Neuromarketing: influencia en la decisión de consumidores del sector turístico enfocado en gastronomía Gad Manta.

Abstract

The objective of this research is to determine how neuromarketing influences the decisions of consumers in the gastronomy-focused tourism sector in the Manta GAD. The methodology had a mixed approach where interviews were conducted with three tourists and a GAD official, in addition to 383 surveys with national and foreign tourists. The data collected were processed using the SPSS statistical program, and the reliability of the instruments was verified using Cronbach's alpha, obtaining a value of 0.988, which indicates high internal consistency. The results showed that neuromarketing strategies, such as the use of visual elements and advertising on social networks, significantly impact the perception and purchase decision of tourists, the quality of service and the promotion of gastronomic events are also identified as key factors for visitor satisfaction and loyalty, In conclusion, the study shows the relevance of these strategies to strengthen the tourist and gastronomic positioning of Manta, meeting the specific objectives set. Keywords: Neuromarketing, Tourism, Gastronomy, Tourist Destinations, Marketing Strategies.