The importance of emotions in academic tourism

Application of a facial recognition software with Erasmus students


  • Patricia Picazo Peral Universidad de las Palmas de Gran Canaria
  • Yen E. Lam González Universidad de las Palmas de Gran Canaria



Emotions, Mobility, Tourism, Communication, Neuromarketing, Educational innovation, Face Reader


This paper analyses the importance of the emotional content in the communication campaigns of universities to attract students for a research stay. To do so, 201 Spanish students that have finalised their Erasmus internships were interviewed. Besides, a biometric experiment was carried out with the Noldus Face Reader software that analyzes facial expressions. As a result, it was found that the prestige of the university is not so relevant, being the transmission of emotions of happiness considered the most important element for students when choosing a university. The results and their usefulness for the educational marketing are discussed in a dedicated section.


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How to Cite

Picazo Peral, P., & Lam González, Y. E. (2022). The importance of emotions in academic tourism: Application of a facial recognition software with Erasmus students. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 9(3), 1–12.