Managing Consumer Attention to Sustainability Cues in Tourism Advertising: Insights from Eye-Tracking Research

Abstract

Sustainable tourism requires balancing environmental protection, social equity, and economic viability, yet its effective promotion depends on communication strategies that genuinely capture travelers’ attention. Despite growing emphasis on ecological responsibility in marketing, little is known about how sustainability-related content in tourism advertising is actually perceived. This study addresses this gap by examining visual attention to eco-oriented elements in promotional materials through eye-tracking technology. The research aimed to identify whether ecological certifications, slogans, and related cues attract attention and influence consumer choices, and to assess how these processes are moderated by individual ecological awareness. An experimental design was conducted with 23 young adults (aged 18–22) who viewed three tourism offers differing in their degree of sustainability messaging. Eye movements were recorded with the Gazepoint GP3 HD eye-tracker, focusing on predefined Areas of Interest (AOIs), including ecological certificates, pricing, and imagery. Heatmaps and fixation metrics were complemented by a post-exposure questionnaire. The results indicate that visually dominant components such as destination images and pricing consistently attracted the most attention, while sustainability cues were noticed but rarely prioritized. Participants with higher ecological awareness actively sought and recalled these elements, highlighting the moderating role of intrinsic motivation. The study contributes to both sustainable tourism and neuromarketing research by demonstrating how ecological values interact with perceptual behavior. Practically, it shows that eye-tracking can guide the optimal placement and design of sustainability cues in advertising. The exploratory nature and small, homogeneous sample are acknowledged as limitations, but they provide a valuable foundation for future large-scale studies.

1. Introduction

In the face of accelerating climate change, overexploitation of natural resources, and increasing social tensions in popular tourist destinations, the concept of sustainable tourism has gained significant prominence as an alternative to dominant mass tourism models. An increasing number of international institutions, industry organizations, and governments underscore the need to transform the tourism sector toward a more ethical, responsible, and sustainable trajectory. By definition, sustainable tourism is grounded in the balanced integration of three pillars: environmental protection, social equity, and long-term economic viability, while simultaneously respecting local communities and cultural heritage [1,2].

Despite broad strategic endorsement of these principles, the practical implementation of sustainability in tourism remains constrained by numerous challenges. One of the most pressing issues involves communication: how to effectively convey pro-environmental messages in ways that capture attention, are retained in memory, and influence consumer decision-making. In an era dominated by images and visual communication, particularly within digital media, the design of compelling marketing materials plays a critical role in shaping awareness, attitudes, and purchase intentions among tourists.

As a result, there is growing interest in examining the effectiveness of visualizing sustainability-related content both from aesthetic and cognitive perspectives. Visual elements such as images, symbols, color schemes, and graphic layouts possess the potential not only to elicit emotional responses but also to guide viewer attention and reinforce information retention. One of the most precise and objective methods for investigating how such content is perceived is eye-tracking technology, which enables researchers to monitor visual trajectories and identify the specific elements that attract the viewer’s attention. By analyzing key metrics such as time to first fixation (TTFF), number of fixations, and heatmaps, researchers can assess which components of promotional messages are genuinely noticed and which remain unattended despite their presence.

Although previous studies have addressed sustainability communication and applied eye-tracking in advertising research, little is known about how ecological certifications and related cues are visually processed in the specific context of tourism offers. Most existing work relies on self-reported attitudes rather than direct measures of visual behavior, leaving a gap in understanding the perceptual mechanisms underlying attention to sustainability content. This discrepancy suggests that there may be a systematic divergence between declared environmental values and actual perceptual patterns, which constitutes a critical gap in understanding the effectiveness of sustainability communication. This study seeks to address this gap by combining eye-tracking metrics with survey responses to explore whether ecological elements in tourism advertising are capable of attracting visual attention and shaping consumer preferences. Accordingly, the research is guided by the following question: Do sustainability-related cues in tourism advertising attract visual attention and shape consumer preferences?

The aim of this article is to investigate patterns of visual attention directed toward sustainability-related content in tourism advertising materials using eye-tracking technology, and to evaluate the impact of such content on the perception and preferences of young consumers. Particular emphasis is placed on assessing the visual effectiveness of eco-oriented elements such as environmental certifications, slogans promoting responsible travel, and references to local, authentic experiences. The study also considers participants’ self-reported ecological awareness, allowing for an evaluation of whether individuals with greater environmental engagement differ in their perceptual strategies and consumer choices.

The study employs an experimental design in which young adult participants were exposed to three visually differentiated tourism offers, each presenting varying degrees of sustainability-related content. During the exposure, eye-tracking data were collected, followed by a post-exposure questionnaire. This methodological approach enabled the identification of perceptual patterns and the assessment of whether eco-related elements were noticed, remembered, and factored into offer selection and consumer preference declarations.

The findings of this study contribute to a deeper understanding of how pro-environmental messages are perceived within the context of tourism marketing and offer practical recommendations for the design of more effective materials promoting sustainable tourism. More broadly, the article aligns with the growing interest in applying neuromarketing tools to research on responsible consumption and supports the development of methods for evaluating communication effectiveness in domains of high social and environmental relevance.

The remainder of this article is structured as follows: Section 2 reviews relevant literature on sustainable tourism, communication strategies, and eye-tracking research. Section 3 describes the methodology. Section 4 presents the results, followed by discussion in Section 5. Section 6 concludes with implications, limitations, and directions for future research.

2. Literature Review

2.1. Conceptual and Theoretical Framework

This study is grounded in the intersection of three complementary theoretical domains. Sustainable tourism research emphasizes the need to integrate environmental, social, and economic dimensions into tourism development, while simultaneously encouraging responsible consumer behavior and long-term destination resilience [3,4]. This perspective highlights not only the normative importance of sustainability principles but also the practical challenge of effectively communicating them to travelers.

