Herramientas de neuromarketing para la métrica del engagement del consumidor frente a estímulos audiovisuales turísticos.

Abstract

The engagement of a given audience is largely influenced by the emotions generated by an event or occurrence. The purpose of this paper is to analyze and compare tools used in neuromarketing and neuroscience studies to measure the engagement reaction to tourist audiovisual stimuli in the audience, for this purpose some experiments carried out previously to analyze the effectiveness of such tools have been exposed. It was concluded that the tools that present greater incidence at the moment of analyzing aspects of the audience such as: the active commitment, attention and remembrance in front of audiovisual stimuli, regarding those associated to neuromarketing we have the electroencephalography, and the Eye Tracking; regarding neuroscience, the electromyogram stands out.