Mireya Morgana, a prominent researcher at Emotur LAB, was recently honored at the prestigious Charter 100 Awards, which recognize the talent and innovation of leading women across various sectors.
In this exclusive interview, Morgana shares her experience in the field of emotional tourism, a growing discipline aimed at connecting travelers with destinations through meaningful and transformative experiences.
Her work at Emotur LAB has not only impacted the tourism industry but has also opened new avenues for understanding and enhancing the emotional bond people feel with their favorite destinations.
What is the specific focus of your research, and what sets it apart?
Answer: My research focuses on understanding how to communicate sustainability effectively and analyzing tourist behavior using neuromarketing techniques, such as eye-tracking, electroencephalograms (EEG), and facial expression analysis. What distinguishes my work is the application of these advanced techniques to gain insights into tourist experiences from a different perspective.
What does this recognition mean to you?
Answer: The recognition granted by the Charter 100 Gran Canaria award represents significant support for my emerging career in research. This scholarship provides me with resources and opportunities to continue developing studies abroad that will contribute to the understanding and improvement of sustainability in tourism.
How important are international exchanges and globalization in the career of an emerging researcher? What are your thoughts on promoting female talent?
Answer: Undertaking international exchanges and participating in globalization processes are essential for an emerging researcher’s career. These experiences allow for the exchange of knowledge, collaboration with international experts, and the acquisition of new and diverse research methodologies and approaches. They also foster the creation of new academic and professional networks that enrich the research endeavor.
What implications could this research have for the industry?
Answer: Research that applies neuromarketing techniques has significant implications for the tourism industry. It offers a new way to understand the emotional and cognitive responses of tourists, making it possible to design more appealing and satisfying experiences, optimize marketing strategies, and improve services within the sector.
What does it mean to work in a neuro-tourism lab like EmoturLab?
Answer: Working in a lab like EmoturLab offers the opportunity to collaborate with a multidisciplinary team, access cutting-edge technology, and contribute to projects that aim to transform and innovate the tourism industry. By applying innovative techniques, we can gain a new perspective on the experiences and emotions of tourists, advancing the field in meaningful ways.
