An experimental study about determination of web site desinging features which are effective on consumers tourist purchasing decision in tourism marketing by the methods of electroencephalagraph and eye tracking from technique of neuroimaging

In Tourism Marketing, consumers are gathering information and having opinions on the Internet, before they buy touristic product. Many factors may impact consumers on touristic purchasing decision such as design features and contents of websites. We can determine which website design features influence touristic purchasing decision and how they do it by applying EEG (Electroencephalography) and Eye Tracking Techniques. The aim of this study is to determine demographic features of tourists, websites design features and the perception level differences of touristic product and so, to demonstrate whether there are differences about touristic purchasing decisions or not, based on tourists types. Main hypothesis of the study is that consumers take touristic purchasing decision under the influence of the website design features of the touristic product. In this study, the data obtained by EEG (Electroencephalography), Eye Tracking Techniques and survey methods is analysed on SPSS 18.0 software package. Percentage and frequency are used as descriptive statistics in order to define the data. Hypotheses that are improved based on the study, areanalysed by applying independent two-sample t-test. The results demonstrate that, there are differences about demographic features of tourists and perception level of touristic product based on the tourists types. Keywords: Tourism Marketing, Website Design Features, Neuroimaging, Tourist Types, Neuromarketing, Touristic Purchasing Decision