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Obesity and its increasing prevalence contribute to the development of diseases of affluence, including type 2 diabetes, metabolic syndrome, and several cardiovascular, oncological and neuropsychiatric diseases. Therefore, it is important to understand the mechanism of food intake at the behavioural level, including the influence of maladaptive factors, such as the frequent exposure to visual high-calorie food stimuli in modern society. In this work, changes in visual attention and selected psychopphysiological correlates (electrodermal activity and salivary biomarkers alpha-amylase and cortisol) in response to visual food stimuli were investigated in healthy, adult non-obese (BMI < 25) volunteers of both sexes. We investigated changes of psychophysiological correlates like visual attention, electrodermal activity and salivary biomarkers (alpha-amylase and cortisol) in response to visual food stimuli in healthy, adult, non-obese (BMI < 25) volunteers of both sexes. Experiment started with questionnaire for self measuring hunger and satiety, saliva sampling and then subject were instructed for presentation of visual food cues of three categories - high-calorie, low-calorie and non-food - they were presented to the subjects on a computer screen. Visual attention to the stimuli was determined using...

The theoretical part of this thesis is focused on the explanation of the Smart concept within the cities and tourist destinations, how the destination of Písek uses marketing communication to attract new visitors and to keep the existing ones. In this part, the reader will also be informed about the topic of measuring emotions, what the methods are, their strengths and weaknesses, and specifically how the EDA method (measurement of electrodermal activity, or skin conductivity) works, which was used in the practical part. The aim of thesis is to use new technologies in effective marketing of tourism destinations - based on measurement of emotional reactions using the EDA method, optimalization of visual communication for destination Písek and its surroundings as a city with a Smart city concept. The practical part describes how the questionnaire and measurement by the EDA method took place. During the research the respondents were shown pictures that were taken of Písek and its surroundings. Data processing was done by evaluating the questionnaire and EDA measurements. The results of both research methods were ranked in the Top Ten Positively/Negatively Ranked Images with Higher Emotional Response. Ten positively and ten negatively evaluated questionnaire and EDA measurements are also visualized in this thesis. It can be concluded from the research that the EDA method is suitable for the measurement of emotions and, together with the questionnaire, it provided interesting information on what type of images is suitable to use in the marketing communication of Píseckem, s. r. o.

The first aim was to determine the baseline psychophysiological correlates in healthy subjects as a first necessary step towards the long-term goal of application the psychophysiological techniques in diagnostics mood and cognitive disorders. The second aim was to establish an easily applicable set of tests for evaluating emotional and memory processes by non-invasive psychophysiological methods. EEG, GSR, and eye-tracking data from 100 participants without any neurological or psychiatric disorders were obtained during watching affective pictures and performing memory tests. The spectral powers were computed for each 500 ms of the stimuli in theta, alpha, beta1, beta2 and beta3 bands in 12 areas of the brain. Lower alpha and higher beta3 power was related to higher emotional intensity. Negative emotions were distinguished in spatio-temporal changes of beta1 power and positive emotions showed higher beta3 power in right temporal region. Memory encoding showed higher alpha power. Lower theta and higher alpha power in central regions and overall increase of beta bands were observed during successful memory retrieval. A summary of spatio-temporal spectral correlates to emotional and memory processes was provided by this work. Key words: Electroencephalography, electrodermal activity, psychophysiology,...