Exploring the Impact of Neuromarketing Exposure and Content on tourists’ Emotional Response Leading to Destination Marketing Attention | ||
| Journal of Tourism, Hotels and Heritage | ||
| Volume 6, Issue 1, June 2023, Pages 19-30 PDF (546.64 K) | ||
| Document Type: Original Research | ||
| DOI: 10.21608/sis.2023.193399.1132 | ||
| Author | ||
| Dalia Fahmy Amara* | ||
| Arab Academy for Science and technology and maritime transport | ||
| Abstract | ||
| In todays’ changing market, the world is no longer using same conventional marketing that depend on the rational consumers’ behavior. Neuromarketing provides techniques contributing in understanding tourists’ brains in terms of preference, memory, or emotions and supports the promotion of new developments for tourism destinations strategies. As tourists’ fascination of different destinations is important in defining strategies. This study sheds light on the impact of neuromarketing exposure on tourists’ emotional responses, which leads to marketing message attention. The study pursued to answer the research question: how neuromarketing exposure can be used to help in promoting future tourism demand. Consumers need more reassurance to take their travel decisions especially post COVID-19. This deductive quantitative research develops a research model that illustrates neuromarketing exposure outcomes. Data are collected through administrated questionnaires during July and August 2022 among travels, making the study cross-sectional research. Path coefficient analysis of SEM is used to test the hypotheses. Results show that there is a positive significant relation between exposure to destination’s neuromarketing and the feeling of pleasure; and there is a positive significant relation between exposure to destination’s neuromarketing and the feeling of excitement. Consequently, pleasure and excitement as well as stimulation and motivation caused by neuromarketing significantly impacts consumers attention to the marketing message. Research implications illustrate constructive use of neuromarketing in the field of tourism, guiding scholar and practitioners to consider emotional and sensory responses of consumers toward marketing messages, applying neuroimaging technologies via creating images or pictures of activity inside the brain. | ||
| Keywords | ||
| Keywords: Neuromarketing; Tourism Product; Destination Marketing; Emotional response; Attention | ||
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