Exploring and enhancing the visitor experience

We recognise that tourism is a highly personal product and that every experience is completely unique. This strategic research program focuses on developing a better understanding of how tourists experience and process a range of interactive touch points in planning, consuming and evaluating tourism systems.

Our researchers value the opportunity to connect with destination marketers, government representatives and businesses to further explore and improve customer experience in tourism. There is a focus on both domestic and international tourist experiences.

Focal areas

USING INNOVATIVE TECHNOLOGY

Eye tracking provides a very precise, objective and quantitative measure of what part of a picture or image a person is looking at. It is based on tracking the pupils of the eye using infra-red light. At GIFT, we use eye-tracking technology to evaluate and improve the effectiveness of tourism advertising.

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FEMALE TRAVEL MARKET

Female travellers is an increasingly significant market in tourism. Our team at GIFT specialises in Girlfriend Getaway ($6 billion annual market worth) and solo female travel. Our research utilises a wide range of innovative methods and tools to investigate the potentials and constraints of the female travel market, and offer recommendations to the tourism industry to better cater to this rising market. We also look at different niche areas for women travel such as spiritual tourism, medical/beauty tourism, bridal tourism, adventure tourism, etc.

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EFFECTIVENESS OF TOURISM ADVERTISEMENTS USING EYE TRACKING AND SKIN CONDUCTANCE MEASURES

This study investigates the use of eye tracking data and skin conductance to examine the effectiveness of tourism advertising. Our research utilises unique tracking methods to analyse the consumer’s response to marketing messages. The project will provide useful insights into tourism design communication and will form part of an Australian Research Council proposal.

Project funding: We are currently seeking funding partners.

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