Mas, José ManuelErdmann, AnettJaszus, Kathrin2025-04-232025-04-232025-01-01Mas, 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.31.2.410.20867/thm.31.2.4https://hdl.handle.net/20.500.14352/119606Purpose - 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.engAttribution-NonCommercial-ShareAlike 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-sa/4.0/journal article1847-3377https://doi.org/10.20867/thm.31.2.4https://thm.fthm.hr/images/issues/vol31no2/4_Mas_Erdmann_Jaszusopen access658.8Tourism advertisingpsychological game theoryneuromarketingvalue assessmentemotional assessmentCiencias SocialesMarketing53 Ciencias Económicas6114.13 Marketing