Deciphering overtourism impacts through eye-tracking analysis
DOI:
https://doi.org/10.19040/ecocycles.v10i1.395Keywords:
eye-tracking tourism, overtourism, tourism marketingAbstract
The use of eye-tracking in the field of tourism is not very widespread, most of the existing studies use this qualitative tool to investigate the viewing of tourism websites or advertising. In contrast, this paper focuses on the identification and examination of the negative effects associated with the phenomenon of overtourism through photographs. The primary research involved 14 participants, and the results were presented using heat-map plots.
Participants devoted considerable time to viewing the signs of the negative impacts of tourism in the photos, but based on the responses to the questionnaire completed after the remote eye device survey, it was found that their willingness to travel was not affected to a considerable extent in a negative direction by the undesirable elements in the photos. Broken down by gender, women spent less time exploring natural beauty and built heritage, while men spent more time viewing these areas.
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Copyright (c) 2024 Andrea Szollos-Toth, Zoltan Bujdoso, Tunde Csapone Risko
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