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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Nové trendy 2016 – New Trends 2016

ISBN

9788087314852

ISSN

2336-7431

e-ISSN

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Počet stran výsledku

7

Strana od-do

364-370

Název nakladatele

Soukromá vysoká škola ekonomická Znojmo, s.r.o.

Místo vydání

Znojmo

Místo konání akce

Znojmo

Datum konání akce

24. 11. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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