TY - JOUR
T1 - My destination in your brain
T2 - A novel neuromarketing approach for evaluating the effectiveness of destination marketing
AU - Bastiaansen, MCM
AU - Straatman, SB
AU - Driessen, EP
AU - Mitas, O
AU - Stekelenburg, J.
AU - Wang, L.
PY - 2018
Y1 - 2018
N2 - 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.
AB - 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.
KW - Affective destination image
KW - Brain
KW - Decision-making
KW - Destination marketing
KW - Electro-encephalography (EEG)
KW - Emotions
KW - Neuromarketing
U2 - 10.1016/j.jdmm.2016.09.003
DO - 10.1016/j.jdmm.2016.09.003
M3 - Article
SN - 2212-571x
VL - 7
SP - 76
EP - 88
JO - Journal of Destination Marketing & Management
JF - Journal of Destination Marketing & Management
ER -