What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists

作者：

Highlights：

• Analysis of effectiveness of advertising on eTourism 2.0. tools.

• Influence of elements (image/text) in banners on attention of potential tourists.

• Participants fixate first on the static banner than animated banner.

• Differences assessed according to different participants’ characteristics.

• Interesting future research path on effectiveness of advertising on eTourism tools.

摘要

•Analysis of effectiveness of advertising on eTourism 2.0. tools.•Influence of elements (image/text) in banners on attention of potential tourists.•Participants fixate first on the static banner than animated banner.•Differences assessed according to different participants’ characteristics.•Interesting future research path on effectiveness of advertising on eTourism tools.

论文关键词：Banner,eTourism 2.0,Eye tracking,Blog,Social network,Virtual community

论文评审过程：Available online 25 March 2015, Version of Record 31 May 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.03.017