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...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of tourism and hospitality management
2025-07-01
|
| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol31no2/4_Mas_Erdmann_Jaszus |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849417800986132480 |
|---|---|
| author | Jose M. Mas Dr. Anett Erdmann Dr. Kathrin Jaszus |
| author_facet | Jose M. Mas Dr. Anett Erdmann Dr. Kathrin Jaszus |
| author_sort | Jose M. Mas |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-ca03fed864e04c11864d685e35a8a06e |
| institution | Kabale University |
| issn | 1330-7533 1847-3377 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Faculty of tourism and hospitality management |
| record_format | Article |
| series | Tourism and Hospitality Management |
| spelling | doaj-art-ca03fed864e04c11864d685e35a8a06e2025-08-20T03:32:37ZengFaculty of tourism and hospitality managementTourism and Hospitality Management1330-75331847-33772025-07-0131221522810.20867/thm.31.2.4The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of TourismJose M. Mas0https://orcid.org/0000-0003-2931-1235Dr. Anett Erdmann1https://orcid.org/0000-0001-6194-568XDr. Kathrin Jaszus2https://orcid.org/0000-0003-3650-2910Vice-Rector for Academic Policy and Faculty ESIC University; ESIC Business & Marketing SchoolDirector of the Academic Marketing Department ESIC University; ESIC Business & Marketing SchooAssistant Professor, Trier University of Applied Sciences Business SchoolPurpose - 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.https://thm.fthm.hr/images/issues/vol31no2/4_Mas_Erdmann_Jaszustourism advertisingpsychological game theoryneuromarketingvalue assessmentemotional assessment |
| spellingShingle | Jose M. Mas Dr. Anett Erdmann Dr. Kathrin Jaszus The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism Tourism and Hospitality Management tourism advertising psychological game theory neuromarketing value assessment emotional assessment |
| title | The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism |
| title_full | The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism |
| title_fullStr | The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism |
| title_full_unstemmed | The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism |
| title_short | The Emotional Battle of The Sexes Game: Psychological Game Theory Applied to the Choice of Tourism |
| title_sort | emotional battle of the sexes game psychological game theory applied to the choice of tourism |
| topic | tourism advertising psychological game theory neuromarketing value assessment emotional assessment |
| url | https://thm.fthm.hr/images/issues/vol31no2/4_Mas_Erdmann_Jaszus |
| work_keys_str_mv | AT josemmas theemotionalbattleofthesexesgamepsychologicalgametheoryappliedtothechoiceoftourism AT dranetterdmann theemotionalbattleofthesexesgamepsychologicalgametheoryappliedtothechoiceoftourism AT drkathrinjaszus theemotionalbattleofthesexesgamepsychologicalgametheoryappliedtothechoiceoftourism AT josemmas emotionalbattleofthesexesgamepsychologicalgametheoryappliedtothechoiceoftourism AT dranetterdmann emotionalbattleofthesexesgamepsychologicalgametheoryappliedtothechoiceoftourism AT drkathrinjaszus emotionalbattleofthesexesgamepsychologicalgametheoryappliedtothechoiceoftourism |