Analysis of the emotional effect of tourist audiovisual content of the Latacunga canton on its visitors

Abstract

Introduction: This article analyzes the emotional effect that audiovisual content from the canton of Latacunga generates on its visitors. Neuromarketing is considered a tool that makes it possible to objectively understand how tourists react to the visual stimuli used to promote the destination. In contemporary tourism marketing, studying these emotions becomes a key element for ensuring that travelers have a better experience and that promotional campaigns are more effective. Objective: To analyze the emotional effect produced by the tourist audiovisual communication of the canton of Latacunga on its visitors, using biometric neuromarketing tools. Methodology: The research was conducted under a quantitative approach, with a non-experimental, descriptive, and cross-sectional design. An official promotional video of the canton of Latacunga was used, structured into six tourism dimensions: architecture, nature, adventure and recreation, festivities, handicrafts, and gastronomy. The sample consisted of 50 participants, whose emotional responses were recorded using FaceReader software. Data analysis was conducted through descriptive and inferential statistics, applying analysis of variance (ANOVA) to identify significant differences among the evaluated dimensions. Results: The results show a predominance of neutral emotional states during exposure to the audiovisual stimulus, accompanied by low-intensity emotional activations. In addition, statistically significant differences were identified in the neutral emotion and the emotion of fear across the analyzed dimensions, with the nature dimension standing out as the one that generated the highest emotional activation among participants. Conclusion: The study concludes that the tourist audiovisual content of the canton of Latacunga primarily generates processes of attention and cognitive processing in visitors, providing relevant information for the design and strengthening of tourism marketing strategies aimed at improving the experience and emotional connection with the destination. General Area of Study: Administrative and Economic Sciences. Specific area of study: Tourism Marketing and Neuromarketing. Type of study: Original article.