Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique


  • Francisco Muñoz-Leiva Departamento de Comercialización e Investigación de Mercados Universidad de Granada
  • Janet Hernández-Méndez Fac. Ciencias Económicas y Empresariales. Universidad de Granada
  • Francisco J. Liébana-Cabanillas Departamento de Comercialización e Investigación de Mercados. Universidad de Granada
  • Mauro Marchitto Cognitive Ergonomics Group, Mind, Brain, and Behavior Research Center (CIMCYC), University of Granada, Granada


Banner, eye-tracking, banner blindness, memory, Travel 2.0 tools


The goal of this study is to analyze the type of navigation used with Travel 2.0
tools (travel blogs, profiles on social networks and online travel
communities), as well as the advertising efficacy of a banner on said sites. In
order to achieve these objectives, an experimental design with different eye
metrics and a self-administered questionnaire that each subject must
complete at the end of each test. The results of this study reveal the
following: i) the users’ viewing patterns depend on the Travel 2.0 tool used,
ii) the not existence of banner blindness in each Travel 2.0 tool, the age and
experience affect to the visual attention and greater advertising efficacy was
demonstrated in the case of Facebook and, finally, iii) the eye-tracking based
attention measures differ slightly from measures of self-reported memory

Author Biographies

  • Francisco Muñoz-Leiva, Departamento de Comercialización e Investigación de Mercados Universidad de Granada

    Ph.D. in Business Sciences.

    Secretary of the Department of Marketing and Market Research.

    University of Granada

  • Janet Hernández-Méndez, Fac. Ciencias Económicas y Empresariales. Universidad de Granada

    Ph.D. in Business Sciences.

    University of Granada

  • Francisco J. Liébana-Cabanillas, Departamento de Comercialización e Investigación de Mercados. Universidad de Granada

    Ph.D. in Business Sciences.

    University of Granada

  • Mauro Marchitto, Cognitive Ergonomics Group, Mind, Brain, and Behavior Research Center (CIMCYC), University of Granada, Granada

    PhD in Experimental Psychology

    University of Granada


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Additional Files





Tourism/Hospitality: Research Papers

How to Cite

Muñoz-Leiva, F., Hernández-Méndez, J., Liébana-Cabanillas, F. J., & Marchitto, M. (2024). Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique. Tourism & Management Studies, 12(2), 7-17.

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