Content area
This study investigated the factors influencing search efficiency on travel websites, focusing on the effects of gender, website design, and the distribution of effective versus ineffective areas in page layout on visual search efficiency and task performance. Using eye-tracking technology, three experiments were conducted with 48 participants (19 males, 29 females; Mage = 26.73). Among the tested websites, TC exhibited the highest efficiency in task completion time, followed by QN and TN (40.10 s < 83.88 s < 95.27 s). Analysis of fixation distributions indicated that participants focused on effective areas at rates of 20.53% (TC), 55.31% (QN), and 62.42% (TN), underscoring the significant impact of effective and interference area distribution on search efficiency. These findings provide empirical evidence for optimizing travel website design through visual layout improvements to enhance information retrieval and user experience, with TC serving as a prime example of a site with lower cognitive load that better aligns with sustainable tourism principles.
Details
Computer centers;
Machine learning;
Web site design;
User behavior;
Internet;
User experience;
Information architecture;
Greenhouse gases;
Visual communication;
Emissions;
Optimization;
Decision making;
Pandemics;
Sustainability;
Computer platforms;
Carbon dioxide;
User generated content;
Travel;
Tourism;
Data transmission;
Energy consumption;
Efficiency;
Information retrieval