MCI graduate Rebecca Wahler achieves first place at ISCONTOUR 2016

Eye tracking lays the foundation for user-centered websites in tourism marketing: renowned prize goes to research project of the Entrepreneurial School^®

For the second time in a row, MCI graduate Rebecca Wahler has received a notable distinction for her thesis project devoted to eye tracking in sensory marketing.

Having convinced the jury of the DGT Science Award, Wahler’s thesis on “Applying Eye Tracking within the Scope of Sensory Marketing for the Purpose of Evaluating the User Friendliness of Tourist Websites” has now also achieved first place in the “Best ICT-Related ISCONTOUR Paper Award” of ISCONTOUR 2016 (International Student Conference in Tourism Research). In her work, Wahler examines the Visit London homepage using experiments based on eye tracking, surveys, and retrospective think-aloud interviews.

“Miss Wahler has devoted her research project to a highly relevant topic to tourism marketing and produced a scientifically sound discussion of the results; now she receives due credit for her excellent work”, supervisor Anita Zehrer is delighted about her former student’s achievement. Aleksander Groth from the MCI Department for Management, Communication & IT and co-author of the prize-winning paper, adds: “Miss Wahler did not shun the challenges posed by eye tracking and mastered the application with ease. The results of her study speak for themselves and provide an important foundation for future applications.”

ISCONTOUR offers aspiring tourism experts an international platform for the discussion of tourism-related issues and presentation of relevant research papers. Each submission goes through a thorough double-blind reviewing process by an international jury of experts. All accepted conference contributions are collected and published in the annual conference proceedings.

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