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Applying Neuroscience to Tourism Management: A Primary Exploration of Neurotourism

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Applied Mechanics and Materials
Authors:
Qing Guo Ma
Qing Guo Ma
Qing Guo Ma
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Lin Feng Hu
Lin Feng Hu
Lin Feng Hu
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Guanxiong Pei at Zhejiang Lab
Guanxiong Pei
  • Zhejiang Lab
Pei Yu Ren
Pei Yu Ren
Pei Yu Ren
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Abstract

Nowadays it is a heated interest to apply neuroscience knowledge to social sciences. Following the neuromanagement, neurotourism is coined and discussed by the authors. Neurotourism mainly explores the neural mechanism underlying tourists’ behaviors and aims to advance tourism research. Neuroscience tools can obtain objective neurophysiology data from human body, serving as potential measurements of some constructs such as happiness, tourism satisfaction and revisiting intention. Besides, neuroscience tools can also capture and record the cognitive and emotional process in real-time during tourism experience and this application helps the tourism manager achieve better monitoring and scheduling. Thus we suggest that neurophysiology data should be added to management information system. Finally a pilot event-related potential techniques (ERPs, one of the cognitive neuroscience tools) experiment was conducted to support our ideas.
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Applying Neuroscience to Tourism Management: A Primary Exploration
of Neurotourism
Qingguo Ma
1, a *
, Linfeng Hu
1,b
, Guanxiong Pei
1,c
, Peiyu Ren
2, d
and Peng Ge
2,e
1 Neuromanagement lab, School of Management, Zhejiang University, Hangzhou, China
2 Business School, Sichuan University, Chengdu, China
amaqingguo3669@zju.edu.cn, blinfeng-hu@zju.edu.cn, cpgx@zju.edu.cn, drenpy.scu@163.com,
egepengscu@163.com
Keywords: Neuromanagement, neurotourism, neuromarketing, neurodesigen, neuroscience,
tourism experience, event-related potentials (ERPs)
Abstract. Nowadays it is a heated interest to apply neuroscience knowledge to social sciences.
Following the neuromanagement, neurotourism is coined and discussed by the authors. Neurotourism
mainly explores the neural mechanism underlying tourists’ behaviors and aims to advance tourism
research. Neuroscience tools can obtain objective neurophysiology data from human body, serving as
potential measurements of some constructs such as happiness, tourism satisfaction and revisiting
intention. Besides, neuroscience tools can also capture and record the cognitive and emotional
process in real-time during tourism experience and this application helps the tourism manager achieve
better monitoring and scheduling. Thus we suggest that neurophysiology data should be added to
management information system. Finally a pilot event-related potential techniques (ERPs, one of the
cognitive neuroscience tools) experiment was conducted to support our ideas.
Introduction
Neuroscience is one of the most important disciplines since 20
th
century which mainly studies the
nervous system. Its application to cognitive science gave birth to the cognitive neuroscience which
studies the neural substrates of human cognition, attention, memory, emotion, language, motion and
so on. This interaction between neuroscience and cognitive science facilitated a trend to combine
social sciences research with neuroscience. Up to now, several emerging interdisciplines, such as
neuroeconomics, neuromarketing, neuro-decision-making and neuromanagement have been the
research frontier [1]. Tourism management is a traditional discipline in management science.
Nowadays travel is one of the most popular leisure activities and its contribution to economic
development is large. Thus, it is of vital importance to seek an effective method to improve the
tourism management studies. Applying the neuroscience theories and methods to tourism may be the
breakthrough. We firstly review the neuromanagement which is a relatively mature discipline. Then
we coin the concept of neurotourism and explain it in detail. Finally we design a neural experiment
related to the tourism management.
Neuromanagement
Neuromanagement was coined by Prof Ma in 2006, which aims to explore the brain activities when
human face various managerial and economic problems by using the cognitive neuroscience tools,
such as electroencephalography(EEG), Electromyography (EMG), Positron Emission Tomography
(PET), Functional Magnetic Resonance Imaging (fMRI) and Near InfraRed Spectrometry (NIRS)
[1,2]. Neuromanagement exhibits a new perspective to reveal the deep mechanism underlying our
social behaviors and provides a new information source available in management science. This kind
of information consisting of physiological and brain data directly from human body are more
objective and reliable to reflect one’s transient emotion, attitudes and cognitive process. The
traditional measurements, such as questionnaire and interview, may have the risk that the participants
Applied Mechanics and Materials Submitted: 2014-08-22
ISSN: 1662-7482, Vols. 670-671, pp 1637-1640 Accepted: 2014-08-22
doi:10.4028/www.scientific.net/AMM.670-671.1637 Online: 2014-10-08
© 2014 Trans Tech Publications Ltd, All Rights Reserved
All rights reserved. No part of contents of this paper may be reproduced or transmitted in any form or by any means without the written permission of Trans
Tech Publications Ltd, www.scientific.net. (Research Gate for subscription journals-26/02/25,22:39:28)
... Over the last few decades, the tourism industry has made significant strides in both developing and developed economies (Nathaniel et al., 2023). Scientific literature has also evolved, incorporating new knowledge domains into tourism studies, including neuroscience -highlighting the industry's potential for growth and innovation (Ma et al., 2014). ...
