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

Abstract

The objective of this research was to determine how neuromarketing influences consumer decisions in the gastronomy-focused tourism sector in Manta GAD. Interviews were conducted with three tourists and one GAD official, in addition to 383 surveys with national and foreign tourists. The results showed that neuromarketing strategies, such as the use of visual elements and advertising on social networks, significantly impact tourists’ perception and purchasing decisions. Service quality 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 Manta’s tourism and gastronomy positioning, meeting the specific objectives set.