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Article

How Visual Style Shapes Tourism Advertising Effectiveness: Eye-Tracking Insights into Traditional and Modern Chinese Ink Paintings

by
Fulong Liu
1,
Xiheng Shao
2,
Zhengwei Tao
3,
Nurul Hanim Md Romainoor
1 and
Mohammad Khizal Mohamed Saat
1,*
1
School of Arts, Universiti Sains Malaysia, Gelugor 11700, Malaysia
2
Centre for Instructional Technology and Multimedia, Universiti Sains Malaysia, Gelugor 11700, Malaysia
3
School of Fine Arts and Design, Hechi University, Hechi 546300, China
*
Author to whom correspondence should be addressed.
J. Eye Mov. Res. 2025, 18(5), 42; https://doi.org/10.3390/jemr18050042
Submission received: 2 July 2025 / Revised: 20 August 2025 / Accepted: 29 August 2025 / Published: 12 September 2025
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Highlights

  • Traditional ink ads boost aesthetic ratings and cultural resonance in nature contexts.
  • Modern ink ads grab attention faster and perform better in urban settings.
  • Visual style–destination congruence significantly affects ad effectiveness.
  • Cultural familiarity drives traditional style preference; novelty fuels modern appeal.
  • The findings expand Cultural Schema Theory and aesthetic processing in advertising.

Abstract

This study investigates how traditional versus modern Chinese ink painting styles in tourism advertisements affect viewers’ visual attention, aesthetic evaluations, and tourism intentions. Using eye-tracking experiments combined with surveys and interviews, the researchers conducted a mixed-design experiment with 80 Chinese college students. Results indicate that traditional ink-style advertisements attracted longer total fixation durations, higher aesthetic evaluations, and stronger cultural resonance in natural landscape contexts, while modern ink-style advertisements captured initial attention more quickly and performed better aesthetically in urban settings. Qualitative analyses further revealed cultural familiarity and aesthetic resonance underpinning preferences for traditional style, whereas modern style mainly attracted attention through novelty and creativity. These findings expand Cultural Schema Theory and the aesthetic processing model within advertising research, suggesting practical strategies for tourism advertising to match visual styles appropriately with destination types and audience characteristics to enhance promotional effectiveness.
Keywords: advertising; eye movement; traditional Chinese painting; aesthetic evaluation; tourism intention advertising; eye movement; traditional Chinese painting; aesthetic evaluation; tourism intention

Share and Cite

MDPI and ACS Style

Liu, F.; Shao, X.; Tao, Z.; Romainoor, N.H.M.; Saat, M.K.M. How Visual Style Shapes Tourism Advertising Effectiveness: Eye-Tracking Insights into Traditional and Modern Chinese Ink Paintings. J. Eye Mov. Res. 2025, 18, 42. https://doi.org/10.3390/jemr18050042

AMA Style

Liu F, Shao X, Tao Z, Romainoor NHM, Saat MKM. How Visual Style Shapes Tourism Advertising Effectiveness: Eye-Tracking Insights into Traditional and Modern Chinese Ink Paintings. Journal of Eye Movement Research. 2025; 18(5):42. https://doi.org/10.3390/jemr18050042

Chicago/Turabian Style

Liu, Fulong, Xiheng Shao, Zhengwei Tao, Nurul Hanim Md Romainoor, and Mohammad Khizal Mohamed Saat. 2025. "How Visual Style Shapes Tourism Advertising Effectiveness: Eye-Tracking Insights into Traditional and Modern Chinese Ink Paintings" Journal of Eye Movement Research 18, no. 5: 42. https://doi.org/10.3390/jemr18050042

APA Style

Liu, F., Shao, X., Tao, Z., Romainoor, N. H. M., & Saat, M. K. M. (2025). How Visual Style Shapes Tourism Advertising Effectiveness: Eye-Tracking Insights into Traditional and Modern Chinese Ink Paintings. Journal of Eye Movement Research, 18(5), 42. https://doi.org/10.3390/jemr18050042

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