Proceedings of Academics World International Conference, Bali, Indonesia, 3rd-4th November 2016, ISBN: 978-93-86083-34-0

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USING EYE TRACKING TO ANALYZE USER INTEREST IN TOURISM WEBSITE: A CASE STUDY

1FELISIA NOVITA SARI, 2PAULUS INSAP SANTOSA

1,2Department of Electrical Engineering, Universitas Gadjah Mada, Yogyakarta, Indonesia

E-mail: 1felisianovitasari58@gmail.com, 2insap@ugm.ac.id

Abstract- visitigjogja.com is an official tourism website that’s built by Yogyakarta Regional Tourism Department. This website was built with the goal of becoming a tool for travelers to know about tourism places at Yogyakarta. But, visitingjogja.com has the lower rank than similar tourism website. This study is conducted to know about user interest of visitingjogja.com web page. User interest will be known by analyzing user eye movement. Eye movement will record with The Eye Tribe eye tracker. This study got the result that user has more interest on image than text. Index Terms- visitingjogja.com, Yogyakarta, eye movement, user interest I. INTRODUCTION Until 2014, data from Daerah Istimewa Yogyakarta Provincial Tourism Department show that the number of local tourists and foreign tourists reaches up to 10 million people each year. But actually, this data does not come from all of the tourist places in the province of D.I. Yogyakarta. The distribution of tourist visitors in the province of D.I. Yogyakarta is uneven. The tourist arrivals recorded only in certain tourists destinations in some district which are already more famous[1]. The quality of infrastructure in tourist places is the major factors that affect the number of tourist in the province of D.I. Yogyakarta. The better quality of each district’ infrastructure, the higher number of visitors at that place. Actually, it also can be a factor to increase the amount of local revenue. In addition to the above factors, the promotion of tourist places is also an important factor to increase the number of visitors in province of D.I. Yogyakarta. Actually, the Tourism Department in the province of D.I. Yogyakarta has built a website that used to promote tourist places in Yogyakarta. That website address is visitingjogja.com. This website contains information about all of the tourist places at D.I. Yogyakarta and related link on the others Yogyakarta Tourism Department websites. So, we can call that this website is an official website that owned by Yogyakarta Tourism Department. However, based on ranking with other similar websites such as yogyes.com, visitingjogja.com has a lower ranking. Visitingjogja.com has a low number of visitors as the official tourism website. The number of visitors at tourist places has relation with the quality of tourist places at D.I. Yogyakarta. There are correlations between qualities of tourism website with the number of visitors. It can be seen in other provinces that have more active website turned out to have more visitors than the provinces that have more passive website[2]. There are many factors that can make the website success and make a goal. The level of interest, ease and comfortable become a major factor in building a

website. The user experience can be used to measure the acceptance of a website[3]. Usability testing is an invaluable tool for evaluating the effectiveness and ease of use of websites[4]. There is wide variation among academic and industry implementations of usability evaluation techniques. We must choose the technique based on our research condition. Some techniques are very informal providing little more than nominal or qualitative data, and others are methodologically very rigorous, involving hundreds of participants and highly controlled administration protocols[5]. In the last 15 years, eye movements analysis has become more and more diffused in the field of human-computer interaction and usability research[6]. Eye movement is a tool that can help us to know about user interest. There are many studies that have conducted eye-tracking to know user interest at their product. The other studies want to know how about the usability of their product. Bojko used eye tracking to compare the old design with proposed design of web page[7]. Zambarbieri used eye tracking to know user eye movement while reading online newspaper[6]. Almeida used eye tracking to know user behavior on Home Page Layout of their website[8]. Difficulties of eye tracking study are how to relate the result with usability problem. But Ehmke has identified web usability problems from eye tracking data. The study is conducted by collect information from others writers. From the study, eye tracking data can give us knowledge about usability problems if we can make a right relation between both of them[9]. There is a fact that the human eyes never lie. This is the main reason for eye tracking to become a trend in the field of usability testing[10]. By using eye tracking in conducting usability testing, we can collect data about user interest and we can know the weakness of our website. This research will use eye tracking to analyze user interest in visitingjogja.com user interface. From the result, we can know that the user has more interest in text or images. This result can give a new knowledge

Using Eye Tracking To Analyze User Interest In Tourism Website: A Case Study

Proceedings of Academics World International Conference, Bali, Indonesia, 3rd-4th November 2016, ISBN: 978-93-86083-34-0

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about user interest in visitingjogja.com and can give us a new knowledge for redesigning of this website. II. METHOD Eye Movement Recording Eye movements were recorded by using TheEyeTribe eye tracker. This eye tracker generates raw gaze-point location data at the camera field rate of 60 Hz. During the experiments, subjects were expected to be able to sit with a straight, comfortable, and did not change the position until the experiment is completed. The subject distance with stimulus screen is between 45cm – 60cm and the subject distance with TheEyeTribe tracker is 30cm-45cm[11].

Figure 1. Best sitting position while using TheEyeTribe[11]

Ogama Software will be used to store the data and do an analysis. During the experiment with TheEyeTribe eye tracker, Ogama will record the eye coordinate and store it into the database. Experimental Protocol This study will use the D.I. Yogyakarta official tourism website as a research object. The URL address that will be used is http://visitingjogja.com and determined to be a case study 1. This study will be using 20 participants that based on Nielsen theory, that said the minimum participant of eye tracking usability study is 6 (gaze replays method) [12]. Data Analysis After the data were recorded by Ogama Software then Area of Interest (AOI) are identified within each page. AOIs are defined by grouping the web page into some area that has the same type. The metrics that computed for each AOI are the number of fixations and total gaze duration[6].

