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
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Revista:
Tourism & Management Studies

ISSN: 2182-8466,  2182-8458

Ano de publicación: 2016

Volume: 12

Número: 2

Páxinas: 7-17

Tipo: Artigo

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

Outras publicacións en: Tourism & Management Studies

Resumo

The goal of this study is to analyze the type of navigation used with Travel 2.0tools (travel blogs, profiles on social networks and online travelcommunities), as well as the advertising efficacy of a banner on said sites. Inorder to achieve these objectives, an experimental design with different eyemetrics and a self-administered questionnaire that each subject mustcomplete at the end of each test. The results of this study reveal thefollowing: i) the users’ viewing patterns depend on the Travel 2.0 tool used,ii) the not existence of banner blindness in each Travel 2.0 tool, the age andexperience affect to the visual attention and greater advertising efficacy wasdemonstrated in the case of Facebook and, finally, iii) the eye-tracking basedattention measures differ slightly from measures of self-reported memory

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Fonte de datos: Dialnet