A Descriptive Analysis of the Use of Cognitive Activity Measurement Methods in Tourism Neuromarketing

Yıl 2022, , 698 - 715, 29.09.2022

Akın Akpur , Burhanettin Zengin

https://doi.org/10.32572/guntad.1114070

Öz

Tourism is an industry that generally shows marketing activities based on intangible concepts. However, traditional marketing research is built on answers given by consumers at the level of consciousness, and this may lead to misleading results. Neuromarketing allows consumers to be evaluated from an expanded and high-accuracy perspective. This study aims to evaluate the application areas of electroencephalography (EEG) and functional near-infrared spectroscopy (fNIRS) methods, which provide data for the measurement of cognitive activities in neuromarketing research in the field of tourism. In this study, data were reported using descriptive analysis, which is one of the qualitative research methods. According to the results of the research, although the number of EEG and fNIRS methods has increased in marketing studies, they are extremely less preferred in the field of tourism due to constraints such as high cost, time, and place limitation. However, the increase in neuromarketing studies in the field of tourism can provide a broad perspective on marketing activities and consumers.

Anahtar Kelimeler

Neuromarketing, EEG, fNIRS, Tourism Marketing

Turizm Nöropazarlamasında Bilişsel Aktivite Ölçüm Yöntemlerinin Kullanımına Yönelik Bir Betimsel Analiz

Öz

Turizm genellikle soyut kavramlar üzerine pazarlama faaliyetlerini gösteren bir endüstridir. Ancak geleneksel pazarlama araştırmaları tüketicilerin bilinç düzeyinde verdiği cevaplar üzerine kurgulanmakta ve bu durum yanıltıcı sonuçlar elde edilmesine neden olabilir. Nöropazarlama ise tüketicilerin genişletilmiş ve yüksek doğruluklu bir bakış açısıyla değerlendirilmesine olanak sağlar. Bu çalışmanın amacı turizm alanında nöropazarlama araştırmalarında bilişsel aktivitelerin ölçülmesine yönelik veri sağlayan Elektroensefelografi (EEG) ve fonksiyonel yakın kızıl ötesi spektroskopisi (fNIRS) yöntemlerinin uygulama alanlarını değerlendirilmesidir. Bu bağlamda nitel araştırma yöntemlerinden betimsel analiz yapılarak veriler raporlanmıştır. Araştırmanın sonuçlarına göre EEG ve fNIRS yöntemleri pazarlama çalışmalarında kullanım sayısı artış göstermekle beraber yüksek maliyet, zaman ve mekân gibi kısıtlarından dolayı turizm alanında son derece az tercih edilmektedir. Bununla birlikte turizm alanında yapılacak nöropazarlama çalışmalarındaki artış pazarlama faaliyetlerine ve tüketicilere geniş bir bakış açısı sağlayabilir.

Anahtar Kelimeler

Nöropazarlama, EEG, fNIRS, Turizm Pazarlaması

Kaynakça

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