Image destination engagement from a cultural perspective: a neuromarketing approach for a Spanish-German study

Abstract

The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural differences, both generically and specifically for gender and age. We are mainly guided by the theories of Life Cycle Theory and Generational Theory to analyze age differences. At the same time, gender differences are approached from the Gender Role Theory. The sample comprises hundred individuals with apparent cultural differences, one sample of German origin and residence and the other of Spanish origin and residence, 50/50. We approached the study from the point of view of the emotion felt by the receiver of the message based on ten neuromarketing techniques (EGG) and ten images used by a famous tourist destination known in both countries. The results suggest that not only are there differences in the emotion felt after viewing images of a tourist destination, but that these differences are also explained by cultural background, gender, and age.