Emotionally Attractive Tourist Advertising As a Factor of Economic Growth of the Republic of Crimea

Abstract

Due the closure of borders and the pandemic of the COVID-19 coronavirus infection, Crimea has become one of the main recreation areas for domestic consumers. Currently the Ministry of Resorts and Tourism of the Republic of Crimea has allocated 4 tourist regions of the peninsula: Crimean foothills, resorts of the eastern Crimea, resorts of the western Crimea, southern coast of the Crimea. However, tourist flows among these areas are distributed extremely unevenly, as a result of which some locations receive less profit from the sale of their services, which slows down the development of the tourist and recreational sphere of the Republic of Crimea. To determine the emotional perception of tourist areas, identify the most attractive areas and factors that affect the emotional state when watching videos of tourist objects, an experiment was conducted using the EmoDetect program. This resource allows you to determine the psychoemotional state of a person from a selection of images (video or a set of files). The calculation of motor units and their classification took place according to the P. Ekman facial movement coding system. The respondents became the students of the V.I. Vernadsky Crimean Federal University aged 18–21 years and counted 50 people. The experiment took place in several stages. At the first stage, the dominant emotions of respondents in relation to the tourist areas of the Crimea were identified, and at the second stage, gender emotional asymmetry to the studied areas was determined. During the experiment, it was revealed that women experience the emotion “happiness” to a greater extent when watching a video of the southern coast of the Crimea, while this indicator corresponds to the Crimean foothills for men; the indicator “anger” is more pronounced in men than in women; men are less susceptible to tourist advertising messages than women.