Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique

  1. Muñoz-Leiva, Francisco 1
  2. Hernández-Méndez, Janet 2
  3. Liébana-Cabanillas, Francisco J. 1
  4. Marchitto, Mauro 3
  1. 1 Departamento de Comercialización e Investigación de Mercados Universidad de Granada
  2. 2 Fac. Ciencias Económicas y Empresariales. Universidad de Granada
  3. 3 Cognitive Ergonomics Group, Mind, Brain, and Behavior Research Center (CIMCYC), University of Granada, Granada
Revista:
Tourism & Management Studies

ISSN: 2182-8466 2182-8458

Año de publicación: 2016

Volumen: 12

Número: 2

Páginas: 7-17

Tipo: Artículo

DOI: 10.18089/TMS.2016.12202 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Tourism & Management Studies

Resumen

La finalidad del presente estudio es analizar el tipo de navegación que serealiza en las herramientas Travel 2.0 (blog de viajes, perfil en red social y encomunidad virtual de viajeros) así como la eficacia publicitaria de un bannerubicado en ellas. Para la consecución de estos objetivos se creó un diseñoexperimental con diferentes métricas oculares y un cuestionario autoadministradoque cada sujeto debía cumplimentar al término de cadaprueba. Los resultados del estudio revelan lo siguiente: i) el patrón devisualización de los usuarios depende de la herramienta Travel 2.0 utilizada,ii) la no existencia de ceguera al banner comprobándose además que la edady la experiencia afectan a la atención visual, y se demostró una mayor eficaciaen el caso de Facebook y, por último, ii) las medidas de atención medianteeye-tracking y de recuerdo auto-informado difieren ligeramente entre sí

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