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AuthorAl-Kwifi, Osama Sam
Available date2023-10-18T09:17:46Z
Publication Date2015-08-17
Publication NameJournal of Hospitality and Tourism Technology
Identifierhttp://dx.doi.org/10.1108/JHTT-06-2015-0024
CitationAl-Kwifi, O. S. (2015). The impact of destination images on tourists’ decision making: A technological exploratory study using fMRI. Journal of Hospitality and Tourism Technology, 6(2), 174-194.
ISSN1757-9880
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84938256484&origin=inward
URIhttp://hdl.handle.net/10576/48618
AbstractPurpose – The purpose of this paper is to explore the influence of destination images on tourists’ behavioral intention to select a destination for their next vacation. Most of previous studies investigated this relationship by interacting with tourists during their stay in the destination. However, this research examines the impact of destination images before tourists visit a destination, using functional technological-oriented magnetic resonance imaging (fMRI) approach to track brain activation during the decision to select a destination. Design/methodology/approach – The proposed model is adopted from the theory of planned behavior. Study participants divide a set of hotel destination images into two groups: attractive and non-attractive destination images. A blocked design experiment was used during fMRI scan to track brain activities resulting from presenting the two groups of images to participants, and record the strength of their intention to visit the attractive destination. Findings – The level of brain activation at the ventromedial prefrontal cortex (vmPFC) increased when participants were asked to assess the attractive destination images compared with the level of activation for non-attractive ones. Also, the positive attitude toward an attractive destination led to higher intention to visit that destination. Research limitations/implications – This study enhances the authors’ understanding of how tourists analyze destination images to reach a decision on future action. It can also be used to help destination managers define an advertisement strategy that makes their destination more attractive. Originality/value – Although the literature reports considerable research on destination image and its influence on tourists intention, this is the first exploratory study to use the fMRI technology to investigate tourists’ attitude toward destination images.
Languageen
PublisherEmerald Publishing
SubjectAttitude
Consumer behavior
Decision-making
Destination image
Functional magnetic resonance imaging
Intention
TitleThe impact of destination images on tourists’ decision making: A technological exploratory study using fMRI
TypeArticle
Pagination174-194
Issue Number2
Volume Number6
ESSN1757-9899
dc.accessType Open Access


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