DOI: 10.32725/978-80-7394-976-1.04

The use of neuromarketing tools in the field of tourism: Discussion of available methodological approaches to understanding the emotions and decision-making process of consumers

Petra Vysušilová, Tereza Waldhauserová , Roman Švec
University of South Bohemia in České Budějovice, Faculty of Economics, Department of Trade, Tourism and Languages, Studenstká 787/13, České Budějovice, Czech Republic, haviap00@ef.jcu.cz
University of South Bohemia in České Budějovice, Faculty of Economics, Department of Trade, Tourism and Languages, Studentská 787/13, České Budějovice 370 05, Czech Republic, waldht00@ef.jcu.cz
3 University of South Bohemia in České Budějovice, Faculty of Economics, Department of Trade, Tourism and Languages, Studenstká 787/13, České Budějovice, Czech Republic, rsvec@ef.jcu.cz


In response to changing conditions and growing competition in the tourism sector, there is a growing interest in a deeper understanding of consumer emotions' influence and subsequent behaviour and decision-making. Conventional marketing research methods are often insufficient, as tourists themselves cannot fully verbally formulate their internal preferences. The presented paper aims to provide the field of tourism with alternative research methods. Neuromarketing presents a suitable addition, which with the help of neuroscientific tools, can reveal the mysteries of consumer behaviour in tourism and the individual components of the decision-making process involved in the final choice of destination. For this purpose, a systematic review of existing literature was carried out, followed by a description of development and research trends and the current state of knowledge of neuromarketing in tourism. The records obtained allowed an in-depth insight into how neuromarketing may contribute to understanding the tourists' emotional reactions and how they influence their decision-making. Finally, a discussion of possible methods of future research were proposed. 
 

Klíčová slova: marketing, branding, brand image, neuromarketing, sensory marketing

stránky: 21-29



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