Gazing at Kenya destination pictures through the “right” channel: an eye-tracking approach
Ziming Jin, Xiao Xiao, Megha Budruk · Journal of Travel & Tourism Marketing · 2025
Destination pictures are essential to tourists’ experiences and shape destination marketing performance. Guided by the dual-process theory and the Attention, Interests, Desire, and Action Model, this study applied the eye-tracking technique and post-experiment surveys, exploring potential tourists’ visual attention and factors affecting the perceived advertisement effectiveness (PAE) of destination pictures from two different sources. Results indicate that visual attention varies according to picture sources, attribute compositions, and tourism information channel preferences, which also influence PAE. This study provides insight into enhancing destination marketing performance visually and helps relieve potential limitations of subjective biases caused by traditional research methods.