Eye Tracking: Evaluation, Potential and Limitations of Field Applications

Abstract

This chapter evaluates the use of eye tracking in tourism from the perspective of its potential and limitations. It opens with a rationale for the use of eye tracking in tourism, followed by an overview of the use of eye tracking in tourism. Then, the study presents practical tourism examples to show how eye tracking can be used on its own and together with other psychophysiological tools in tourism. The chapter also provides an evaluation of the potential, advantages, limitations and drawbacks of eye tracking.