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Visual stimuli are integral for the destination selection process, as well as for the delivery of unique, novel and compelling tourist experiences. Emerging techniques, such as eye-tracking, are effective for mapping tourists' visual interests and paths, presenting an opportunity to identify patterns of visual attention, which provide insights into the underlying cognitive processes which underpin experiences. Building on a systematic review of the progress and development of eye-tracking in tourism field, this chapter summarises five main current research contexts for application and five future research directions. It also narrows the gap between eye-tracking and cognitive psychology by critically examining bottom-up and top-down attentional mechanisms.

This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.

This chapter investigated how pre-existing ideas (i.e., prototypes and antiprototypes) and what the eyes fixate on (i.e., eye fixations) influence followers' identification with leaders from another race. A sample of 55 Southeast Asian female participants assessed their ideal leader in terms of prototypes and antiprototype and then viewed a 27-second video of an engaging Caucasian female leader as their eye fixations were tracked. Participants evaluated the videoed leader using the Identity Leadership Inventory, in terms of four leader identities (i.e., prototypicality, advancement, entrepreneurship, and impresarioship). A series of multiregression models identified participants' age as a negative predictor for all the leader identities. At the same time, the antiprototype of masculinity, the prototypes of sensitivity and dynamism, and the duration of fixations on the right eye predicted at least one leader identity. Such findings build on aspects of intercultural communication relating to the evaluation of global leaders.

Technical solutions can be important when key communicators take on the task of making sense of social media flows during crises. However, to provide situation awareness during high-stress assignments, usability problems must be identified and corrected. In usability studies, where researchers investigate the user-friendliness of a product, several types of data gathering methods can be combined. Methods may include subjective (surveys and observations) and psychophysiological (e.g. skin conductance and eye tracking) data collection. This chapter mainly focuses on how the latter type can provide detailed clues about user-friendliness. Results from two studies are summarised. The tool tested is intended to help communicators and journalists with monitoring and handling social media content during times of crises.

To examine how reading in electronic formats differs from traditional reading of print.

Concepts about digital print are discussed alongside research studies in fields related to multisensory technologies and electronic means of communication. A model of online reading is proposed integrating aspects of information foraging theory. Pedagogical applications are needed to integrate e-reading theory within classrooms.

With the varied text structures, directionality concerns, and interactive text features, our attention must turn to the theoretical foundations that underpin digital literacy learning today. Online foraging schemes can explain how information is sought and retrieved when reading new information from digital mediums.

Teachers must address the current, digital literacy needs of their students, thus preparing them for challenges in the 21st century. Varying text structures within digital formats as well as providing as-needed facilitation are the scaffolds that students need today. Using technologies such as digital games, tools, and contexts advances the mission of resource-based teaching and learning.

Purpose – The advancement of multimedia technology has spurred the use of multimedia in business practice. The adoption of audio and visual data will accelerate as marketing scholars become more aware of the value of audio and visual data and the technologies required to reveal insights into marketing problems. This chapter aims to introduce marketing scholars into this field of research.Design/methodology/approach – This chapter reviews the current technology in audio and visual data analysis and discusses rewarding research opportunities in marketing using these data.Findings – Compared with traditional data like survey and scanner data, audio and visual data provides richer information and is easier to collect. Given these superiority, data availability, feasibility of storage, and increasing computational power, we believe that these data will contribute to better marketing practices with the help of marketing scholars in the near future.Practical implications: The adoption of audio and visual data in marketing practices will help practitioners to get better insights into marketing problems and thus make better decisions.Value/originality – This chapter makes first attempt in the marketing literature to review the current technology in audio and visual data analysis and proposes promising applications of such technology. We hope it will inspire scholars to utilize audio and visual data in marketing research.

Unobtrusive measurement methodologies are critical to implementing intelligent tutoring systems (ITS) for teams. Such methodologies allow for continuous measurement of team states and processes while avoiding disruption of mission or training performance, and do not rely on post hoc feedback (including for the aggregation of data into measures or to develop insights from these real-time metrics). This chapter summarizes advances in unobtrusive measurement developed within Army research programs to illustrate the variety and potential that unobtrusive measurement approaches can provide for building ITS for teams. Challenges regarding the real-time aggregation of data and applications to current and future ITS for teams are also discussed.