Simulated visual attention modelling in digital tourism interfaces: an integrative approach to destination communication

Abstract

This paper introduces a simulation-based methodological and conceptual study addressing a critical gap in tourism research: the fragmented treatment of spatial, sequential and temporal dimensions of visual attention. It proposes the Simulated Visual Attention Integrative (SVAI) Model, combining predicted saliency heatmaps, simulated scan paths and saccadic timing within a unified analytical framework. Guided by Visual Attention Theory, Gestalt Theory, Feature Integration Theory and Predictive Coding, the model offers a transparent, theory-driven and cost-effective alternative to empirical eye-tracking for analysing digital tourism interfaces. Applied to ten island pages of an official tourism website, results indicate that simulated attention is initially allocated to functional elements such as call-to-action buttons and branding, followed by a progressive shift towards scenic imagery. Predicted scan paths support this sequence, while temporal analysis reveals a transition from rapid scanning to slower, semantically oriented inspection. The findings demonstrate the analytical potential of simulated visual attention for destination communication research, with direct implications for European DMOs, digital marketers and interface designers seeking to optimise tourism websites prior to empirical testing.