Eye tracking vs Survey in Measuring Attention Towards Nature-Based Contents: Instagram Marketing of Rural Destinations

Bal Damla (2020) Eye tracking vs Survey in Measuring Attention Towards Nature-Based Contents: Instagram Marketing of Rural Destinations. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Instagram can be seen as a breeding ground that leverage marketing activities of destination management organisations (DMOs) by structuring various levels of a communication pyramid regarding awareness, knowledge, attitude and action. Taking account of Instagram’s extensive dissemination and outreach capacity, the dissertation aims to build on existing literature in terms of developing a guideline of Instagram marketing for nature-based destinations focusing on Turkey. As a scientific curiosity driven research aiming to foster science communication, the author compares heuristics of online eye tracking and online survey to ensure gathering naturalistic data and understand whether online survey is credible enough to measure attractiveness of pictorial contents. The dissertation favours conducting eye tracking or hybrid study of eye tracking and online survey regarding investigating attention towards visual stimulus. In accordance with the research outcomes, nature-based destinations are recommended to share balanced saturated and brightened photos, romantic couple and cheerful photos, built environment photos with or without human pose and green based natural environment photos with human pose. In addition, DMOs are kindly advised to share nature-based photos with corporate tone of voice to avoid Instagram users to pay attention to negative comments; and answer questions and negative feedback in the comments section to decrease the impact of negativity and re-build guest relations with experienced visitors. Finally, it is concluded that sharing realistic photos on Instagram is the expectation of individuals from nature-based destinations. Key Words: Rural Tourism, Instagram Marketing, Nature-Based Contents, Neuromarketing, Eye Tracking

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Eye Tracking, Instagram Marketing, Nature Based Contents, Neuromarketing, Rural Tourism
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Brakszatoriszné Jankó Tímea
Rekord készítés dátuma:	2020. Júl. 02. 14:08
Utolsó módosítás:	2020. Szep. 01. 14:29

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