Jarzus, KathrinErdmann, AnettRamos-Henríquez, José ManuelMas Iglesias, José Manuel2026-02-132026-02-132026-06-01Jaszus, K., Erdmann, A., Ramos-Henríquez, J. M., & Mas-Iglesias, J. M. (2026). Evaluating tourism destination images: Integrating survey, neural responses and artificial intelligence. Journal of Destination Marketing & Management, 40, 101089. https://doi.org/10.1016/j.jdmm.2026.1010892212-571X10.1016/j.jdmm.2026.101089https://hdl.handle.net/20.500.14352/132312This study introduces a triple-method approach to evaluate tourism destination attractiveness by integrating consumer surveys, neurophysiological measurements, and large language models (LLMs). Drawing on dual-process theory as a conceptual and interpretive framework, we examine how different measurement methods, individually and in combination, can help explain tourists' preferences for destination images. The study involved 96 participants from two countries who were shown in an experiment ten images representing various tourism types while collecting self-reported data, neurophysiological measurements, and LLM-based image assessments. To analyze image rankings and relative preferences, we adopted a multi-stage analytical approach. Our findings suggest that each measurement method captures distinct aspects of tourist decision-making: Survey measurements primarily correlate with fast-affective responses. Neurophysiological data reveal affective and cognitive responses not detected in self-reports. LLMs offer complementary evaluations. However, the incremental explanatory value of LLM-based assessment varies by image-type. Combined measurements also differ in effectiveness across tourism types, underscoring the need for tailored evaluation approaches.engAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/journal article2212-5752https://doi.org/10.1016/j.jdmm.2026.101089https://www.sciencedirect.com/science/article/pii/S2212571X26000077open access3Tourism destination imagesDual-process theoryNeurophysiological methodsLarge language modelsMulti-method researchComercio5311.05 Marketing (Comercialización)