My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing
By Marcel C. M. Bastiaansen, Sebastiaan Straatman, Eric Driessen, Ondrej Mitas, Jeroen J. Stekelenburg, Lin Wang. 2016
139 citations recorded by the source corpus.
Emotional reactions to marketing stimuli are essential to tourist destination marketing, yet difficult to validly measure. A neuromarketing experiment was peformed to establish whether brain event-related potentials (ERPs), elicited by destination photos, can be used to evaluate the effectiveness of tourist destination marketing content in movies. Two groups of participants viewed pictures from the cities of Bruges and Kyoto. Prior to viewing the pictures, one group saw an excerpt from the movie In Bruges, which positively depicts Bruges' main tourist attractions. The other group saw a movie excerpt that did not feature Bruges (the Rum Diary). An early emotional response was osberved to the subsequently presented Bruges pictures for the In Bruges group only; no reliable between-group differences were found in ERPs to pictures from Kyoto. In conclusion, EEG-based neuromarketing is a valuable tool for evaluating the effectiveness of destination marketing, and popular movies can positively influence affective destination image.
Subfields: Experimental and Cognitive Psychology, Sensory Systems
View Paper: https://www.semanticscholar.org/paper/42be5975c1e602ec39c34aebeb0f8c7f0bd35cfd
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In Experimental and Cognitive Psychology
In Sensory Systems
Citations in the corpus
- The next frontier in tourism emotion research (2019, methodology): “The neuromarketing literature is rapidly expanding, using psychophysiological methods to explore the influence of stimuli on behaviour (Bastiaansen et al., 2016).”