Capturing Physiological and Self-Reported Response to Destination Promotion: A Neuromarketing Approach

Svetlana Stepchenkova (), Andrei P. Kirilenko and Yeonseo Jo
Additional contact information
Svetlana Stepchenkova: University of Florida
Andrei P. Kirilenko: University of Florida
Yeonseo Jo: University of Florida

A chapter in Information and Communication Technologies in Tourism 2025, 2025, pp 91-101 from Springer

Abstract: Abstract Destination marketing aims to elicit positive emotions in the target audience, such as interest, anticipation, and excitement about the place. Measuring emotions has long relied on the self-reports of study participants; however, the neuromarketing methods that capture the physiological responses to advertisements have been gradually expanding their applications. Given the rapid growth of online influencer marketing and its relevance for tourism destinations, understanding the neurophysiological reactions of viewers to influencer-created marketing materials is both important and timely. In a laboratory setting, we examined the heart rate variability (HRV) in viewers watching an influencer deliver a promotion of a staged attraction. We compared several HRV measures with the self-reported emotions. Viewers were classified according to their attitudes toward the importance of tourism attractions being objectively authentic as realists, constructivists, and postmodernists. The study found correlations between physiological and self-reported measures and discusses implications for destination marketing using online influencers.

Keywords: Constructivists; Destination marketing; Emotions; Heart rate variability (HRV); Neuromarketing; Postmodernists; Realists; Staged attraction (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-83705-0_8

Ordering information: This item can be ordered from
http://www.springer.com/9783031837050

DOI: 10.1007/978-3-031-83705-0_8

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().