La importancia de las emociones en el turismo académico: Sistema de codificación facial con estudiantes Erasmus

Patricia Picazo Peral; Yen E. Lam González

doi:10.37467/revvisual.v9.3531

Authors

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

DOI:

https://doi.org/10.37467/revvisual.v9.3531

Keywords:

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

Abstract

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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