Marketing communication theory underscores how message framing, visual design, and symbolic representation influence consumer perceptions, attitudes, and purchase intentions [5]. In the tourism context, communication strategies must capture attention in a competitive information environment, where consumers often make quick decisions based on visual impressions. Advertising effectiveness therefore depends not only on the presence of sustainability information but also on how this information is presented, positioned, and integrated with other salient attributes such as price and imagery.

Theories of visual attention provide an explanatory framework for understanding how individuals allocate cognitive resources to different elements within complex visual stimuli. According to this perspective, attention is drawn to features with high salience, such as vivid colors, contrasts, or central placement, which strongly influence gaze trajectories and information retention [6,7]. These mechanisms explain why peripheral or less visually dominant sustainability cues may struggle to attract attention, even when audiences express positive attitudes toward ecological values.

The integration of these three perspectives establishes the theoretical foundation for applying eye-tracking as a neuromarketing tool in the study of sustainable tourism advertising. While previous works have analyzed sustainability communication or advertising perception separately, few have combined these approaches to investigate how ecological certifications and related cues are actually processed in tourism offers. By linking sustainable tourism communication with marketing strategies and cognitive theories of attention, this study seeks to evaluate whether sustainability-related cues can effectively attract visual attention and shape consumer preferences. This theoretical integration directly informs the guiding research question: Do sustainability-related cues in tourism advertising attract visual attention and shape consumer preferences?

2.2. Sustainable Tourism—Definitions, Importance, Current Challenges

Sustainable tourism is an integrative framework within tourism development. It emphasizes environmental protection, social equity, and economic viability. This approach reduces the ecological degradation caused by tourism while maximizing socio-economic benefits for local communities and protecting cultural resources. Foundational definitions in the field stress that tourism should account for both short- and long-term economic, social, and environmental consequences, aligning with the expectations of tourists, industry stakeholders, and host communities [3,4].

The importance of sustainable tourism lies in its ability to counteract the negative impacts of conventional models, such as ecological degradation and the erosion of cultural authenticity. Beyond mitigation, it strengthens the adaptive capacity and socio-economic stability of host communities [8]. Growing global concern about the environmental and social costs of tourism has encouraged policymakers, industry actors, and local stakeholders to adopt development strategies that distribute benefits more fairly and preserve destination integrity. Recent trends show an increasing integration of sustainability principles into regional governance, reflecting a deeper recognition of the long-term risks associated with unsustainable tourism [9,10].

Despite its significance, sustainable tourism still faces major challenges. Overtourism intensifies environmental pressures, accelerates resource use, and often provokes resistance from local populations [11,12]. Tourism models remain dominated by short-term economic goals, frequently neglecting ecological, socio-cultural, and ethical considerations [8]. The COVID-19 pandemic further exposed structural vulnerabilities in the tourism sector. It highlighted the need for resilient and adaptable frameworks that safeguard both community well-being and the natural environment The pandemic not only disrupted international mobility but also revealed the extent to which tourism systems are dependent on fragile global supply chains, seasonal employment patterns, and the continuous inflow of international visitors. These disruptions exposed structural imbalances in the sector, particularly the prioritization of short-term economic gains at the expense of long-term resilience. They also emphasized the need for governance models that can strengthen adaptive capacity, safeguard local communities, and integrate environmental sustainability into recovery strategies during systemic crises [13].

Collective action and stakeholder engagement are crucial for overcoming these challenges. Collaboration between local communities, governments, and tourism businesses supports sustainable livelihoods and helps preserve cultural and environmental resources [14,15]. Recent studies stress that the active participation of residents enhances the adoption of sustainable tourism practices, ensuring that development respects local interests and distributes benefits equitably [16]. Achieving such participation requires mechanisms that go beyond consultation and incorporate communities into decision-making processes from the outset. Practical strategies include participatory planning workshops, co-management of tourism resources, and revenue-sharing schemes that ensure tangible local benefits. While the full realization of these approaches may be challenging in destinations dominated by external investors or mass-market dynamics, evidence from community-based tourism initiatives demonstrates that they can be effective when supported by transparent governance, long-term institutional commitment, and culturally sensitive engagement practices.

Sustainable tourism also offers a framework for responding to global challenges such as climate change, globalization, and socio-cultural transformation. It shifts tourism away from growth-driven models toward long-term stewardship, social responsibility, and inclusivity. By addressing issues such as biodiversity loss, carbon emissions, and water resource management, while also fostering equity and protecting cultural heritage, sustainable tourism strengthens the resilience and viability of destinations [17,18].

The effective implementation of sustainable tourism depends on evidence-based and context-sensitive policies. It also requires collaboration across diverse stakeholders, including governments, industry professionals, local communities, and tourists themselves. In today’s complex environment, shaped by changing consumer preferences, rapid technological innovation, and global crises, flexible and inclusive governance models are essential. Sustainable tourism not only responds to current challenges but also anticipates future disruptions. This positions it as a central pillar in the transition toward more ethical and resilient tourism systems [19,20,21].

Although the strategic role of sustainable tourism is widely recognized, less attention has been paid to how sustainability principles are communicated and perceived in practice. This gap underscores the need to study the effectiveness of visual communication tools such as eye-tracking, which can reveal how ecological cues are noticed and processed by potential tourists. This perspective directly informs the guiding research question of the present study.

