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My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing
Bastiaansen, Marcel1,2; Straatman, Sebastiaan1; Driessen, Eric1; Mitas, Ondrej1; Stekelenburg, Jeroen2; Wang, Lin3; M. Bastiaansen
2018-03-01
Source PublicationJOURNAL OF DESTINATION MARKETING & MANAGEMENT
Correspondent Emailbastiaansen4.m@nhtv.nl
ISSN2212-571X
SubtypeArticle
Volume7Pages:76-88
Contribution Rank3
Abstract

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.

KeywordDestination marketing Affective destination image Decision-making Emotions Brain Neuromarketing Electro-encephalography (EEG)
DOI10.1016/j.jdmm.2016.09.003
Indexed BySSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics ; Business & Economics
WOS SubjectHospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:000429392300010
WOS HeadingsSocial Sciences
WOS KeywordFUNCTIONAL NEUROANATOMY ; IMAGE ; EMOTION ; TOURIST ; AROUSAL ; MODEL ; METAANALYSIS ; ATTENTION ; FMRI ; PET
Citation statistics
Cited Times:8[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/26074
Collection认知与发展心理学研究室
Corresponding AuthorM. Bastiaansen
Affiliation1.NHTV Breda Univ Appl Sci, Archimedesstr 17, NL-4816 BA Breda, Netherlands
2.Tilburg Univ, Dept Neuropsychol, Warandelaan 2, NL-5037 AB Tilburg, Netherlands
3.Chinese Acad Sci, Inst Psychol, 16 Lincui Rd, Beijing, Peoples R China
Recommended Citation
GB/T 7714
Bastiaansen, Marcel,Straatman, Sebastiaan,Driessen, Eric,et al. My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing[J]. JOURNAL OF DESTINATION MARKETING & MANAGEMENT,2018,7:76-88.
APA Bastiaansen, Marcel.,Straatman, Sebastiaan.,Driessen, Eric.,Mitas, Ondrej.,Stekelenburg, Jeroen.,...&M. Bastiaansen.(2018).My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing.JOURNAL OF DESTINATION MARKETING & MANAGEMENT,7,76-88.
MLA Bastiaansen, Marcel,et al."My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing".JOURNAL OF DESTINATION MARKETING & MANAGEMENT 7(2018):76-88.
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