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dc.contributor.authorLi, Shanshi
dc.contributor.authorWalters, Gabby
dc.contributor.authorPacker, Jan
dc.contributor.authorScott, Noel
dc.date.accessioned2018-04-16T03:36:22Z
dc.date.available2018-04-16T03:36:22Z
dc.date.issued2016
dc.identifier.issn1747-7603
dc.identifier.doi10.1080/13683500.2016.1223023
dc.identifier.urihttp://hdl.handle.net/10072/123900
dc.description.abstractAlthough an objective and increasingly common technique in marketing, media and psychology, psychophysiological measures are rarely used in tourism research to detect tourism consumers’ spontaneous emotional responses. This study examines the use of psychophysiological measures in tourism and in particular explores the usefulness of skin conductance (SC) and facial electromyography (EMG) methods in tracking emotional responses to destination advertisements. Thirty-three participants were exposed to three destination advertisements while their self-report ratings, real-time SC and facial EMG data as well as post hoc interview data were obtained. The results demonstrate that, compared with self-report measures, psychophysiological measures are able to better distinguish between different destination advertisements, and between different dimensions of emotion. Participants’ affective experience reported in post hoc interviews was found to be consistent with emotional peaks identified from continuous facial EMG and SC monitoring. These results validate the ability of psychophysiological techniques to capture moment-to-moment emotional responses and it is concluded that psychophysiological methods are useful in measuring emotional responses to tourism advertising. Methodological insights regarding the constraints associated with the use and application of psychophysiological methods are discussed.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto23
dc.relation.ispartofjournalCurrent Issues in Tourism
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchHuman geography
dc.subject.fieldofresearchcode3508
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode4406
dc.titleUsing skin conductance and facial electromyography to measure emotional responses to tourism advertising
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2016 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Current Issues in Tourism on 17 Aug 2016, available online: https://www.tandfonline.com/doi/full/10.1080/13683500.2016.1223023
gro.hasfulltextFull Text
gro.griffith.authorScott, Noel


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