Application of consumer insight research in travel & tourism: optimization of travel agencies' websites using eye-tracking technologies

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True Impact is a neuromarketing research and strategy firm, that helps brands retain and acquire customers.The company uses neuroscience and biometric technologies to quantify human emotion to advertisements. Bymeasuring brain and body reactions, they determine current customer interest and offer recommendations forimprovement. True Impact would like to help the adaptation of travel agencies to develop an innovativeapproach with sensory marketing. To do this, True Impact seeks the expertise of ExperiSens, college center forthe transfer of technology (CCTT) of the Institute of Quebec tourism and hotel industry (ITHQ), whichspecializes in hospitality and customer multisensory experience to evaluate if True Impact's technology can beapplied to the hospitality industry with success. Using images from travel industry marketing campaigns, wewill gather webcam eye-tracking data to increase the efficiency and the accuracy of True Impact eye trackingpredictive algorithm and reduce false detection.