Research study on neuromarketing in tourism

Abstract

A bibliometric analysis was carried out on neuromarketing, given the relevance of scientific publications on the subject and the diversity of theories of its conceptualization. As indicators, the productivity of the authors, the collaboration in the publications, the descriptors studied, the years of publication and the distribution of the research according to journals or branches of science were considered. Multivariate statistical methods were used such as Cluster Analysis with the corresponding algorithms and the New Zealand software Weka 3.9.5. From retrospective observation, the contingency between qualitative variables such as psychocognitive processes, neuroimaging techniques and their scope in the marketing of sectors of the economy such as tourism was interpreted, under the paradigm of scientific neuroethics, given its application in customer behavior investigations. To determine the regression between two or more variables, given the adjustments between the obtained functions and the point cloud, goodness of fit methods were applied. As main results, the functional dependence among the variables studied prevailed and to a lesser extent the random or partial statistical correlation. The most significant were the galvanic skin response biometry technique, consumer behavior, as well as the psychological influence of brands in the purchase process and the placebo effect. Its comprehensive analysis at the business level allows increasing the effectiveness of advertising campaigns and commercial management in line with the sustainable development of the tourism economy.