Exploring destination positioning and message congruence in tourism management: An eye-tracking and fMRI study

Destination Marketing Organizations (DMOs) need to plan and execute their online communications effectively and must also endeavor to manage all the information posted online by users about the destination—electronic word-of-mouth (eWOM). The present study approaches this challenge by examining the effect of the degree of congruence (high vs. low) between the messages conveyed via different social media sources (DMOs vs. eWOM) on users. In a within-subject experiment using eye-tracking combined with fMRI, this effect is measured in terms of ocular indicators, brain activity, and behavioral responses, in the context of different destination positioning strategies (natural environment vs. gastronomy). The findings indicate that DMOs should ensure that the IMC strategies they implement take into account the customer's perspective on their communications (including the influence of eWOM). DMOs should also focus their marketing and positioning efforts on emphasizing the unique appeal of the natural environment of the destination, to create a positive perception.