Izvorni znanstveni članak
https://doi.org/10.20867/thm.31.2.4
The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism
Jose M. Mas
; Vice-Rector for Academic Policy and Faculty ESIC University; ESIC Business & Marketing School
Dr. Anett Erdmann
; Director of the Academic Marketing Department ESIC University; ESIC Business & Marketing School
Dr. Kathrin Jaszus
; Assistant Professor, Trier University of Applied Sciences Business School
*
* Dopisni autor.
Sažetak
Purpose - Beach or mountain? This study focuses on the complex decision-making process
travelers face when choosing a destination, highlighting the significant but understudied role
of emotions in destination choice, particularly how emotional expectations influence tourism
evaluation. The aim is to derive insights for a strategic choice of image positioning.
Methodology, Design, and Approach - Using psychological game theory, the study examines
the emotional responses of German tourists in their choice of tourism type on the Balearic
Islands, through neuromarketing techniques (EEG, SCR, HVR) and a value assessment
survey. This approach models tourists’ decision-making processes in response to visual
stimuli, incorporating perceived value and an “emotional care” parameter that accounts for
the desire to meet the expectations of travel companions.
Results - The study reveals clear differences between equilibria based on purely self-reported
value judgments and those incorporating neural responses, highlighting the complexity of
emotional influences on travel decisions.
Originality - This research contributes to the field of tourism by detailing the interplay
between emotional expectations, consideration, and trade-offs in travel decisions. It provides
insights for the development of tailored marketing strategies that address emotional needs in
order to increase satisfaction in shared travel decisions.
Ključne riječi
Tourism advertising; psychological game theory; neuromarketing; value assessment; emotional assessment
Hrčak ID:
330124
URI
Datum izdavanja:
14.1.2025.
Posjeta: 829 *