Abstract

HERNANDEZ-MENDEZ, Janet; MUNOZ-LEIVA, Francisco; LIEBANA-CABANILLAS, Francisco J.  and  MARCHITTO, Mauro. Analysis of advertising effectiveness and usability in Travel 2.0 tools: An experimental study through eye-tracking technique. TMStudies [online]. 2016, vol.12, n.2, pp.07-17. ISSN 2182-8458.  https://doi.org/10.18089/tms.2016.12202.

The goal of this study is to analyze the type of navigation used with Travel 2.0 tools (travel blogs, profiles on social networks and online travel communities), as well as the advertising efficacy of a banner on said sites. In order to achieve these objectives, an experimental design with different eye metrics and a self-administered questionnaire that each subject must complete at the end of each test. The results of this study reveal the following: 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 and experience affect to the visual attention and greater advertising efficacy was demonstrated in the case of Facebook and, finally, iii) the eye-tracking based attention measures differ slightly from measures of self-reported memory.

Keywords : Banner; eye-tracking; banner blindness; memory; Travel 2.0 tools.

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