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A Review of Eye-Tracking Methods in Tourism Research

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Eye Tracking in Tourism

Part of the book series: Tourism on the Verge ((TV))

Abstract

Technological advancement provides opportunities for improvements in the methods academics use in their research. Traditional studies of advertising and interpretive material effectiveness typically use self-report surveys that are subject to subjectivity and data validity bias. Eye-tracking technology provides researchers with an alternative, objective research method to study the processes involved in visual attention to and interest in such stimuli. Psychological research on eye movements began around one hundred years ago, but the recent development of cheap and reliable eye-tracking equipment makes it more accessible to tourism researchers, both for laboratory and in-situ data collection. Application of such eye-tracking methods may enlarge our understanding of our tourists’ attention and perception as cognitive processes. This chapter provides a review of eye-tracking methods, its theoretical basis, advantages and disadvantages, data collection and analysis procedures. Gaps in knowledge and topics for future research are provided.

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Authors and Affiliations

  1. College of Business and Management, Vin University, Hanoi, Vietnam

    Dung Le

  2. Griffith University, Gold Coast, Australia

    Arghavan Hadinejad, Brent Moyle & Noel Scott

  3. Shanghai Normal University, Shanghai, China

    Jiangyu Ma

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  1. Dung Le
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  2. Arghavan Hadinejad
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  3. Brent Moyle
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  4. Jiangyu Ma
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  5. Noel Scott
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Correspondence to Dung Le .

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  1. Innovation and Management in Tourism, Salzburg University of Applied Sciences, Puch, Austria

    Mattia Rainoldi  & Mario Jooss  & 

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Le, D., Hadinejad, A., Moyle, B., Ma, J., Scott, N. (2020). A Review of Eye-Tracking Methods in Tourism Research. In: Rainoldi, M., Jooss, M. (eds) Eye Tracking in Tourism. Tourism on the Verge. Springer, Cham. https://doi.org/10.1007/978-3-030-49709-5_2

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