Exploring visual attention and perception in hospitality and tourism: a comprehensive review of eye-tracking research

Purpose The study aims to review existing research on eye-tracking in hospitality and tourism, emphasizing its rapid development as an innovative and objective technique for exploring visual perception and attention. By examining tourists' visual paths, interests and responses to visual stimuli, this review seeks to identify visual patterns that can enhance tourism marketing and landscape design. Design/methodology/approach This study combines bibliometric methods with a systematic review to examine eye-tracking research in hospitality and tourism. Taking a broader perspective, it aims to identify research clusters and current topics in both theory and technology, offering a thorough understanding of the current state of eye-tracking research within hospitality and tourism. Findings The comprehensive review of eye-tracking research in tourism identifies three critical areas of focus: tourism advertisements, the perception of tourism landscapes and visual attention. Through keyword occurrence and co-citation analysis, these topics emerge as pivotal within the current body of research. The review offers in-depth insights into these themes, emphasizing their significance in advancing the field of eye-tracking studies within the context of tourism. Practical implications By understanding tourists' visual attention and perception patterns, marketing strategies and visual displays can be optimized to enhance tourist engagement and satisfaction. Additionally, insights from eye-tracking studies can aid in designing more effective tourism advertisements and improving the overall visual appeal of tourism landscapes, thereby potentially increasing tourist visits and economic benefits for destinations. Originality/value This review offers valuable insights and guidance for future tourism eye-tracking studies, addressing both theoretical frameworks and practical applications. It enhances understanding of current research trends and provides a foundation for innovative approaches in tourism marketing and landscape design.