The Role and Importance of Modern Neuromarketing Research Methods in the Field of Tourism: A Case Study of Eye Tracking

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26968631%3A_____%2F16%3AN0000026" target="_blank" >RIV/26968631:_____/16:N0000026 - isvavai.cz</a>
Result on the web
<a href="http://trendy.svse.cz/sborniky_proceedings" target="_blank" >http://trendy.svse.cz/sborniky_proceedings</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The Role and Importance of Modern Neuromarketing Research Methods in the Field of Tourism: A Case Study of Eye Tracking
Original language description
Identification of the consumer’s needs and wishes is the main task of marketing, and identifying those needs and wishes was until recently conducted mainly through interviews and field observations. Currently, biometric methods are used that can recognize to which stimuli customers respond, how they feel, the time intervals of their cognitive activity, occurs and which external stimuli prompt the best reactions. These progressive methods fall within the scope of neuromarketing, a tool that allows a better understanding of perception, decision making and customer behavior and identifies the connection between specific marketing actions and customer reactions. This article focuses on research through two types of eye cameras, a mobile eye camera placed on the respondent’s head, and a static eye camera when the respondent is sitting in a specially designed neuromarketing laboratory. Furthermore, this article develops a method of static measurement and identifies basic methodological steps towards a properly-conducted study in an eye tracking laboratory and outlines the possibilities of this perspective tool
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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