ATTENTION FOCUSES ON TOURISM WEBSITES AND THEIR IMPLICATIONS ON EYE TRACKING

Abstract

This study provides a review of the focus of attention on travel websites, accommodations and restaurants based on eye tracking, to measure the level of rootedness, density, and co-occurrence of these categories on tourism websites. Based on the grounded theory, the constant comparison method, and the use of the Atlas.ti software as a qualitative analytical practice were applied. After the review, it is defined that the categorical structures that most attract attention in visitors are the images, the search function, and the text, while the price, is the most sensitive data and the least observed.