Introduction to Eye Tracking in Tourism

As the global tourism industry continues to expand and become more complex and competitive, developing novel and real insights into tourists’ behaviours and experiences has become paramount for many tourism businesses. While the subject of eye tracking has been increasingly discussed in the literature, the potential of eye tracking solutions in tourism is still only marginally explored. This book aims to closing this gap and brings together knowledge and ideas that will help to expand previous notions about the application and value of eye tracking in tourism. It will be a useful resource for tourism businesses, allowing them to adopt proactive approaches in the design of tourism products, services and experiences. It hopes to inspire both scholars and practitioners to engage with the theoretical, methodological, empirical and practical contribution of eye tracking research to the creation of a better understanding of contemporary tourists.