In today's digital world, it is crucial that Destination Management Organizations (DMOs) understand how tourists process and assimilate the information they receive through social media, whether this is posted online by the destination itself or by other users. When it comes to understanding the effectiveness of DMOs' integrated marketing communication (IMC) strategies, it is important to examine the extent to which the congruence between those online messages posted by the destination and those posted by other users (electronic word-of-mouth) influences the effectiveness of the communication. Similarly, it is also of value to understand the degree to which the use of emojis in social media messages may enhance the effect of congruence on IMC effectiveness. The scientific literature has found that tourists' responses to the information published online by the destination will depend on the type of positioning it adopts on its social media. The novelty of the present study work lies in addressing these issues from a neuroscientific perspective, using eye-tracking technology, to study (i) the user's cognitive effort (based on ocular indicators) when processing social media content and (ii) their affective evaluation of that content. A factorial experiment is conducted on a sample of 58 Facebook users. The results point to the important role played by the level of message congruence in users' information-processing and demonstrate the contextualizing effect exerted by emojis. Additionally, this study highlights the need for further research into the cognitive processing of tourism messages relative to different positioning strategies.

中文翻译：

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在线消息一致性、目的地定位和表情符号对用户认知努力和情感评估的影响

在当今的数字世界中，目的地管理组织 (DMO) 了解游客如何处理和吸收他们通过社交媒体收到的信息（无论这些信息是由目的地本身还是由其他用户在线发布）至关重要。在了解 DMO 整合营销传播 (IMC) 策略的有效性时，重要的是要检查目的地发布的在线消息与其他用户发布的在线消息（电子口碑）之间的一致性程度。 ）影响沟通的有效性。同样，了解在社交媒体信息中使用表情符号可以在多大程度上增强一致性对 IMC 有效性的影响也很有价值。科学文献发现，游客对目的地在线发布的信息的反应将取决于该目的地在社交媒体上采用的定位类型。本研究工作的新颖性在于从神经科学的角度解决这些问题，利用眼动追踪技术来研究（i）用户在处理社交媒体内容时的认知努力（基于眼部指标）以及（ii）他们的情感评估该内容的。对 58 位 Facebook 用户的样本进行了阶乘实验。结果表明，消息一致性水平在用户信息处理中发挥着重要作用，并证明了表情符号所发挥的情境化效果。此外，本研究强调需要进一步研究与不同定位策略相关的旅游信息的认知处理。