The research examines the influence of emotions on tourists’ visit intention towards sustainable tourism and evaluation by using the application of an electroencephalogram (EEG). This method can give objective information about tourist emotion reactions towards sustainable tourism experiences that will drive tourists’ visit intention. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while they were being exposed by sustainable tourism experiences as stimuli. The participants consists of 30 local and foreign tourist, have normal vision, right-handed, and are considered as potential visitors of sustainable tourism destination. The participant’s brain activity was collected using neuroheadset (EEG) with an international 10/20 system. Analyzing of tourists’ emotions may help marketers to build their customer's experience and reach their target markets more effectively and develop strategies to ensure that the consumer’s attracted.

• Mustika Sufiati Purwanegara(Institut Teknologi Bandung, Indonesia)
• Fitri Aprilianty(Institut Teknologi Bandung, Indonesia)
• Nila Armelia Windasari(Institut Teknologi Bandung, Indonesia)