2.3. Marketing Communication of Pro-Ecological Content—Ways of Visualizing Sustainable Elements

The dissemination of environmentally conscious messages within the tourism industry is gaining prominence as a key mechanism for advancing sustainable practices. Strategic marketing communication serves as a powerful tool in influencing tourist attitudes and decision-making, especially in relation to environmentally responsible travel options. In particular, the visual portrayal of sustainability-related themes plays a crucial role in reinforcing the appeal and credibility of eco-friendly initiatives, thereby increasing the persuasive impact of sustainability-oriented marketing efforts [5,22].

One effective way to visualize sustainable elements is through sensory marketing, which taps into the emotional connections that resonate with tourists. Agapito et al. [23] discuss how diverse resources and aesthetic perspectives in tourism can be harnessed to create memorable experiences that promote destination loyalty and contribute to sustainable local development. This emphasizes the importance of not only the visual representation of eco-friendly practices but also the integration of sensory experiences that can enrich tourist memories. By employing images that evoke natural beauty and serene environments, marketers can effectively illustrate the sustainability narrative and appeal to tourists’ desires for authentic and responsible travel experiences [24].

Incorporating sustainability into the development of tourism products necessitates a comprehensive framework that acknowledges the diverse and often contested interpretations of sustainability. As García-Rosell and Mäkinen [25] highlight, engaging with these varied discourses enables a more thorough and context-sensitive assessment of sustainability within tourism. Consequently, marketing strategies should be grounded in these interpretative frameworks, ensuring that promotional content conveys not only aesthetic appeal but also substantive meaning. Visual elements in tourism marketing, therefore, should go beyond superficial representations, offering insight into the sustainable values and practices embedded in the tourism experience. Through such representations, marketers can cultivate a more informed and emotionally resonant connection with prospective tourists, enhancing both awareness and commitment to sustainable travel [26,27].

Digital marketing plays a pivotal role in shaping how sustainable tourism is communicated and perceived, particularly through the visualization of environmentally responsible practices. As noted by Aman and Papp-Váry [28], leveraging digital marketing technologies allows tourism enterprises to effectively present their sustainability efforts to a wide and diverse audience, thereby strengthening their market position. Digital platforms facilitate innovative forms of visual storytelling, employing tools such as high-resolution imagery, infographics, and video content to depict practices like resource conservation, the use of renewable energy, and active community engagement. These visual narratives not only inform but also emotionally engage environmentally conscious tourists, fostering a sense of connection and encouraging travel choices aligned with sustainable values [29,30].

Challenges remain, however, in ensuring that marketing communication genuinely reflects sustainability practices without falling prey to “greenwashing,” where companies misrepresent their ecological efforts. Font and McCabe [31] discuss the paradoxes within tourism marketing, emphasizing the need to carefully communicate sustainable practices while avoiding misconceptions. Transparency and authenticity in visual communication are essential to build trust and loyalty among consumers. Visual content that showcases real initiatives and the impacts of these actions can promote a sense of accountability and encourage a more meaningful connection between tourists and destinations [32,33]. In tourism marketing, this challenge appears particularly salient, as promotional materials frequently rely on idealized imagery. Consequently, sustainability communication may risk being perceived as superficial unless it is embedded in a transparent and credible narrative. This consideration is particularly relevant in the context of the present study, which demonstrates that ecological elements, while noticed, do not dominate visual attention unless strategically integrated into salient design features.

An essential component of effective sustainable tourism marketing lies in the meaningful inclusion of local communities in both content creation and representation. As key custodians of sustainable practices, community members contribute valuable perspectives that enhance the authenticity and credibility of promotional narratives. Lacmanović and Bulatović [34] emphasize that involving local populations in marketing efforts is fundamental to the success of community-based tourism initiatives. By integrating local voices, cultural traditions, and visual depictions of environmentally and socially responsible practices, marketing communications can establish a deeper emotional and ethical connection with tourists who prioritize authentic and immersive experiences [35,36]. In practice, such inclusion can be achieved through collaborative storytelling workshops, participatory photography and video projects, or the co-design of promotional materials in partnership with local stakeholders. These approaches enable residents to articulate their own perspectives and highlight culturally embedded sustainability practices. Empirical evidence from community-based tourism projects suggests that when locals are actively engaged in shaping narratives, the resulting materials not only enhance authenticity but also foster stronger community support and long-term commitment to sustainable tourism initiatives [37].

Visual representations of sustainable tourism can be further enhanced through the use of innovative technologies such as eye tracking systems. Eye tracking allows researchers and marketers to examine how viewers interact with visual content, providing insights into which sustainability elements draw attention and how effectively messages are conveyed. By identifying areas of focus within promotional materials, such as images of conservation activities or environmentally friendly infrastructure, marketers can refine visual designs to highlight important sustainable practices. This evidence-based approach not only improves the clarity of communication but also strengthens tourists’ cognitive engagement with sustainability themes [38,39]. As Aman and Papp Vary [28] suggest, incorporating advanced digital tools can help present complex sustainability concepts in a more accessible and compelling manner than traditional marketing methods.

The communication of pro-environmental messages in the tourism sector can be substantially improved through the deployment of strategic visualizations that engage sensory perception, integrate locally grounded narratives, and employ advanced digital technologies. A multidimensional approach that foregrounds authenticity, actively involves local communities, and facilitates experiential engagement contributes to more meaningful connections between tourists and sustainability-oriented practices. In the evolving landscape of sustainable tourism, the effectiveness of marketing efforts depends on the capacity to adapt communication strategies in response to shifting consumer expectations and environmental imperatives. As such, sustained refinement and intentionality in message design are essential for fostering long-term support for sustainable tourism initiatives [40,41].

While sustainability communication relies heavily on visual and symbolic elements, it remains unclear how such content is actually perceived by audiences. To move beyond assumptions, objective methods are required to measure attention to ecological cues. Eye-tracking provides such a tool, offering empirical insights into how viewers process sustainability-related messages in tourism advertising.

