RT Journal Article
T1 The emotional battle of the sexes game: phycological game theory applied to the choice of tourism
A1 Mas, José Manuel
A1 Erdmann, Anett
A1 Jaszus, Kathrin
AB Purpose - Beach or mountain? This study focuses on the complex decision-making process travelers face when choosing a destination, highlighting the significant but understudied role of emotions in destination choice, particularly how emotional expectations influence tourism evaluation. The aim is to derive insights for a strategic choice of image positioning.Methodology, Design, and Approach - Using psychological game theory, the study examines the emotional responses of German tourists in their choice of tourism type on the Balearic Islands, through neuromarketing techniques (EEG, SCR, HVR) and a value assessment survey. This approach models tourists’ decision-making processes in response to visual stimuli, incorporating perceived value and an “emotional care” parameter that accounts for the desire to meet the expectations of travel companions.Results - The study reveals clear differences between equilibria based on purely self-reported value judgments and those incorporating neural responses, highlighting the complexity of emotional influences on travel decisions.Originality - This research contributes to the field of tourism by detailing the interplay between emotional expectations, consideration, and trade-offs in travel decisions. It provides insights for the development of tailored marketing strategies that address emotional needs in order to increase satisfaction in shared travel decisions.
PB Faculty of Tourism and Hospitality Management, Opatija, supported by the Ministry of Science and Education of the Republic of Croatia.
YR 2025
FD 2025-01-01
LK https://hdl.handle.net/20.500.14352/119606
UL https://hdl.handle.net/20.500.14352/119606
LA eng
NO Mas, JM; Erdmann, A; Jarzus, K (2025). THE EMOTIONAL BATTLE OF THE SEXES GAME: PSYCHOLOGICAL GAME THEORY APPLIED TO THE CHOICE OF TOURISM. Tourism and Hospitality Management, 31(2), pp, 2025. https://doi.org/10.20867/thm.31.2.4
DS Docta Complutense
RD 3 may 2025