Measurement of Visual Attention to Advertising Using Eye-Tracking Techniques
Eye-tracking techniques can determine where within an image a respondent is looking by measuring fixation time within an area of interest (AOI). This chapter details the results of four recent eye-tracking experiments conducted by the authors. The first p
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Mattia Rainoldi Mario Jooss Editors
Eye Tracking in Tourism
Tourism on the Verge Series Editors Pauline J. Sheldon (Until 2019) University of Hawaii, Honolulu, Hawaii, USA Daniel R. Fesenmaier (Until 2019) University of Florida, Gainesville, Florida, USA Roman Egger (From 2020) Innovation and Management, Fachhochschule Salzburg GmbH, Puch bei Hallein, Salzburg, Austria Ulrike Gretzel (From 2020) Annenberg School for Commun. & Journ., University of Southern California, Los Angeles, California, USA
More information about this series at http://www.springer.com/series/13605
Mattia Rainoldi • Mario Jooss Editors
Eye Tracking in Tourism
Editors Mattia Rainoldi Innovation and Management in Tourism Salzburg University of Applied Sciences Puch, Austria
Mario Jooss Innovation and Management in Tourism Salzburg University of Applied Sciences Puch, Austria
ISSN 2366-2611 ISSN 2366-262X (electronic) Tourism on the Verge ISBN 978-3-030-49708-8 ISBN 978-3-030-49709-5 (eBook) https://doi.org/10.1007/978-3-030-49709-5 © Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Foreword
Tourism lies at the intersection of several academic disciplines and is a broadly studied field of research. One can adopt a wide variety of perspectives and likewise a broad repertoire of methodology when critically examining the field of tourism. The most conventional empirical social approaches within the spectrum of methodology are the classical quantitative and qualitative methods. However in recent years, “methods on the verge” have been gaining increasing popularity. Eye-tracking studies have also been part of this extended repertoire of methodology for several years, due to affordabl
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