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，帮助品牌留住和获得客户。该公司使用神经科学和生物识别技术来量化人类对广告的情感。通过测量大脑和身体的反应，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发展一种创新的感官营销方法。为此，True Impact寻求魁北克旅游和酒店业研究所(ITHQ)的ExperiSens大学技术转移中心(CCTT)的专业知识，该中心专门从事酒店和客户多感官体验，以评估True Impact的技术是否能够成功应用于酒店业。使用旅游业营销活动中的图像，我们将收集网络摄像头的眼球跟踪数据，以提高True Impact眼球跟踪预测算法的效率和准确性，并减少错误检测。