Towards Rigorous Eye-Tracking Methodology in Interdisciplinary Fields: Insights from and Recommendations for Tourism Research
Wilson Cheong Hin Hong

TL;DR
This paper reviews eye-tracking methods in tourism research and highlights the need for more rigorous and transparent approaches to improve the validity of findings.
Contribution
The paper introduces a Checklist for Eye-Tracking Rigour (CETR) and a methodological decision tree to enhance methodological standards in tourism eye-tracking studies.
Findings
Most studies used basic fixation metrics to infer complex psychological states without sufficient validity.
Many studies failed to control for stimulus-level confounds and used inappropriate data-handling methods.
The proposed CETR and decision tree aim to guide researchers toward more confirmatory and neurobiologically grounded studies.
Abstract
Eye-tracking methodology represents a young but rapidly growing approach in tourism research, offering a direct window into the cognitive processes driving tourism stakeholders’ behaviour. However, a critical gap remains between the rapid adoption of this tool and the methodological rigour required to interpret its neurophysiological data. This critical review synthesizes 23 empirical studies (2020–2025) from the destination marketing and branding domain to diagnose eye-tracking’s state-of-the-art application. Adopting the SALSA framework (Search, Appraisal, Synthesis, Analysis) augmented by PRISMA 2020 guidelines, this study systematically searched Web of Science and Scopus databases. Studies were appraised using an eight-dimensional quality rubric, assessing from theoretical grounding to experimental design to statistical rigour. Findings revealed a “tool-first” exploratory…
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Taxonomy
TopicsDiverse Aspects of Tourism Research · Gaze Tracking and Assistive Technology · Mind wandering and attention
