Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism

Purpose – This study aims to conduct a thorough and systematic evaluation of the literature

in tourism and hospitality to explore the latest advancements and innovative technologies that

are reshaping personalized services within the realm of neurotourism.

Methodology/Design/Approach - Data for this research was mined, using www.dimensions.ai,

and analyzed using computer software called Citespace.

Findings – The research established a paucity of neurotourism research in tourism and

demonstrated that several challenges including cost and expertise make it difficult to address

arising literature on mindfulness tourism.

Originality of the research – the integration of neuromarketing, brain research, and

neuroscience has the potential to revolutionize tourism marketing by introducing personalized

approaches to services and products, overcoming the limitations of traditional market research

in understanding human decision-making within the tourism industry. The integration of

neuroscientific methods provides a paradigm shift in tourism marketing, enabling marketers

to create personalized and emotionally resonant experiences. This shift extends beyond

traditional methods, offering a deeper understanding of tourist behavior and desires.

In conclusion, the ability to personalize experiences, leverage VR technologies, and adapt

in real-time to changing preferences positions brain research is a key driver for the future

of tourism marketing.