... This interdisciplinary field has been explored by various studies, including e.g. Chark and Mccartney (2024); Giraldo-Romero et al. (2021); Ma et al. (2014);Pourfakhimi et al. (2019). According to Ma et al. (2014), Neuro-Tourism mainly aims to understand the neural mechanism underlying tourists' behaviors while traveling. ...
... Chark and Mccartney (2024); Giraldo-Romero et al. (2021); Ma et al. (2014);Pourfakhimi et al. (2019). According to Ma et al. (2014), Neuro-Tourism mainly aims to understand the neural mechanism underlying tourists' behaviors while traveling. It is believed that by leveraging the advantages of neuroscience, neuromarketing tools, tourism management can make more informed marketing decisions. ...
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... Os estudos de marketing turístico colocam o Homem no centro (Parrinello, 2012), originando a necessidade de entender os processos cognitivo-emocionais que regem o seu comportamento no contexto da disciplina. Assim, o neuromarketing aplicado ao turismo pode contribuir para o alcance desse objetivo e fornece os fundamentos de um novo termo em turismo -neuroturismo -que está numa fase ainda embrionária de desenvolvimento (Ma, Hu, Pei, Ren, & Ge, 2014;Šerić, Jurišić & Petričević, 2015). Este artigo, através de uma revisão da literatura sobre a relação entre o neuromarketing e o turismo, procura perceber como e em que medida este conceito tem sido estudado no campo do turismo e fornecer informações sobre as lacunas de conhecimento nesta área bem como traçar caminhos para futuras pesquisas. ...
... O turismo é uma das indústrias mais relevantes para a economia de muitos país (Deepika, 2006;Koc & Boz, 2014;Ma, et al., 2014) (Liu, 2003), perceber os comportamentos menos sustentáveis dos turistas pode ser uma mais-valia neste objetivo. De facto, sendo os turistas um dos principais stakeholders da indústria (Kasim, 2004;Liu, 2003;Wooler, 2014) são um elemento preponderante no sucesso de um turismo sustentável (Kasim, 2004;Wooler, 2014) pois o seu comportamento é um dos principais obstáculos para o progresso em sua direção (Budeanu, 2007).Com efeito, os turistas podem criar impactes significativos, quer a nível de tomada de decisão quer a nível de comporta- ...
... Este artigo realiza uma revisão da literatura de artigos pesquisados na base de dados Scopus. (Deepika, 2006;Koc & Boz, 2014;Li, et al., 2012;Li et al, 2014;Ma et al., 2014;Markgraf, et al., 2012) dada a subjetividade emocional do ser humano (Damásio, 2011, Lindstrom, 2009Deepika, 2006;Li et al., 2012;Ma, et al., 2014;Markgraf, et al., 2012;Rodrigo et al, 2015); ...
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... The traditional pro-business orientation of tourism academia (Ateljevic, 2014), in which research tends to focus not so much on expanding epistemological boundaries but on providing practical tools beneficial to the sector, is paradigmatically reflected in the case of neurotourism. In fact, it is not a coincidence that the possibly first empirical study coined under the term neurotourism was explicitly developed from the perspective of neuromanagement (Ma et al., 2014). Neurotourism is highly valued as a means to assist the tourism industry, including destinations (Bastiaansen et al., 2018), in understanding tourists' sensitivity to prices they are willing to pay in a holiday emotional context (Boz et al., 2017), in developing more successful marketing strategies to promote a tourist destination's brand (Šeri c et al., 2015), and in quickly adapting to concerns or challenges that tourists may experience during their tourism activities (Tosun et al., 2016). ...