2.4. Eyetracking in Advertising Perception Research—Applications, Typical Metrics

Eye-tracking is widely recognized as a powerful method in advertising research because it provides objective data on how consumers engage with visual stimuli. By recording gaze patterns, it reveals which elements capture attention and how these patterns influence recall, evaluation, and decision-making. This approach has been applied across various media, including print, digital, and video advertising, and it has become a cornerstone of neuromarketing studies [42,43,44]. A central contribution of eye-tracking is its ability to move beyond self-reported measures and uncover the unconscious processes that shape consumer behavior [45,46,47].

In the tourism domain, eye-tracking has been increasingly used to analyze the effectiveness of promotional materials and the perception of landscapes and cultural attractions. For example, research has shown how artificial or natural elements in advertisements can direct attention and alter the way destinations are perceived [48,49,50]. These applications confirm that eye-tracking is particularly suitable for studying how audiences process complex advertising layouts that combine imagery, text, and symbolic cues.

The method relies on several standard metrics. Time to first fixation (TTFF) indicates how quickly a stimulus attracts attention, while fixation duration reflects the depth of cognitive processing. The number of fixations provides insight into how attention is distributed across elements, and dwell time integrates both duration and frequency to indicate overall engagement. Heatmaps visually summarize attention hotspots, while scanpaths trace the sequence of viewing and reveal whether users follow the intended design hierarchy. Together, these measures allow researchers to identify dominant elements in an advertisement and detect cues that may be overlooked [51,52,53,54,55,56,57,58,59].

For sustainable tourism communication, these tools are particularly valuable. Ecological cues such as certifications, labels, or pro-environmental slogans may be included in advertising but remain peripheral to actual perception. Eye-tracking makes it possible to test whether such elements are noticed, how long they are processed, and whether they influence memory and preferences [60,61]. By applying this methodology, the present study addresses a gap in the literature: the limited understanding of how sustainability-related content is visually processed in tourism advertising. This integration of tourism, marketing communication, and visual attention research directly informs the guiding research question of the paper.

3. Materials and Methods

3.1. Participants

The study involved 23 young adults aged 18–22 years (M = 20.22). This demographic was deliberately chosen for several reasons. Young consumers represent a growing and influential segment of the tourism market, with increasing purchasing power and strong engagement in digital environments. They also typically demonstrate heightened ecological awareness and are more frequently exposed to sustainability messaging in media compared to older groups. Furthermore, their familiarity with online booking platforms makes them an appropriate target group for testing perceptions of tourism advertisements.

The study focused on a homogeneous group of young adults in order to minimize variability related to age, life stage, or travel experience. This design choice allowed for a more controlled assessment of visual attention patterns and reduced the influence of potential confounding factors. The intention was to ensure that observed differences in perception were attributable primarily to the design of the advertising materials rather than to demographic heterogeneity.

Participants were recruited on a voluntary basis from a university setting using convenience sampling. All participants reported normal or corrected-to-normal vision and provided informed consent. Participation was voluntary, and each individual was informed that they could withdraw from the study at any time without consequences.

The relatively small and homogeneous sample reflects the exploratory and pilot character of the study. The aim was not to achieve representativeness but to generate preliminary insights into visual attention processes in the context of sustainable tourism advertising. While the limited sample size constrains statistical power and generalizability, this approach is consistent with pilot research in eye-tracking, where smaller samples have been sufficient to reveal meaningful attention patterns and to refine research designs prior to large-scale investigations.

Focusing specifically on young adults allowed the study to capture a demographic segment characterized by relatively high ecological awareness and digital literacy. This design choice facilitated the assessment of whether self-declared ecological sensitivity translates into differentiated visual exploration strategies when exposed to sustainability-related advertising cues.

3.2. Study Design

Three tourism offers were graphically and textually designed to resemble travel agency advertisements. The materials were prepared in Polish to ensure natural comprehension and varied systematically in the extent of sustainability-related content. All offers had comparable layout, typography, and price range (3500 PLN for two adults for seven nights with breakfast).

Offer A (Strong sustainability emphasis—“Eco-tour”): A stay at an eco-hotel certified with both the EU Ecolabel and Green Key. The advertisement highlighted renewable energy use, eco-friendly hotel standards, waste minimization, locally sourced organic food, and eco-educational programs, supported by slogans encouraging responsible travel.

Offer B (Moderate sustainability emphasis—“Lakeside Relaxation”): Accommodation in a comfortable hotel with eco-design elements and a Green Key certificate. Sustainability information was included but less prominent, embedded in background text. The main focus remained on standard features such as a balcony with lake view, restaurant services, and opportunities for motorized water sports.

Offer C (No sustainability emphasis—“Luxury Holiday”): A modern, elegant hotel offering superior rooms with lake view, buffet breakfasts with a wide choice of dishes, recreational options (jet-skis, motorboats), and evening entertainment. No ecological content or certifications were included; emphasis was on comfort and luxury.

Each participant completed the study individually. The procedure consisted of three stages: (1) general instructions and calibration, (2) exposure to the three offers in random order, each displayed for 55 s, and (3) a post-exposure questionnaire assessing attractiveness, recall, perception of ecological content, and self-reported ecological awareness.

3.3. Equipment

Eye movements were recorded using the Gazepoint GP3 HD eye-tracker (Gazepoint, Vancouver, BC, Canada), which operates at a sampling rate of 150 Hz and a spatial accuracy of 0.5°. These parameters ensured sufficient precision for analyzing visual attention in advertising perception studies. The device uses infrared sensors and allows for non-intrusive calibration, enabling participants to engage comfortably without disrupting natural behavior. The GP3 HD was selected because it provides a practical balance between accuracy, usability, and accessibility, making it particularly suitable for exploratory pilot research. Individual calibration was conducted prior to each session using fixed screen points to ensure accurate mapping of gaze trajectories. Stimuli were presented on a 24-inch LCD monitor (1920 × 1080 resolution)with participants seated at an approximate viewing distance of 65 cm.

