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Using eye-tracking to evaluate the viewing behavior on tourist landscapes

  • Gianpaolo Zammarchi
  • Giulia Contu
  • Luca Frigau

Every tourist website employs images to attract potential tourists. In particular, destination tourism websites use environmental images, such as landscapes, to attract the attention of tourists and to address their purchase choice. Nowadays the effectiveness of these tools has been enhanced by the use of eye-tracking technology. That allows measuring the exact eye position during the visualization of images, texts, or other visual stimuli. Consequently, eye-tracking data can be processed to obtain quantitative measures of viewing behavior that can be analyzed for several purposes in many fields such as to cluster consumers, to improve the effectiveness of a website and for neuroscience studies. This work is aimed to use eye-tracking technology to investigate user behavior according to different types of images (e.g. natural landscapes, city landscapes). Specifically, we compare different statistical descriptive tools with supervised and unsupervised models. Furthermore, we discuss the effectiveness of their results and their capacity to provide satisfactory and interpretable solutions that can be used by decision-makers.

  • Keywords:
  • Tourism,
  • Eye-tracking,
  • Fixations,
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Gianpaolo Zammarchi

University of Cagliari, Italy - ORCID: 0000-0002-9733-380X

Giulia Contu

University of Cagliari, Italy - ORCID: 0000-0001-9750-1896

Luca Frigau

University of Cagliari, Italy - ORCID: 0000-0002-6316-4040

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  • Publication Year: 2021
  • Pages: 141-146
  • Content License: CC BY 4.0
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  • Publication Year: 2021
  • Content License: CC BY 4.0
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Chapter Information

Chapter Title

Using eye-tracking to evaluate the viewing behavior on tourist landscapes

Authors

Gianpaolo Zammarchi, Giulia Contu, Luca Frigau

Language

English

DOI

10.36253/978-88-5518-304-8.28

Peer Reviewed

Publication Year

2021

Copyright Information

© 2021 Author(s)

Content License

CC BY 4.0

Metadata License

CC0 1.0

Bibliographic Information

Book Title

ASA 2021 Statistics and Information Systems for Policy Evaluation

Book Subtitle

Book of short papers of the opening conference

Editors

Bruno Bertaccini, Luigi Fabbris, Alessandra Petrucci

Peer Reviewed

Publication Year

2021

Copyright Information

© 2021 Author(s)

Content License

CC BY 4.0

Metadata License

CC0 1.0

Publisher Name

Firenze University Press

DOI

10.36253/978-88-5518-304-8

eISBN (pdf)

978-88-5518-304-8

eISBN (xml)

978-88-5518-305-5

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Proceedings e report

Series ISSN

2704-601X

Series E-ISSN

2704-5846

158

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