Application of consumer insight research in travel & tourism: optimization of travel agencies' websites using eye-tracking technologies

消费者洞察研究在旅游中的应用

• 批准号: 561572-2021
• 负责人: Tanguay, Jasmin
• 金额: $ 1.82万
• 依托单位: Institut de tourisme et d'hôtellerie du Québec
• 依托单位国家: 加拿大
• 项目类别: Applied Research and Development Grants - Level 1
• 财政年份: 2021
• 资助国家: 加拿大
• 起止时间: 2021-01-01 至 2022-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=724031
• 关键词: Application; consumer; insight; research; travel

True Impact is a neuromarketing research and strategy firm, that helps brands retain and acquire customers.The company uses neuroscience and biometric technologies to quantify human emotion to advertisements. Bymeasuring brain and body reactions, they determine current customer interest and offer recommendations forimprovement. True Impact would like to help the adaptation of travel agencies to develop an innovativeapproach with sensory marketing. To do this, True Impact seeks the expertise of ExperiSens, college center forthe transfer of technology (CCTT) of the Institute of Quebec tourism and hotel industry (ITHQ), whichspecializes in hospitality and customer multisensory experience to evaluate if True Impact's technology can beapplied to the hospitality industry with success. Using images from travel industry marketing campaigns, wewill gather webcam eye-tracking data to increase the efficiency and the accuracy of True Impact eye trackingpredictive algorithm and reduce false detection.

True Impact 是一家神经营销研究和战略公司，致力于帮助品牌留住和获取客户。该公司利用神经科学和生物识别技术来量化广告中的人类情感。通过测量大脑和身体反应，他们确定当前客户的兴趣并提供改进建议。 True Impact 希望帮助旅行社适应，开发感官营销的创新方法。为此，True Impact 寻求魁北克旅游和酒店业研究所 (ITHQ) 技术转让大学中心 ExperiSens（CCTT）的专业知识，该中心专门研究酒店和客户多感官体验，以评估 True Impact 的技术是否可以应用于酒店业取得成功。使用旅游业营销活动中的图像，我们将收集网络摄像头眼动追踪数据，以提高 True Impact 眼动追踪预测算法的效率和准确性，并减少错误检测。