The aim of the paper is to emphasizeneuromarketing s (NM)utility fordeveloping sustainable organizations by analyzing how the eye tracking (ET)measurement helps to understand the consumers behaviorona tourismwebsite in theprocessofsearching for themostrequired information,andhow the resultsprovidestrategicandoperationalchoices fortheorganization.Theresearchquestionsreferbothto theinterestoftheparticipantsregardingtheinformationtheyneedandtothetimetheyspendtilltheyclick forthefirsttimeonthewebpage.Whathavetheconsumerslookedatonthewebsite?Whatkindofinformation weretheconsumers looking for?Whatpagesonthewebsitewerevisited for findingtheinformation?How longdidtheparticipantslookatanareauntiltheyclickedforthefirsttime?AreviewofNMconceptanda literatureanalysistogetacquaintedwiththerelevanceofthemethodsusedweremade.Thesemeasurements weremadeusingan eye tracker that records thepositionof the eyesand themovements theymake.The experimentbasedonETemphasizedthemistakesanderrorsmadeininformationplacementandconducesto abetterunderstandingoftheconsumersbehavior,oftheusabilityofawebsite,ofhowusersaresurfingthe website,identifieswhattypesofimagesandcontentarepreferredbythetourists,offersdirectionstoredesign thewebsite.Inaddition,aqualitativeresearchtocollectinformationaboutcustomersneedsandaboutsearch patternsonthewebsitewasmade.Theresultsoftheresearchofferrealtimeinformationaboutthecognitive engagement of customers. Issues of the tourismwebsites design are notwidely discussed in the scienti c literature. This research helps the tourism company to develop the website, to increase the customer engagement,andtodrivesales.
Rediscovering Neuromarketing for Sustainable Companies
Romanelli Mauro
2019-01-01
Abstract
The aim of the paper is to emphasizeneuromarketing s (NM)utility fordeveloping sustainable organizations by analyzing how the eye tracking (ET)measurement helps to understand the consumers behaviorona tourismwebsite in theprocessofsearching for themostrequired information,andhow the resultsprovidestrategicandoperationalchoices fortheorganization.Theresearchquestionsreferbothto theinterestoftheparticipantsregardingtheinformationtheyneedandtothetimetheyspendtilltheyclick forthefirsttimeonthewebpage.Whathavetheconsumerslookedatonthewebsite?Whatkindofinformation weretheconsumers looking for?Whatpagesonthewebsitewerevisited for findingtheinformation?How longdidtheparticipantslookatanareauntiltheyclickedforthefirsttime?AreviewofNMconceptanda literatureanalysistogetacquaintedwiththerelevanceofthemethodsusedweremade.Thesemeasurements weremadeusingan eye tracker that records thepositionof the eyesand themovements theymake.The experimentbasedonETemphasizedthemistakesanderrorsmadeininformationplacementandconducesto abetterunderstandingoftheconsumersbehavior,oftheusabilityofawebsite,ofhowusersaresurfingthe website,identifieswhattypesofimagesandcontentarepreferredbythetourists,offersdirectionstoredesign thewebsite.Inaddition,aqualitativeresearchtocollectinformationaboutcustomersneedsandaboutsearch patternsonthewebsitewasmade.Theresultsoftheresearchofferrealtimeinformationaboutthecognitive engagement of customers. Issues of the tourismwebsites design are notwidely discussed in the scienti c literature. This research helps the tourism company to develop the website, to increase the customer engagement,andtodrivesales.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
