Neurotourism Beyond Promotion: A Neuroaesthetic Analysis of Mediated Landscapes in the TV Series Killing Eve

Tourism is increasingly shaped by visual experiences of place mediated through television series and audiovisual fiction. Although film-induced tourism research has widely examined how media representations influence destination image and tourist responses, limited attention has been given to the perceptual and cognitive processes through which mediated landscapes are visually attended to and mentally organised, particularly from a neuroaesthetic perspective focused on early perceptual and attentional mechanisms in fictional contexts where tourism is not explicit. Addressing this gap, this study adopts a process-oriented neuroaesthetic approach to examine how landscapes in the television series Killing Eve are visually attended to and cognitively processed as destination imagery. An exploratory mixed-methods design combined qualitative content analysis of free recall responses (n = 260) with simulated visual attention modelling based on low-level visual features. The findings reveal a two-stage process of mediated landscape experience: visual attention initially guided by perceptual salience, followed by the selective cognitive stabilisation of certain elements as destination imagery through recall, imagination and narrative association. The study demonstrates that mediated landscapes are not processed as holistic destination images, but as selectively organised and emotionally inflected elements emerging from the interaction between visual attention and imagery processes.