3.4. Data Analysis

Data were processed using iMotions 9.1 software. Heatmaps were generated to visualize the intensity of visual attention, with red zones indicating high fixation density and green or unmarked areas indicating lower or no attention. Predefined Areas of Interest (AOIs) included ecological certificates, price and meal information, transportation details, descriptive text, and main imagery (e.g., hotel or landscape photos). Metrics extracted included Time to First Fixation (TTFF), total fixation duration, number of fixations, and number of revisits.

The analysis was limited to descriptive statistics and qualitative comparisons between eye-tracking results and questionnaire responses. In addition to eye-tracking metrics, responses from the ecological attitudes questionnaire were analyzed using descriptive measures (mean, standard deviation, median, interquartile range, and range), which enabled the assessment of participants’ pro-environmental orientation and its potential moderating role in visual attention and preference formation. This approach facilitated the identification of general attention patterns and discrepancies between self-reported perceptions and actual gaze behavior. No inferential statistical tests were conducted, as the study was designed as an exploratory experiment with a relatively small and homogeneous sample. An overview of the study design is presented in Figure 1.

4. Results

The heatmap analysis conducted during the study revealed distinct variations in the patterns of visual attention distribution, depending on the type of offer and the spatial arrangement of individual visual elements. The figures below present the heatmaps corresponding to offers A, B, and C (Figure 2).

Heatmap analysis for Offer A (“Mazury—Eco-Trip”) revealed that the highest fixation density was observed in the header area, the informational section containing transportation and pricing details, as well as the textual description of the offer. The landscape image (featuring a lake and pier) also attracted visual attention, although to a moderate degree. Regarding the ecological certifications (EU Ecolabel and Green Key), placed in the lower part of the offer, fixations were recorded (green areas on the heatmap), indicating that participants noticed these elements. However, they were not dominant in terms of visual attention intensity the absence of red or bright yellow zones suggests that the certifications were processed superficially or briefly.

In Offer B (“Mazury—Lakeside Leisure”), the pattern of visual attention was more dispersed. Stronger fixations were observed in the offer’s header, in the block containing information on dates and transportation, on the landscape image (a boat on the lake), and within the text describing available attractions. Fixations on the Green Key certification were present (green area), yet similarly to Offer A these were neither strong nor sustained. This pattern suggests a more general, holistic scanning of the offer by participants, without distinct concentration on any single leading element.

In the case of Offer C (“Mazury—Luxury Lakeside Stay”), which did not include any ecological content, the heatmap displays a classic pattern of tourist material exploration. The strongest fixations were concentrated on the large image of the hotel and on the textual section outlining offer details and additional attractions. Information regarding transportation and pricing also attracted attention. There were no signs of attempts to search for ecological content, which is consistent with its absence in the material.

The heatmap analysis confirms that visually dominant elements such as images, headers, and key informational blocks (price and transport) consistently attracted the greatest share of visual attention across all three offers. Although ecological certifications were noticed (fixations were present), they did not emerge as perceptually dominant elements. This suggests that placing ecological content in less prominent or peripheral areas of the layout may limit its perceptual effectiveness, even among viewers who declare a high level of environmental awareness. These findings underscore the importance of effective visual design in sustainable tourism materials, ensuring that key pro-environmental components are not only noticed but also successfully retained in memory.

The results of the study indicate that the presentation format of tourism offers and the spatial arrangement of individual graphic elements significantly influenced their perception and evaluation by participants. Offer B was selected most frequently (by nine participants), followed closely by Offer A (eight selections), while Offer C was chosen by six participants. The distribution of preferences was relatively balanced, suggesting that no single offer was a clear leader in participant preference.

Average ratings of visual attractiveness among the three offers also showed no significant differences. Offer A received the highest average score (4.13 on a five-point scale), followed by Offer B (3.91), and then Offer C (3.65). However, these differences were not statistically pronounced, indicating no clear advantage for any of the offers in terms of visual appeal.

In the question concerning the remembered elements of the offer, participants most frequently indicated the hotel photograph (19 participants), transportation information (13), the ecological certificate (12), nature imagery (12), and the trip price (9). These self-reported responses were consistent with the visual attention patterns observed in the heatmaps. In all three offers, strong fixations occurred on large hotel and landscape photographs, as well as on text blocks containing information about transportation and pricing. Although fixation counts on ecological certifications were relatively low, recall data indicate that these elements were nonetheless registered by a substantial proportion of participants. This suggests that for environmentally concerned individuals, peripheral processing of sustainability cues may be sufficient to influence preference formation. In such cases, the presence of a certification seal serves primarily as a confirmatory signal rather than as a focal point of visual exploration.

With respect to the ecological certifications present in Offers A and B, fixations were noticeable but not particularly intense. Although the certificates were not the primary focal points of visual attention, their visibility on the page appeared sufficient for participants to register and later recall them. This suggests that even brief visual contact with a distinctive symbol—such as the EU Ecolabel or Green Key may be enough to facilitate recognition and memory encoding. In the case of Offer C, which did not include any ecological content, there was no evidence of attempts to search for such information, as confirmed by the absence of both fixations and corresponding memory declarations.

Catering options, although formally present in all offers, were indicated less frequently and did not attract visual attention to the same extent as more visually prominent content. The heatmaps show no strong fixation clusters in these areas, only brief glances. Similarly, promotional slogans encouraging responsible tourism were largely overlooked; they were not mentioned in memory-based responses, and the corresponding areas on the heatmaps did not feature any notable fixation activity.

