Neuromarketing Approach to Assessing Tourism Products

DOI

10.2991/aebmr.k.201215.051How to use a DOI?

Keywords

neuromarketing research, tourist product, tourism, morphological analysis, tour

Abstract

The article presents the possibilities and features of using neuromarketing research in the evaluation of tourism products. Initially, the role and importance of the neuromarketing approach in tourism and its advantages over classical research methods were defined. It has been shown that conducting neuromarketing research during the formation of a tourist product will make it possible to obtain an objective picture of consumer preferences. At the same time, it is advisable to find analytical focus through morphological analysis before conducting neuromarketing research, and to evaluate more accurately. Using morphological analysis, reference points were selected, for which it is advisable to conduct a deeper neuromarketing analysis in the future. Special attention is paid to theoretical calculations concerning the issues of neuromarketing research. Currently, there are some issues that have been investigated on pricing and advertising in the tourism sector. In particular, the conducted studies by foreign authors on the analysis of unconscious factors that impact on advertising when choosing hotels on the basis of electroencephalography. Most of the research is fragmentary, so there is a need to study the most significant issues in the field of tourism. The algorithm for conducting neuromarketing research depends not only on the types of tourist products, but also on how information is presented.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Madina Smykova
AU  - Aiman Kazybaeva
AU  - Boris Tkhorikov
PY  - 2020
DA  - 2020/12/17
TI  - Neuromarketing Approach to Assessing Tourism Products
BT  - Proceedings of the 8th International Conference on Contemporary Problems in the Development of Economic, Financial and Credit Systems (DEFCS 2020)
PB  - Atlantis Press
SP  - 243
EP  - 246
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201215.051
DO  - 10.2991/aebmr.k.201215.051
ID  - Smykova2020
ER  -