Descripción
EL NEUROmarketing se sustenta en los conocimientos neurocientíficos que han permitido comprender los procesos mentales gracias a la identificación de circuitos neuronales que intervienen en la percepción sensorial, la memoria, la atención, las decisiones ejecutivas, la emoción y el aprendizaje. Dichos circuitos se involucran en la generación de las necesidades y deseos de los turistas, lo que posteriormente se traduce en demanda.
POR LO TANTO , el objeto de estudio del neuromarketing se centra en los procesos mentales que se dan en el cerebro, que explican el comportamiento y la toma de decisiones de los actores sociales que intervienen en el sector turístico, en general, y en el turista, en particular.
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CONOCER cómo el cerebro elabora la información, la procesa, la ejecuta y procede a la toma de decisiones, representa una ayuda significativa para las empresas turísticas y hoteleras en términos de mercado. Este hecho demanda, a la luz de los nuevos conocimientos del funcionamiento cerebral, reconocer la contribución de la neurociencia en la optimización de las estrategias del marketing.
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