Most participants rated their ecological awareness as high or very high. These individuals were also more likely to agree with statements regarding the influence of pro-environmental attitudes on consumer behavior, including the selection of tourism services. Nevertheless, ecological elements did not constitute the dominant areas of visual attention, which may suggest that their impact on perception is indirect or modulated by other factors such as their visual prominence or spatial location on the page.

The collected data suggest that the most frequently remembered and most intensely processed elements were graphic and informational components namely, images, price, transportation details, and key descriptive text. Although ecological content was noticed, its perceptual effectiveness was lower compared to more visually dominant components. This may indicate that the presence of sustainable development content in tourism materials should be not only conceptually justified but also carefully designed from a visual standpoint in order to effectively capture attention and support memory retention.

Table 1. Eye-tracking metrics for participants’ visual attention across tourism offers A, B, and C.

Offer	Area of Interest (AOI)	Object	Time to First Fixation (ms)	Fixation Duration (ms)	Number of Fixations
A	AOI 1	Ecological certificate	25,846	186.99	5.8
	AOI 2	Transportation information	2263	122.89	43.87
	AOI 3	Price, meals, description	8388	171.84	58.61
	AOI 4	General information	26,452	153.63	22.27
	AOI 5	Hotel image	844	139.92	30.65
B	AOI 1	Ecological certificate	21,002	138.35	5.45
	AOI 2	Transportation information	15,006	189.63	31.91
	AOI 3	Description and price	1743	154.57	47.13
	AOI 4	General information	1555	125.75	54.43
	AOI 5	Hotel image	4623	132.19	22.74
C	AOI 1	General information	13,630	200.24	37.35
	AOI 2	Transportation information	6208	202.88	50.3
	AOI 3	Image, description and price	3958	129.34	28.7
	AOI 4	Price, meals, description	2070	97.88	47.3

presents the key eye-tracking metrics related to participants’ visual attention during their examination of the three tourism offers. The data include the time to first fixation (TTFF), total fixation duration for each area of interest (AOI) and the number of fixations per AOI. These AOIs correspond to essential elements of each offer, such as the ecological certificate, transportation details, pricing and descriptive text, as well as landscape or hotel imagery (Figure 3).

The analysis of the data indicates that hotel images and key informational blocks—such as the offer description, pricing, and transportation details—were the most intensively visually explored elements of the stimuli. Both the number of fixations and the total fixation duration for these areas were the highest among all analyzed areas of interest. Particularly noteworthy are the time to first fixation values, which for hotel images and core content ranged from approximately 844 ms (AOI 5—hotel image, Offer A) to 8388 ms (AOI 3—price and description, Offer A), indicating that these elements were located relatively early after the beginning of exposure. In contrast, the TTFF values for the ecological certificates in Offers A and B were 25,846 ms and 21,002 ms, respectively, suggesting that these elements were located significantly later.

Although ecological certificates were present in two out of the three offers and had designated AOIs, they did not generate high fixation counts compared to other areas. In Offer A, the number of fixations for AOI 1 (certificate) was 5.8, while in Offer B it was 5.45. Although these values are higher than previously expected, they remain lower than, for example, AOI 3 in Offer C (photo, description, and price), which reached as many as 28.7 fixations. This demonstrates that more attention was drawn to integrated and visually dominant content. The results suggest that even peripheral or brief fixations on ecological certifications may be cognitively meaningful. For environmentally concerned respondents, a short glance at the certificate might be sufficient to confirm the presence of sustainability attributes, which then contributes to their preference formation. This indicates that the role of sustainability cues may not depend exclusively on occupying central positions in visual focus, but also on their ability to serve as quick confirmatory signals for motivated consumers.

Conversely, the data clearly indicate that visually emphasized elements—such as hotel images, landscapes, and structurally distinct textual information attracted attention most strongly. These areas were located earlier, held participants’ gaze for a longer time, and were revisited multiple times throughout the exposure.

The discrepancy between the actual distribution of visual attention and the presence of sustainability-related elements suggests that the mere inclusion of sustainable content is not sufficient for it to become anchored in the viewer’s awareness. The perceptual effectiveness of such content largely depends on its visual prominence, placement within the structure of the offer, and alignment with users’ typical scanning habits, which in the context of tourism offers are strongly shaped by expectations related to imagery, pricing, and logistical details.

As a result, the design of promotional materials that incorporate sustainability messaging requires not only the presence of such content but also its appropriate visual integration e.g., through larger size, contrast, central placement, or alignment with key attention anchors. Only under these conditions can ecological information be expected to be noticed, cognitively processed, and play a meaningful role in shaping tourism-related decisions.

A comparison between declared ecological awareness and tourism offer preferences provides important insight into the influence of pro-environmental attitudes on consumer decision-making. Respondents who rated their ecological awareness as very high consistently preferred Offer A as the most sustainability-focused offer. No respondents in this group chose Offer B or C. Similarly, those with high ecological awareness more frequently selected Offer A (5 participants), while only one selected Offer B and two selected Offer C.

A different distribution was observed among individuals with medium ecological awareness, where Offer B was the most frequently chosen (6 indications), and Offers A and C were each chosen once. Notably, in the group declaring very low ecological awareness, all participants selected Offer B, while those stating “I have no opinion” exclusively chose Offer C the only offer without any reference to sustainability.

These results suggest that individuals with higher ecological awareness are more responsive to pro-environmental content in tourism offers and are more likely to choose proposals that include explicit references to sustainable development. Importantly, this relationship is not merely declarative. As indicated by earlier eye-tracking results, individuals who selected sustainability-themed offers (A and B) also fixated on those components, even though they were visually less prominent than core elements such as images or transportation details. The ecological certificates—despite higher TTFF values and lower fixation counts—were remembered and reported in Question 7 of the questionnaire by these participants.

