Studying Online Contents Navigation: A Comparison Between Eye-Tracking Technique and Self-Reported Investigation

This study posits that an eye-tracking approach, together with a self-reported research design, represent valid alternatives to study tourism-related web browsing behavior. Users might form their idea about a future vacation and/or about a destination from the contents presented online, which are based on relatively impersonal textual resources provided by other users. Thus, the ability to evaluate what prospective customers are looking at in online contexts represents a new way to enhance the promotion of a destination. An eye-tracking technique was therefore compared with the results gathered from a previous study which considered a user test with self-declaration of which features on the pages capture users’ attention the most. Results of this study assess the presence of a common recognition by untrained users of the dominant topic and sentiment expressed on tourism related social media pages. The results obtained from both user tests performed in different research settings revealed also potential biases in data interpretation if only one technique is used.