Using Neuromarketing Tools in Hospitality and Tourism Research

Abstract

This chapter explains and discusses the role and potential of psychophysiological tools of research in tourism and hospitality. As tourism and hospitality services are in general inseparable, i.e. the delivery and the consumption of the service mostly take place at the same time, they tend to involve service encounters which intense and frequent contact and social interactions between the customers and the service providers. These intense and frequent contact and social interactions during service encounters may determine the satisfaction and dissatisfaction of the customers. Hence, the measurement of actual emotions to understand the reactions of customers to various aspects of the service is of paramount importance. Psychophysiological tools, often referred to as neuromarketing tools, allow the collection of realistic data regarding the emotions of the customers. Based on the above background, this chapter explains and discusses the use of tools such as the EEG, Eye Tracker, Galvanic Skin Response, and Facial Expression Recognition in understanding tourism and hospitality customers' reactions and emotions to various aspects of the service.

Citation

Boz, H. and Koç, E. (2022), "Using Neuromarketing Tools in Hospitality and Tourism Research", Okumus, F., Rasoolimanesh, S.M. and Jahani, S. (Ed.) Advanced Research Methods in Hospitality and Tourism, Emerald Publishing Limited, Leeds, pp. 87-109. https://doi.org/10.1108/978-1-80117-550-020221005