Taken together with visual perception analysis, these findings suggest that participants’ ecological attitudes may influence their visual exploration paths and the cognitive prioritization of content. One may thus infer that individuals with greater environmental awareness are not only more sensitive to sustainability content but also more inclined to actively seek out and cognitively engage with it, even when it is not prominently featured in the visual hierarchy of the material.

The analysis of participants’ attitudes toward paying extra for ecological solutions reveals meaningful associations between their declarations and both their choice of tourism offer and recall of environmentally themed content. The majority of respondents (17 out of 23) agreed with the statement “I am willing to pay more for ecological solutions,” indicating a clearly pro-environmental orientation within the study group. The remaining participants either disagreed or expressed no opinion.

A clear relationship emerged between ecological attitude and offer preference. Individuals who declared willingness to pay extra were more likely to choose Offers A and B, both of which included elements related to sustainable tourism. In contrast, ecologically disengaged or skeptical individuals most frequently chose Offer C, the only one devoid of any references to environmental sustainability. Moreover, the analysis showed that those with a positive ecological attitude were also more likely to recall the ecological certificate, despite its limited visual prominence in the materials.

These findings are consistent with the results obtained via eye-tracking. Although the ecological certifications in Offers A and B did not generate high fixation counts or intense visual engagement, environmentally aware participants were nevertheless able to identify and report them as remembered elements. This may suggest that individuals with higher environmental sensitivity actively seek out such information, even when it is not centrally positioned or visually dominant within the offer layout. The alignment between declarative data and visual attention metrics supports the notion that cognitive motivation and personal values can significantly influence how individuals explore and prioritize visual content.

In addition to visual attention data, the questionnaire assessed participants’ ecological attitudes. The results indicate generally positive orientations toward sustainability. The strongest agreement was reported for choosing environmentally friendly products and services (M = 4.39, SD = 0.50, Median = 4.00) and for awareness of tourism’s environmental impact (M = 4.00, SD = 0.85, Median = 4.00). Willingness to pay more for ecological solutions also received relatively high ratings (M = 3.83, SD = 1.07, Median = 4.00). By contrast, interest in sustainable development was rated lower (M = 3.22, SD = 1.00, Median = 3.00), and the influence of ecology on purchasing decisions reached a moderate level (M = 3.57, SD = 1.08, Median = 4.00). The interquartile ranges (1.00–2.00) indicate moderate variability across responses. A detailed overview of these results is presented in

Table 2. Descriptive statistics for ecological attitudes.

Item (1–5 Likert Scale)	M	SD	Median	IQR	Range
I try to choose environmentally friendly products/services	4.39	0.5	4.00	1.00	2–5
I am interested in sustainable development	3.22	1.00	3.00	1.00	1–5
I am aware of the environmental impact of tourism	4.00	0.85	4.00	1.00	2–5
I am willing to pay more for ecological solutions	3.83	1.07	4.00	2.00	1–5
Ecology influences my purchasing decisions	3.57	1.08	4.00	1.00	2–5
Mean of 5 items	3.80	0.90	3.80	-	2–5

Note: M = Mean; SD = Standard Deviation; IQR = Interquartile Range.

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5. Discussion

This study set out to answer the research question of whether sustainability-related cues in tourism advertising attract visual attention and influence consumer preferences. The results indicate that while such cues were noticed, they rarely became focal points of visual processing and had limited impact on choice unless participants already displayed high ecological awareness.

By combining eye-tracking technology with self-reported survey data, the study provides a multidimensional perspective on the perception of sustainability messaging. Previous research, such as Lourenção et al. [62], showed that logos and slogans can increase fixation counts and durations without necessarily improving the overall evaluation of an advertisement. The present study extends this line of research by focusing specifically on ecological cues in tourism advertising. Results demonstrate that even when participants declared strong pro-environmental attitudes, sustainability-related components such as certificates or slogans were rarely prioritized visually if placed in peripheral or text-heavy areas of the layout. Stronger attention to ecological cues among participants with higher environmental awareness suggests that internal motivation moderates visual processing. This finding is consistent with studies showing that green advertising is more effective among consumers with pro-environmental values. These results highlight a theoretical contribution: the discrepancy between declared values and perceptual behavior is particularly pronounced in the context of sustainability communication.

The findings can also be interpreted in light of visual attention theories, which emphasize that attention is primarily allocated to elements with high salience, such as vivid imagery or pricing information. This explains why sustainability-related cues, although present, rarely emerged as focal points. According to the limited capacity model of mediated message processing, cognitive resources are allocated first to the most salient visual stimuli, which reduces the processing of less prominent content. In this case, ecological certifications and pro-environmental slogans lacked the same visual intensity as price or imagery, resulting in lower attentional capture. Sustainability cues also typically lack the vividness of emotionally engaging symbols. Consumers tend to prioritize features that are easily processed, while peripheral or text-heavy ecological messages require greater cognitive effort and are therefore less likely to be noticed. In tourism advertising, where visual competition is particularly intense, sustainability information is often overshadowed by elements that communicate value and attractiveness more directly.

Recent research, including Sushchenko et al. [63] and Guido et al. [64], emphasizes that visual attention often gravitates toward anthropocentric and emotionally salient stimuli such as faces, movement, and cultural symbols. The present study adds new evidence by showing that pro-environmental content struggles to compete with such elements unless it is integrated into dominant visual pathways. This underscores the importance of perceptual accessibility and emotional resonance in effective sustainability communication. At the same time, the findings also raise the possibility that increasing the visual prominence of sustainability cues may not uniformly enhance advertising effectiveness. For environmentally disengaged or sceptical consumers, excessive emphasis on ecological certifications could trigger suspicions of greenwashing or associations with inflated costs, thereby reducing the persuasive impact of the message. This potential backfire effect highlights the need for nuanced design strategies, in which sustainability information is integrated credibly and proportionally within the overall advertising narrative, rather than being presented as a dominant or isolated feature.

