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 t...
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| Format: | Article |
| Language: | English |
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Faculty of tourism and hospitality management
2025-07-01
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| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol31no2/3_Ndaguba_Van_Zyl |
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| _version_ | 1850067785044983808 |
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| author | Emeka Ndaguba Cina Van Zyl |
| author_facet | Emeka Ndaguba Cina Van Zyl |
| author_sort | Emeka Ndaguba |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-4f94af32ad4e4aeda8c61a4448825e78 |
| institution | DOAJ |
| issn | 1330-7533 1847-3377 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Faculty of tourism and hospitality management |
| record_format | Article |
| series | Tourism and Hospitality Management |
| spelling | doaj-art-4f94af32ad4e4aeda8c61a4448825e782025-08-20T02:48:13ZengFaculty of tourism and hospitality managementTourism and Hospitality Management1330-75331847-33772025-07-0131219721410.20867/thm.31.2.3Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourismEmeka Ndaguba0https://orcid.org/0000-0002-7447-5565Cina Van Zyl 1https://orcid.org/0000-0002-9302-6677Dr, Postdoctoral Fellow, University of South Africa College of Economic and Management Sciences Dept of Applied Management South AfricaFull Professor, Professor of Applied Management University of South Africa College of Economic and Management Sciences South Africa Dept of Applied ManagementPurpose – 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.https://thm.fthm.hr/images/issues/vol31no2/3_Ndaguba_Van_Zylbrain researchneurotourismneuroscienceneuromarketingneuroscientific methodspersonalizationtourism marketing |
| spellingShingle | Emeka Ndaguba Cina Van Zyl Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism Tourism and Hospitality Management brain research neurotourism neuroscience neuromarketing neuroscientific methods personalization tourism marketing |
| title | Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism |
| title_full | Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism |
| title_fullStr | Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism |
| title_full_unstemmed | Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism |
| title_short | Exploring brain tourism discourse in the tourism and hospitality sector: reawakening research in neurotourism |
| title_sort | exploring brain tourism discourse in the tourism and hospitality sector reawakening research in neurotourism |
| topic | brain research neurotourism neuroscience neuromarketing neuroscientific methods personalization tourism marketing |
| url | https://thm.fthm.hr/images/issues/vol31no2/3_Ndaguba_Van_Zyl |
| work_keys_str_mv | AT emekandaguba exploringbraintourismdiscourseinthetourismandhospitalitysectorreawakeningresearchinneurotourism AT cinavanzyl exploringbraintourismdiscourseinthetourismandhospitalitysectorreawakeningresearchinneurotourism |