Experimenting Through Neuromarketing to Measure the Impact of Spanish Cultural Heritage

Paredes, Alexis Garzón; Vela, Marcelo Royo

doi:10.1007/978-981-33-4260-6_34

Cited by 6 publications

(4 citation statements)

References 49 publications

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“…Neuromarketing is a significant advancement in the realm of understanding how the subconscious mind assists tourists in making decisions (Li et al, 2021;Vences et al, 2020). Tourism destinations can effectively understand the customer's behavior and what processes in the brain are impacted by decision-making through employing neuromarketing (Barbasso et al, 2018;Cerci & Koyluoglu, 2020;Garzón-Paredes & Royo-Vela, 2020;Gurbuz & Toga, 2018). Concerning tourism service quality, neuromarketing enhances the quality of products and services provided to consumers (Dapkevičius & Melnikas, 2009).…”

Section: Advantages Of Applying Neuromarketing In Tourismmentioning

confidence: 99%

Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt

Gaafar

Al-Romeedy

2021

Journal of Association of Arab Universities for Tourism and Hos

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The main objectives of this research are to identify the neuromarketing concept, to address the importance and advantages of using the neuromarketing approach over conventional marketing methods, to demonstrate the factors that affect tourists' purchase-decision behavior, to recognize the awareness and knowledge levels of neuromarketing in Egypt, and to investigate factors that can be influenced by applying neuromarketing techniques. Quantitative analysis was carried out on data from 472 tourists, and 82 destination marketing designers. Results revealed that neuromarketing is positively affected tourist behavior, decision-making, tourist preferences, tourist loyalty, product improvement, marketing effectiveness, marketing strategies, and sustainable product marketing. It was concluded that the usage of neuromarketing in the Egyptian destination is in its infancy, despite the level of awareness about neuromarketing being relatively high. The study contributes to providing destination policymakers full insights about neuromarketing, which provides a full picture for tourists, shows the path of tourism products development, and the need of producing new tourists' products. Destination marketing designers need to integrate neuromarketing in their marketing method, and to create smarter marketing that will increase the effectiveness of their marketing efforts.

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Section: Advantages Of Applying Neuromarketing In Tourismmentioning

confidence: 99%

Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt

Gaafar

Al-Romeedy

2021

Journal of Association of Arab Universities for Tourism and Hos

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“…Así pues, el neuromarketing implica la aplicación de técnicas propias de la neurociencia al ámbito del marketing con el objeto de mejorar la comprensión e identificación de las respuestas de los consumidores ante los estímulos de marketing a través de la medición de la respuesta neuronal emitida por el cerebro. Su finalidad reside en mejorar la capacidad de los especialistas de marketing para diseñar e implementar estrategias más efectivas a través del conocimiento del comportamiento y de los procesos de toma de decisiones de las personas (Bakardjieva y Kimmel, 2017;Garzón-Paredes y Royo-Vela, 2021).…”

Section: Introductionunclassified

aplicación del neuromarketing al ámbito del turismo: una revisión bibliográfica

Moral

2021

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El sector turístico es una actividad económica con un destacable peso en la economía mundial y nacional. La actual situación motivada por la pandemia del Covid-19 conducen a la necesidad de implementar técnicas y procedimientos que contribuyan a conocer las expectativas del turista y a mejorar la experiencia hacia el destino turístico con el objeto de incrementar su nivel de satisfacción. En este sentido, el desarrollo de las técnicas de neuromarketing aplicadas al sector turístico puede contribuir a mejorar la comprensión de los procesos emocionales y cognitivos de un turista y que deriven en un determinado comportamiento relacionado con la elección de un destino, nivel de satisfacción ante una experiencia turística, entre otros. Este artículo realiza una revisión de la literatura académica con el objeto de identificar la contribución del neuromarketing al campo del turismo. Para ello, se ha realizado una búsqueda bibliográfica en las principales bases de datos científicas (Wos, Scopuso Dialnet, entre otras). Los resultados muestran el estado actual del conocimiento en esta área y las futuras líneas de investigación a desarrollar. Cabe destacar, que la vinculación del neuromarketing con el turismo es aún incipiente. Se trata de un campo de investigación nuevo y con escasa atención entre los investigadores. En consecuencia, se recomienda el desarrollo de investigaciones empíricas más amplias que contribuyan a la implementación de técnicas de neuromarketing entre los responsables y gerentes turísticos.

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“…Thus, the use of neuromarketing techniques has been proposed together with Virtual Reality, Artificial Intelligence, and Big Data. Therefore, it must be emphasized that technology in the field of Mixed and Virtual Reality has recently been developed and improved, which opens an ambitious field that has not yet been explored and is promising and favourable for its use together with neuromarketing [32][33][34]. Mixed Reality is a novel technological method that enables virtual content to be introduced into the subject's real world so that it works in the same representation and in real-time [35].…”

Section: A Short History Of Neuromarketingmentioning

confidence: 99%

“…If electroencephalography is used, the activity produced by neurons in the brain is being measured, the effect of which is tracked by amplifying the signal through electrodes [77]. When these types of techniques are combined with virtual reality, brain waves are usually established as a dependent variable, which are found in Hertz units (delta from 1 to 3 Hz; theta from 3.5 to 7.5 Hz; alpha from 8 to 13 Hz; beta from 12 to 30 Hz; gamma from 25 to 100 Hz) and allow identifying the cognitive or emotional impact according to its type [32][33][34].…”

Section: The Metrics In Neuromarketingmentioning

confidence: 99%

Unveiling Neuromarketing and Its Research Methodology

Vela

Varga

2022

Encyclopedia

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Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing.

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Experimenting Through Neuromarketing to Measure the Impact of Spanish Cultural Heritage

Cited by 6 publications

References 49 publications

Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt

Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt

aplicación del neuromarketing al ámbito del turismo: una revisión bibliográfica

Unveiling Neuromarketing and Its Research Methodology

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