THE STATE OF THE ART OF EMOTIONAL ADVERTISING IN TOURISM: A NEUROMARKETING PERSPECTIVE

IF 1 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Review International Pub Date : 2022-01-01 DOI:10.3727/154427221x16317419620246

Sara DE-FRUTOS-ARRANZ, M. B. Blasco López

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引用次数: 3

Abstract

Due to increasing competition in the tourism sector, destinations struggle to attract the attention of potential visitors through advertising. This article addresses the influence of emotions in tour ism advertising, arguing that they are an effective predictor of individual behavior, and essential in destination choices, which have an important unconscious component. This bibliometric work discusses the role of emotional advertising, reviews the literature in order to describe the current state of knowledge in tourism and neuromarketing, and assess the valuable findings made by recent years due to advances in neuroscience. The literature review provided an in-depth understanding on how neuromarketing contributes to reveal tourists’ implicit emotional responses that affect subsequent decision marking and seek to prove that neuromarketing research can increase tourism competitiveness through providing data to conduct more efficient campaigns. Consequently, the field is an important subject for further research and several lines of future investigation have been identified.

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旅游中情感广告的艺术现状:神经营销的视角

由于旅游业竞争日益激烈，旅游目的地努力通过广告吸引潜在游客的注意。本文讨论了情绪在旅游广告中的影响，认为它们是个人行为的有效预测因子，并且在目的地选择中至关重要，目的地选择具有重要的无意识成分。本文献计量学工作讨论了情感广告的作用，回顾了文献，以描述旅游和神经营销的知识现状，并评估了近年来由于神经科学的进步而取得的有价值的发现。文献综述深入了解了神经营销如何有助于揭示游客影响后续决策的内隐情绪反应，并试图证明神经营销研究可以通过提供数据来开展更有效的活动来提高旅游竞争力。因此，该领域是一个值得进一步研究的重要课题，并确定了未来调查的几个方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Review International HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

3.90

自引率

11.80%

发文量