Emotion Measurement in Tourism Destination Marketing: A Comparative Electroencephalographic and Behavioral Study
通过脑电图记录观看旅游目的地电视广告前后的大脑反应，发现广告能增强对目的地图片的情感响应，而自我报告数据未显示变化，表明脑电图方法可补充旅游营销研究工具。
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.