بررسی چگونگی استفاده از "ترس از دست دادن (FOMO)" در تحریک سیستم عصبی برای تبلیغ تجربیات منحصر به فرد سفر: مرور مطالعات
DOI:
https://doi.org/10.5281/zenodo.17057884Keywords:
ترس از دست دادن, بازاریابی گردشگری, انگیزش سفر, تاثیرات عصبیAbstract
این مطالعه به بررسی مفهوم "ترس از دست دادن (FOMO)" و مسیرهای عصبی مرتبط با آن، به‌ویژه در زمینه تجربیات سفر، پرداخته و رابطه بین FOMO و سیستم عصبی را مورد بررسی قرار می‌دهد. FOMO به‌عنوان اضطراب ناشی از این تصور که دیگران ممکن است در حال تجربه فعالیت‌های پاداش‌دهنده‌ای باشند که فرد از آن‌ها بی‌بهره است، تعریف می‌شود و تأثیرات روان‌شناختی و اجتماعی عمیقی دارد، به‌ویژه در دوران دیجیتال. این مقاله به بررسی مکانیسم‌های روان‌شناختی پشت FOMO، تأثیرات آن بر رفتار انسان و چگونگی تأثیر آن بر تصمیم‌گیری‌های سفر می‌پردازد. همچنین، بررسی می‌کند که چگونه FOMO سیستم عصبی را تحریک می‌کند، از جمله آزادسازی دوپامین و فعال‌سازی نواحی کلیدی مغز مانند شبکه حالت پیش‌فرض، که مسئول پردازش پاسخ‌های عاطفی و تصمیم‌گیری است. علاوه بر این، این تحقیق بررسی می‌کند که چگونه از FOMO در بازاریابی گردشگری برای ایجاد فوریت و تأیید اجتماعی استفاده می‌شود و در نهایت بر تصمیمات مسافران تأثیر می‌گذارد. با بررسی پیامدهای FOMO، این مقاله به تأثیرات مثبت و منفی آن بر گردشگری اشاره می‌کند، مانند تشویق به کشف و تجربیات جدید، اما همچنین به افزایش استرس، خستگی تصمیم‌گیری و نارضایتی عاطفی منجر می‌شود. در نهایت، پیشنهاد می‌کند که استفاده مسئولانه از FOMO در استراتژی‌های بازاریابی می‌تواند مشارکت مسافران را افزایش داده و در عین حال شیوه‌های گردشگری پایدار را ترویج کند.
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