Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview

Constantinos Halkiopoulos (), Hera Antonopoulou, Evgenia Gkintoni and Anthimos Aroutzidis
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Constantinos Halkiopoulos: EDILAB, University of Patras
Hera Antonopoulou: EDILAB, University of Patras
Evgenia Gkintoni: EDILAB, University of Patras
Anthimos Aroutzidis: EDILAB, University of Patras

A chapter in Transcending Borders in Tourism Through Innovation and Cultural Heritage, 2022, pp 679-697 from Springer

Abstract: Abstract Neuromarketing is a growing multidisciplinary area that combines consumer behavior, neuroscience, and economics to give the tourism industry with new methods that are more effective than standard marketing methodologies in responding to changing market conditions. In addition, human behavior rules in tourist activities, tourism consumer behavior, and consumer psychology inclinations are all impacted by variables such as motivation, perception, learning, beliefs, and attitudes in the decision- making process while choosing a vacation location. The goal of this review is to present modern neuroscientific techniques such as eye tracking to show, in general, tourism consumer behavior and the components of the decision-making process, as well as the higher cognitive processes involved in travel destination selection. Additionally, including cognitive and neurocognitive characteristics for the purpose of forecasting consumer behavior might be a beneficial technique for creating a knowledge database comprising stimulus data pertaining to a range of vacation places. To summarize, integrating contemporary neuromarketing methods with a knowledge database is fundamental for exporting and receiving findings in the decision-making process, notably in tourism and consumer behavior, gender trends, perception, and cognition in general.

Keywords: Neuromarketing; Consumer behavior; Decision-making; Cognition; Tourism destination; Data analysis (search for similar items in EconPapers)
JEL-codes: D70 D91 Z32 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-92491-1_41

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