Destination Marketing Organizations (DMOs) need to plan and execute their online communications effectively and must also endeavor to manage all the information posted online by users about the destination—electronic word-of-mouth (eWOM). The present study approaches this challenge by examining the effect of the degree of congruence (high vs. low) between the messages conveyed via different social media sources (DMOs vs. eWOM) on users. In a within-subject experiment using eye-tracking combined with fMRI, this effect is measured in terms of ocular indicators, brain activity, and behavioral responses, in the context of different destination positioning strategies (natural environment vs. gastronomy). The findings indicate that DMOs should ensure that the IMC strategies they implement take into account the customer's perspective on their communications (including the influence of eWOM). DMOs should also focus their marketing and positioning efforts on emphasizing the unique appeal of the natural environment of the destination, to create a positive perception.

中文翻译：

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探索旅游管理中的目的地定位和信息一致性：一项眼动追踪和 fMRI 研究


目的地营销组织 （DMO） 需要有效地规划和执行他们的在线通信，还必须努力管理用户在网上发布的有关目的地的所有信息——电子口碑 （eWOM）。本研究通过检查通过不同社交媒体来源（DMO 与 eWOM）传达的信息之间的一致性程度（高与低）对用户的影响来应对这一挑战。在一项使用眼动追踪结合功能磁共振成像的受试者内实验中，这种效果是根据眼部指标、大脑活动和行为反应，在不同的目的地定位策略（自然环境与美食）的背景下测量的。研究结果表明，DMO 应确保他们实施的 IMC 策略考虑到客户对其通信的看法（包括 eWOM 的影响）。DMO 还应将营销和定位工作集中在强调目的地自然环境的独特吸引力上，以创造积极的认知。