Methodological Approaches to Brand Experience and Web Design Elements through Eye-Tracking Technology in Tourism

Abstract

This project is based on an understanding of the relevance that digital environments have gained in tourism, especially after the global pandemic. This study focuses on the methodological evolution of the use of eye-tracking in the field of branding and the tourism sector, especially in relation to the visual, verbal, and structural elements of digital platforms. The methodology use a systematic literature review that analyzes 67 articles published between 2015 and 2024, representing 1,302 citations that meet the inclusion and exclusion criteria. Vosviewer supported content analysis, exploring trends and research gaps. The results of the study reveal the different thematic clusters that have been gaining relevance, especially since 2023, with marked growth, demonstrating greater interest in the topic. The studies cover neuromarketing, visual attention, and digital user experiences, highlighting a research gap in the need to integrate more robust models that connect mixed and interdisciplinary methodologies that combine eye-tracking with other neuroscientific techniques.