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旅游导刊 ›› 2021, Vol. 5 ›› Issue (1): 76-102.DOI: 10.12054/lydk.bisu.164
• 综述论文 • 上一篇
收稿日期:
2020-08-29
修回日期:
2020-12-26
出版日期:
2021-02-28
发布日期:
2021-03-24
作者简介:
刘必强(1994—),男,重庆人,澳大利亚格里菲斯大学旅游、体育和酒店管理系博士研究生,研究方向:旅游者行为、服务营销。
基金资助:
Received:
2020-08-29
Revised:
2020-12-26
Online:
2021-02-28
Published:
2021-03-24
摘要:
旅游作为一种视觉体验活动,探究旅游者的注视兴趣、视觉轨迹及其影响对发现旅游者视线特点、改进视觉对象的呈现方式具有重要意义。受限于传统自我报告研究方法所存在的主观偏差,如何更加客观科学地揭示旅游者视觉规律成为旅游学界亟待解决的研究课题。近年来,眼动追踪技术不断成熟,使得通过眼动探究内心成为可能,并逐渐引起旅游学者的重视。基于此,本文首先介绍了眼动原理和眼动追踪技术的发展脉络,然后总结和分析了心理学与管理学等领域的眼动研究进展,并对旅游领域的眼动研究现状进行了系统的文献述评,最后探讨了未来的研究展望。研究发现,近年来国内外旅游学界对眼动研究的关注开始升温,成果数量呈现上升趋势。目前该领域的研究热点主要集中在旅游营销、旅游地图与旅游地空间感知以及旅游资源评价等方面。本文基于对旅游眼动研究框架的梳理,建议未来可以从挖掘眼动心理机制、关注视觉材料加工模式 、探索眼动指标、提升眼动研究外部效度以及规范眼动研究流程等方面作进一步探索。
中图分类号:
刘必强,黎耀奇. 所见即所得:旅游眼动研究述评与展望[J]. 旅游导刊, 2021, 5(1): 76-102.
LIU Biqiang,LI Yaoqi. What You See Is What You Get: A Research Review and Prospects of Tourism Eye-Tracking Studies[J]. Tourism and Hospitality Prospects, 2021, 5(1): 76-102.
期刊等级 Journal Grade | 期刊名称/刊载篇数 Journal Name/N | 作者(年份) Author(s)(Year) |
---|---|---|
CSSCI | 《资源科学》/1 | |
《旅游学刊》/3 | ||
SSCI Q1 | International Review of Sport and Exercise Psychology/1 | |
Tourism Management/1 | ||
Annals of Tourism Research/1 | ||
Journal of Travel Research/1 | ||
International Journal of Hospitality Management/2 | ||
Journal of Destination Marketing & Management/1 | ||
Journal of Sport and Health Science/1 | ||
Journal of Sustainable Tourism/3 | ||
Current Issues in Tourism/7 | ||
SSCI Q2 | Psychology of Sport & Exercise/3 | |
Cornell Hospitality Quarterly/1 | ||
Tourism Management Perspectives/1 | ||
European Sport Management Quarterly/1 | ||
Journal of Applied Sport Psychology/3 | ||
Research Quarterly for Exercise and Sport/15 | …… | |
SSCI Q3 | Journal of Vacation Marketing/1 | |
SSCI Q4 | International Journal of Sports Science & Coaching/4 | |
Journal of Leisure Research/1 |
表1 旅游眼动研究在国内外高质量学术期刊的发表数量
Tab.1 Publications regarding tourism eye-tracking/movement in the top tourism-related journals
期刊等级 Journal Grade | 期刊名称/刊载篇数 Journal Name/N | 作者(年份) Author(s)(Year) |
---|---|---|
CSSCI | 《资源科学》/1 | |
《旅游学刊》/3 | ||
SSCI Q1 | International Review of Sport and Exercise Psychology/1 | |
Tourism Management/1 | ||
Annals of Tourism Research/1 | ||
Journal of Travel Research/1 | ||
