Optimizing online hotel ADS: The role of emotional and experiential images and banner placement in capturing visual attention
通过眼动追踪实验，研究了酒店广告横幅中图像类型（情感/体验 vs. 设施）和网页位置对用户视觉注意力的影响，为旅游营销者优化广告设计提供实证依据。
This study investigates how the type of image used in hotel advertising banners and their position on the web can influence the attentional capture of internet users. Using eye tracking technology, the visual behavior of a sample of 90 participants was recorded while browsing real websites, created ad hoc, with dynamic banners of different formats, positions and images. The results indicate that both the location and type of image are crucial to maximize the effectiveness of the banner ad. Banners incorporating images with faces of people expressing happiness or conveying positive experiences or feelings attract and retain attention more effectively than those showing conventional images of hotel facilities. In addition, the effect of the image on visual attention appears to be moderated by the position of the banner on the web. This study contributes to the field of tourism marketing by providing empirical evidence on ad design and positioning strategies that help combat the phenomenon of banner blindness. The findings offer valuable insights for tourism marketers, enabling them to optimize the visibility and impact of their online advertising campaigns.