Manijeh Bahrainizad

Background: This study analyzes the influence of various factors on user behavior in online tourism websites. Specifically, it examines how website layout and image format affect users’ visual attention and destination choice. The research employs the Stimulus-Organism-Response (S-O-R) model and neuromarketing techniques based on eye-tracking to better understand the impact of website design on consumer decision-making. Aim: The study aims to investigate the effect of the combination of website layout and image format in online tourism retailing on visual attention and destination choice using an eye-tracking approach. Conclusions: The findings highlight that website layout and image format play a crucial role in capturing users’ visual attention, which, in turn Methodology: This research is applied and experimental in nature. The statistical population consists of students from Shiraz University at different academic levels, and the sample includes 42 students who evaluated the impact of website layout and image format across six online tourism websites. Each participant analyzed 12 Areas of Interest (AOIs), and data were collected using an eye-tracking device. The collected data were analyzed using SPSS software and non-parametric statistical tests. , enhances their experience. An optimized combination of these elements can attract more attention and subsequently increase the likelihood of selecting a tourism destination. Therefore, effective website design and strategic use of images can serve as powerful tools in attracting and guiding users toward tourism destinations.