Title of Paper

Using Eye-Tracking Technology to Segment Tourism Brochure Reading Typologies

Presenter Bios

Michael Lever is currently pursing his PhD in Management at the University of Guelph, where he intends to incorporate his background in consumer behaviour, management, and marketing and apply it to concepts in tourism, particularly those of destination image and place branding and how they can influence both destination marketing practices and tourism and place theory.

Ye (Sandy) Shen is a PhD candidate in the School of Hospitality, Food and Tourism Management, University of Guelph. She received her master’s degree in Human Geography at Peking University and studied tourism management at the Hong Kong Polytechnic University. Her research interests include gamification in tourism, tourism experience, and destination marketing.

Dr. Marion Joppe is a Professor in the School of Hospitality, Food and Tourism Management, University of Guelph, Canada. She specializes in destination planning, development and marketing. She has extensive private and public sector experience. Marion is the President of TTRA International.

Abstract

Travel brochures have been considered an influential tool in shaping a tourists’ intention to visit and remain an important source for destination information today. This research provides a glimpse into the behaviours of tourism brochure readers, demonstrating several major tourist reading typologies as found through eye-tracking technology and interviews.

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Using Eye-Tracking Technology to Segment Tourism Brochure Reading Typologies

Travel brochures have been considered an influential tool in shaping a tourists’ intention to visit and remain an important source for destination information today. This research provides a glimpse into the behaviours of tourism brochure readers, demonstrating several major tourist reading typologies as found through eye-tracking technology and interviews.