[:es][vc_section css=».vc_custom_1604323745352{padding-top: 50px !important;padding-bottom: 0px !important;background-image: url(https://desaemotur.ulpgc.es/wp-content/uploads/2020/10/fondo-neuroturismo-largo.jpg?id=8478) !important;}»][vc_row][vc_column][ut_header tag=»h1″ style=»pt-style-7″ title_linebreak_mobile=»on» lead_linebreak_mobile=»on» font_size=»font-size-unit=px&desktop_large=100&desktop_small=global&tablet=global&mobile=global» line_height=»line-height-unit=px&desktop_large=100&desktop_small=global&tablet=global&mobile=global» title_letter_spacing=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» title=»Monitorización» lead_accent_color=»#333333″]Análisis de contenidos y seguimiento de los sujetos experimentales durante el Customer Journey[/ut_header][/vc_column][/vc_row][/vc_section][vc_section css=».vc_custom_1603801310058{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;background-color: #fafafa !important;}»][vc_row full_width=»stretch_row_content_no_spaces» equal_height=»yes» content_placement=»middle»][vc_column width=»1/2″ distortion=»on» distortion_ease=»Power2.easeOut» early_distortion_effect=»on» bklyn_overlay=»true» css=».vc_custom_1610716955249{padding-top: 50px !important;padding-right: 20px !important;padding-bottom: 30px !important;padding-left: 20px !important;background-image: url(https://desaemotur.ulpgc.es/wp-content/uploads/2021/01/monitorizacion.jpg?id=9308) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}» bklyn_overlay_color=»rgba(20, 22, 24, 0.4)» el_class=»img_padding_mobile»][/vc_column][vc_column width=»1/2″ css=».vc_custom_1603820935405{padding-top: 50px !important;padding-right: 20px !important;padding-bottom: 30px !important;padding-left: 20px !important;}» el_class=»celr_title_emoturlab»][ut_header style=»pt-style-7″ align=»global» title_linebreak_mobile=»on» lead_linebreak_mobile=»on» lead_width=»75″ font_size=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» line_height=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» title_letter_spacing=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» lead_accent_color=»#333333″ css=».vc_custom_1773830433366{margin-bottom: 25px !important;}»]La monitorización avanzada en EMOTUR Lab permite un análisis exhaustivo de los contenidos en los principales canales de comunicación, facilitando la evaluación precisa de la reputación del destino y de sus actores clave. Este sistema de seguimiento integral acompaña al turista a lo largo de toda su experiencia, capturando datos críticos tanto en la fase de planificación previa como durante el transcurso del viaje. La culminación de este proceso se materializa en el diseño de cuadros de mando y observatorios digitales de alta resolución, los cuales logran una integración sinérgica entre el Big Data del comportamiento masivo y el Small Data derivado de las respuestas emocionales y fisiológicas individuales de los sujetos experimentales.
Toda la actividad investigadora se articula mediante una metodología holística que analiza de forma integrada tres dimensiones determinantes en el proceso de toma de decisiones del consumidor turístico. En la primera fase, se realiza una auditoría profunda de todas las fuentes de información disponibles, procesando de manera sistemática textos, material fotográfico, vídeos y contenidos multimedia. Esta etapa permite establecer una línea base sobre la oferta comunicativa y el ecosistema digital del destino antes de la interacción con el sujeto.
