In order to broaden the academic research horizons of teachers and students and to understand the latest academic development, the Faculty of International Tourism and Management (FITM) organized a special seminar on "Cognitive Neuroscience Methods in Tourism"

on 22 November 2023, and invited Professor Mimi Lee of the Faculty of Hospitality and Tourism Management, The Hong Kong Polytechnic

University, to share her views on the topic.

Prof. Mimi Lee introduced in detail the working principles and methods of neuroscience, focusing on EEG, which is widely used in the tourism

field, and through her own research in tourism advertising, brand image, tourism decision-making, and immersive experience, she

demonstrated to the students and teachers how to collect data and how to introduce the results of EEG into the field of research. She stated

that data obtained from cognitive neuroscience methods was more direct and objective than data obtained from traditional tourism research methods, such as questionnaire surveys, interviews, and focus groups. This was because cognitive neuroscience methods were less affected

by intrinsic factors, such as subconsciousness and memory bias, and extrinsic factors, such as motivation, time pressure, peer influence, and

priming bias. As a result, the data was more convincing. The current cognitive neuroscience methodology has been successfully applied to the study of cognitive neuroscience. There was currently a growing interest in the application of cognitive neuroscience methods in tourism

research, which showed promising results.

Prof. Mimi Lee gave a detailed explanation of the research methodology

Prof. Mimi Lee interacted with students

Prof. Xi Li, executive associate dean of FITM, presented a certificate of appreciation, and our teachers took a group photo with Prof. Mimi Lee

Cognitive neuroscience has provided a new methodological perspective for tourism research and aroused students' strong interest in this

field. In the future, the faculty will continue to organize high-quality, broaden the academic research horizons, and understand the latest

academic development of the cutting-edge of thematic academic lectures.