Purpose

The prevalence of visually splendid multi-million-dollar cellar doors (CDs) builds an assumption that bricks and mortar create the co-created cellar door experience (CDE). This study aims to determine what attracts the visual attention of staff and customers during a CDE at three visual designs of CD: lively, stylised and simple.

Design/methodology/approach

A total of 23 customers and five staff consented to record their CDEs using TobiiPro2 glasses with 35 recordings providing 993 min for analysis with Tobii Pro Lab. Twenty-five areas of interest were used to calculate fixation and visit metrics.

Findings

The most attended elements of a co-created CDE were staff and faces. Attention is less influenced by the design of CD, whereas staff significantly influence attention.

Research limitations/implications

The findings are valuable to the industry as they highlight the importance of human resources to a winery business, an increasingly casualised workforce. Future research could focus on staffing needs, including training and performance during experience delivery, with the expectation of increasing profitability.

Originality/value

To the best of the authors’ knowledge, this study is the first to analyse objective recordings of staff and customer visual attention during their experience.

中文翻译：

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你在看什么？共同创造的酒窖体验中的视觉关注：来自澳大利亚体验的客户和员工视角

目的

价值数百万美元的精美酒窖门 (CD) 的流行建立了一个假设，即实体店创造了共同创造的酒窖门体验 (CDE)。本研究旨在确定在 CDE 期间，在 CD 的三种视觉设计中，是什么吸引了员工和顾客的视觉注意力：生动、程式化和简单。

设计/方法/途径

共有 23 位客户和 5 位员工同意使用 TobiiPro2 眼镜记录他们的 CDE，其中 35 条记录提供 993 分钟用于 Tobii Pro Lab 分析。二十五个感兴趣的领域被用来计算注视和访问指标。

发现

共同创建的 CDE 中参与人数最多的元素是员工和面孔。注意力受 CD 设计的影响较小，而工作人员对注意力有显着影响。

研究局限性/影响

这些发现对行业很有价值，因为它们强调了人力资源对酒厂业务的重要性，即越来越多的临时工。未来的研究可以侧重于人员配置需求，包括体验交付期间的培训和绩效，以期提高盈利能力。

原创性/价值

据作者所知，这项研究首次分析了员工和顾客在体验过程中的视觉注意力的客观记录。