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Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals.
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- Author(s): Calderón-Fajardo, Víctor; Anaya-Sánchez, Rafael; Rejón-Guardia, Francisco; Molinillo, Sebastian
- Source:
Tourism & Management Studies; 2024, Vol. 20 Issue 3, p53-78, 26p- Subject Terms:
- Source:
- Additional Information
- Alternate Title: Perspectivas del Neuroturismo: Análisis de Seguimiento Ocular y Respuesta Galvánica de Logos de Marcas de Destinos Turísticos y Visuales de IA. (Portuguese)
- Abstract: This pioneering study explores the intersection between Neurotourism, defined as the integration of neurosciences in tourism, and the perception of tourism Brand Personality (BP) through the advanced use of psychophysiology techniques, specifically Eye-Tracking (ET) and Galvanic Skin Response (GSR). It analyses how tourism destination brand logos/combination marks and images generated by artificial intelligence (AI) influence consumer attention and emotional response. Focusing on the five dimensions of BP proposed by Aaker (1997) - sincerity, excitement, sophistication, competence, and ruggedness - this study highlights significant differences in how men and women process and react to brand values associated with specific cities. Employing a rigorous methodological approach and the application of non-parametric statistical analyses, the findings reveal distinct patterns of visual attention and emotional responses across genders, emphasising the importance of considering BP in the marketing and design of tourism destination brand logos/combination marks. This work not only advances theoretical understanding of tourist consumer behaviour but also offers relevant practical implications for tourism marketing and destination management. [ABSTRACT FROM AUTHOR]
- Abstract: Este estudio pionero explora la intersección entre el Neuroturismo, definido como la integración de las neurociencias en el turismo, y la percepción de la Personalidad de Marca (PM) turística a través del uso avanzado de técnicas de psicofisiología, específicamente el seguimiento ocular y la respuesta galvánica de la piel. Analiza cómo los logotipos/marcas combinadas de destinos turísticos e imágenes generadas por inteligencia artificial influyen en la atención del consumidor y la respuesta emocional. Centrándose en las cinco dimensiones de BP propuestas por Aaker (1997) - sinceridad, excitación, sofisticación, competencia y robustez - este estudio destaca diferencias significativas en cómo hombres y mujeres procesan y reaccionan a los valores de marca asociados con ciudades específicas. Empleando un enfoque metodológico riguroso y la aplicación de análisis estadísticos no paramétricos, los hallazgos revelan patrones distintos de atención visual y respuestas emocionales entre géneros, enfatizando la importancia de considerar la PM en el marketing y diseño de logotipos/marcas combinadas de destinos turísticos. Este trabajo no solo avanza en la comprensión teórica del comportamiento del consumidor turístico, sino que también ofrece implicaciones prácticas relevantes para el marketing turístico y la gestión de destinos. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Tourism & Management Studies is the property of Escola Superior de Gestao, Hotelaria e Turismo, Universidade do Algarve and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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