Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique
- Muñoz-Leiva, Francisco 1
- Hernández-Méndez, Janet 2
- Liébana-Cabanillas, Francisco J. 1
- Marchitto, Mauro 3
- 1 Departamento de Comercialización e Investigación de Mercados Universidad de Granada
- 2 Fac. Ciencias Económicas y Empresariales. Universidad de Granada
- 3 Cognitive Ergonomics Group, Mind, Brain, and Behavior Research Center (CIMCYC), University of Granada, Granada
ISSN: 2182-8466, 2182-8458
Año de publicación: 2016
Volumen: 12
Número: 2
Páginas: 7-17
Tipo: Artículo
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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