Research On Eye Movement Of Tourism Advertisement

Psychological studies have shown that the majority of information is received from visual system, so people are very concerned about the economic benefits from attracting eyes of the audience. Then "eyeball economy" is proposed. Tourism advertisement, especially web tourism advertisement, is an important tourism promotion channel, which has caused more and more attention. How does tourism advertisement in different positions and forms affect tourists’perception and their decision-making? This is a problem that tourism departments and tourism companies are particularly concerned about. Eye movement is an important form of human psychological activity. Eye movement study, which is a new research method, will help to answer this question and provide a new view and reliable basis.As an important research method, eye movement study is applied in many fields, such as reading field and advertisement field. But it has rarely been applied in tourism field, only used in the visual quality evaluation of landscape. Specialized eye movement study for tourism advertisement is still lacking and needed to be added. So the author attempts to make a preliminary study of web tourism advertisement by eye movement analysis.In this paper, taking college students who always rely on internet to get tourism information as the research object, the author designs the eye movement experiment and the recognition test. The eye movement data is recorded by the eye tracker and the recognition results are recorded through evaluation method. Then the author selects some data and analyses the differences of college student browsing web tourism advertisement in different positions and forms. The article attempts to explore tourists’mental cognitive processing of tourism advertisement, and tries to figure out the optimal presentation of web tourism advertisement. The purpose of this paper is to provide certain theoretical guidance for the designing of web tourism advertisement and data support for the effect testing of tourism advertisement, and help tourism departments and tourism companies make use of tourism advertisement better.The article demarcates each piece of web tourism advertisement banner as the area of interest (AOI), and selects three eye movement indexes in AOI, including fixation time, fixation count and first fixation duration. The recognition results are obtained by four scale score. A large amount of data is analyzed by the mean comparing, variance analysis, correlation analysis and regression analysis, etc. The research draws some conclusions as follows:The differences in different positions:the differences of eye movement data in different positions are significant, especially on the fixation time and the fixation count. It shows generally that more attention and fixation is attracted when the tourism advertisement is in the upper and the middle of the web. The tourism advertisement in the bottom is likely to be ignored and causes less attention; the differences of recognition results in different positions aren’t significant, but the upper and the middle are slightly superior to the bottom;The differences in different forms:the differences of eye movement data in different forms are significant. It shows generally that the animation attracts the most fixations and locks the first fixation best, followed by the colorized, and the black and white is the worst; the differences of recognition results in different forms are also significant. The animation is the best, followed by the colorized, and the black and white is the worst; This paper finds that the relevance between the eye movement data and the recognition results is significant by correlation analysis, which proves that there is consistency between the objective eye movement data and the subjective recognition results. The mathematical formula expressing the relationship between the eye movement data and the recognition results is derived by regression analysis, which can be used in estimating and predicting the recognition results. Finally, according to the research findings, the author puts forward some suggestions for the presentation of web tourism advertisement.