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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: Perceptual Image of Conflict-ridden Destinations: An EEG and Eye Tracker Analysis
Author(s): Cagatan Taskin, Erdogan Koç, Hakan Boz
Volume: 8
Number: 3
Year: 2017
Page: 533-553
ISSN: 1309-2448
DOI Number: 10.20409/berj.2017.65
Abstract
This study aims to investigate the perceived images of Eastern and Southeastern Anatolia regions in Turkey. These regions offer many opportunities in terms of history and culture, nature and food tourism. Using EEG and Eye Tracker devices, these two destinations, where potential tourists are blurred, and the two destinations where there are no clashes, measured levels of arousal, interest and negative value against the destination advertisements. It has been found that, with the discovery of an important element in the conflicts in the two conflicting destinations, tourists could take a small amount of risk with the intention of discovering new destinations.

Keywords: Neuromarketing, Conflict-Ridden Destinations, Destination Branding, Risk Perception, Destination Image

JEL Classification: M30, M31

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