优化在线酒店广告：情感和体验图像和横幅放置在吸引视觉注意力方面的作用

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-07-10 DOI:10.1016/j.ijhm.2025.104361

Andrés Fernández-Martín , Sara Campo , Desiderio Gutiérrez-Tano , Ricardo Jesús Díaz-Armas

{"title":"优化在线酒店广告：情感和体验图像和横幅放置在吸引视觉注意力方面的作用","authors":"Andrés Fernández-Martín , Sara Campo , Desiderio Gutiérrez-Tano , Ricardo Jesús Díaz-Armas","doi":"10.1016/j.ijhm.2025.104361","DOIUrl":null,"url":null,"abstract":"<div><div>This study investigates how the type of image used in hotel advertising banners and their position on the web can influence the attentional capture of internet users. Using eye tracking technology, the visual behavior of a sample of 90 participants was recorded while browsing real websites, created ad hoc, with dynamic banners of different formats, positions and images. The results indicate that both the location and type of image are crucial to maximize the effectiveness of the banner ad. Banners incorporating images with faces of people expressing happiness or conveying positive experiences or feelings attract and retain attention more effectively than those showing conventional images of hotel facilities. In addition, the effect of the image on visual attention appears to be moderated by the position of the banner on the web. This study contributes to the field of tourism marketing by providing empirical evidence on ad design and positioning strategies that help combat the phenomenon of banner blindness. The findings offer valuable insights for tourism marketers, enabling them to optimize the visibility and impact of their online advertising campaigns.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"132 ","pages":"Article 104361"},"PeriodicalIF":9.9000,"publicationDate":"2025-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Optimizing online hotel ADS: The role of emotional and experiential images and banner placement in capturing visual attention\",\"authors\":\"Andrés Fernández-Martín , Sara Campo , Desiderio Gutiérrez-Tano , Ricardo Jesús Díaz-Armas\",\"doi\":\"10.1016/j.ijhm.2025.104361\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>This study investigates how the type of image used in hotel advertising banners and their position on the web can influence the attentional capture of internet users. Using eye tracking technology, the visual behavior of a sample of 90 participants was recorded while browsing real websites, created ad hoc, with dynamic banners of different formats, positions and images. The results indicate that both the location and type of image are crucial to maximize the effectiveness of the banner ad. Banners incorporating images with faces of people expressing happiness or conveying positive experiences or feelings attract and retain attention more effectively than those showing conventional images of hotel facilities. In addition, the effect of the image on visual attention appears to be moderated by the position of the banner on the web. This study contributes to the field of tourism marketing by providing empirical evidence on ad design and positioning strategies that help combat the phenomenon of banner blindness. The findings offer valuable insights for tourism marketers, enabling them to optimize the visibility and impact of their online advertising campaigns.</div></div>\",\"PeriodicalId\":48444,\"journal\":{\"name\":\"International Journal of Hospitality Management\",\"volume\":\"132 \",\"pages\":\"Article 104361\"},\"PeriodicalIF\":9.9000,\"publicationDate\":\"2025-07-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Hospitality Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0278431925002890\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431925002890","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

摘要

本研究调查了酒店广告横幅中使用的图像类型及其在网络上的位置如何影响互联网用户的注意力捕获。使用眼动追踪技术，90名参与者在浏览真实网站时的视觉行为被记录下来，这些网站是临时创建的，有不同格式、位置和图像的动态横幅。结果表明，图像的位置和类型对于最大化横幅广告的效果至关重要。与那些显示酒店设施的传统图像相比，包含表达幸福或传达积极体验或感受的人们面孔的图像的横幅更能吸引和留住人们的注意力。此外，图像对视觉注意力的影响似乎被网页上横幅的位置所缓和。本研究为旅游营销领域提供了广告设计和定位策略的实证证据，有助于对抗横幅盲目性现象。研究结果为旅游营销人员提供了有价值的见解，使他们能够优化在线广告活动的可见性和影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Optimizing online hotel ADS: The role of emotional and experiential images and banner placement in capturing visual attention

This study investigates how the type of image used in hotel advertising banners and their position on the web can influence the attentional capture of internet users. Using eye tracking technology, the visual behavior of a sample of 90 participants was recorded while browsing real websites, created ad hoc, with dynamic banners of different formats, positions and images. The results indicate that both the location and type of image are crucial to maximize the effectiveness of the banner ad. Banners incorporating images with faces of people expressing happiness or conveying positive experiences or feelings attract and retain attention more effectively than those showing conventional images of hotel facilities. In addition, the effect of the image on visual attention appears to be moderated by the position of the banner on the web. This study contributes to the field of tourism marketing by providing empirical evidence on ad design and positioning strategies that help combat the phenomenon of banner blindness. The findings offer valuable insights for tourism marketers, enabling them to optimize the visibility and impact of their online advertising campaigns.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.