Skip to main content
SpringerLink
Log in

Studying Online Contents Navigation: A Comparison Between Eye-Tracking Technique and Self-Reported Investigation

  • Conference paper
  • First Online:
Information and Communication Technologies in Tourism 2015

Abstract

This study posits that an eye-tracking approach, together with a self-reported research design, represent valid alternatives to study tourism-related web browsing behavior. Users might form their idea about a future vacation and/or about a destination from the contents presented online, which are based on relatively impersonal textual resources provided by other users. Thus, the ability to evaluate what prospective customers are looking at in online contexts represents a new way to enhance the promotion of a destination. An eye-tracking technique was therefore compared with the results gathered from a previous study which considered a user test with self-declaration of which features on the pages capture users’ attention the most. Results of this study assess the presence of a common recognition by untrained users of the dominant topic and sentiment expressed on tourism related social media pages. The results obtained from both user tests performed in different research settings revealed also potential biases in data interpretation if only one technique is used.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 4.

    Article  Google Scholar 

  • Dickinger, A., Koeltringer, C., & Koerbitz, W. (2011). Comparing online destination image with conventional image measurement – The case of Tallinn. Information and communication technologies in tourism 2011. In Proceedings of the international conference in Innsbruck, Austria (pp. 165–177), January 26–28, 2011.

    Google Scholar 

  • Fogg, B. J. (2003). Persuasive technology: Using computers to change what we think and do. Oxford: Morgan Kaufmann.

    Google Scholar 

  • Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4), 275–286.

    Article  Google Scholar 

  • Gidlöf, K., Wallin, A., Dewhurst, R., & Holmqvist, K. (2013). Using eye tracking to trace a cognitive process: Gaze behaviour during decision making in a natural environment. Journal of Eye Movement Research, 6(1), 1–14.

    Google Scholar 

  • Glockner, A., & Herbold, A.-K. (2011). An eye-tracking study on information processing in risky decisions: Evidence for compensatory strategies based on automatic processes. Journal of Behavioral Decision Making, 24(1), 71–98.

    Article  Google Scholar 

  • Go, F., & Govers, R. (2005). Projected destination image online: Website content analysis of pictures and text. Information Technology & Tourism, 7, 73–89.

    Article  Google Scholar 

  • Govers, R., & Go, F. (2009). Glocal, virtual and physical identities, constructed, imagined and experienced. Basingstoke: Palgrave Macmillan.

    Google Scholar 

  • Gretzel, U. (2006). Consumer generated content – Trends and implications for branding. e-Review of Tourism Research, 4(3), 9–11.

    Google Scholar 

  • Katsanos, C., Tselios, N., & Avouris, N. (2010). Evaluating website navigability: Validation of a tool-based approach through two eye-tracking user studies. New Review of Hypermedia and Multimedia, 16(1–2), 195–214.

    Article  Google Scholar 

  • Kim, H., & Fesenmaier, D. R. (2008). Persuasive design of destination websites: An analysis of first impression. Journal of Travel Research, 47(3), 3–13.

    Article  Google Scholar 

  • Li, X., Pan, B., & Zhang, L. (2009). The effect of online information search on image development. Journal of Travel Research, 48(1), 45–57.

    Article  Google Scholar 

  • Loda, M., Teichmann, K., & Zins, A. (2009). Examining destination websites for persuasiveness. International Journal of Culture, Tourism and Hospitality Research, 3(1), 70–80.

    Article  Google Scholar 

  • Lorigo, L., Haridasan, M., Brynjarsdóttir, H., Xia, L., Joachims, T., Gay, G., et al. (2008). Eye tracking and online search: Lessons learned and challenges ahead. Journal of American Society for Information Science and Technology, 59(7), 1041–1052.

    Article  Google Scholar 

  • Marchiori, E., & Cantoni, L. (2012). The online reputation construct: Does it matter for the tourism domain? A literature review on destinations’ online reputation. Journal of Information Technology & Tourism, 13(3), 139–159.

    Article  Google Scholar 

  • Marchiori, E., & Cantoni, L. (2013). Cues affecting the recognition of the dominant topic and sentiment expressed on social media pages. TTRA Europe 2013. In Proceedings of the international conference, Dublin, Ireland, April 17–19, 2013.

    Google Scholar 

  • Marchiori, E., Inversini, A., Cantoni, L., & Da Col, S. (2011). Classifying online conversations about tourism destinations. A tourist perspective. In Proceedings of the 7th international conference: Thought leaders in brand management in Lugano – Switzerland (pp. 165–175). Lugano: Università della Svizzera italiana, March 11–22, 2011.

    Google Scholar 

  • Nielsen, J., & Pernice, K. (2010). Eyetracking Web usability. Harlow: Pearson Education.

    Google Scholar 

  • Nielsen, J. (2011). How long do users stay on web pages. Retrieved from http://www.nngroup.com/articles/how-long-do-usersstay-on-web-pages/

  • Pan, B., & Zhang, L. (2010). An eyetracking study on online hotel decision making: The effects of images and number of options. In Travel and tourism research association annual conference, San Antonio, June 20–22, 2010.

    Google Scholar 

  • Park, Y., & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of Travel Research, 46(1), 46–63.

    Article  Google Scholar 

  • Russo, J. E., & Leclerc, F. (1994). An eye-fixation analysis of choice processes for consumer nondurables. Journal of Consumer Research, 21, 274–290.

    Article  Google Scholar 

  • Venkatraman, V., Payne, J. W., & Huettel, S. (2014). An overall probability of winning heuristic for complex risky decisions: Choice and eye fixation evidence. Organizational Behavior and Human Decision Processes, 125, 73–87.

    Article  Google Scholar 

  • Wan Adilah Wan, A., Wan Nur Hafizhoh, H., Natrah, A., & Jamaliah, T. (2013). Eye tracking analysis of user behavior in online social networks. HCI International, 26, 113–119.

    Google Scholar 

  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.

    Article  Google Scholar 

  • Yoo, K. H., & Gretzel, U. (2008). The influence of perceived credibility on preferences for recommender systems as sources of advice. Information Technology & Tourism, 10(2), 133–146.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Università della Svizzera italiana (USI – University of Lugano), Lugano, Switzerland

    Elena Marchiori & Lorenzo Cantoni

Authors
  1. Elena Marchiori
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Lorenzo Cantoni
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Elena Marchiori .

Editor information

Editors and Affiliations

  1. School of Hospitality Business Management, Carson College of Business, Washington State University, Vancouver, Washington, USA

    Iis Tussyadiah

  2. Faculty of Management, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this paper

Cite this paper

Marchiori, E., Cantoni, L. (2015). Studying Online Contents Navigation: A Comparison Between Eye-Tracking Technique and Self-Reported Investigation. In: Tussyadiah, I., Inversini, A. (eds) Information and Communication Technologies in Tourism 2015. Springer, Cham. https://doi.org/10.1007/978-3-319-14343-9_26

Download citation

Publish with us

Policies and ethics

Search

Navigation