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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
发表期刊JOURNAL OF DESTINATION MARKETING & MANAGEMENT
通讯作者邮箱bastiaansen4.m@nhtv.nl
ISSN2212-571X
文章类型Article
卷号7页码:76-88
产权排序3
摘要

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.

关键词Destination marketing Affective destination image Decision-making Emotions Brain Neuromarketing Electro-encephalography (EEG)
DOI10.1016/j.jdmm.2016.09.003
收录类别SSCI
语种英语
WOS研究方向Social Sciences - Other Topics ; Business & Economics
WOS类目Hospitality, Leisure, Sport & Tourism ; Management
WOS记录号WOS:000429392300010
WOS标题词Social Sciences
关键词[WOS]FUNCTIONAL NEUROANATOMY ; IMAGE ; EMOTION ; TOURIST ; AROUSAL ; MODEL ; METAANALYSIS ; ATTENTION ; FMRI ; PET
引用统计
文献类型期刊论文
条目标识符http://ir.psych.ac.cn/handle/311026/26074
专题认知与发展心理学研究室
通讯作者M. Bastiaansen
作者单位1.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
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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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