Emotional reactions to marketing stimuli are essential to tourist destination marketing, yet difficult to validly measure. A neuromarketing experiment was peformed to establish whether brain event-related potentials (ERPs), elicited by destination photos, can be used to evaluate the effectiveness of tourist destination marketing content in movies. Two groups of participants viewed pictures from the cities of Bruges and Kyoto. Prior to viewing the pictures, one group saw an excerpt from the movie In Bruges, which positively depicts Bruges’ main tourist attractions. The other group saw a movie excerpt that did not feature Bruges (the Rum Diary). An early emotional response was osberved to the subsequently presented Bruges pictures for the In Bruges group only; no reliable between-group differences were found in ERPs to pictures from Kyoto. In conclusion, EEG-based neuromarketing is a valuable tool for evaluating the effectiveness of destination marketing, and popular movies can positively influence affective destination image.
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The article on Marketingfacts reviews the book 'The 33 Best Influence Techniques from Advertising' by Marc Andrews, Rick van Baaren, and Matthijs van Leeuwen. The book provides an overview of 33 different influence techniques, ranging from classic methods like authority and scarcity to lesser-known concepts like astroturfing. It is written in an accessible style, richly illustrated with examples, and includes references for further research. The authors also apply various techniques in the book's design and presentation.
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In dynamic and competitive environment, the importance of innovation is accepted as a necessary ingredients for firms to create value and sustain competitive advantage. However, very little empirical research has specifically addressed to what extent different kinds of innovation rely on specific knowledge management processes and entrepreneurial orientation. The objective of this study is to identify the different types of innovation that are predominant in companies, and how to facilitate different types of innovation activities. A questionnaire survey was conducted and 169 valid replies were received. This research analyzes the relationship among knowledge management processes, as well as entrepreneurial orientation and different types of innovation. The results from an empirical survey study reveal that organizations facilitate different types of innovation (i.e., administrative versus technical innovation) through entrepreneurial orientation and knowledge management process (i.e., knowledge acquisition, knowledge sharing and knowledge application). The results also show that the partial mediating role of knowledge management processes in the relationship between entrepreneurial orientation and different types of innovation.
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The growth of neuroscience studies within tourism has been relatively slow, with limited well-executed studies and little interdisciplinarity. The aim of this review is to stimulate the use of neuroscience within tourism research. It first discusses the synergies to be gained by combining neuroscience with social science, exploring the usefulness and suitability of using neuroscience within tourism. An evaluation of review articles that have critiqued individual applications of neuroscience in tourism is presented, followed by a comprehensive overview of neuroscience methods. We discuss the theoretical relevance of neuroscience and its potential themes for a tourism neuroscience research agenda. This discussion is based on a selective review of wider neuroscience of relevance to tourism, including affective neuroscience, neuromarketing, neuroeconomics and neuromanagement.
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Phd Thesis Higher professional education aims to prepare graduates for the complexity of professional practices. The development of conceptual understanding is important to deal adequately with this complexity, especially in an unstructured professional domain such as international business. The aim of this dissertation is to investigate the concept conceptual understanding in this professional domain, how it can be measured, what it looks like, how it changes, and in what ways it differs between students. The dissertation comprises five empirical studies for which data collection took place at a university of applied sciences in the Netherlands.
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