Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study
With the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to e...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-05-01
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| Series: | Journal of Eye Movement Research |
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| Online Access: | https://www.mdpi.com/1995-8692/18/3/16 |
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| author | Linlin Yuan Zihao Cao Yongchun Mao Mohd Hafizal Mohd Isa Muhammad Hafeez Abdul Nasir |
| author_facet | Linlin Yuan Zihao Cao Yongchun Mao Mohd Hafizal Mohd Isa Muhammad Hafeez Abdul Nasir |
| author_sort | Linlin Yuan |
| collection | DOAJ |
| description | With the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to examine visual attention, scan path patterns, and their relationship to reading performance among different age groups. Independent t-tests, correlation analyses, and Lag Sequential Analysis were conducted to compare the differences between the two groups. Results indicated that elder participants had significantly higher fixation counts and longer fixation durations in text regions than younger participants, as well as higher perceived novelty scores. A positive correlation emerged between text fixation duration and perceived novelty. Additionally, elder participants showed greater interaction between text and images, while younger participants exhibited a more linear reading pattern. This study offers empirical insights to optimize tourism promotional materials, highlighting the need for age-specific communication strategies. |
| format | Article |
| id | doaj-art-b7f0c1fdb8e149c08bcbd0ba22457960 |
| institution | Kabale University |
| issn | 1995-8692 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Eye Movement Research |
| spelling | doaj-art-b7f0c1fdb8e149c08bcbd0ba224579602025-08-20T03:27:40ZengMDPI AGJournal of Eye Movement Research1995-86922025-05-011831610.3390/jemr18030016Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking StudyLinlin Yuan0Zihao Cao1Yongchun Mao2Mohd Hafizal Mohd Isa3Muhammad Hafeez Abdul Nasir4School of Housing, Building & Planning, Universiti Sains Malaysia, George Town 11800, MalaysiaSchool of the Arts, Universiti Sains Malaysia, George Town 11800, MalaysiaSchool of Distance Education, Universiti Sains Malaysia, George Town 11800, MalaysiaFaculty of Built Environment, Universiti Malaya, Kuala Lumpur 50603, MalaysiaSchool of Housing, Building & Planning, Universiti Sains Malaysia, George Town 11800, MalaysiaWith the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to examine visual attention, scan path patterns, and their relationship to reading performance among different age groups. Independent t-tests, correlation analyses, and Lag Sequential Analysis were conducted to compare the differences between the two groups. Results indicated that elder participants had significantly higher fixation counts and longer fixation durations in text regions than younger participants, as well as higher perceived novelty scores. A positive correlation emerged between text fixation duration and perceived novelty. Additionally, elder participants showed greater interaction between text and images, while younger participants exhibited a more linear reading pattern. This study offers empirical insights to optimize tourism promotional materials, highlighting the need for age-specific communication strategies.https://www.mdpi.com/1995-8692/18/3/16heritage tourismeye trackingage differencesinformation processingheritage marketing |
| spellingShingle | Linlin Yuan Zihao Cao Yongchun Mao Mohd Hafizal Mohd Isa Muhammad Hafeez Abdul Nasir Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study Journal of Eye Movement Research heritage tourism eye tracking age differences information processing heritage marketing |
| title | Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study |
| title_full | Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study |
| title_fullStr | Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study |
| title_full_unstemmed | Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study |
| title_short | Age-Related Differences in Visual Attention to Heritage Tourism: An Eye-Tracking Study |
| title_sort | age related differences in visual attention to heritage tourism an eye tracking study |
| topic | heritage tourism eye tracking age differences information processing heritage marketing |
| url | https://www.mdpi.com/1995-8692/18/3/16 |
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