Effects of heritage on destination image: multi-method research based on an appraisal approach to emotional response in-situ

ABSTRACT

The research objective is to test the effects of heritage on the Tourist Destination Image formation. A multi-method quantitative approach applying surveys and neuromarketing were applied. Three different surveys were carried out in three different moments of the touristic visit to measure the heritage impact on the dynamics of destination image. Furthermore, a neuromarketing experiment using electroencephalogram and virtual reality were carried out to measure the emotional and cognitive responses to heritage and their effects on the TDI formation. Results show, either the surveys or the neuromarketing experiment, a clear emotional response to heritage that, indeed, has a positive effect in the cultural destination image. The conclusion suggests a line of research for the development and improvement of TDI models for cultural destinations which would incorporate the in situ emotional response in an appraisal approach to emotions.

KEYWORDS:

• Cultural tourism
• tourist destination image
• cognitive-emotional dimensions
• appraisal approach to emotions
• emotional response in situ
• neuromarketing

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by Corvinus Institute for Advanced Studies (CIAS) [grant number Fellowship Program]; Spanish Ministry of Science and Innovation [grant number CSO2011-26634].

Notes on contributors

Marcelo Royo Vela

Marcelo Royo-Vela is a full time professor in Marketing, University of Valencia, Spain, and is currently Director of the Marketing Department and Coordinator of the Doctorate Program in Marketing. His major research lines are in marketing communication, tourism marketing, tourist destination model and emotions, tourist time-space behaviour, research methodology, consumer behavior, branding, co-creation of value and business networks. He has published in other tourism journals such as Journal of Tourism Development, Tourism Management, Cuadernos de Turismo, Papers de Turisme, Estudios Turísticos, International Journal of Culture, Tourism and Hospitality Research and the Journal of Air Transport Management.

Alexis Garzón Paredes

Alexis Raúl Garzón Paredes is a lecturer of Marketing in the Faculty of Administrative Sciences of the UTE Ecuador University and Doctoral student in the Doctorate in Marketing, University of Valencia, Spain. His main areas of research are Neuromarketing, and Tourism and he has presented papers in international conferences such as ICOTTS 2020 and 2021, REDU, 2021, and AEMARK 2018 and 2022.