Understanding Visitor Behavior in Geographic Exhibit with Eye-Tracking

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989592%3A15310%2F25%3A73633474" target="_blank" >RIV/61989592:15310/25:73633474 - isvavai.cz</a>
Result on the web
<a href="https://dl.acm.org/doi/10.1145/3715669.3725876" target="_blank" >https://dl.acm.org/doi/10.1145/3715669.3725876</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1145/3715669.3725876" target="_blank" >10.1145/3715669.3725876</a>

Result language
angličtina
Original language name
Understanding Visitor Behavior in Geographic Exhibit with Eye-Tracking
Original language description
This study explores the use of mobile eye-tracking technology to evaluate visitor engagement and behavior within the geographic exhibit at the Science Museum of Palacky University Olomouc. Participants of three age groups navigated the exhibition independently, while their gaze data were recorded and analyzed. Results revealed that interactive and visually dominant elements, such as the 3D animal models in the "River Bed" exhibit, garnered the most attention, with visitors spending 47.75% of their observation time on such features. Conversely, poorly positioned elements, like the spider model, attracted minimal attention, highlighting the importance of exhibit accessibility and placement. Textual information accounted for 14.95% of observation time, demonstrating its value when effectively integrated with interactive features. This study underscores the utility of eye-tracking in identifying "hotspots" of attention, optimizing exhibit design, and enhancing visitor experiences. Insights provided to museum staff informed practical adjustments, including relocating underperforming exhibits for better visibility.
Czech name
—
Czech description
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Type
D - Article in proceedings
CEP classification
—
OECD FORD branch
10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Project
<a href="/en/project/GA23-06187S" target="_blank" >GA23-06187S: Identification of barriers in the process of communication of spatial socio-demographic information</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
ACM SYMPOSIUM ON EYE TRACKING RESEARCH AND APPLICATIONS, ETRA 2025
ISBN
979-8-4007-1487-0
ISSN
—
e-ISSN
—
Number of pages
7
Pages from-to
"87-1"-"87-7"
Publisher name
ASSOC COMPUTING MACHINERY
Place of publication
NEW YORK
Event location
Tokio
Event date
May 26, 2025
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
001528457500087

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