Neurotourism and national tourism promotion: a thematic analysis of the Turkish tourism market based on neuroscience

dc.contributor.authorBağçı, Ebru
dc.date.accessioned2025-03-09T10:57:33Z
dc.date.available2025-03-09T10:57:33Z
dc.date.issued2024
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractGiven the complex biological structure, people act with their emotions and minds. Understanding emotions, neuromarketing focuses on the problem of capturing rationality. This study aims at determining the symbols and music enabling creation of the ‘Turkey’ brand in tourism, revealing these symbols effects and music in tourists’ mind within this rationality framework. Accordingly, electroencephalography (EEG) and eye tracking devices from neuroscience tools and 21 themed tourism promotion films prepared by Turkish Republic Ministry of Culture and Tourism were analysed considering view number on different dates. Results revealed that music, human figures, and symbols used in promotional films affect people’s attention. The limited number of experimental studies on the subject in Turkey and high cost of experimental studies concerning the neuroscience tools are the main constraints for the researchers in the field. In this respect, the related study is of high importance. © 2024 Inderscience Enterprises Ltd.
dc.identifier.doi10.1504/IJTA.2024.143396
dc.identifier.endpage299
dc.identifier.issn1759-0442
dc.identifier.issue4
dc.identifier.scopus2-s2.0-85212841466
dc.identifier.scopusqualityQ1
dc.identifier.startpage281
dc.identifier.urihttps://doi.org/10.1504/IJTA.2024.143396
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4914
dc.identifier.volume9
dc.indekslendigikaynakScopus
dc.institutionauthorBağçı, Ebru
dc.language.isoen
dc.publisherInderscience Publishers
dc.relation.ispartofInternational Journal of Tourism Anthropology
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250310
dc.subjectEEG
dc.subjectelectroencephalography
dc.subjecteye tracking
dc.subjectneuromarketing
dc.subjectneurotourism
dc.subjecttourism promotion
dc.titleNeurotourism and national tourism promotion: a thematic analysis of the Turkish tourism market based on neuroscience
dc.typeArticle

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