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Exploring visual attention and perception in hospitality and tourism: a comprehensive review of eye-tracking research
Chen, Xianglan Zhang, Qinghong Liu, Weiqian Rahimi, Roya Qi, Jiawei
Chen, Xianglan
Zhang, Qinghong
Liu, Weiqian
Rahimi, Roya
Qi, Jiawei
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2025-04-23
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Abstract
Abstract Purpose: The study aims to review existing research on eye-tracking in hospitality and tourism, emphasizing its rapid development as an innovative and objective technique for exploring visual perception and attention. By examining tourists' visual paths, interests, and responses to visual stimuli, this review seeks to identify visual patterns that can enhance tourism marketing and landscape design. Design/methodology/approach: This study combines bibliometric methods with a systematic review to examine eye-tracking research in hospitality and tourism. Taking a wider perspective, it aims to identify research clusters and current topics in both theory and technology, offering a thorough understanding of the current state of eye-tracking research within hospitality and tourism Findings: The comprehensive review of eye-tracking research in tourism identifies three critical areas of focus: tourism advertisements, the perception of tourism landscapes, and visual attention. Through keyword occurrence and co-citation analysis, these topics emerge as pivotal within the current body of research. The review offers in-depth insights into these themes, emphasizing their significance in advancing the field of eye-tracking studies within the context of tourism. Practical Implications: By understanding tourists' visual attention and perception patterns, marketing strategies and visual displays can be optimized to enhance tourist engagement and satisfaction. Additionally, insights from eye-tracking studies can aid in designing more effective tourism advertisements and improving the overall visual appeal of tourism landscapes, thereby potentially increasing tourist visits and economic benefits for destinations. Originality/value: This review offers valuable insights and guidance for future tourism eyetracking studies, addressing both theoretical frameworks and practical applications. It enhances understanding of current research trends and provides a foundation for innovative approaches in tourism marketing and landscape design.
Citation
Chen, X., Zhang, Q., Liu, W., Rahimi, R. and Qi, J. (2025), "Exploring visual attention and perception in hospitality and tourism: a comprehensive review of eye-tracking research", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-06-2024-0621
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Journal article
Language
en
Description
This is an author's accepted manuscript published by Emerald in Journal of Hospitality and Tourism Insights on 23 April 2025, available online at: https://doi.org/10.1108/JHTI-06-2024-0621. The accepted manuscript may differ from the final published version.
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ISSN
2514-9792