Neuromárketing y comportamiento del consumidor en el sector rural turístico hotelero del cantón Manta.

Abstract

The objective of this research work is to determine the influence of consumer behavior on rural hotel tourism through neuromarketing in the Manta canton. In recent years, neuromarketing has gained prominence by integrating neuroscience, psychology, and traditional business strategies to help marketers understand the key brain mechanisms that influence purchasing decisions. Analyzes of sensory and emotional stimuli with respect to their influence on consumer behavior define the nature of the problems faced by marketers in industries dominated by experiential consumption, including the tourism industry. Through a methodology that combines quantitative and qualitative research, surveys were conducted with tourists and the data were analyzed with SPSS software. The results show a positive assessment between neuromarketing and consumer behavior, which confirms that the sensory and emotional experience directly influences satisfaction and loyalty.