EFFECTS OF EMOTIONAL AND COGNITIVE RESPONSE TO HERITAGE ON TOURIST DESTINATION IMAGE: A COMPARISON OF OBJECTIVE AND SUBJECTIVE MEASURES
Abstract
This study aims to examine the Tourist Destination Image construct in destinations with historical and architectural heritage by applying and comparing two different techniques, experimentation using neuromarketing techniques and measures, and survey using multi-item scales. Both techniques measured the cognitive and emotional responses of participants who experienced virtual realities of tourist destinations with architectural heritage. In the case of the experimentation, we applied neuroscience techniques to observe and measure brain responses in alpha and beta bioelectrical waves using an electroencephalogram. In the case of the survey, the questionnaire included a multi-item scale to measure the cognitive and emotional dimensions of the image of the virtual destinations. The results indicate that the virtual experience of historical and architectural heritage intensively and positively impacts Tourist Destination Image formation. The measure based on the multi-item scale seems to offer better explanatory and predictive results. However, this result may be due to methodological limitations.
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