NEUROMARKETING APPROACH IN TOURISM SECTOR
Neuromarketing is the field of science in which the methods of neuroscience discipline are used in marketing studies. Factors such as the inadequacy of traditional marketing methods, the development of technology and the awareness of consumers have necessitated marketers to develop new ideas. Advertising studies and marketing strategies are developed by revealing the factors that are effective in the subconscious of consumers with neuroimaging methods and analyzing the results. Neuromarketing examines the interaction of neurons in order to explain the purchasing behavior of consumers. This field, which is directly related to the human brain, can identify issues that consumers do not want to say or avoid telling the truth. This study was prepared to investigate the science of neuromarketing and to explain the structure and functions of the human brain. The study was prepared by document analysis method, which is one of the qualitative research methods. A literature review was conducted using secondary data on neuromarketing and the human brain. The study was completed by examining books, journals, articles, master's and doctoral theses, and internet resources on related topics. Neuromarketing techniques are used in many fields such as advertising and film industry, branding, pricing, brand positioning, entertainment industry and tourism. As a result of research; it is seen that the history of neuromarketing science dates back to about 50 years ago. In this case, neuromarketing is a new and developing science. In the researches conducted, it has been determined that there are insufficient studies on the subject in the tourism sector. This research aims to reveal a different area where neuromarketing can be applied in the tourism sector by examining the studies on the human brain and neuromarketing. Considering the data obtained, suggestions are made in the conclusion and evaluation section
Keywords: Brain, Brain Structure, Neuromarketing