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 ^[1] ; Liébana-Cabanillas, Francisco J. ^[1] ; Marchitto, Mauro ^[1]
  1. [1] Universidad de Granada

     Universidad de Granada

     Granada, España

     
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 12, Nº. 2, 2016, págs. 7-17
• Idioma: inglés
• DOI: 10.18089/tms.2016.12202
• Títulos paralelos:
  • Análisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-tracking
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• Dialnet Métricas: 3 Citas
• Resumen
  • español

    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

  • English

    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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