The Visual Appeal of Destination Web Pages - An Exploratory Eye Tracking Study on Generation Y

Innovation Management and Education Excellence Vision 2020:
From Regional Development Sustainability to Global Economic Growth

Abstract
Information and Communication Technologies (ICT) have dramatically changed the provision of tourism destination information. That is the reason it is becoming critical for destination and businesses in the tourism industry to have a strong online presence. In order to achieve this goal, the proper use of online channels is crucial. The goal becomes more difficult when considering different behavior of web page users regarding their age cohort. The article focuses on Generation Y web page users and their evaluation of selected official town destinations' web pages. (5 main tourisms attractions in Central Europe). The focus is on visual appeal of the websites.

With help of a mix of qualitative research approaches, including an eye tracking study followed by questionnaires, the authors evaluate those web pages from different points of view and try to compare the results. The authors also found several conclusions for positioning of various visual contents of the web page ...

The study was published on the 27th International Business Information Management Association Conference 2016 in Milano, Italy.