Best Practices for Eye-Tracking Studies: Dos and Don’ts

Abstract

Eye-tracking technology has been widely used for the diagnosis of marketing information in advertising studies, but its application in the tourism context is still limited. Much of the research to date has been limited to linear gaze tracking with one- or two-page documents. To better understand the application of this technology, specifically for nonlinear gaze point tracking over multiple pages that include text, advertisements, and pictures, this chapter reviewed the literature on eye-tracking in advertising and tourism studies. Research design and methods are summarized to give guidance for future studies. It also outlines some of the most important ‘lessons learned’ from research on the Ottawa Visitor Guide 2017/18 using Tobii Pro wearable technology and its Studio software. The Dos and Don’ts provide guidelines for both academics and practitioners who are interested in using this technology. Additionally, the checklist offers an approach for analyzing reading behaviour and brochure attractiveness. As a final measure, useful applications and implications are described which may be helpful to tourism-based researchers looking to get involved in applying this tool to their own settings.