Determining Visitor Guide Appeal Using Eye Tracking and In-depth Interviews: The Case of Ottawa, Canada
Abstract (150 Words)
Many destination management organizations have treated brochures as an important platform to deliver various travel information. However, how people read a tourist brochure has not been investigated adequately. This may pose obstacles in designing an appealing brochure. There is a need to understand how people read a brochure and what information is most appealing to them. This research took the Ottawa Visitor Guide 2017/18 as a case and used a triangulated approach that included observational eye-tracking, a survey, and in-depth interviews to provide more insightful explanations. This study demonstrates how eye-tracking technique can be used in the assessment of the effectiveness of a tourist brochure, generates insights into consumers’ visual behaviours, and gives implications on the design of a tourist brochure.
Determining Visitor Guide Appeal Using Eye Tracking and In-depth Interviews: The Case of Ottawa, Canada
Many destination management organizations have treated brochures as an important platform to deliver various travel information. However, how people read a tourist brochure has not been investigated adequately. This may pose obstacles in designing an appealing brochure. There is a need to understand how people read a brochure and what information is most appealing to them. This research took the Ottawa Visitor Guide 2017/18 as a case and used a triangulated approach that included observational eye-tracking, a survey, and in-depth interviews to provide more insightful explanations. This study demonstrates how eye-tracking technique can be used in the assessment of the effectiveness of a tourist brochure, generates insights into consumers’ visual behaviours, and gives implications on the design of a tourist brochure.