Impact of insurance on visual attention to risk and landscape: An eyetracking study

Abstract

Insurance plays an important role in the tourism experience, but there has been little research on the impact of insurance on visual attention to risk and landscape. I employed an eye-tracking experiment to record the risk information and assessment of the visual quality of landscapes among participants with differing travel insurance statuses. The results show that in comparison to the control group, participants lacking insurance paid greater visual attention to risk information and participants with insurance paid less visual attention to risk information. Further, participants with (vs. without) insurance were better at landscape visual quality assessment. My results can be used by potential tourists seeking to improve the quality of their travel experiences and by managers seeking to promote tourism risk management. In addition, my results show that eye-tracking experiments can be widely applied to related tourism research.