It is commonly assumed that TV commercials successfully influence affective tourism destination image by coupling positive emotions to a destination. In this study we record emotional responses to destination pictures before and after viewing a destination TV commercial from participants’ brains using electroencephalography (EEG). A control group of participants watched the same destination pictures, and an unrelated TV commercial. Emotion-related event-related potential (ERP) components, the P2 and LPP, were derived from the EEG. For the participants that watched the destination TV commercial, the P2 and the LPP were larger in response to destination pictures after compared to before having watched the TV commercial. This effect was not observed in the control group. In a behavioral version of the same experiment, we did not observe any effects in the self-report data. It is concluded that ERP methodology is a useful tool to complement the toolbox of tourism marketing researchers.

通常认为，电视广告通过将积极情绪耦合到目的地而成功地影响了情感旅游目的地形象。在这项研究中，我们记录了使用脑电图（EEG）从参与者的大脑观看目标电视广告之前和之后对目标图片的情感反应。对照组的参与者观看了相同的目的地图片，并且观看了无关的电视广告。情绪相关的事件相关电位（ERP）成分P2和LPP均来自脑电图。对于观看目的地电视广告的参与者，与观看电视广告之前相比，P2和LPP对目的地图像的响应更大。在对照组中未观察到这种效果。在同一实验的行为版本中，我们没有在自我报告数据中观察到任何影响。结论是，ERP方法论是补充旅游营销研究人员工具箱的有用工具。