Title: Impact of Description Boxes on Tourism using Eye-tracking

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.

Title: Impact of Description Boxes on Tourism using Eye-tracking Keywords:

Tourism , Visual Attention , Eye-tracking , Marketing