Original scientific paper
https://doi.org/10.20867/thm.31.2.3
Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism
Emeka Ndaguba
; Dr, Postdoctoral Fellow, University of South Africa College of Economic and Management Sciences Dept of Applied Management, South Africa
*
Cina Van Zyl
; Full Professor, Professor of Applied Management University of South Africa College of Economic and Management Sciences South Africa Dept of Applied Management
* Corresponding author.
Abstract
Purpose – This study aims to conduct a thorough and systematic evaluation of the literature
in tourism and hospitality to explore the latest advancements and innovative technologies that
are reshaping personalized services within the realm of neurotourism.
Methodology/Design/Approach - Data for this research was mined, using www.dimensions.ai,
and analyzed using computer software called Citespace.
Findings – The research established a paucity of neurotourism research in tourism and
demonstrated that several challenges including cost and expertise make it difficult to address
arising literature on mindfulness tourism.
Originality of the research – the integration of neuromarketing, brain research, and
neuroscience has the potential to revolutionize tourism marketing by introducing personalized
approaches to services and products, overcoming the limitations of traditional market research
in understanding human decision-making within the tourism industry. The integration of
neuroscientific methods provides a paradigm shift in tourism marketing, enabling marketers
to create personalized and emotionally resonant experiences. This shift extends beyond
traditional methods, offering a deeper understanding of tourist behavior and desires.
In conclusion, the ability to personalize experiences, leverage VR technologies, and adapt
in real-time to changing preferences positions brain research is a key driver for the future
of tourism marketing.
Keywords
Brain research; Neurotourism; Neuroscience; Neuromarketing; Neuroscientific methods, Personalization; Tourism marketing
Hrčak ID:
332541
URI
Publication date:
28.5.2025.
Visits: 316 *