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Skip to 0 minutes and 24 secondsOk, now we had video, we had virtual reality, the next one is neuro marketing. Because from the virtual reality and from the video, actually you still report based on their own feeling. Now neural marketing, they use the brain image. They use brain image scanning, operating the activity measurement, they can measure your brain electronic wave. They will see if you are excited, if you are angry, you're happy or you're not happy, so that it's more accurate measurement for people's emotion. The neuro marketing is getting very popular for today's research, data can be more revealing than self-report on survey, or maybe in focus group study so on.

Skip to 1 minute and 24 secondsThis is real scientific way to measure people's emotion and their feeling, now, to better measure consumer preferences as the verbal description say, do you like this product? Yes or no? Or maybe use a Likert scale, but this one is the measure create products have a measure based on your brain signal. Some other can even measure your breath pressure, maybe sensation of your skin, from your skin if you are wet or dry, from your pose, the art of things can measure your psychological feeling or responses. This neuro marketing can tell the market, maybe a company, a hotel, a restaurant, and maybe an airline, or the theme park consumer experience related to five senses, the vision, hearing, smell, taste, and touch.

Skip to 2 minutes and 25 secondsThis is based on these five senses and people used neuro marketing techniques to measure. They wear some kind of device on your brain. And also, the glass worn have a GPS. For example, there's one video I'll introduce later, it is about a research in Singapore. They did a study. They have a combination of neuroscientists. We called this interdisciplinary study. Neuroscientists and the tourism people together do that study. They try to see how people response their emotion regarding visitor in one destination and find how they get the result or what results (are), how people perceived destination and the image. This is very scientific way they use the headsets.

Skip to 3 minutes and 18 secondsAnd from the video, you can see that the headsets will send the signal to the computer system. And then, the sensor also is built into GPS. They know where you are and what kind of activity you join. And then, I have here the sixth sense and the seventh sense. The sixth sense is balance and the seventh sense is movement. From that one, when you find the video, you can see, some kids play the game, and this is a kind of movement and also the balance. and this is a kind of movement and also the balance. You can see how excited they are. It's based on these all things together.

Skip to 3 minutes and 52 secondsThey just try to assess people's perception towards Singapore as a travel destination. That's what the video is talking.

Skip to 7 minutes and 19 secondsThat study actually had three phases. The first phase, the participants did a question survey which is self-report study about the expectation, why we travelled to that destination, they definitely have the expectation, right? Before your traveling, how did you perceive the Singapore, as a, for example, destination. And then, they did the experiment study, wore the device on the brain, and just went to our different places. Then after the experiment, they fill in the question again. Those three phases are very scientifically designed to assess people's emotion and experience by visiting a destination. Of course, those techniques also can be used in any hospitality and tourism area. But remember, this is interdisciplinary study.

Skip to 8 minutes and 17 secondsFor me, as a hospitality and tourism researcher, I did not know anything about brain signal because the signal sent out is all digital electronic signal. You have to have interdisciplinary, you are neuroscientists with hospitality tourism together. That is also one inter-discipline study’s example.

Neuro marketing

By the end of this video, you will have a good understanding of the proper use of neuroscientific methods to measure tourist reactions from Professor Qu Hailin.

Is there any challenges in applying neuroscience to measure tourists’ travel experiences?

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This video is from the free online course:

Research Methods in Tourism Studies

Nankai University