国内外旅游眼动研究述评  

A Review of Tourism Eye Movement Research at Home and Abroad

作　　者：刘卉 秦兆祥[1] 张薇[2] LIU Hui;QIN Zhaoxiang;ZHANG Wei(College of Tourism,Inner Mongolia Normal University,Hohhot 010022,Neimenggu,China;College of Government Management,Inner Mongolia Normal University,Hohhot 010022,Neimenggu,China)

机构地区：[1]内蒙古师范大学旅游学院,呼和浩特010022 [2]内蒙古师范大学政府管理学院,呼和浩特010022

出　　处：《旅游研究》2022年第5期44-57,共14页Tourism Research

基　　金：国家社科基金一般项目“历史社会学视野下草原旅游地牧民生计方式变迁与民族文化传承研究”(18BSH005)。

摘　　要：眼动技术作为探究人类心理活动的重要工具,近年来受到很多学者的关注。对国内外102篇旅游眼动研究文献进行梳理,发现眼动追踪已经成为旅游研究的重要方法,发文数量总体呈上升趋势。国内旅游眼动应用的对象相对宏观且集中,近年来以旅游景观、旅游地图、旅游广告为热点;国外研究对象相对微观且分散,更注重研究的实用性。理论基础主要集中于心理学与人文地理学,2020年起出现旅游学科理论与眼动追踪技术相结合的成果,反映了旅游研究视野的拓展。旅游眼动技术以光学和电磁感应为理论基础,眼动指标多元,但热点图一般不可或缺。这些特征符合眼动技术初期研究的一般规律。Eye movement technology,as an important tool to explore human psychological activities,has attracted the attention of more scholars in recent years.By sorting out 102 literatures on tourism eye movement at home and abroad,it is found that eye movement tracking has become an important method of tourism research,and the number of published articles is generally on the rise.The application objects of tourism eye movement in China are relatively macroscopic and concentrated,and in recent years,tourism landscapes,tourism maps and tourism advertisements are the hot spots.Foreign research objects are relatively microscopic and scattered,and they pay more attention to the practicality of research.The theory is mainly based on psychology and human geography.Since 2020,the combination of tourism theory and eye tracking technology has emerged,which reflects the expansion of tourism research vision.Tourism eye movement technology is based on optics and electromagnetic induction,and its eye movement indicators are diverse,but the hotspot map is generally indispensable.These characteristics are in line with the general rules of the initial research of eye movement technology.

关 键 词：旅游眼动研究 眼动追踪技术 视觉注意力 

分 类 号：F59[经济管理—旅游管理]