Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Campus Universitario La Cartuja, 18071, Granada, Spain.
Escuela Universitaria de Turismo Iriarte, Universidad de Granada, Santa Cruz de Tenerife Area, Spain.
Physiol Behav. 2019 Mar 1;200:83-95. doi: 10.1016/j.physbeh.2018.03.002. Epub 2018 Mar 6.
The advent of Web 2.0 is changing tourists' behaviors, prompting them to take on a more active role in preparing their travel plans. It is also leading tourism companies to have to adapt their marketing strategies to different online social media. The present study analyzes advertising effectiveness in social media in terms of customers' visual attention and self-reported memory (recall). Data were collected through a within-subjects and between-groups design based on eye-tracking technology, followed by a self-administered questionnaire. Participants were instructed to visit three Travel 2.0 websites (T2W), including a hotel's blog, social network profile (Facebook), and virtual community profile (Tripadvisor). Overall, the results revealed greater advertising effectiveness in the case of the hotel social network; and visual attention measures based on eye-tracking data differed from measures of self-reported recall. Visual attention to the ad banner was paid at a low level of awareness, which explains why the associations with the ad did not activate its subsequent recall. The paper offers a pioneering attempt in the application of eye-tracking technology, and examines the possible impact of visual marketing stimuli on user T2W-related behavior. The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical application.
Web 2.0 的出现正在改变游客的行为，促使他们在准备旅行计划时扮演更积极的角色。它还迫使旅游公司不得不调整其营销策略以适应不同的在线社交媒体。本研究从客户的视觉注意力和自我报告的记忆（回忆）方面分析了社交媒体中的广告效果。数据是通过基于眼动追踪技术的组内和组间设计收集的，然后通过自我管理的问卷进行收集。参与者被要求访问三个 Travel 2.0 网站（T2W），包括酒店的博客、社交网络个人资料（Facebook）和虚拟社区个人资料（Tripadvisor）。总的来说，结果表明酒店社交网络的广告效果更好；并且基于眼动追踪数据的视觉注意力测量与自我报告回忆的测量不同。对广告横幅的视觉关注是在低意识水平下进行的，这解释了为什么与广告的关联没有激活其随后的回忆。本文在眼动追踪技术的应用方面进行了开创性的尝试，并研究了视觉营销刺激对用户与 T2W 相关行为的可能影响。本研究确定的实际意义，以及其局限性和未来的研究机会，不仅对进一步的理论发展有意义，而且对实际应用也有意义。
