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A Review of Eye-tracking Technology Application in Tourism Research

In: Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)

Author

Listed:
  • Lin Ma

    (Xi’an International Studies University, School of Tourism & Research Institute of Human Geography)

  • Xiaohua Wang

    (Xi’an International Studies University, School of Tourism & Research Institute of Human Geography)

Abstract

To avoid information overload, the human brain selects the information it notices, making selective attention a scarce resource. Most topics in tourism research have centred around tourist attention due to the focus on tourists. However, the measurement of attention has been carried out by questionnaires and interviews, which are subjective methods that may be influenced by factors such as social expectations and personal values to make the experiment fall into error. Since 80-90% of the information in the human brain originates from the visual system, measuring visual attention can reflect human attention. Eye-tracking technology based on that principle can measure human attention very well. This paper focuses on the following three topics: (1) Introduction of eye-tracking technology; (2) Summary of the research content in different tourism fields; (3) Conclusion of the shortcomings and future enhancement approaches. Based on those, this article makes several contributions. By analysing the application of eye-tracking technology in tourism research, the paper will provide new research methods and research ideas for later studies and help the development of the tourism discipline.

Suggested Citation

  • Lin Ma & Xiaohua Wang, 2024. "A Review of Eye-tracking Technology Application in Tourism Research," Advances in Economics, Business and Management Research, in: Feng-xia Cao & Satya Narayan Singh & Ahmad Jusoh & Deepanjali Mishra (ed.), Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), pages 838-846, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-368-9_98
    DOI: 10.2991/978-94-6463-368-9_98
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