Impact of image features on visual attention: An eye-tracking study

The study is theoretical in the sense that it examines the visual attention in reference to tourism images and builds on this research by integrating the eye movement data from the tourism ads. It offers direction in selecting better images for promotional purposes in tourism by underscoring the needs for considering specific features of images necessary for diverse and unique markets. In this study, eye tracking measurements with survey data research design will be employed in comprehending how foreign people are attracted to visuals used in tourism marketing in Oman. Ultimately enabling further investigation into the impact of image features on the traveler's attraction towards the tourism images in Oman and how the influence varies between the travel teams. Strictly speaking, the following image features were investigated: (1) underexposure vs overexposure, (2) monochromatic vs chromatic and (3) image with human presence and without. We are using Tobii eye tracking glasses pro-2, a wearable tool to collect real and accurate visual attention. The study was performed at Turku University of Applied Sciences in Finland. The experiment managed to recruit eighty-six participants (students and staff) from different age ranges. After the participants read the instruction paper, they were instructed to wear the Tobii eye tracking glasses, while sitting in a room Infront of 42-inch Tv screen. Participants were instructed to browse images on screen and selecting the most attractive image to move to another screen and so on. Dwell times (DTs) for AOIs (area of interests), first fixation, fixation duration and number of fixations were collected. Statistical analysis show significant impact of the image features on people visual attraction and attention.