... However, alongside this risk, neuroethics has also debated a second aspect that is relevant not only for addressing the consequences of applying neurotechnologies to tourists-understanding them solely as consumers-but also in relation to one of the fundamental characteristics of tourism: travel. The idea of using the neural mechanisms underlying tourists' behaviours when they are travelling «to improve the effectiveness of tourism management and quality of service based on the neural response of tourists» (Ma et al., 2014), entails enhancing the positive emotions of the tourist, which may accentuate their neurologically configured tendency to develop a lesser ethical responsibility towards conflicts they perceive as not affecting them. This deduction can be drawn from Joshua Greene's work "From Neural "is" to Moral "Ought": What Are the Moral Implications of Neuroscientific Moral Psychology?" (2003), where it is noted that in interpersonal dilemmas, those that do not directly affect us result in less brain activity in areas related to emotion and social cognition compared to personal dilemmas (Greene, 2003, p. 849). ...
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... Neurosains digunakan untuk mengeksplorasi mekanisme otak dan saraf perilaku manusia (Ma et al., 2014). Melalui Neurosains dapat diidentifikasi karakteristik empati manusia dari kerja otaknya.Theory of Mind, yang secara neurofisiologi diperankan oleh bagian otak seperti medial prefrontal cortex (mPFC), posterior superior temporal sulcus (pSTS), precuneus, dan amigdala, menjadi salah satu komponen kunci dalam membangun konsep empati yang menjadi dasar bagi terbangunnya kapasitas sebagai manusia dengan karakter pemimpin aspiratif dan inspiratif. ...
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... Neurotourism examines the neural mechanism underlying the behaviours exhibited by individuals participating in tourism activities (Ma et al., 2014). In another study, neurotourism was defined as "the use of neuroscience tools and techniques to measure tourist satisfaction and behavioural intent" (Panyık and Gonçalves, 2017). ...
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... The sole notable study to date is that of Lourenção et al. (2020), which examines how logos influence tourists' visual attention and their perception of advertisement effectiveness. However, some recent works have indeed addressed the integration of neuroscience in tourism, for example by analysing tourist behaviours (Ma et al., 2014), managing tourism marketing (Giudici et al., 2017), and studies examining the directions and usage of neurotourism (Cardoso et al., 2024;Li et al., 2023). Nonetheless, no study has addressed the Brand Personality (BP) of tourism destination brand logos and directly linked it to neurotourism techniques, nor on images generated by artificial intelligence representing the BP dimensions of the destination. ...
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... Accordingly, neuro-tourism is the application of neuroscientific methods in tourism to improve tourism marketing efforts based on the brain activities of tourists (Al-Nafjan et al., 2023). Neuro-tourism explores the neural mechanism underlying tourists' behaviors and emotions in order to measure tourist satisfaction and revisiting intention (Panyik & Gonçalves, 2017).It provides accurate real-time data on tourists' conscious and unconscious emotions (Ma et al., 2014). Emotional reactions to marketing stimuli are essential to tourist destination marketing yet difficult to measure (Bastiaansen et al., 2018). ...
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  • Mar 2009
  • Int J Tourism Res
This paper seeks to provide a framework that will help us identify and better understand the major challenges we face in consumer/tourist experience research. These challenges have both theoretical and managerial dimensions. Based on an extensive and comprehensive review of the current literature in the field, we have categorised extant knowledge into six main streams of theoretical thinking and empirical research. These streams were identified as the fundamentals of the experience, experience-seeking behaviours, methodologies used in experience research, the nature of specific tourism experiences, managerial issues in the design and delivery of experiences, and the evolutionary trail of experience thinking. Copyright © 2009 John Wiley & Sons, Ltd.
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Neural Correlates of Behavioral Preference for Culturally Familiar Drinks
Article
  • Nov 2004
  • NEURON
Coca-Cola (Coke) and Pepsi are nearly identical in chemical composition, yet humans routinely display strong subjective preferences for one or the other. This simple observation raises the important question of how cultural messages combine with content to shape our perceptions; even to the point of modifying behavioral preferences for a primary reward like a sugared drink. We delivered Coke and Pepsi to human subjects in behavioral taste tests and also in passive experiments carried out during functional magnetic resonance imaging (fMRI). Two conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these beverages. In the brand-cued experiment, brand knowledge for one of the drinks had a dramatic influence on expressed behavioral preferences and on the measured brain responses.
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  • Jan 2012
  • 15
  • Q G Ma
  • H J Fu
Q.G. Ma, H.J. Fu, J. Bian: Management World (In Chinese). 6 (2012), p. 015.
  • Jan 2004
  • 379-387
  • S M Mcclure
  • J Li
  • D Tomlin
S.M. McClure, J. Li, D. Tomlin, et al: Neuron. 44 (2004), p. 379-387.