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Analysis of institutional authors

Campo, SaraCorresponding Author

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August 4, 2025
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Article
Hybrid Gold

Optimizing online hotel ADS: The role of emotional and experiential images and banner placement in capturing visual attention

Publicated to: International Journal Of Hospitality Management. 132 104361- - 2026-01-01 132(), DOI: 10.1016/j.ijhm.2025.104361

Authors:

Fernandez-Martin, Andres; Campo, Sara; Gutierrez-Tano, Desiderio; Diaz-Armas, Ricardo Jesus
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Affiliations

Univ Autonoma Madrid, Fac Ciencias Econ & Empresariales, Dept Financiac Invest Comercial, Madrid, Spain - Author
Univ la Laguna, Fac Econ Empresa & Turismo, Dept Direcc Empresas Hist Econ, Santa Cruz De Tenerife, Spain - Author
Univ Palmas Gran Canaria, Fac Econ Empresa & Turismo, Dept Econ & Direcc Empresas, Las Palmas Gran Canaria, Spain - Author
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Abstract

This study investigates how the type of image used in hotel advertising banners and their position on the web can influence the attentional capture of internet users. Using eye tracking technology, the visual behavior of a sample of 90 participants was recorded while browsing real websites, created ad hoc, with dynamic banners of different formats, positions and images. The results indicate that both the location and type of image are crucial to maximize the effectiveness of the banner ad. Banners incorporating images with faces of people expressing happiness or conveying positive experiences or feelings attract and retain attention more effectively than those showing conventional images of hotel facilities. In addition, the effect of the image on visual attention appears to be moderated by the position of the banner on the web. This study contributes to the field of tourism marketing by providing empirical evidence on ad design and positioning strategies that help combat the phenomenon of banner blindness. The findings offer valuable insights for tourism marketers, enabling them to optimize the visibility and impact of their online advertising campaigns.
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Keywords

AdvertisementsAnimationArousalBannerBlindnessEmotional picturesEye trackinEye trackingEyesFormatHotelsImpacOnline advertisingPerceptionRecognitionResponsesVisual attention

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal International Journal of Hospitality Management due to its progression and the good impact it has achieved in recent years, according to the agency WoS (JCR), it has become a reference in its field. In the year of publication of the work, 2026, it was in position 6/141, thus managing to position itself as a Q1 (Primer Cuartil), in the category Hospitality, Leisure, Sport & Tourism. Notably, the journal is positioned above the 90th percentile.

Independientemente del impacto esperado determinado por el canal de difusión, es importante destacar el impacto real observado de la propia aportación.

Según las diferentes agencias de indexación, el número de citas acumuladas por esta publicación hasta la fecha 2026-04-05:

  • WoS: 1
  • Scopus: 1
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Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2026-04-05:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 21 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

    It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

    • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
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    Leadership analysis of institutional authors

    the author responsible for correspondence tasks has been CAMPO MARTINEZ, SARA.

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    Awards linked to the item

    This research benefited from the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid.
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