The project analyses the influence of digital communications on social networks, focusing on the choice of the tourist service brand through the digital image on social networks and engagement with a destination/tourist supplier.
Acronym
DIGITAL BRAND CHOICE
Description
This project analyses not only conscious reactions but also unconscious and emotional reactions obtained through neuroscientific tools. This research project has been financed by the Ministry of Science, Innovation, and Universities.
Their key objectives are: (i) analyze the Influence of digital communications on emotions, image, intent to visit and engagement; (ii) determine how the type of environment influences the digital image, intent to visit, and engagement; (iii) identify the determinants of choosing accommodation services; (iv) detect consumer emotions in their information search process on social networks.
Principal investigators:
- Bigne Alcañiz, Jose Enrique
- PDI-Catedratic/a d'Universitat
- Director/a Titulacio Master Oficial
- Ruiz Mafe, Carla
- PDI-Catedratic/a d'Universitat
- Andreu Simo, Maria Luisa
- PDI-Catedratic/a d'Universitat
- Coordinador/a Curs
- Responsables de Gestio Academica
- Coordinador/a Titulacio de Grau
- Curras Perez, Rafael Martin
- PDI-Titular d'Universitat
- Sanchez Garcia, Maria Isabel
- PDI-Titular d'Universitat
- Coordinador/a de Mobilitat
Non-UV principal researchers
- Alberto Badenas-Rocha - University of Valencia
- Jose Marti Parreño - VIU
- Ana Diaz - UAM
- Inmacualda Rodriguez - UOC
Non-UV participating researchers
- Blanca Estruch - University of Valencia
- Estefania Ballester - University of Valencia
Start date
2020
January
End date
2023
January