International Journal of Hospitality Management/2 | ||
Journal of Destination Marketing & Management/1 | ||
Journal of Sport and Health Science/1 | ||
Journal of Sustainable Tourism/3 | ||
Current Issues in Tourism/7 | ||
SSCI Q2 | Psychology of Sport & Exercise/3 | |
Cornell Hospitality Quarterly/1 | ||
Tourism Management Perspectives/1 | ||
European Sport Management Quarterly/1 | ||
Journal of Applied Sport Psychology/3 | ||
Research Quarterly for Exercise and Sport/15 | …… | |
SSCI Q3 | Journal of Vacation Marketing/1 | |
SSCI Q4 | International Journal of Sports Science & Coaching/4 | |
Journal of Leisure Research/1 |
主要眼动指标 Metrics | 基本含义 Basic Meanings |
---|---|
首次注视时间 Time-to-first Fixation | 当刺激初次呈现给被试时,被试首次注视到AOI的时间/时长,主要用来衡量刺激信息的重要程度 |
首次注视时长 First Fixation Duration | |
注视次数 Fixation Count | 被试对刺激的注视次数/注视时长,主要用来衡量被试对刺激的加工深度和认知努力程度。也有学者认为注视次数越多,表明AOI的布局越不合理;注视时长越长,表明被试从AOI获取信息越困难 |
注视时长 Fixation Duration | |
访问次数 Visit Count | 对刺激的访问次数/访问总时长,主要用来衡量被试对刺激的兴趣程度 |
访问时长 Visit Duration | |
回视次数 Revisit Count | 首次访问AOI后,对AOI再次访问的次数,表明对AOI的重视程度和再加工过程 |
注视频率(次/s) Fixation Frequency | 注视次数与注视时间之比,反映AOI受重视程度的指标。注视频率高则表示被试对图片感觉重要或较为感兴趣 |
注视时间比重 Percentage of Fixation Duration | 注视时长与观察总时间的比值。注视时间比重越大,说明被试对AOI的观察时间相对其他AOI较长 |
眼跳频率(次/s) Saccade Frequency | 单位时间内的眼跳次数,能够反映被试的搜索行为。在信息搜索过程中,眼动频率越高表明被试的搜索量越大,抑或表明刺激信息的特征不鲜明 |
眼跳时间比重 Percentage of Saccade Duration | 眼跳总时间与观察总时间的比值,主要反映被试在选取注视点上所用的时间 |
平均眼跳幅度/度 Average Saccade Amplitude | 反映获取信息的范围。平均眼跳幅度越大表示刺激特征越鲜明,被试能够直接到达AOI |
平均眼跳速度(度/s) Average Saccade Velocity | 评价被试获取信息范围大小的指标,反映图片信息的鲜明特征 |
瞳孔直径 Pupil Diameter | 反映被试对刺激的兴趣程度和认知负荷 |
表2 主要眼动指标及其基本含义
Tab. 2 The main metrics and basic meanings
主要眼动指标 Metrics | 基本含义 Basic Meanings |
---|---|
首次注视时间 Time-to-first Fixation | 当刺激初次呈现给被试时,被试首次注视到AOI的时间/时长,主要用来衡量刺激信息的重要程度 |
首次注视时长 First Fixation Duration | |
注视次数 Fixation Count | 被试对刺激的注视次数/注视时长,主要用来衡量被试对刺激的加工深度和认知努力程度。也有学者认为注视次数越多,表明AOI的布局越不合理;注视时长越长,表明被试从AOI获取信息越困难 |
注视时长 Fixation Duration | |
访问次数 Visit Count | 对刺激的访问次数/访问总时长,主要用来衡量被试对刺激的兴趣程度 |
访问时长 Visit Duration | |
回视次数 Revisit Count | 首次访问AOI后,对AOI再次访问的次数,表明对AOI的重视程度和再加工过程 |
注视频率(次/s) Fixation Frequency | 注视次数与注视时间之比,反映AOI受重视程度的指标。注视频率高则表示被试对图片感觉重要或较为感兴趣 |
注视时间比重 Percentage of Fixation Duration | 注视时长与观察总时间的比值。注视时间比重越大,说明被试对AOI的观察时间相对其他AOI较长 |
