This research analyses the intersection between Neurotourism and the perception of Brand Personality (BP) in tourism destinations using advanced psychophysiological techniques, such as eye tracking and galvanic skin response. It explores how logos/branding and AI-generated images affect consumer attention and emotional response. It also reveals key differences in the reactions between men and women to brand values associated with tourism destinations. The results provide practical implications for tourism brand management.
You can read the full document here.
To cite this work:
Calderón-Fajardo, V., Anaya-Sánchez, R. ., Rejón-Guardia, F., & Molinillo, S. . (2024). Neurotourism Insights: Eye Tracking and Galvanic Analysis of Tourism Destination Brand Logos and AI Visuals. Tourism & Management Studies, 20(3), 53-78. https://doi.org/10.18089/tms.20240305