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1 – 3 of 3Marcel Bastiaansen, Xander Dennis Lub, Ondrej Mitas, Timothy Hyungsoo Jung, Mário Passos Ascenção, Dai-In Han, Teemu Moilanen, Bert Smit and Wim Strijbosch
This paper aims to stimulate the discussion in the fields of hospitality, tourism and leisure on what exactly constitutes “an experience” and how to measure it; the authors unpack…
Abstract
Purpose
This paper aims to stimulate the discussion in the fields of hospitality, tourism and leisure on what exactly constitutes “an experience” and how to measure it; the authors unpack the experience construct into its core constituent elements, namely, emotions.
Design/methodology/approach
The paper reviews insights from psychology and cognitive neuroscience that define experiences as a fine-grained temporal succession of emotions that occur during an experiential episode. Limitations of current methods for measuring experiences are discussed, after which biometric and neuroscientific methods are reviewed that are optimally geared toward measuring emotions, as they occur during an experience with fine temporal detail.
Findings
An overview is presented of the available studies within the fields of hospitality, tourism and leisure that use these methodologies. These studies show that using these methodologies provides a fruitful methodological approach to measuring experiences in real time.
Practical implications
Companies are constantly seeking to create memorable experiences for their customers. The proposed research methodologies allow companies to get a more fine-grained image of what impacts customers over the course of their experience and to actively integrate the use of emotions into creating experiences, as emotions are key to making them memorable.
Originality/value
The paper sketches the contours of a rapidly emerging framework that unpacks memorable experiences into their constituent element – emotions. It is proposed that this will contribute to a deeper understanding of how consumers experience offerings in the hospitality, tourism and leisure industry.
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Keywords
Marcel Bastiaansen, Ondrej Mitas, Wim Strijbosch and Hans Revers
There is an emerging interest in understanding the cognitive, emotional and motivational processes that drive tourists' behaviour using neuroscientific research methods. This…
Abstract
There is an emerging interest in understanding the cognitive, emotional and motivational processes that drive tourists' behaviour using neuroscientific research methods. This chapter briefly reviews the main methods of interest to tourism researchers, to then focuses on electroencephalography, which reflects electrical activity from the brain. Event-related potentials or electroencephalography oscillations reflect cognitive and affective processes. Components of the former can index emotional brain responses, and alpha oscillations are related to attention and approach/withdrawal. Existing tourism literature/using electroencephalography are reviewed. This is a promising tool for studying a range of phenomena that are of interest to tourism scholars, but require careful use of methods and interpretation.
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Noel Scott, Brent Moyle, Ana Cláudia Campos, Liubov Skavronskaya and Biqiang Liu