Insights on Neuro Tourism in Hospitality 5.0

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Abstract
Tourism marketers can examine their traveler's brain waves and how different stimuli affect them through using neuroscience in tourism, also referred as “neuro-tourism”. Neuro-tourism allows access to travelers' minds, giving us real-time insight into what they consciously and unconsciously feel. Neuromarketing methods such as brain–computer interface (BCI), eye tracking, galvanic skin reaction have been implemented in neuro-tourism for purposes of designing tourism products and services that increase visitors happiness and experience. Since neuro-tourism is relatively new and there are few studies on the topic, this chapter offered an indepth investigation of peer reviewed journal papers published within neuro-tourism research during the past years in order to highlight possible trends in this line of research and present implications for researchers.

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