Perceptual Carrying Capacity and Trade Fairs – Eye Tracking Experiment

  • Jan Vrána Mendel University in Brno
  • Michal Pšurný
  • Ondřej Dufek
  • Stanislav Mokrý


This study was focused on application of perceptual carrying capacity concept in the environment of trade fairs. For this purpose the eye-tracking experiment where different images depicting different level of visitors were used. Also, the aim of the study was to identify what is at the centre of people’s attention when looking at photographs taken at trade fairs. The study was conducted with 30 respondents from generation Y. The results imply that the number of people is a very important factor in deciding whether to attend these events (in this case trade fairs) or not at all. Simultaneously the in-depth interviews showed that people tend to have more of a negative attitude towards both overcrowding and a low number of people perceived at an event. This study also suggests that the optimal number of people at trade fairs is not extreme, not too low or not too high.