Effects of heritage on destination image: multi-method research based on an appraisal approach to emotional response in-situ

The research objective is to test the effects of heritage on the Tourist Destination Image formation. A multi-method quantitative approach applying surveys and neuromarketing were applied. Three different surveys were carried out in three different moments of the touristic visit to measure the heritage impact on the dynamics of destination image. Furthermore, a neuromarketing experiment using electroencephalogram and virtual reality were carried out to measure the emotional and cognitive responses to heritage and their effects on the TDI formation. Results show, either the surveys or the neuromarketing experiment, a clear emotional response to heritage that, indeed, has a positive effect in the cultural destination image. The conclusion suggests a line of research for the development and improvement of TDI models for cultural destinations which would incorporate the in situ emotional response in an appraisal approach to emotions.