Title: Neurotourism and national tourism promotion: a thematic analysis of the Turkish tourism market based on neuroscience

Authors: Ebru Bağçı

Addresses: Transportation Services/Civil Aviation Cabin Services, Istanbul Beykent University, Istanbul, 34522, Turkey

Abstract: Given the complex biological structure, people act with their emotions and minds. Understanding emotions, neuromarketing focuses on the problem of capturing rationality. This study aims at determining the symbols and music enabling creation of the 'Turkey' brand in tourism, revealing these symbols effects and music in tourists' mind within this rationality framework. Accordingly, electroencephalography (EEG) and eye tracking devices from neuroscience tools and 21 themed tourism promotion films prepared by Turkish Republic Ministry of Culture and Tourism were analysed considering view number on different dates. Results revealed that music, human figures, and symbols used in promotional films affect people's attention. The limited number of experimental studies on the subject in Turkey and high cost of experimental studies concerning the neuroscience tools are the main constraints for the researchers in the field. In this respect, the related study is of high importance.

Keywords: neurotourism; neuromarketing; eye tracking; EEG; electroencephalography; tourism promotion.

DOI: 10.1504/IJTA.2024.143396

International Journal of Tourism Anthropology, 2024 Vol.9 No.4, pp.281 - 299

Received: 06 Apr 2023
Accepted: 05 Apr 2024
Published online: 17 Dec 2024 *

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