The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism
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...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of tourism and hospitality management
2025-07-01
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| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol31no2/4_Mas_Erdmann_Jaszus |
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| Summary: | 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. |
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| ISSN: | 1330-7533 1847-3377 |