Zoekresultaten

Objective measurement of experiences in tourism and hospitality: a systematic review of methodological approaches and best practices.

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.

Using brain potentials to functionally localise stroop-like effects in colour and picture naming : perceptual encoding versus word planning.

The colour-word Stroop task and the picture-word interference task (PWI) have been used extensively to study the functional processes underlying spoken word production. One of the consistent behavioural effects in both tasks is the Stroop-like effect: The reaction time (RT) is longer on incongruent trials than on congruent trials. The effect in the Stroop task is usually linked to word planning, whereas the effect in the PWI task is associated with either word planning or perceptual encoding. To adjudicate between the word planning and perceptual encoding accounts of the effect in PWI, we conducted an EEG experiment consisting of three tasks: a standard colour-word Stroop task (three colours), a standard PWI task (39 pictures), and a Stroop-like version of the PWI task (three pictures). Participants overtly named the colours and pictures while their EEG was recorded. A Stroop-like effect in RTs was observed in all three tasks. ERPs at centro-parietal sensors started to deflect negatively for incongruent relative to congruent stimuli around 350 ms after stimulus onset for the Stroop, Stroop-like PWI, and the Standard PWI tasks: an N400 effect. No early differences were found in the PWI tasks. The onset of the Stroop-like effect at about 350 ms in all three tasks links the effect to word planning rather than perceptual encoding, which has been estimated in the literature to be finished around 200-250 ms after stimulus onset. We conclude that the Stroop-like effect arises during word planning in both Stroop and PWI.

Managing in the emotion economy : opportunities in the experience measurement lab

Neuroscience for tourism research.

There is an emerging interest in understanding the cognitive, emotional and motivational processes that drive tourists’ behaviour using neuroscientific research methods. This chapter briefly reviews the main methods of interest to tourism researchers, to then focuses on electroencephalography, which reflects electrical activity from the brain. Event-related potentials or electroencephalography oscillations reflect cognitive and affective processes. Components of the former can index emotional brain responses, and alpha oscillations are related to attention and approach/withdrawal. Existing tourism literature/using electroencephalography are reviewed. This is a promising tool for studying a range of phenomena that are of interest to tourism scholars, but require careful use of methods and interpretation.

Assessing the utility of frequency tagging for tracking memory-based reactivation of word representations

Reinstatement of memory-related neural activity measured with high temporal precision potentially provides a useful index for real-time monitoring of the timing of activation of memory content during cognitive processing. The utility of such an index extends to any situation where one is interested in the (relative) timing of activation of different sources of information in memory, a paradigm case of which is tracking lexical activation during language processing. Essential for this approach is that memory reinstatement effects are robust, so that their absence (in the average) definitively indicates that no lexical activation is present. We used electroencephalography to test the robustness of a reported subsequent memory finding involving reinstatement of frequency-specific entrained oscillatory brain activity during subsequent recognition. Participants learned lists of words presented on a background flickering at either 6 or 15 Hz to entrain a steady-state brain response. Target words subsequently presented on a non-flickering background that were correctly identified as previously seen exhibited reinstatement effects at both entrainment frequencies. Reliability of these statistical inferences was however critically dependent on the approach used for multiple comparisons correction. We conclude that effects are not robust enough to be used as a reliable index of lexical activation during language processing.

Augmented digital human vs. human agents in storytelling marketing: exploratory electroencephalography and experimental studies.

As the fourth industrial revolution unfolds and the use of digital humans becomes more commonplace, understanding digital humans' potential to replace real human interaction or enhance it, particularly in storytelling marketing contexts, is becoming evermore important. To promote interaction and increase the entertainment value of technology-enhanced storytelling marketing, brands have begun to explore the use of augmented digital humans as storytelling agents. In this article, we examine the effectiveness of leveraging advanced technologies and delivering messages via digital humans in storytelling advertisements. In Study 1, we investigate the effectiveness of narrative transportation on behavioral responses after exposure to an interactive augmented reality mobile advertisement with a digital human storyteller. In Study 2, we compare how consumers respond to augmented digital human versus real human storytelling advertisements after conducting an exploratory neurophysiological electroencephalography study. The findings show that both types of agents promote narrative transportation when the story fits the product well. Moreover, a digital human perceived as more human-like elicits stronger positive consumer responses, suggesting an effective new approach to storytelling marketing.