Did eyes lie? Examining a hygiene message’s dominance in post-pandemic tourism advertising with an eye-tracking monitoring approach

Johra Kayeser FatimaFaculty of Business, Government and Law, Canberra Business School, University of Canberra, Ram SubramanianFaculty of Science , University of Canberra, Somayeh BahmanniaFaculty of Business, Government and Law, Canberra Business School, University of Canberra

Tourism and Hospitality Research

Published online on June 11, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
Given that hygiene remains a prominent concern for tourists, this study aims to examine the impact of hygiene-related messages on individual tourists’ attitudes toward tourism advertising. To achieve this objective, Study 1 and Study 2 employed video and ...