The results also raise the possibility of differentiated processing routes depending on consumer orientation. For environmentally engaged participants, peripheral exposure to ecological certifications appears sufficient to activate pro-environmental preferences, consistent with theories of heuristic cue processing. In contrast, for disengaged or sceptical individuals, the strong visual emphasis on sustainability cues may backfire by triggering perceptions of greenwashing or concerns regarding inflated prices. These dual responses highlight the importance of tailoring communication strategies to heterogeneous audience segments rather than assuming a uniform effect of sustainability messaging.

The findings can also be compared with those of Pinhal et al. [65], who used eye-tracking to analyze tourists’ visual responses to images promoting cities within the UNESCO Creative Cities Network. Although the geographic and cultural contexts differ, methodological similarities allow for meaningful comparisons. Pinhal et al. [65] found that colors, landscapes, architecture, and cultural symbols, even when not explicitly preferred by participants, elicited strong visual engagement. A similar pattern emerged in the current study, where sustainability-related elements such as certificates were less frequently noticed despite participants’ positive statements about their importance. This again reveals a gap between conscious attitudes and subconscious visual behavior.

These results suggest that subconscious mechanisms may play a more significant role in the reception of promotional materials than stated preferences. In the context of sustainable tourism communication, this highlights the need for more sophisticated content design that aligns with cognitive expectations while also engaging viewers through visual aesthetics, color dynamics, and cultural anchoring. For instance, imagery that combines ecological messages with social or cultural narratives, such as people engaged in sustainable practices, local communities, or emotionally evocative landscapes, has the potential to resonate more strongly with viewers and sustain attention [66].

The contribution of this study lies in demonstrating that ecological cues, although positively valued at a declarative level, are often marginalized in perception unless integrated into central and emotionally compelling areas of the advertisement. By applying eye-tracking methods to the analysis of sustainable tourism advertising, the study provides empirical evidence of the gap between declared ecological values and actual visual behavior.

From a theoretical perspective, the study enriches research on sustainable tourism and green advertising by showing that ecological cues frequently fail to capture attention unless embedded in salient and emotionally engaging parts of an advertisement. From a practical standpoint, the findings underscore that sustainability messages should not be presented as peripheral or secondary features. Instead, they should be strategically integrated into the visual hierarchy and combined with appealing imagery, cultural symbols, or emotionally evocative content. Such design strategies can help sustainability information compete with dominant elements such as price and vivid imagery, thereby bridging the gap between consumer values and actual attention.

6. Conclusions

This study set out to answer the research question of whether sustainability-related cues in tourism advertising attract visual attention and shape consumer preferences. Although participants declared moderately high ecological awareness in the questionnaire (M = 3.65), eye-tracking results revealed that sustainability-related cues were rarely prioritized visually, underscoring the discrepancy between stated attitudes and actual perceptual behavior. The findings indicate that while ecological certifications and sustainability-themed slogans were noticed by participants, they rarely became focal points of visual processing or influenced preferences when presented in peripheral or text-heavy areas. Instead, destination imagery, pricing, and logistical details consistently dominated attention, suggesting that visual salience and structural positioning exert stronger influence than participants’ declared environmental values.

The results also show that participants with stronger pro-environmental orientations were more likely to actively search for and cognitively engage with sustainability cues, even when these were less visually prominent. This highlights the moderating role of intrinsic motivation and ecological values in shaping attention patterns. The study therefore demonstrates that the effectiveness of sustainability messaging in tourism advertising depends not only on its conceptual inclusion but also on its visual and structural integration within the broader communicative design.

The contribution of this research lies in providing empirical evidence of the discrepancy between declared ecological attitudes and actual visual attention. By integrating eye-tracking with survey data, the study advances theoretical understanding of how attention mechanisms mediate the reception of green advertising in the context of tourism.

Several practical implications arise from these findings. Sustainability cues should be strategically positioned near high-salience content such as pricing or transportation details, designed with sufficient size, contrast, and clarity to facilitate perceptual accessibility. For highly engaged audiences, explicit sustainability information may be effective, while less engaged consumers may respond better to narrative or experiential visualizations that imply sustainability through context. The findings further suggest a dual-pathway mechanism: for pro-environmental audiences, even peripheral recognition of certification logos may suffice to validate preferences, whereas for disengaged or sceptical audiences, excessive emphasis on ecological attributes may risk backfiring by eliciting doubts about authenticity or concerns regarding cost. Future campaigns should therefore balance visibility and subtlety, ensuring that sustainability cues are integrated credibly within broader advertising narratives rather than being presented as isolated or overly accentuated features.

7. Limitations and Future Research

This study was based on a relatively small and homogeneous group of 23 young adults aged 18 to 22. While this demographic represents an influential segment of the tourism market, the limited sample size and age range restrict the generalizability of the findings. Perceptual patterns and attention strategies may differ in older groups, among individuals with varied educational or cultural backgrounds, or those less engaged with environmental issues. The exploratory nature of this study means that its results should be considered preliminary and interpreted with caution. They provide a useful starting point for designing more comprehensive future investigations in this area.

Future research should replicate this study with larger and more diverse samples, encompassing different ages, cultural contexts, and socioeconomic groups. Cross-cultural comparisons and behavioral segmentation would help to validate and extend these findings, providing a more comprehensive understanding of how sustainability-related content is perceived across heterogeneous consumer populations.