Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals
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)....
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| Format: | Article |
| Language: | English |
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University of the Algarve - ESGHT - CIEO
2024-07-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/2636 |
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| _version_ | 1841554341433966592 |
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| author | Víctor Calderón-Fajardo Rafael Anaya-Sánchez Francisco Rejón-Guardia Sebastian Molinillo |
| author_facet | Víctor Calderón-Fajardo Rafael Anaya-Sánchez Francisco Rejón-Guardia Sebastian Molinillo |
| author_sort | Víctor Calderón-Fajardo |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-92d87be868e646d2a119d5decaabd98a |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2024-07-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-92d87be868e646d2a119d5decaabd98a2025-01-08T14:03:06ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662024-07-012035378Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals Víctor Calderón-Fajardo 0Rafael Anaya-Sánchez 1Francisco Rejón-Guardia 2Sebastian Molinillo 3University of Malaga (Spain) University of Malaga (Spain) University of Malaga (Spain) University of Malaga (Spain) 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.https://www.tmstudies.net/index.php/ectms/article/view/2636neurotourismeye trackinggalvanic skin response |
| spellingShingle | Víctor Calderón-Fajardo Rafael Anaya-Sánchez Francisco Rejón-Guardia Sebastian Molinillo Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals Tourism & Management Studies neurotourism eye tracking galvanic skin response |
| title | Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals |
| title_full | Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals |
| title_fullStr | Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals |
| title_full_unstemmed | Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals |
| title_short | Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals |
| title_sort | neurotourism insights eye tracking and galvanic analysis of tourism destination brand logos and ai visuals |
| topic | neurotourism eye tracking galvanic skin response |
| url | https://www.tmstudies.net/index.php/ectms/article/view/2636 |
| work_keys_str_mv | AT victorcalderonfajardo neurotourisminsightseyetrackingandgalvanicanalysisoftourismdestinationbrandlogosandaivisuals AT rafaelanayasanchez neurotourisminsightseyetrackingandgalvanicanalysisoftourismdestinationbrandlogosandaivisuals AT franciscorejonguardia neurotourisminsightseyetrackingandgalvanicanalysisoftourismdestinationbrandlogosandaivisuals AT sebastianmolinillo neurotourisminsightseyetrackingandgalvanicanalysisoftourismdestinationbrandlogosandaivisuals |