A review of the Application Research of Eye Movement Experiments in The Field of Tourism

Abstract

With the rapid development of the tourism industry and the increasing demand for tourism experience, eye tracking experiments, as a quantitative and objective research tool, are gradually being applied in tourism research. Applying eye tracking experimental methods to the field of tourism research has been a new trend in recent years. By recording and analyzing the eye movement data of tourists in the tourism environment, eye movement experiments can reveal the visual attention mechanism, information processing process, and tourism decision-making behavior of tourists, providing scientific basis for the planning of tourism destinations, the design of tourism products, and the optimization of tourism services. This study first introduces the basic principles of eye movement experiments and their applications in the field of tourism. It summarizes the research results of eye movement experiments in recent years, including visual evaluation of tourism landscapes, tourism information search, evaluation of tourism advertising effectiveness, and tourism map design. Although eye tracking experiments have achieved certain results in the field of tourism, problems such as controlling the experimental environment, representativeness of samples, data interpretation, and technical limitations still exist. In the future, research on eye tracking experiments in the tourism field should pay attention to technological innovation and integration, deepening research content, interdisciplinary research, data fusion and mining, privacy protection and ethical norms, and subject diversification, To promote the deeper application and development of eye movement experiments in the tourism field.