Identifying customer preferences through the eye-tracking in travel websites focusing on neuromarketing

The psychology of people and behavior associated with decision-making can be analyzed by examining their visual attention to products based on the introduction neuromarketing at intersection neuroscience marketing. This study aims identify factors affecting consumers’ travel investigating preferences areas interest via online vacation booking sites. In this experimental study, eye-tracking was measured 30 male participants in age forties, data gazes response stimuli were extracted compared choices questionnaire survey. addresses following research question: “On what customer preference deemed an influence?” Whether changes information about spatial influence product investigated. As a result analyzing region according order space preference, rate for image 3 (M = 782.65) containing outdoor highest, followed furniture web information. Regarding initial concentration, among flow time, fastest concentration started 2 (4.21s), but time when increased (16.28s). Visual perception as verification process determining difference gaze movements personal preference. correlation between survey, reflecting conscious preferences, movements, showing unconscious decision-making, analyzed.