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<p>This study explores the emotional impact of two distinct types of social media travel videos, induced (professionally produced) and organic (user-generated), on viewers’ destination preferences. Emotional engagement was measured using Emotiv EEG technology, capturing valence and arousal responses from 30 participants aged 18 to 26 as they viewed tourism videos featuring Rome and Barcelona. A mixed experimental design was used. Findings revealed a significantly stronger emotional preference for induced content, suggesting that professionally curated narratives may be more effective in shaping travel intent. Concordance between emotional engagement and destination choice was 70%. No interaction was found between content type and destination. Based on participant feedback during the pretest, an optimal video length of five to seven minutes was identified. The study also highlights production quality thresholds that influence viewer engagement. Theoretically, it draws on Uses and Gratifications Theory and Schmoll’s Model of Tourist Decision-Making to offer a neuroanalytics perspective on media-driven tourism behaviour. Methodologically, it demonstrates that affordable EEG tools can provide SMEs with practical ways to explore emotional responses, while acknowledging limitations in channel density, artefact processing, and sample generalisability. Overall, the research contributes to emerging discussions on hybrid media and emotionally intelligent destination marketing.</p>

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Mapping the mind: evaluating digital destination images with EEG technique

  • 期刊论文

  • 发表日期：

    2026年7月23日

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  • Asim Sultan,
  • Sumera Syed,
  • Syed Rashid Hussain Shah

摘要

This study explores the emotional impact of two distinct types of social media travel videos, induced (professionally produced) and organic (user-generated), on viewers’ destination preferences. Emotional engagement was measured using Emotiv EEG technology, capturing valence and arousal responses from 30 participants aged 18 to 26 as they viewed tourism videos featuring Rome and Barcelona. A mixed experimental design was used. Findings revealed a significantly stronger emotional preference for induced content, suggesting that professionally curated narratives may be more effective in shaping travel intent. Concordance between emotional engagement and destination choice was 70%. No interaction was found between content type and destination. Based on participant feedback during the pretest, an optimal video length of five to seven minutes was identified. The study also highlights production quality thresholds that influence viewer engagement. Theoretically, it draws on Uses and Gratifications Theory and Schmoll’s Model of Tourist Decision-Making to offer a neuroanalytics perspective on media-driven tourism behaviour. Methodologically, it demonstrates that affordable EEG tools can provide SMEs with practical ways to explore emotional responses, while acknowledging limitations in channel density, artefact processing, and sample generalisability. Overall, the research contributes to emerging discussions on hybrid media and emotionally intelligent destination marketing.