Yuan Linlin, Cao Zihao, Mao Yongchun, Mohd Isa Mohd Hafizal, Abdul Nasir Muhammad Hafeez
School of Housing, Building & Planning, Universiti Sains Malaysia, George Town 11800, Malaysia;
School of the Arts, Universiti Sains Malaysia, George Town 11800, Malaysia;
J Eye Mov Res. 2025 May 8;18(3):16. doi: 10.3390/jemr18030016. eCollection 2025 Jun.
With the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to examine visual attention, scan path patterns, and their relationship to reading performance among different age groups. Independent t-tests, correlation analyses, and Lag Sequential Analysis were conducted to compare the differences between the two groups. Results indicated that elder participants had significantly higher fixation counts and longer fixation durations in text regions than younger participants, as well as higher perceived novelty scores. A positive correlation emerged between text fixation duration and perceived novelty. Additionally, elder participants showed greater interaction between text and images, while younger participants exhibited a more linear reading pattern. This study offers empirical insights to optimize tourism promotional materials, highlighting the need for age-specific communication strategies.
随着视觉营销的重要性日益凸显，不同年龄组游客在视觉上与旅游宣传材料互动方式的差异仍未得到充分研究。本研究招募了48名参与者，并采用准实验设计结合眼动追踪技术，以考察不同年龄组的视觉注意力、扫描路径模式及其与阅读表现的关系。进行了独立样本t检验、相关分析和滞后序列分析，以比较两组之间的差异。结果表明，年长参与者在文本区域的注视次数和注视持续时间显著高于年轻参与者，且感知新颖性得分也更高。文本注视持续时间与感知新颖性之间呈现正相关。此外，年长参与者在文本与图像之间表现出更大的互动，而年轻参与者则呈现出更线性的阅读模式。本研究为优化旅游宣传材料提供了实证见解，强调了针对不同年龄制定沟通策略的必要性。
