Employing Eye Tracking Analysis to explore User Interest in official Tourism Websites: A Website Management Approach

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Tourism Department High Institute of Tourism, Hotel Management and Monuments Restoration Abukir

Abstract

This study aims to analyze the browsing behavior of users on the official Egyptian Ministry of Tourism and Antiquities website to understand their visual attention and perception of website management elements by using the social constructionist model for managing destination websites, known as The SCDWM model. An exploratory qualitative study using a multi-method approach was carried out on 36 participants. To confirm participants' visual attention while visiting a destination website or tourist official website, an eye-tracking analysis by using Gaze recorder application was conducted. The same participants were then approached for a series of in-depth interviews to explore their perspectives on tourist website management elements. The data collection process involved domestic tourist .The study has theoretical implications for researchers interested in tracking tourists to obtain a great understanding of traveler behavior and needs during browsing experience. The study's practical implications involve the identification of certain managerial difficulties or concerns with the Egyptian Ministry of Tourism and Antiquities website. These issues were discovered by reviewing the results of both in-depth interviews and applying eye-tracking analysis utilizing heat maps. Accordingly, suggestions for improvements regarding the website management elements were developed. Finally, this study has the potential to make valuable contributions to individuals in charge of developing and overseeing the digital communication strategies of the country, as well as those responsible for managing the websites design.
 

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