As an alternative technique to traditional self-report questionnaire, electrodermal activity measurement can offer great accuracy in recording customers' moment-to-moment emotional arousal. The emergence of affordable and relatively accessible recording equipment has made such measurement frequent in tourism and hospitality studies in the past decade. However, electrodermal activity measurement entails comparatively strict rules and procedures. Violating these rules and procedures may mislead researchers when interpreting their findings and can compromise the validity of the results. This paper reviews 25 tourism and hospitality articles using electrodermal activity measurement to highlight key methodological issues. In so doing, the article provides guidelines for researchers adopting such measurement as an affective data collection tool in tourism and hospitality research in both laboratory and field.
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Understanding the complex and dynamic nature of experiences requires the use of proper measurement tools. As interest grows in the objective measurement of experiences within tourism and hospitality, there is an urgent need to consolidate and synthesize these studies. Thus, this study investigated prevalent objective measurement techniques via a systematic review. We analyzed physiological measures such as electroencephalography (EEG), heart rate variability (HRV), skin conductance (SC), and facial electromyography (fEMG) along with behavioral measures, including eye tracking and location tracking. This review identified 100 empirical studies that employed objective measurement to examine tourism and hospitality experiences over the last decade, highlighting trends, research contexts and designs, and the synergies between different methods. Our discussion on methodological issues and best practices will help researchers and practitioners identify the best tools to capture people’s experiences and promote more standardized practices and comparable findings on studying experiences in tourism and hospitality settings.
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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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In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences.
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Understanding how experiences unfold requires measuring participants' emotions, especially as they move from location to location. Measuring and mapping emotions over space is technically challenging, however. While a number of technologies to record and spatially resolve emotion data exist, they have not been systematically compared. We present emotion data collected at a natural and military heritage site in the Netherlands using three different methods, namely retrospective self report, experience reconstruction, and physiology. These data are applied to three corresponding mapping methods. The resulting maps lead to divergent findings, demonstrating that spatial mapping of emotion data accentuates differences between distinct dimensions of emotions.
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Understanding how experiences unfold requires measuring participants' emotions, especially as they move from location to location. Measuring and mapping emotions over space is technically challenging, however. While a number of technologies to record and spatially resolve emotion data exist, they have not been systematically compared. We present emotion data collected at a natural and military heritage site in the Netherlands using three different methods, namely retrospective self report, experience reconstruction, and physiology. These data are applied to three corresponding mapping methods. The resulting maps lead to divergent findings, demonstrating that spatial mapping of emotion data accentuates differences between distinct dimensions of emotions.
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Abstract and poster (poster title differs).
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Recent advancements in mobile sensing and wearable technologies create new opportunities to improve our understanding of how people experience their environment. This understanding can inform urban design decisions. Currently, an important urban design issue is the adaptation of infrastructure to increasing cycle and e-bike use. Using data collected from 12 cyclists on a cycle highway between two municipalities in The Netherlands, we coupled location and wearable emotion data at a high spatiotemporal resolution to model and examine relationships between cyclists' emotional arousal (operationalized as skin conductance responses) and visual stimuli from the environment (operationalized as extent of visible land cover type). We specifically took a within-participants multilevel modeling approach to determine relationships between different types of viewable land cover area and emotional arousal, while controlling for speed, direction, distance to roads, and directional change. Surprisingly, our model suggests ride segments with views of larger natural, recreational, agricultural, and forested areas were more emotionally arousing for participants. Conversely, segments with views of larger developed areas were less arousing. The presented methodological framework, spatial-emotional analyses, and findings from multilevel modeling provide new opportunities for spatial, data-driven approaches to portable sensing and urban planning research. Furthermore, our findings have implications for design of infrastructure to optimize cycling experiences.
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