چکیده مقاله
Recognizing the elements that have the potential to attract people becomes a high priority requirement for professional companies This research focuses on considering the impact of two potential elements including advertising language Persian and English and the number of descriptions single and multiple to understand how people get attracted while exploring tourism pictures Eye tracking technique is utilized to consider the participants’ viewing pattern, whereas a questionnaire is used to measure the impact of language and the number of description textbox on the clients The results show that increasing the number of description textboxes in tourism advertising enhances people motivation to visit a place In addition, this study supports that language plays a critical role to attract people while tourism advertising This means, people get more interested in visiting a place if it is provided by more readable information Results are as follow: Altering the kind of language Persian and English does not attract the participants’ attention Viewers’ spend the same amount of time for watching both languages Increasing the number of textboxes attracted more visual attention compared to pictures containing one textbox Changing the kind of language and the number of textboxes has a partial effect on advertising effectiveness
کلیدواژهها
نویسندگان
Zohreh sadat hashemi
MSc in International Business administration, Allameh Tabataba’I University, Tehran Iran
Saeid Pourroostaei Ardakani
Assitant Professor, Allameh Tabataba’I University, Tehran Iran
Mohammad Saleh Torkestani
Assitant Professor, Allameh Tabataba’I University, Tehran Iran
شیوه ارجاع
hashemi, Zohreh sadat and Pourroostaei Ardakani, Saeid and Torkestani, Mohammad Saleh,1397,Title: Impact of Description Boxes on Tourism using Eye-tracking,The first International Management and Engineering / Elementary Conference,Tehran
ارائهشده در
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