Vol. 5 No. 2 (2025): Rhombus
ARTICLE

Un acercamiento al neuromarketing como estrategia de comercialización para PYMES turísticas: Una revisión de la literatura

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  • Luis Gutiérrez Galera
Luis Gutiérrez Galera
T.RC RESEARCH CONSULTING
DOI: https://doi.org/10.63058/rhombus.v5i2.306

Published 2025-07-29

How to Cite

Gutiérrez Galera, L. (2025). Un acercamiento al neuromarketing como estrategia de comercialización para PYMES turísticas: Una revisión de la literatura . Rhombus, 5(2), 1p – 30p. https://doi.org/10.63058/rhombus.v5i2.306

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Abstract

The tourism product of Latin American SMEs is inserted in a market of high local and international competition. The challenges in its daily management are vast and therefore requires the implementation of marketing strategies that optimize ROI, and market research regarding the aspects inherent to the purchasing decision process and consumer behavior. Neuromarketing as a discipline constitutes a source of scientific techniques and inputs developed rapidly in the 21st century, which has demonstrated effectiveness in obtaining neurophysiological and biometric data, capable of measuring the neuronal response to advertising and marketing stimuli. The results obtained show that although neuromarketing technologies are expensive and sometimes limited to the Latin American reality, there are more accessible techniques, as well as applicable principles that could contribute to marketing management and tourism marketing strategy.

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