眼跳频率(次/s) Saccade Frequency | 单位时间内的眼跳次数,能够反映被试的搜索行为。在信息搜索过程中,眼动频率越高表明被试的搜索量越大,抑或表明刺激信息的特征不鲜明 |
眼跳时间比重 Percentage of Saccade Duration | 眼跳总时间与观察总时间的比值,主要反映被试在选取注视点上所用的时间 |
平均眼跳幅度/度 Average Saccade Amplitude | 反映获取信息的范围。平均眼跳幅度越大表示刺激特征越鲜明,被试能够直接到达AOI |
平均眼跳速度(度/s) Average Saccade Velocity | 评价被试获取信息范围大小的指标,反映图片信息的鲜明特征 |
瞳孔直径 Pupil Diameter | 反映被试对刺激的兴趣程度和认知负荷 |
发表时间/作者 Year / Author(s) | 刺激材料 Stimulus | 被试/数量 Sample/N | 仪器 Apparatus | 眼动指标 Metrics |
---|---|---|---|---|
菜单 | 大学生/54 | Tobii TX300 | 注视时长、停留时长、首次注视时间 | |
网页 | 大学生/31 | Tobii TX300 | 注视时长、轨迹图 | |
旅游图片 | 10~13岁儿童/45 | SMI REDn Scientific | 注视时长、次数、停留时长,热图 | |
网页 | 大学生/30 | EyeLink 1000 | 注视次数、停留时长,热图 | |
旅游图片 | 大学生/55 | Tobii Pro X3-120 | 注视时长、次数,热图 | |
服务人员照片 | 大学生/112 | Gazepoint GP3 | 注视时长,热图 | |
旅游图片 | 大学生/66 | Tobii T60 | 注视时长、次数,热图 | |
酒店图片 | 真实顾客/80 | / | 注视时长、次数 | |
旅游地图 | 大学生/42 | EyeSo Ec60 | 注视点坐标 | |
菜单 | 大学生/95 | Eyetech VT2 | 注视时长、次数 | |
旅游图片 | 大学生/20 | Tobii TX300 | 注视时长,访问时长 | |
旅游图片 | 大学生/35 | Tobii x3-120 | 注视频率、时间、时间比,注视空间分布 | |
旅游图片 | 大学生/37 | EyeLink 1000 | 注视时长、次数,热图 | |
旅游广告 | 大学生/25 | Tobii T60 | 注视时长、次数、轨迹图,热图 | |
旅游图片 | 中国和澳大利亚大学生/30 | Tobii T120 | 注视时长、次数、轨迹图,扫视 | |
旅游地图 | 大学生/69 | EyeLink 2000 | 首次进入时间,首次进入前的注视点数 | |
网页 | 大学教职工/16 | GazeTracker | 注视次数 | |
菜单 | 大学生/25 | iScan EC501 | 注视时长、频率、轨迹 |
表3 旅游眼动研究内容概况
Tab.3 The profile of eye-tracking research in tourism field
发表时间/作者 Year / Author(s) | 刺激材料 Stimulus | 被试/数量 Sample/N | 仪器 Apparatus | 眼动指标 Metrics |
---|---|---|---|---|
菜单 | 大学生/54 | Tobii TX300 | 注视时长、停留时长、首次注视时间 | |
网页 | 大学生/31 | Tobii TX300 | 注视时长、轨迹图 | |
旅游图片 | 10~13岁儿童/45 | SMI REDn Scientific | 注视时长、次数、停留时长,热图 | |
网页 | 大学生/30 | EyeLink 1000 | 注视次数、停留时长,热图 | |
旅游图片 | 大学生/55 | Tobii Pro X3-120 | 注视时长、次数,热图 | |
服务人员照片 | 大学生/112 | Gazepoint GP3 | 注视时长,热图 | |
旅游图片 | 大学生/66 | Tobii T60 | 注视时长、次数,热图 | |
酒店图片 | 真实顾客/80 | / | 注视时长、次数 | |
旅游地图 | 大学生/42 | EyeSo Ec60 | 注视点坐标 | |
菜单 | 大学生/95 | Eyetech VT2 | 注视时长、次数 | |
旅游图片 | 大学生/20 | Tobii TX300 | 注视时长,访问时长 | |
旅游图片 | 大学生/35 | Tobii x3-120 | 注视频率、时间、时间比,注视空间分布 | |
旅游图片 | 大学生/37 | EyeLink 1000 | 注视时长、次数,热图 | |
旅游广告 | 大学生/25 | Tobii T60 | 注视时长、次数、轨迹图,热图 | |
旅游图片 | 中国和澳大利亚大学生/30 | Tobii T120 | 注视时长、次数、轨迹图,扫视 | |
旅游地图 | 大学生/69 | EyeLink 2000 | 首次进入时间,首次进入前的注视点数 | |
网页 | 大学教职工/16 | GazeTracker | 注视次数 | |
菜单 | 大学生/25 | iScan EC501 | 注视时长、频率、轨迹 |
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