Tourists are often exposed to imagery of a destination through advertisement modalities such as texts and pictures before they visit the place. This research used an eye-tracking technique to examine the effect of spatial and modality configurations on tourist destination advertisement attention and travel intention. Drawing on multiple resource theory and based on two 4 (spatial displacement) × 3 (modality) experiments, results reveal that spatial location and modality have an impact on tourist attention with respect to their dwell time and fixation counts, which lead to greater propensity to visit a place. In addition, tourists paid more attention to advertisements that occupy congruent attentional resources than to those using interference resources.

游客在访问该地方之前，通常会通过广告形式（例如文字和图片）接触到目的地的图像。这项研究使用眼动追踪技术研究了空间和形态配置对旅游目的地广告注意力和旅行意图的影响。运用多种资源理论并基于两个4（空间位移）×3（模态）实验，结果表明，空间位置和模态在停留时间和注视次数方面对游客的注意力产生影响，从而导致人们更倾向于旅游。参观一个地方。另外，与使用干扰资源的广告相比，游客对占据一致的注意力资源的广告更加关注。