Neuromarketing as a platform for the internationalization of hotel services in Colombia

Abstract

The objective of this article is to analyze the incidence of neuromarketing in organizations that internationalize hotel services in the city of Bogota, Colombia, based on the importance of this activity as an emerging alternative for market research. Methodologically, Spearman's Rho correlation coefficient is used to associate the size of the companies studied with the influential factors provided by neuromarketing in the internationalization of hotel services in the Colombian capital. The main results determine that elements such as business development, eye-tracking, product and web page design as an application of neuromarketing for the internationalization of hotel services are fundamental for these organizations. It is concluded that ensuring a favorable user experience when obtaining the hotel service and facilitating service decision making through stimuli are relevant benefits of neuromarketing for the hotel market.