6533b82dfe1ef96bd12911e9

RESEARCH PRODUCT

Experimenting Through Neuromarketing to Measure the Impact of Spanish Cultural Heritage

Marcelo Royo-velaAlexis-raúl Garzón-paredes

subject

Cultural heritageTourism marketingCognitive scienceContinuationNeuromarketingCognitionVirtual realityPsychology

description

This is the continuation of a study based on the traditional image model of destination, formed by the constructions of cognition, emotion, and image. The objective is to study the model through a deconstruction in all forms through the application of neuroscience, a system of structural equations, virtual reality, and the Spanish architectural and cultural heritage as a stimulus. Variables were studied with an electroencephalogram through brain bioelectric wave responses, alpha and beta. The deconstruction of the image model consists of evaluating the hypotheses of the traditional image model of the destination in all its possible forms, giving rise to 3 models. Model 1. When cognition is hierarchical to emotion and image. Model 2. When emotion is hierarchical to cognition and the image of destination. Model 3. When cognition and emotion influence the image in parallel.

https://doi.org/10.1007/978-981-33-4260-6_34