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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    

所见即所得:旅游眼动研究述评与展望

刘必强1,黎耀奇2()   

  1. 1.格里菲斯大学旅游、体育和酒店管理系 澳大利亚布里斯班 4111
    2.中山大学旅游学院 广东广州 510275
  • 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
  • 通讯作者: 黎耀奇
  • 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:
    国家自然科学基金项目“服务接触中外貌刻板印象对消费者响应的影响机制研究:基于社会距离的中介”(71602073);广东省自然科学基金项目“基于消费者视角的外貌刻板机理研究:外貌吸引力、服务能力联想与消费者社会距离感知”(2017A030313407);国家留学基金(202006380090)

What You See Is What You Get: A Research Review and Prospects of Tourism Eye-Tracking Studies

LIU Biqiang1,LI Yaoqi2()   

  1. 1. Department of Tourism, Sport and Hotel Management, Griffith University, QLD, Brisbane 4111, Australia
    2. School of Tourism Management, Sun Yat-sen University, Guangzhou 510275, China
  • Received:2020-08-29 Revised:2020-12-26 Online:2021-02-28 Published:2021-03-24
  • Contact: LI Yaoqi

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。

关键词: 眼动追踪技术, 注意力, 视觉, 研究综述, 实验范式

Abstract:

Tourism has long been characterized by visual experience activities. It is, therefore, important for tourism scholars to explore tourists’ visual interests and paths, as well as their subsequent influences, to improve the display of visual stimuli and identify tourists’ visual patterns. Restricted by the subjective bias in the self-report method, the question of how to shed light on tourists’ visual patterns objectively has become an important research topic to be solved urgently. The recent rapid development of eye-tracking techniques is paving the way for exploring people's internal minds and has attracted a great deal of attention from tourism scholars. In this context, this paper first introduces the physiological bases of eye-tracking and the development of eye-tracking techniques. It then reviews the development of eye-tracking studies in the fields of psychology and management. The paper further focuses on the progress and prospects of eye-tracking in the tourism field, finding that eye-tracking research has gained increasing interest. At present, eye-tracking research has mainly explored tourism marketing, tourism map design, tourists' spatial perception, and tourism resources evaluation. Finally, the paper discusses the proposed research framework and provides insightful suggestions for future tourism eye-tracking studies.

Key words: eye-tracking techniques, attention, visual sense, research review, experimental paradigm

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