Determination of user experience on food business websites using neuromarketing techniques

Creative Commons License

Babac E., YÜNCÜ H. R.

TOURISM & MANAGEMENT STUDIES, vol.18, no.3, pp.49-64, 2022 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 18 Issue: 3
  • Publication Date: 2022
  • Doi Number: 10.18089/tms.2022.180304
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, Hospitality & Tourism Complete, Hospitality & Tourism Index, Directory of Open Access Journals, DIALNET
  • Page Numbers: pp.49-64
  • Keywords: EEG, eye tracking, food business, neuromarketing, user experience, website
  • Anadolu University Affiliated: Yes


The main purpose of this study is to determine the visual contents that should be used in food business websites by neuromarketing measurement. It is inevitable that the visual content planning to be made on a website will increase the experience performance of the users on that website. In this research, an experimental design was planned, and two websites were created from twenty-eight visual content items obtained from the literature. By creating the experimental procedure, an experimental area was prepared for eight subjects, and websites were shown to them. Electroencephalogram (EEG) and eye-tracking measurements were taken over the websites shown during the experiment. The results revealed that the experiment1 website using structured visual contents was more efficient on attention, higher concentration, and total fixation. The findings revealed that the anxiety level of the experiment2 website, which used unplanned visual contents, was more pronounced for the subjects. In light of the findings obtained in this study, professionals can create visual contents that they use on food business websites much more efficiently.