Journal
JOURNAL OF DESTINATION MARKETING & MANAGEMENT
Volume 7, Issue -, Pages 76-88Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.jdmm.2016.09.003
Keywords
Destination marketing; Affective destination image; Decision-making; Emotions; Brain; Neuromarketing; Electro-encephalography (EEG)
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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. (C) 2016 Elsevier Ltd. All rights reserved.
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