De Sainte Maresville, CharlottePetr, Christine2024-04-262024-04-26https://hdl.handle.net/20.500.14394/49514<p>Charlotte DE SAINTE MARESVILLE, holder of a Master II degree in Business and Marketing in Lille, is a research engineer for the "ViaFace" research project conducted within the Laboratoire d'Economie et de Gestion de l'Ouest (Labo-LEGO Vannes) of the University of Southern Brittany over the year 2022-2023. Her scientific specialty is facial expressions and emotional reactions as a new tool for segmentation and analysis of individual behavior. She plans to continue her activities within the framework of a doctoral thesis in consumer behavior that would begin in the fall of 2023.</p> <p>Christine PETR, Laboratoire d'Economie et Gestion de l'Ouest (LEGO Vannes) at the University of Southern Brittany, is an Associate Professor in Management Sciences, specializing in Marketing. In addition to her research on consumer behavior during leisure time (Tourism, Culture and Heritage), she has been working since 2005 on digital uses. As such, she is a member of the scientific council of the Groupement d'Intérêt Scientifique Marsouin.org. Currently, she is conducting research focused on the study of the positions and behaviors of individuals - citizens and inhabitants - in the face of demands for the use of their personal data and the sharing of individual data in the service of the collective and the common good (European projects such as RUDI - Rennes Urban Data Interface - and TIGA Morbihan Energie). Within the framework of the SENSIBDATA research project that she directed (2018-2022), she was able to conduct fieldwork to identify the brakes and levers of data sharing for research purposes, and to measure the behavioral intentions of this propensity for digital altruism in the individual.</p>With the development of tourism promotional campaigns based on new artificial intelligence techniques, it is important to know how to identify a visual that provokes a positive emotion from a visual that provokes a negative emotion. These emotions can be seen through the facial expressions of the tourist. In the field of tourism, several researches support the link between the positive emotion of a tourist and his degree of satisfaction in his experience. We propose in our study to confirm the potential of using facial expressions to reliably evaluate the performance of a web visual. From a managerial point of view, the interest of the study is for experts in the tourism sector to use facial expressions before launching their promotional campaign and to verify the relevance of the chosen visuals.event