Experimental Objects Home Page AOIs This page is the first page of visitingjogja.com. This page is started with a header that contains the website logo, navigation menu, and search menu. At the bottom of this page is divided into several columns which are grouped into several AOI. That AOIs identified for analysis are shown in Figure 1: i. Top Area ii. Lead iii. Right Column iv. Right Column Gallery v. Headline News vi. Tempat wisata vii. Kontak Tourists Places Page AOI This page displays a list of tourist places that have selected type of user selected. On the website visitingjogja.com, the types of tourist places are grouped into cultural tours, city tours, culinary tours, etc. However, the structure of the pages are same. This page begins with the header that contains website logo, navigation menu, and search menu. Then at the bottom of website followed by content that divided into multiple columns. That AOIs identified for analysis are shown in Figure 2: i. Top Area ii. List iii. Right Column iv. Right Column1 v. Right Column Gallery vi. Kontak Detail of Tourists Places Page AOI This page displays detail of tourist place. This page will show the image and text about the places that user selected. The AOIs identified for analysis are shown in Figure 3: i. Top Area ii. Lead Area iii. Paragraphs iv. Gallery v. Maps vi. Right Column vii. Right Column Gallery viii. Bottom ix. Kontak

Using Eye Tracking To Analyze User Interest In Tourism Website: A Case Study

Proceedings of Academics World International Conference, Bali, Indonesia, 3rd-4th November 2016, ISBN: 978-93-86083-34-0

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Figure 1. AOI from Home Page

Figure 2. AOI from Tourist Places Page

Using Eye Tracking To Analyze User Interest In Tourism Website: A Case Study

Proceedings of Academics World International Conference, Bali, Indonesia, 3rd-4th November 2016, ISBN: 978-93-86083-34-0

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Figure 3. AOI from Detail of Tourist Places

III. RESULT Home Page AOIs AOI has been determined by grouping of results that

have been shown in Figure 1. From the result, found that the subject has an interest in Lead area with an average of fixation durations is 3857ms and the percentage reached 61%. The representation by using heat map method can be seen in Figure 4. This result gives knowledge that user interest at this page is on Lead area. Lead area get a big number because has a large image that can attract users.

Graph 1. Graph the average duration of fixation of each area at

Home Page Tourist Places Page AOIs From the grouping at Figure 2, found that the subject has interest at List area that has average of fixations is 46556ms and the percentage reached 95%. The representation by using heat map method can be seen in Figure 5. This result gives knowledge that user interest at this page is on List area. List area is actually the main area of this page.

Graph 2. Graph the average duration of fixation of each area at

Tourist Places Page Detail of Tourist Places Page From the grouping at Figure 3, found that the subject has interest at Lead area that has average of fixations is 15159ms and the percentage reached 31%. The representation by using heat map method can be seen in Figure 6. This result gives knowledge that user interest at this page is on Lead area. Lead area is the main area of this page. Lead area contains some images of the place. The second area is Paragraph area. This area contains the story about the place.

Using Eye Tracking To Analyze User Interest In Tourism Website: A Case Study

Proceedings of Academics World International Conference, Bali, Indonesia, 3rd-4th November 2016, ISBN: 978-93-86083-34-0

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Graph 3. Graph the average duration of fixation of each area at

Detail of Tourist Places Page

Figure 4. Attention Map of Home Page (Cropped)

Figure 5. Attention Map of Tourist Places Page

Using Eye Tracking To Analyze User Interest In Tourism Website: A Case Study

Proceedings of Academics World International Conference, Bali, Indonesia, 3rd-4th November 2016, ISBN: 978-93-86083-34-0

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Figure 6. Attention Map of Detail of Tourist Places Page

CONCLUSION Tourism website developer must know about what is user interest. This study found that user has more

interest with image than text. It can be seen at Detail of Tourist Places page. Attention map at this page shows that user has long fixation at an image of the place. Home Page’ representation give knowledge that the new design must contain interest image about tourist places. User interests show that image of Home Page attracts user to 95% of another area. Tourism website should have more image about the places than text. Some user still interests about the story of the places but the visualization will give more interest than just a text. This information can be used by the developer to do redesign about this website. Actually, there are others eye tracking method that can be used to analyze the web page. Bojko using eye tracking to compare old design and proposed design[7]. This study is a small part of author research that talk about redesigning visitingjogja.com. From this study, author gets the knowledge about user interest at each of this web page. REFERENCES [1] D. P. DIY, “Statistik Kepariwisataan Provinsi DIY 2014,”

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[4] B. Battleson, A. Booth, and J. Weintrop, “Usability testing of an academic library Web site: a case study,” J. Acad. Librariansh., vol. 27, no. 3, pp. 188–198, 2001.

[5] J. H. Goldberg, O. Corporation, A. M. Wichansky, and O. Corporation, “Eye Tracking in Usability Evaluation,” no. DECEMBER, 2003.

[6] D. Zambarbieri, E. Carniglia, and C. Robino, “Eye Tracking Analysis in Reading Online Newspapers,” J. Eye Mov. Res., vol. 2, no. 4, pp. 1–8, 2008.

[7] A. Bojko, “Using eye tracking to compare web page designs: A case study,” J. Usability Stud., 2006.

[8] S. Almeida, Ó. Mealha, A. Veloso, and A. Luís, “Empirical Study of User Behavior on Home Page Layouts: SAPO Portal Case Study,” Proc. Interacção 2010 - 4th Natl. Conf. Human-Computer Interact., pp. 263–270, 2010.

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[12] N. N. Group, “How to Conduct Eyetracking Studies.”