Neuromarketing Actions for the Digital Promotion of Tourism in Cuba

Abstract

The alliance between neuroscience and marketing makes it possible to study user reactions to different purchasing stimuli. The descriptive exploratory research had the objective of proposing neuromarketing actions for the tourist promotion of the Cuba destination on the Cubatravel website. Web analytics tools and a survey of digital users were applied on the eye-tracking biometric technique. The qualitative and quantitative were integrated, with multivariate analysis methods. As main results, the portal needs to be improved, essentially its attractiveness, usability and web quality. The proposed action plan was validated by a group of experts from neuroscience, psychology, tourism and informatics, using the Delphi method and the ANOCHI coefficient as very adequate.

استخدام تحليل تتبع العين لاستكشاف اهتمام المستخدم بالمواقع الالكترونية السياحية الرسمية: منهج لإدارة المواقع الالكترونية

“…The second theoretical contribution is the strong emphasis in the current study on explaining the concept of each basic element in the study model used in order to highlight the significance of applying this model in future tourism studies. Moreover, there is a theoretical contribution that emphasizes the significance of investigating the usability of websites in tourism research by employing eye-tracking methods to analyze the manner in which individuals utilize websites and the clarity of their interaction with them (Lazo, Alfonso & del Vallín, 2023).…”

“…This is achieved by analyzing brain signals and employing various marketing stimuli through sensory stimulation (Li et al,2021;Gaafar and Al-Romeedy,2022). Accordingly, neuromarketing is regarded as the most effective method for aiding managers and marketing web designers in formulating communication strategies (Lazo, Alfonso & del Vallín, 2023). Recently, the concept of neuro-tourism has emerged, which involves the utilization of neuroscience techniques to enhance marketing strategies in the tourism sector (Doborjeh, et al,2021).The neuroscience techniques utilized in neuromarketing have the potential to be employed in the field of neuro-tourism (Lei et al,2022).Moreover, machines can utilize high-dimensional data collected from neuro-tourism studies, including (BCI) recordings and psychobiological recordings such as eye-tracking (ET),to develop advanced AI systems that can predict the preferences of travelers.…”

Exploring the Tourism, Neuro-tourism, and Hospitality Nexus: A Comprehensive Bibliometric Analysis

“…Tourism has captured the attention of scholars and researchers across multiple disciplines throughout history (Al-Nafjan et al, 2023; Lazo et al, 2023). It encompasses diverse aspects of human life and profoundly impacts individuals and economies.…”