Eye-Tracking Analysis on Potential Art Festival Goers

In today's buyer-empowered world, it is critical to design event marketing materials in a more effective way to attract potential event goers. Not surprisingly, official event websites and promotional videos have been widely used to allow the potential visitors to preexperience the events. Yet, although acknowledging the power of this technique, the effects of using different media in attracting the visitors remain unclear. Hence, this study analyzes the visual patterns of potential event goers towards differing promotional materials as well as how the attentional processes relate to their motivational aspects and visiting intentions. Results indicated that event goers focused more on the center of the screen when it comes to the promotional video; when browsing the website, their attention was attracted mainly by programs related to dance. In practice, the findings benefit event marketers by providing important directions and implications for the design of the promotional materials.