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Fewer Clicks, Lower Emissions: Eye-Tracking Analysis of Eco-Friendly Navigation in Tourism Websites

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Publicado en:Sustainability vol. 17, no. 12 (2025), p. 5462-5485
Autor principal: Chen, Chen
Otros Autores: Huang, Kexin
Publicado:
MDPI AG
Materias:
User interface
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
Acceso en línea:Citation/Abstract
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Resumen: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.
ISSN:2071-1050
DOI:10.3390/su17125462
Fuente:Publicly Available Content Database