MCI Tourism once again successful at DGT Science Awards

MCI graduate Rebecca Wahler receives notable prize from the German Society for Tourism Science (DGT)

Already for the fifth time in a row, the MCI Department for Tourism was able to convince the jury of the DGT Science Award. At the opening of the ITB, the World’s Leading Travel Trade Show, Rebecca Wahler was awarded in the category “Best Paper on eTourism”.

In her thesis with the title “Applying Eye Tracking within the Scope of Sensory Marketing for the Purpose of Evaluating the User Friendliness of Tourist Websites”, Wahler deals with the effective use of technological innovations in the tourism sector. Her focus is primarily on the so-called Generation Y, whose members are assumed to have particularly high expectations from websites and online elements due to their broad technological know-how. Analyzing the eye movement of altogether 16 Generation Y members, Kohler is able to determine the elements which the test persons look for on the target website. Based on the results of the study Wahler derives recommendations on how to create a stimulating website design.

Rebecca Wahler particularly impressed with her clear focus on the needs of the Generation Y, which has never been studied in such a context before. Experts moreover praised the high quality of Wahler’s empirical evaluation.

This year the DGT Science Award rewarded the most exceptional papers of tourist study programs for the 22^nd time. Graduates of 2014/15 were allowed to submit their theses with relevance to tourism in four categories: “Best Paper on eTourism”, “Best Paper on Sustainability in Tourism”, “Best Dissertation”, and “Best Paper by a Young Professional” as a special award for the best Bachelor or Master thesis

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