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This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables.

Data were collected through a within-subject, between-groups experimental design based on eye-tracking methodology, followed by a self-administered questionnaire. Participants were instructed to visit three e-tourism tools, namely, a hotel’s blog, a social network (i.e. Facebook) page and a virtual community (i.e. TripAdvisor) page.

This research uncovers the main determinants of consumers’ self-reported recall of banner ads. The study offers empirical insight regarding the positive impact of fixation counts and visit duration on consumer recall. The findings also reveal that the impact of these measurements on consumer recall is moderated by the level of animation of the advertisement, while the number of fixations is moderated by the level of consumer engagement. Overall, the results suggest the usefulness of eye-tracking methodology in assessing the advertising effectiveness of e-tourism tools.

The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical applications. Scholars are therefore encouraged to further test the research propositions, including in longitudinal or mobile/smartphone-based research.

The authors offer a pioneering attempt in the application of eye-tracking methodology to online, e-tourism-based service innovations and examine the possible impact of visual marketing stimuli and their effects on user social network-related behavior.

Approaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour.

To gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review.

The results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns.

Given the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers.

This study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.

The purpose of this paper is to analyse tourist behaviour with regard to the new Web 2.0‐based sites, or Travel 2.0 websites. Concretely, it seeks to generalise the underlying behavioural model in explaining intention to use such sites according to its main determinants.

The authors develop a structural equations model (SEM), which is applied to three websites selected for the study – i.e. the blog of a hotel, its Tripadvisor community and its Facebook profile. Rigorous empirical research was conducted by asking respondents to visualise the three different Travel 2.0 websites and complete a web questionnaire.

The findings reveal that the original technology acceptance model (TAM) is a robust underlying model for studies aimed at examining these sites. Focusing on blogs, social networks and virtual communities, the study shows that the relationship between certain cognitive and behavioural variables may vary depending on the specific website.

The study is limited to data from a single context (a specific website or type of tool), but an approach centred on visiting a variety of web tools mitigates this restriction. The main management implications of the study are discussed in the last section. Several recommendations to improve web design and the use of Travel 2.0 websites are made. The outcomes are very interesting with a view to increasing the revenues gained through these sites.

The paper permits firsthand knowledge to be gained about the information needs of Travel 2.0 users. It is original in that it establishes a behavioural model that can be extrapolated to all Web 2.0 applications in the context of tourist destinations or hotel websites.