Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study
José Manuel Mas,
Kathrin Jaszus,
Andrés Gómez
et al.
Abstract:<p>The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural dif… Show more
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