What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists.

•Analysis of effectiveness of advertising on eTourism 2.0. tools.•Influence of elements (image/text) in banners on attention of potential tourists.•Participants fixate first on the static banner than animated banner.•Differences assessed according to different participants’ characteristics.•Interesting future research path on effectiveness of advertising on eTourism tools.