Cultural influences on viewing tourism advertising: An eye-tracking study comparing Chinese and Australian tourists
Journal Title: Journal of Tourism and Services - Year 2017, Vol 8, Issue 14
Abstract
In a globalized tourism industry, tourism advertising material must cater to a multi-cultural audience. This paper examines Chinese and Australian tourists' visual attention during their viewing the resort brochures by using eye-tracking and self-report methods. The results demonstrate: (1) cultural diversity has significantly impact on the effectiveness of print tourism advertisement; (2) both of the subjects from these two counties share some similarities in reading habits; and(3) the order of page, interaction between pages order and types of content influence subjects ocular behavior. The findings will assist businesses by providing important information about customer`s perception of print advertising on a cross-culture perspective.
Authors and Affiliations
Xueyan Xu, Noel Scott, Jun Gao
Keywords
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- EP ID EP193160
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