About

Tourism research has largely relied on self-report surveys to measure experiences, asking participants to recall and report cognitive and affective responses. While simple and cost-effective, this approach is criticised for capturing retrospective reflections that may not reflect real-time or unconscious experiences, and for being prone to cognitive bias and socially desirable responses. In response, scholars increasingly employ physiological techniques such as electrodermal activity (EDA), heart rate (HR), facial electromyography (EMG), and the Facial Action Coding System (FACS) to capture more immediate responses. This presentation demonstrates their application in evaluating marketing stimuli effectiveness.

Speaker

Dr Hana (Arghavan) Hadinejad

Dr Hana (Arghavan) Hadinejad is a Senior Lecturer in Tourism and Hospitality at the School of Business and Law, Edith Cowan University (ECU). Her research focuses on social psychology, advertisement, physiological technologies, destination marketing, and sustainable tourism. Using quantitative and qualitative methods, Hana has published in quality journals in the field of Tourism and Hospitality such as Tourism Management, Journal of Travel Research, Journal of Sustainable Tourism, and Journal of Hospitality and Tourism Management. Hana won the Emerald Literati Award for the Highly Commended Paper in 2019 and 2020. Hana is a passionate educator in the field of Tourism and Hospitality that won multiple awards such as the Citation for Outstanding Contributions to Student Learning, Course Design award, and the Teaching Excellence Award. Hana's industry experience involves the role of a market researcher in Australia and internationally. Hana is a member of Biosensor Research Hub Australia.

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