What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists

The purpose of this study is to determine the effectiveness of online advertising on different sites under the Web 2.0 philosophy in the hospitality and tourism industry (eTourism 2.0). First, an analysis is conducted of the type of elements contained in a banner (image vs. text) used in different eTourism 2.0 tools have a greater influence on the attention of potential tourists of a hotel, and secondly, what kinds of banners draw their...