The study of tourist behavior has evolved with the integration of neuroscience,
providing deeper insights into how travelers emotionally and cognitively engage
with destinations. This research explores the intersection between
neuromarketing, destination experience, and the intention to revisit, applying a
mixed-methods approach that combines quantitative and qualitative techniques.
Using eye tracking, facial recognition, and EEG, the study captures real-time
neural and physiological responses as participants watch institutional videos of
three of the most visited European cities: Barcelona, Rome, and Paris. In parallel,
a semiotic analysis of these videos allows for a comparative assessment of how
audiovisual narratives influence cognitive and emotional perceptions.
Additionally, a survey and focus groups provide further insights into the
subjective experiences of travelers, enhancing the understanding of affective and
cognitive drivers of destination loyalty.
Findings from this study will contribute to neurotourism by identifying the key
neural and psychological factors shaping tourists' emotional connections with
destinations. Furthermore, this research underscores the role of immersive
experiences and destination branding in influencing revisit intentions. By
bridging consumer neuroscience and tourism studies, this work aims to inform
strategic decision-making in tourism marketing, leveraging neuromarketing
techniques to optimize promotional content and enhance destination appeal.