EFECTOS DE LA RESPUESTA EMOCIONAL Y COGNITIVA AL PATRIMONIO EN LA IMAGEN DEL DESTINO TURÍSTICO: UNA COMPARACIÓN DE MEDIDAS OBJETIVAS Y SUBJETIVAS
Resumen
Este estudio tiene como objetivo examinar la formación de la imagen de destino turístico de destinos con patrimonio histórico y arquitectónico utilizando y comparando dos técnicas diferentes, la experimentación, aplicando tecnicas y medidas de neuromarketing y la encuesta aplicando escalas de medida multi-item. En ambas técnicas, medimos las respuestas cognitivas y emocionales de los participantes que experimentaron realidades virtuales de destinos turísticos con patrimonio arquitectónico. En el caso de la experimentación, aplicamos técnicas de neurociencia para observar y medir respuestas en ondas bioeléctricas cerebrales alfa y beta mediante un electroencefalograma. En el caso de la encuesta, el cuestionario incluía una escala multiítem para medir las dimensiones cognitivas y emocionales de la imagen de los destinos virtuales. Los resultados indican que la experiencia virtual del patrimonio histórico y arquitectónico impacta de manera intensiva y positiva en la formación de la imagen del destino turístico. La medida basada en la escala multiítem parece ofrecer mejores resultados explicativos y predictivos. Sin embargo, este resultado puede deberse a limitaciones metodológicas.
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