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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STAGE 1 OF THE CHARLEVILLE COSMOS CENTRE IS NOW COMPLETE

GIFT researchers were engaged in 2016 by the Murweh Shire Council to revitalise the Charleville Cosmos Centre and Observatory in regional Queensland. Stage 1 of the revitalisation is now complete, with a virtual rocket and immersive theatre space that opened in April. Watch the time-lapse video of the rocket being constructed.

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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