Destination Marketing within the Framework of Neuromarketing: Eye – Tracking Method

Emel Gönenç Güler; Ecem Çokbilen Erdoğan

Article Details

Destination Marketing within the Framework of Neuromarketing: Eye – Tracking Method

Authors:

Emel Gönenç Güler | Ecem Çokbilen Erdoğan

Publisher:

Balıkesir University

Main Topics:

Hizmet Pazarlaması | Sosyal Pazarlama | Pazarlama (Diğer)

Journal:

Balıkesir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.5 Issue 1, pp.1-14

Document Type:

Article

Publication Date:

6/2024

Document Language:

Turkish

Document ID (Org No.):

2001320662

pISSN:

2718-0484

Keywords:

Abstract:

 Monitoring, identifying and recognizing the behaviors of tourists provides the advantage of the tourism product seeing from the perspective of the tourist market. The main objective of this study is to measure of the tourist viewpoints of open-minded viewers and the predetermined levels of short time by the observation method which is one of the biometric measurement techniques. The eye tracing technique was applied in the study. In the 2018-2019 academic year, 40 volunteer students from various departments of the tourism in the Meselik Campus of Eskisehir Osmangazi University participated in the study. Independent t test and ANOVA test are used for analysis. There was a significant difference in the level of attention of the future against destinations with UNESCO and CITTASLOW  stimuli. The visualization of destinations with a destination CITTASLOW a stimulus was made to have higher recall rates for the indications of non-stimulated destinations. In addition, the logo and text sections of the destinations that have the UNESCO stimulus reach to the unstimulated destinations have a higher recall rate.

 Monitoring, identifying and recognizing the behaviors of tourists provides the advantage of the tourism product seeing from the perspective of the tourist market. The main objective of this study is to measure of the tourist viewpoints of open-minded viewers and the predetermined levels of short time by the observation method which is one of the biometric measurement techniques. The eye tracing technique was applied in the study. In the 2018-2019 academic year, 40 volunteer students from various departments of the tourism in the Meselik Campus of Eskisehir Osmangazi University participated in the study. Independent t test and ANOVA test are used for analysis. There was a significant difference in the level of attention of the future against destinations with UNESCO and CITTASLOW  stimuli. The visualization of destinations with a destination CITTASLOW a stimulus was made to have higher recall rates for the indications of non-stimulated destinations. In addition, the logo and text sections of the destinations that have the UNESCO stimulus reach to the unstimulated destinations have a higher recall rate.

 Monitoring, identifying and recognizing the behaviors of tourists provides the advantage of the tourism product seeing from the perspective of the tourist market. The main objective of this study is to measure of the tourist viewpoints of open-minded viewers and the predetermined levels of short time by the observation method which is one of the biometric measurement techniques. The eye tracing technique was applied in the study. In the 2018-2019 academic year, 40 volunteer students from various departments of the tourism in the Meselik Campus of Eskisehir Osmangazi University participated in the study. Independent t test and ANOVA test are used for analysis. There was a significant difference in the level of attention of the future against destinations with UNESCO and CITTASLOW  stimuli. The visualization of destinations with a destination CITTASLOW a stimulus was made to have higher recall rates for the indications of non-stimulated destinations. In addition, the logo and text sections of the destinations that have the UNESCO stimulus reach to the unstimulated destinations have a higher recall rate.

 Turistlerin davranışlarını izlemek, anlamak ve tanımak turizm ürününü turist perspektifinden görmek ve bu açıdan geliştirmek pazar içinde avantaj kazandırmaktadır. Bu çalışmanın temel amacı UNESCO eseri barındıran ve Cittaslow unvanına sahip olan destinasyonların turist bakış açısıyla dikkat çekiciliklerinin ve kısa süreli hatırlanma düzeylerinin biyometrik ölçümleme tekniklerinden olan göz izleme yöntemi ile ölçülmesidir. Çalışmada göz izleme tekniği uygulanmıştır. Çalışmaya 2018-2019 öğretim yılında Eskişehir Osmangazi Üniversitesi Meşelik Yerleşkesi nde bulunan fakültelerin turizm bölümü hariç çeşitli bölümlerinde okuyan 40 gönüllü öğrenci katılmıştır. Analizlerde bağımsız t testi ve ANOVA testi kullanılmıştır. Analizler sonucunda UNESCO ve CITTASLOW uyaranına sahip destinasyonlara karşı katılımcıların dikkat düzeylerinde anlamlı bir farklılık olmadığı saptanmıştır. Kısa süreli hatırlama oranları incelendiğinde CITTASLOW uyaranına sahip olan destinasyonların görsellerinin uyaransız destinasyonların görsellerine kıyasla hatırlama oranlarının daha yüksek olduğu tespit edilmiştir. Ayrıca UNESCO uyaranına sahip destinasyonların logo ve metin bölümlerinin uyaransız destinasyonlara kıyasla daha yüksek hatırlama oranına sahip olduğu gözlemlenmiştir.

Article Details

Destination Marketing within the Framework of Neuromarketing: Eye – Tracking Method

Authors:

Emel Gönenç Güler | Ecem Çokbilen Erdoğan

Publisher:

Balıkesir University

Main Topics:

Hizmet Pazarlaması | Sosyal Pazarlama | Pazarlama (Diğer)

Journal:

Balıkesir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.5 Issue 1, pp.1-14

Document Type:

Article

Publication Date:

6/2024

Document Language:

Turkish

Document ID (Org No.):

2001320662

pISSN:

2718-0484

destination marketing

neurmarketing

eye tracking

cittaslowdestinasyon pazarlaması

nörpazarlama

eye- tracking

unesco

cittaslow

Issues

Article Details

Authors: Emel Gönenç Güler | Ecem Çokbilen Erdoğan

Publisher: Balıkesir University

Main Topics: Hizmet Pazarlaması | Sosyal Pazarlama | Pazarlama (Diğer)

Journal: Balıkesir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.5 Issue 1, pp.1-14

Document Type: Article

Publication Date: 6/2024

Document Language: Turkish

Document ID (Org No.): 2001320662

pISSN: 2718-0484

Issues

Authors:

Emel Gönenç Güler | Ecem Çokbilen Erdoğan

Publisher:

Balıkesir University

Main Topics:

Hizmet Pazarlaması | Sosyal Pazarlama | Pazarlama (Diğer)

Journal:

Balıkesir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.5 Issue 1, pp.1-14

Document Type:

Article

Publication Date:

6/2024

Document Language:

Turkish

Document ID (Org No.):

2001320662

pISSN:

2718-0484