EYE-TRACKING PARTICIPANT BEHAVIOURS; A METHODOLOGY FOR INCREASING INTERPRETATIONAL RIGOUR OF PARTICIPANT BEHAVIOUR THROUGH VISUAL STIMULATION

As an approach to obtaining empirical data, eye-tracking and the analysis of the data collected is not a new concept. In fact the use of eye-tracking has flourished in many fields of research. However, there are very few studies that rely on using Mobile Eye Tracking (MET) technology to develop a deeper understanding of participant behaviours where the participant undertakes the interpretation of the data collected rather than the observer.

This innovative approach increases the accuracy and the rigour of the interpretation of participant behaviours by removing the need for observer based interpretation in favour of participant led interpretations. This is initially achieved through the use of visual data capture supported by a variety of other methods. This pilot study proposes using participant interpretation rather than those generated by the observer. The proposed methodology relies on each participant interpreting their own behaviours as captured in the video recording. This approach uses the visual data as a means to explore participant behaviours and cognition.

This methodology is based on visual methods initially applied to the empirical data collected by the participant. Participant fixations (within defined thresholds) are registered and semi-structured interviews conducted upon these video clips. Further analysis through the use of focus groups and heat mapping will allow triangulation to be conducted on the sum total of data collected by participants to establish the development of key themes. This is an innovative application to the hospitality and tourism educational environment using 2nd year higher education students as the participants. Although this initial pilot has been conducted with hospitality and tourism students, it is envisaged that this methodology can be applied to a wide range of studies within a broader range of research in subject fields outside of the hospitality and education research fields.