Gazing at the Gazers: An Investigation of Travel Advertisement Modality Interference
通过眼动追踪实验，研究了旅游广告中文字和图片的空间位置与模态配置如何影响游客的注意力和旅行意愿，发现占用一致注意资源的广告更有效。
Tourists are often exposed to imagery of a destination through advertisement modalities such as texts and pictures before they visit the place. This research used an eye-tracking technique to examine the effect of spatial and modality configurations on tourist destination advertisement attention and travel intention. Drawing on multiple resource theory and based on two 4 (spatial displacement) × 3 (modality) experiments, results reveal that spatial location and modality have an impact on tourist attention with respect to their dwell time and fixation counts, which lead to greater propensity to visit a place. In addition, tourists paid more attention to advertisements that occupy congruent attentional resources than to those using interference resources.