Speaker
Description
Mobile tourism applications are expected to provide not only functional usability but also emotionally engaging experiences. This study explores how visual style influences emotional engagement in mobile tourism interfaces. Focusing on a comparative sample of Bulgarian tourism apps, the research applies a mixed-method UX design combining user ratings, emotional assessment, and targeted interface observation. The findings indicate that visually clear interfaces with balanced content hierarchy and consistent graphic language are more likely to evoke positive emotional responses, while visually overloaded layouts tend to reduce engagement and pleasantness. The study contributes empirical evidence that emotional engagement in tourism apps is strongly shaped by visual presentation, and argues for the integration of affective measures into UX evaluation of mobile tourism products