Využití emocí v marketingu turismu

In recent years, emotions have become an important part of marketing communication not only in the tourism sector. Tourists are increasingly looking for emotions in the promotional materials of destination organisations in order to make decisions about their future holidays. The main objective of this paper is to evaluate consumers' emotional reactions to promotional videos of selected destinations and their impact on future consumption behavior. To achieve the objective, qualitative methods of primary research through focus group were used to select four videos for the second part of the research. The FACS emotion measurement method was used to determine unconscious emotional reactions, supplemented by in-depth interviews to add information regarding the influence of tourists' consumption behaviour. Based on the analysis of all three methods, suggestions and recommendations were made to achieve the most effective marketing communication of the DMO.