Research On Effects Of Tourism Web Advertisement By The Eye-tracking Technique

Network advertising has the advantages that the mass media does not have, whiletourism is a kind of experimental consumption as well as consumption pattern thathaving extremely high information search involvement and relatively complex decisionprocess. In recent years, with the development of the social economy and networktechnologies, online advertising, known as its fast spread speed, massive audience andvarious manifestations, has been playing a more and more important role in the tourismindustry. Therefore, it is worth concerning the way in which the customers use thevisual search and their intrinsic psychological demands when they are facing themassive amount of online travelling advertisement.In recent years, most scholars did researches on online travel advertising throughthe application of qualitative analysis and quantitative methods. It is creative to applythe methodology and experimentation of cognitive psychology to explore the field ofonline travel advertising. Based on existing research, we analyzed the connotation,characteristics and category of online travelling advertisement along with the review ofonline travelling advertisement home and abroad. In this paper, taking advertisementsin domestic online travelling websites as experimental material, we completed theexperiment using eye-tracker to explore the visual-searching behavior of customerswhen they were browsing the websites in terms of different forms, size and locationwith the help of e-prime. The purpose was to evaluate the effect of online travellingadvertising and provide some suggestions on network marketing for online travellingwebsites.The results show that, different types of travel online advertising caused differentvisual search behaviors of users and resulted in different psychological effects, itshowed that the tourism network users would like to spend more time on watching theimage ads.The different sizes tourism online advertising caused different visual searchbehavior of online users and made different psychological effects. Besides, were morepopular than any other travel network image ads in accordance with the watching times.Furthermore, people would pay more attentions to the large size and medium tourismnetwork image ads than ones with small size. As a result, the average watching timeand average fixation times of medium size image ads were more than other size imageads in this research. Network users would focus on the medium-sized tourism online image ads (250x200pixels). Different location of tourism network image ads causeddifferent visual search behaviors and different psychological effects of online users,the experiment results showed that online tourism advertising should be placed on topor left of the online travel site so as to get more attention from users and receive betternetwork marketing results. In addition, the results of research on attitudes when usersmeet tourism online advertisements revealed that in terms of preference, users showedmore favor when they spent more time on staring at the image ads. Also, speaking ofintention degree, the more time users spent on reading image ads, the higherpurchasing intentions they would have.