Call: Subsidies for carrying out R&D projects by research organisations and companies in the priority areas of the Smart Specialisation Strategy of the Canary Islands (María del Carmen Betancourt and Molina Research Support Programme). Co-financing by the Canary Islands FEDER Operational Programme 2014-2020
Reference: ProID2021010120
Applicant entity: University of Las Palmas de Gran Canaria
Title: Neuromarketing applications in the digital and sustainable transition of the tourism industry: Communicating sustainability effectively
Duration in years: 2 (2021-2023)
Principal investigator: Sergio Moreno Gil
Team members:
- Patricia Picazo Peral. ULPGC
- Tatiana David Negre. ULPGC
- Yen Lam. ULPGC
- Daniel Celis Sosa. ULPGC
- Arminda Almeida Santana. ULPGC
- Donald Philip Getz. U of Calgary
- Simon Hudson. U of South Carolina
- Svetlana Stepchenkova. U of Florida
- Tommy Daniel Andersson. U of Gothenburg
- John Raymond Ritchie. U of Calgary
- Jessica del Pino Suárez Mayor. ULPGC
- Luis Domínguez Quintana. ULPGC
- Juan Ignacio Pulido Fernández. U de Jaén
- Enrique García Fernández-Abascal. UNED
The general objective of the project is to cover an important gap in literature and in its practical application: the impact of the projected image, specifically sustainability, on attention, the emotions of individuals, and its impact on the perceived image (cognitive, affective and global) and the behaviour of tourists (loyalty, etc.), and therefore in its effectiveness. The project, oriented to the challenge of the European Green Pact, and the Digital Economy and Society, is framed within the guidelines of the Horizon 2020 Spanish Tourism Plan, and faces the problem of efficiency in communication and sustainability, where there is a growing use of multimedia elements, without knowing the impact on the emotions of individuals and its effectiveness. In this context, the new technological possibilities will be used, using the techniques of, among others, eye tracking, facial recognition software (face coding) of emotions, and electroencephalogram (EEG) equipment to analyse the impact that multimedia communication (text, videos, photographs) produces in the attention reached and the emotions of individuals, in response to the different types of projected stimuli.
