Knowledge Co-creation Through Eye-Tracking in Tourism

Abstract

The intention of this manuscript will be to discuss the role of eye-tracking studies in knowledge co-creation for tourism experiences. The designation of touristic information services is dependent on the feedback coming from tourists, and currently, the most objective method for deriving tourist information can be argued as eye-tracking. By comparing past literature with a critical analysis, this chapter will underline the importance of eye-tracking method as an integral part of tourism studies, on the basis of knowledge co-creation out of the experiences of tourists. The main focus of this study will be on how to analyze the phenomenon of knowledge co-creation in tourism in the face of visual stimuli around tourists in touristic destinations. In conclusion, the chapter will contribute to the literature by discussing the role of eye-tracking method in knowledge co-creation of tourists through objectively reflecting their experiences with visual stimuli around them. In doing so, knowledge co-creation studies in tourism can be carried out in a quantitatively measurable manner by adopting eye-tracking method.