Original scientific paper
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
*
* Corresponding author.
Abstract
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.
Keywords
Tourism advertising; psychological game theory; neuromarketing; value assessment; emotional assessment
Hrčak ID:
330124
URI
Publication date:
14.1.2025.
Visits: 355 *