Eye Tracking in Tourism

Prof. Mattia Rainoldi is a Researcher and Lecturer in the Department of Innovation and Management in Tourism and Head of the eTourism Lab at Salzburg University of Applied Sciences (Austria). Mr. Rainoldi directs interdisciplinary research projects engaging extensively with international academic and industry partners. Prior to joining academia, he gained broad international experience in the tourism and hospitality sector. His research interests lie in the areas of digital technology, work, and leisure.Prof. Mario Jooss is a Senior Researcher and Lecturer in the Department of Innovation and Management in Tourism, and the Head of the Tourism Research Department at Salzburg University of Applied Sciences (Austria). His research focuses on digital technologies and innovation management in tourism. Prof. Jooss has co-authored and co-edited several books including "Social Media Marketing and Management in Tourism".

• Introduction to Eye Tracking in Tourism.- Eye tracking methods, concepts and applications.- A review of eye-tracking methods in tourism research.- Best practice for eye-tracking studies: DOs and DON’Ts.- Eye-tracking: Evaluation, potential, and limitations of field applications.- Knowledge Co-Creation through Eye Tracking in Tourism.- Eye tracking research and case studies.- The Relevance of Eye-Tracking to Understand Users’ Practices and Content Interpretation in Tourism-related Online Navigation.- Areas of Interest on Destination Websites: A Generation Y’s Perspective.- Measurement of visual attention to advertising using eye-tracking techniques.- User Experience Improvement for Online Travel Agencies through Eye-tracking – the Onlineweg.de Case Study.- Areas of interest for a CSR certificate on touristic websites: An eye tracking experiment using the example of TourCert.- Acquiring sustainability information in holiday travel.- The museum learning experience throughthe visitors’ eyes: An eye tracking exploration of the physical context.- Using Mobile Eye-Tracking to Inform the Development of nature tourism Destinations in Iceland.- Viewing behaviour and task performance on Austrian destination websites: Comparing Generation Y and the Baby Boomers.

“The chapters in this book provide a thorough and systematic review of the literature and reveal the detail of the experiment process, data analysis, and interpretation, which aid beginners when they first carry out eye-tracking experiments in their tourism studies. … In general, the content presentation of the book offers rich information about using a multisource approach and data triangulation with eye-tracking technology to analyzing online/offline tourist behavior while reducing the potential biases that can appear in traditional methods.” (Sunny Zhenzhen Nong and Lawrence Hoc Nang Fong, Information Technology & Tourism, Vol. 23, 2021)