Mitina E.A., Zhavoronkova Z.A. Influence Assessment of Emotional Asymmetry on Consumer Perception of Tourist Video Advertisement (On the Example of Crimean Peninsula)

Ella A. Mitina
V.I. Vernadsky Crimean Federal University, Simferopol, Russian Federation

Zinaida A. Zhavoronkova
V.I. Vernadsky Crimean Federal University, Simferopol, Russian Federation

Abstract. Consumer perception of advertising media is a rather complex process of selection, organization and interpretation of signals coming in the consciousness of an individual from the senses. However, based on the main provisions of information theory, corresponding feedback is the result of advertising impact, i.e. advertising review or advertising effect, which causes a lot of discussion not only in the scientific, but also in the practical sphere. A survey was conducted to determine the profiles of emotions towards tourist areas and to identify the most visited areas and factors influencing consumer behavior when choosing tourist sites for visit. Evaluation of the emotional perception of video materials was made by the method of summary assessments. The calculation method and methodology of K. Izard were used to determine the dominant emotional state of consumers of a tourist product. The study took place in several stages. At the first stage in order to assess the emotional state of respondents, they watched advertisement videos. At the second stage we conducted a score assessment of the emotional perception of video materials. At the third stage we gave a total assessment of basic emotions. At the fourth stage generalized indicators were calculated for enlarged groups of emotions. At the final stage we interpreted the obtained data. The study showed that an average assessment of the emotion of “interest” in the resorts of the eastern and western Crimea is higher than in the Crimean foothills and the southern coast. In all areas of the peninsula, there is a weak degree of experience of acute negative and anxious-depressive emotions. Tourists and residents of Crimea are focused on visiting the southern coast of Crimea. The most unpopular areas for
tourism are eastern and western parts of Crimea.

Key words: emotional asymmetry, emotions, tourism, region, Republic of Crimea, consumer behavior, consumer preferences, advertising, marketing research, consumers.

Citation. Mitina E.A., Zhavoronkova Z.A., 2021. Influence Assessment of Emotional Asymmetry on Consumer Perception of Tourist Video Advertisement (On the Example of Crimean Peninsula). Regionalnaya ekonomika. Yug Rossii [Regional Economy. South of Russia], vol. 9, no. 3, pp. 133-141. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2021.3.12

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