Neuromarketing Approach to Assessing Tourism Products

Smykova, Madina; Kazybaeva, Aiman; Tkhorikov, Boris A.

doi:10.2991/aebmr.k.201215.051

Cited by 4 publications

(9 citation statements)

References 2 publications

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“…7. Opt for closed figures since they are more impressive than percentages: a saving of 20 dollars is more attractive than one of 20%, despite the fact that the amount reduced is lower (Smykova et al, 2020).…”

Section: Main Actionsmentioning

confidence: 99%

Neuromarketing Actions for the Digital Promotion of Tourism in Cuba

LAZO¹,

ALFONSO²,

VALLIN³

2023

GTG

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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.

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Section: Main Actionsmentioning

confidence: 99%

Neuromarketing Actions for the Digital Promotion of Tourism in Cuba

LAZO¹,

ALFONSO²,

VALLIN³

2023

GTG

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show abstract

“…Para un destino turístico, la promoción se basa en la transmisión a los potenciales turistas que la oferta diseñada es capaz de cumplir sus expectativas; en esencia, intentar persuadir al turista para que visite ese destino, que sienta que vale la pena. Smykova et al, (2020) agregan que para la promoción del destino, es vital el manejo adecuado de la comunicación, con apoyo en imágenes escogidas de las comunidades o regiones geográficas de atractivo e interés para un público objetivo. La promoción turística se puede realizar en diferentes escenarios, sea presencial u online.…”

Section: La Promoción Turística En El Entorno Digitalunclassified

Propuesta de acciones de neuromarketing para la promoción turística de Cuba en la web Cubatravel

Lazo

Alfonso

Vallín

2022

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La investigación de tipo exploratoria descriptiva tuvo el objetivo de proponer acciones de neuromarketing para la promoción turística del destino Cuba en la web Cubatravel. Se describieron los procesos cognitivos del consumidor: atención, emoción y memoria, que determinan su conducta frente a estímulos publicitarios durante el proceso de compra. Se aplicaron herramientas de analítica web y encuesta a usuarios digitales sobre la técnica biométrica rastreo ocular. Fue integrado lo cualitativo y cuantitativo, con métodos de análisis multivariado. Como principales resultados, el portal requiere ser perfeccionado, esencialmente su atractivo, usabilidad y calidad web, al no cumplir con muchas de las expectativas de sus usuarios en cuanto a la eficacia promocional. El plan de acciones propuesto fue validado por un grupo de expertos de neurociencia, psicología, turismo e informática, mediante el método Delphi y el coeficiente de ANOCHI como muy adecuado. La misma es un valor agregado a la promoción actual que se realiza en Cubatravel. El avance paulatino en las investigaciones del cerebro y su comprensión hará previsible la aplicación práctica en el escenario publicitario.

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“…Before covid-19, the tourism industry was accounted as one of the most significant sectors in the world economy, making up 10-percent of global GDP and more than 320 million jobs worldwide (Behsudi, 2020). Once, covid-19 hit the world 2020, this sector temporarily discontinued its commercial operations (Smykova et al, 2020). UN News (2020) indicated that: "96% of all worldwide destinations have put into place travel restrictions in response to the pandemic.…”

Section: Introductionmentioning

confidence: 99%

“…Some 90 destinations have completely/ partially closed their borders to tourists, while another 44 are closed to certain tourists depending on their country of origin" (p.1). Currently, the tourism is picking up, but much marketing effort is needed to build consumer confidence in traveling again; much effort is needed to promote domestic tourism as well as to support safe return of international tourism (Smykova et al, 2020) According to OECD (2020), covid-19 is an opportunity for the tourism industry to rethink tourism for the future. Tourism is at a crossroads and the measures put in place today will shape the tourism of tomorrow (Behsudi, 2020).…”

Section: Introductionmentioning

confidence: 99%

“…Currently, scholars have claimed that neuromarketing, a marketing method that employs neuroscience in the marketing stimuli, has considerable advantage over more conventional methods of marketing (Zahopoulos, 2020). Thus, Smykova et al (2020) call for more studies on neuromarketing so to allow marketers to develop their marketing tactics that are influential on tourists' behavioral aspects and priorities. Therefore, more research is needed for extensive insights to emerge about neuromarketing and its importance in tourism marketing, filling in the academic gap (Mishra and Shukla, 2020).…”

Section: Introductionmentioning

confidence: 99%

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