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Emotion measurement in tourism destination marketing: A comparative electroencephalographic and behavioral study
Bastiaansen,Marcel Straatman,Sebastiaan Mitas,Ondrej Stekelenburg,J. Jansen,S
Bastiaansen,Marcel
Straatman,Sebastiaan
Mitas,Ondrej
Stekelenburg,J.
Jansen,S
Abstract
It is commonly assumed that TV commercials successfully influence affective tourism destination image by coupling positive emotions to a destination. In this study we record emotional responses to destination pictures before and after viewing a destination TV commercial from participants’ brains using electroencephalography (EEG). A control group of participants watched the same destination pictures, and an unrelated TV commercial. Emotion-related event-related potential (ERP) components, the P2 and LPP, were derived from the EEG. For the participants that watched the destination TV commercial, the P2 and the LPP were larger in response to destination pictures after compared to before having watched the TV commercial. This effect was not observed in the control group. In a behavioral version of the same experiment, we did not observe any effects in the self-report data. It is concluded that ERP methodology is a useful tool to complement the toolbox of tourism marketing researchers
Description
Funding The author(s) received no financial support for the research, authorship, and/or publication of this article.
Date
2022
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Volume Title
Publisher
Research Projects
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Journal Issue
Keywords
EEG, affective destination image, emotions, self-report, tourism destination marketing
Citation
Bastiaansen, M, Straatman, S, Mitas, O, Stekelenburg, J & Jansen, S 2022, 'Emotion measurement in tourism destination marketing : A comparative electroencephalographic and behavioral study', Journal of Travel Research, vol. 61, no. 2, pp. 252-264. https://doi.org/10.1177/0047287520981149