 2.1.2 Set 2 -- 2.1.3 Set 3 -- 2.1.4 Pre- and Post-experimental Questionnaires -- 2.2 Data Collection and Data Analysis -- 2.2.1 Data Collection -- 2.2.2 Data Analysis -- 2.3 Respondent Profiles -- 2.3.1 Structural Data , 2.3.2 Involvement with Holiday Travel and Sustainable Products -- 2.3.3 Attitudes Towards Sustainable Holiday Trips -- 3 Results -- 3.1 Overview of Hypotheses -- 3.2 H1 (Zero Case) -- 3.3 H2 (Attitude) -- 3.3.1 Fixation Counts -- 3.3.2 Fixation Duration -- 3.4 H3 (Availability) -- 3.4.1 Fixation Counts -- 3.4.2 Fixation Durations -- 3.5 H4 (Instruction) -- 3.5.1 Fixation Counts -- 3.5.2 Fixation Duration -- 3.6 H5 (Instruction-Attitude) -- 3.6.1 Fixation Counts -- 3.6.2 Fixation Duration -- 4 Discussion -- 5 Conclusion -- References -- The Museum Learning Experience Through the Visitors' Eyes: An Eye Tracking Exploration of the Physical Context -- 1 Introduction -- 2 Literature Review -- 2.1 The Importance of Visual Attention -- 2.2 Visitors' Gazes in the Museum Context -- 2.3 Contextual Model of Learning -- 3 Methodology -- 3.1 Sampling and Data Collection -- 3.2 Data Analysis -- 4 Results -- 4.1 Descriptive Statistics -- 4.2 Main Analysis -- 5 Discussion -- 6 Conclusion -- 6.1 Theoretical and Practical Implications -- 6.2 Directions for Future Research -- References -- Using Mobile Eye-Tracking to Inform the Development of Nature Tourism Destinations in Iceland -- 1 Introduction -- 1.1 Structure of Chapter -- 1.2 Mobile Eye-Tracking -- 1.3 Eye-Tracking in Ecotourism -- 1.4 Effective Strategies for Managing Tourist Behavior -- 1.5 Selection of Study Area -- 1.5.1 Areas of Interest Within Iceland -- 1.5.2 Þingvellir -- 1.5.3 Sólheimajökull -- 2 Methodology -- 2.1 Participant Recruitment -- 2.2 Mobile Eye-Tracking Trial -- 2.3 Post-survey -- 2.4 Observational Data Collection -- 3 Data Analysis -- 3.1 Footpath Analysis -- 3.2 Eye-Tracking Analysis -- 3.3 Nonparticipant Observational Data -- 4 Results -- 4.1 Identified Learning and Management Issues in Ecotourism Destinations -- 4.2 Effective Strategies for Managing Tourist Behavior , 5 Discussion and Conclusions -- 5.1 LA-MET and Mixed Methods -- 5.2 Study Limitations -- 5.3 MET as an Effective Tool in Managing Nature Tourism -- References -- Viewing Behaviour and Task Performance on Austrian Destination Websites: Comparing Generation Y and the Baby Boomers -- 1 Introduction -- 2 Theoretical Background -- 2.1 Fundamentals of Web Page Viewing Behaviour -- 2.2 Eye Tracking as a Usability Evaluation Method -- 2.3 Literature Review of Generational and Age-Related Differences -- 3 Experimental Research Design -- 3.1 Definition of the Sample -- 3.2 Method of Data Collection -- 4 Research Results -- 4.1 Differences and Similarities in Viewing Behaviour -- 4.2 Differences and Similarities in Perceived Usability and Task Performance -- 5 Discussion -- 6 Conclusion -- 6.1 Implications and Recommendations -- 6.2 Limitations and Further Research -- References

Additional Edition: Erscheint auch als Druck-Ausgabe Rainoldi, Mattia Eye Tracking in Tourism Cham : Springer International Publishing AG,c2020 ISBN 9783030497088

Language: English

Subjects: Economics , General works

Keywords: Web-Seite ; Visuelle Aufmerksamkeit ; Blickverhalten ; Tourismusforschung ; Augenfolgebewegung ; Aufsatzsammlung ; Aufsatzsammlung

URL: Volltext  (URL des Erstveröffentlichers)