The relevance of neuromarketing in tourism: literature review
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/rtd.v1i27/28.8781 |
Resumo: | The behaviour and decisions of the human being are influenced by the rational part but also by the emotional part of the brain. Traditional information methods such as quantitative (eg: survey questionnaires) and qualitative (eg: survey interviews, focus groups) may not be sufficient since our emotions are often unconscious. Since emotion is intimately linked to certain areas in the brain, techniques that allow us to know this organ provide more accurate and objective data to understand these behaviours. Neuromarketing can help with such information, by studying the brain through the tools of neuroscience, and contribute to a deeper and more accurate knowledge of the tourist’s emotional and cognitive processes. This article reviews the literature on the relationship between neuromarketing and tourism in order to understand how and to what extent neuromarketing has been studied in the field of tourism. It is also intended to provide information on the knowledge gaps in this area as well as to chart ways for future research. A conclusion drawn from this literature review is that research focused on this subject is still not well developed and more empirical research is needed on this relationship. |
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The relevance of neuromarketing in tourism: literature reviewA relevância do neuromarketing no turismo: revisão da literaturaThe behaviour and decisions of the human being are influenced by the rational part but also by the emotional part of the brain. Traditional information methods such as quantitative (eg: survey questionnaires) and qualitative (eg: survey interviews, focus groups) may not be sufficient since our emotions are often unconscious. Since emotion is intimately linked to certain areas in the brain, techniques that allow us to know this organ provide more accurate and objective data to understand these behaviours. Neuromarketing can help with such information, by studying the brain through the tools of neuroscience, and contribute to a deeper and more accurate knowledge of the tourist’s emotional and cognitive processes. This article reviews the literature on the relationship between neuromarketing and tourism in order to understand how and to what extent neuromarketing has been studied in the field of tourism. It is also intended to provide information on the knowledge gaps in this area as well as to chart ways for future research. A conclusion drawn from this literature review is that research focused on this subject is still not well developed and more empirical research is needed on this relationship.O comportamento e as decisões do ser humano são influenciadas pela parte racional mas também pela parte emocional do cérebro. Os métodos tradicionais de informação tal como os quantitativos (eg: inquérito por questionários) e os qualitativos (eg: inquéritos por entrevistas, focus group) podem não ser suficientes dado que as nossas emoções são muitas vezes inconscientes. Dado que a emoção está intimamente ligada a determinadas áreas no cérebro, técnicas que permitam conhecer este órgão fornecem dados mais precisos e objetivos para perceber esses comportamentos. O neuromarketing, ao estudar o cérebro, através das ferramentas da neurociência, pode ajudar a fornecer tais informações e contribuir para um conhecimento mais profundo e exato sobre os processos emocionais e cognitivos do turista. Este artigo realiza uma revisão da literatura sobre esta relação entre o neuromarketing e o turismo para perceber como e em que medida o neuromarketing tem sido estudado no campo do turismo. Pretende-se ainda fornecer informações sobre as lacunas de conhecimento nesta área bem como traçar caminhos para futuras pesquisas. Uma conclusão retirada desta revisão da literatura revela que a pesquisa centrada nesta temática ainda não está bem desenvolvida sendo necessário mais pesquisas empíricas sobre esta relação.Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro2017-01-01T00:00:00Zjournal articlejournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.34624/rtd.v1i27/28.8781oai:proa.ua.pt:article/8781Journal of Tourism & Development; Vol 1 No 27/28 (2017); 745-759Revista Turismo & Desenvolvimento; vol. 1 n.º 27/28 (2017); 745-7592182-14531645-9261reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/rtd/article/view/8781https://doi.org/10.34624/rtd.v1i27/28.8781https://proa.ua.pt/index.php/rtd/article/view/8781/6155https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessAraújo, CristinaKastenholz, ElisabethSantos, Isabel2022-09-26T10:56:36Zoai:proa.ua.pt:article/8781Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:05:23.825094Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The relevance of neuromarketing in tourism: literature review A relevância do neuromarketing no turismo: revisão da literatura |
title |
The relevance of neuromarketing in tourism: literature review |
spellingShingle |
The relevance of neuromarketing in tourism: literature review Araújo, Cristina |
title_short |
The relevance of neuromarketing in tourism: literature review |
title_full |
The relevance of neuromarketing in tourism: literature review |
title_fullStr |
The relevance of neuromarketing in tourism: literature review |
title_full_unstemmed |
The relevance of neuromarketing in tourism: literature review |
title_sort |
The relevance of neuromarketing in tourism: literature review |
author |
Araújo, Cristina |
author_facet |
Araújo, Cristina Kastenholz, Elisabeth Santos, Isabel |
author_role |
author |
author2 |
Kastenholz, Elisabeth Santos, Isabel |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Araújo, Cristina Kastenholz, Elisabeth Santos, Isabel |
description |
The behaviour and decisions of the human being are influenced by the rational part but also by the emotional part of the brain. Traditional information methods such as quantitative (eg: survey questionnaires) and qualitative (eg: survey interviews, focus groups) may not be sufficient since our emotions are often unconscious. Since emotion is intimately linked to certain areas in the brain, techniques that allow us to know this organ provide more accurate and objective data to understand these behaviours. Neuromarketing can help with such information, by studying the brain through the tools of neuroscience, and contribute to a deeper and more accurate knowledge of the tourist’s emotional and cognitive processes. This article reviews the literature on the relationship between neuromarketing and tourism in order to understand how and to what extent neuromarketing has been studied in the field of tourism. It is also intended to provide information on the knowledge gaps in this area as well as to chart ways for future research. A conclusion drawn from this literature review is that research focused on this subject is still not well developed and more empirical research is needed on this relationship. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-01-01T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/rtd.v1i27/28.8781 oai:proa.ua.pt:article/8781 |
url |
https://doi.org/10.34624/rtd.v1i27/28.8781 |
identifier_str_mv |
oai:proa.ua.pt:article/8781 |
dc.language.iso.fl_str_mv |
por |
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por |
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https://proa.ua.pt/index.php/rtd/article/view/8781 https://doi.org/10.34624/rtd.v1i27/28.8781 https://proa.ua.pt/index.php/rtd/article/view/8781/6155 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
dc.source.none.fl_str_mv |
Journal of Tourism & Development; Vol 1 No 27/28 (2017); 745-759 Revista Turismo & Desenvolvimento; vol. 1 n.º 27/28 (2017); 745-759 2182-1453 1645-9261 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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