En la segunda fase, el enfoque se desplaza hacia la evaluación de la interacción y reacción del turista ante dichas fuentes de información. Mediante el uso de tecnologías de biometría y neurociencia aplicada, medimos niveles de atención, interés y respuesta emocional en tiempo real. Este análisis biométrico es fundamental para identificar con precisión qué estímulos generan una conexión real y cuáles presentan puntos de fricción que requieren optimización estratégica. Finalmente, en la tercera fase, se analiza el comportamiento resultante a través de indicadores clave de rendimiento, tales como la intención de compra, la decisión final, el grado de recomendación (NPS) y el gasto asociado, permitiendo trazar una correlación directa entre el estímulo emocional y la acción económica.[/ut_header][/vc_column][/vc_row][vc_row][vc_column width=»1/2″][ut_animated_image image=»10865″ size=»medium» custom_width=»» custom_height=»» custom_crop=»on» image_opacity=»100″ image_border_radius=»0″ align=»left» align_tablet=»inherit» align_mobile=»center» link_type=»none» lightbox_size=»hd» link=»» lightbox_iframe=»» hide_image_title=»yes» hover=»no» caption_style=»» caption_content=»caption» custom_caption=»» custom_caption_small=»» caption_transform=»» caption_font_weight=»» caption_letter_spacing=»-0.01″ caption_font_size=»» caption_line_height=»» caption_color=»» caption_background=»» caption_below=»no» caption_below_transform=»» caption_below_font_weight=»bold» 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title_letter_spacing=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» title=»Monitoring» lead_accent_color=»#333333″]Content analysis and monitoring of the experimental subjects during the Customer Journey[/ut_header][/vc_column][/vc_row][/vc_section][vc_section css=».vc_custom_1603801310058{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;background-color: #fafafa !important;}»][vc_row full_width=»stretch_row_content_no_spaces» equal_height=»yes» content_placement=»middle»][vc_column width=»1/2″ distortion=»on» distortion_ease=»Power2.easeOut» early_distortion_effect=»on» bklyn_overlay=»true» css=».vc_custom_1610716955249{padding-top: 50px !important;padding-right: 20px !important;padding-bottom: 30px !important;padding-left: 20px !important;background-image: url(https://desaemotur.ulpgc.es/wp-content/uploads/2021/01/monitorizacion.jpg?id=9308) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}» bklyn_overlay_color=»rgba(20, 22, 24, 0.4)» el_class=»img_padding_mobile»][/vc_column][vc_column width=»1/2″ css=».vc_custom_1603820935405{padding-top: 50px !important;padding-right: 20px !important;padding-bottom: 30px !important;padding-left: 20px !important;}» el_class=»celr_title_emoturlab»][ut_header style=»pt-style-7″ align=»global» title_linebreak_mobile=»on» lead_linebreak_mobile=»on» lead_width=»75″ font_size=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» line_height=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» title_letter_spacing=»desktop_large=global&desktop_small=global&tablet=global&mobile=global» lead_accent_color=»#333333″ css=».vc_custom_1773830531897{margin-bottom: 25px !important;}»]The advanced monitoring systems at EMOTUR Lab enable a comprehensive analysis of content across primary communication channels, facilitating a precise evaluation of destination reputation and the influence of key stakeholders. This integrated tracking system follows the tourist throughout their entire experience, capturing critical data points both during the pre-trip planning phase and throughout the actual journey. This process culminates in the design of high-resolution digital dashboards and observatories that synergistically integrate Big Data regarding aggregate behavior with Small Data derived from individual emotional and physiological responses.
Our entire research framework is structured through a holistic methodology that analyzes three key dimensions of the decision-making process in an integrated manner. In the first phase, an exhaustive audit of all available information sources is conducted, systematically processing text, photography, video, and other multimedia assets. This stage establishes a baseline of the destination’s communicative ecosystem and digital presence prior to subject interaction.
In the second phase, the focus shifts to evaluating the tourist’s interaction and reaction to these information sources. Utilizing applied neuroscience and biometric technologies, we measure levels of attention, interest, and emotional response in real-time. This biometric analysis is essential for identifying precisely which stimuli create a genuine connection and which present points of friction requiring strategic optimization. Finally, in the third phase, the resulting behavior is analyzed through key performance indicators, such as purchase intent, final decision-making, recommendation levels (NPS), and associated expenditure. This allows for a direct correlation to be drawn between emotional stimuli and economic action.[/ut_header][/vc_column][/vc_row][vc_row][vc_column width=»1/2″][ut_animated_image image=»10865″ size=»medium» custom_width=»» custom_height=»» custom_crop=»on» image_opacity=»100″ image_border_radius=»0″ align=»left» align_tablet=»inherit» align_mobile=»center» link_type=»none» lightbox_size=»hd» link=»» lightbox_iframe=»» hide_image_title=»yes» hover=»no» caption_style=»» caption_content=»caption» custom_caption=»» custom_caption_small=»» caption_transform=»» caption_font_weight=»» caption_letter_spacing=»-0.01″ caption_font_size=»» caption_line_height=»» caption_color=»» caption_background=»» caption_below=»no» caption_below_transform=»» caption_below_font_weight=»bold» caption_below_letter_spacing=»0″ caption_below_font_size=»» caption_below_line_height=»» caption_below_color=»» image_offset=»no» image_zoom=»yes» shadow=»no» shadow_canvas_color=»» shadow_color=»» revealfx=»off» 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