Neuromarketing and tourism: scientific mapping and challenges for Latin America

Abstract

Introduction: Neuromarketing has emerged as an interdisciplinary tool that combines neuroscience, psychology, and marketing to understand consumer behavior. In tourism, its application allows for the analysis of visitors' emotional responses to marketing stimuli, generating more effective management and promotion strategies. However, in Latin America, its development is still in its early stages, highlighting the need for a systematic approach that identifies trends and research gaps. This study contributes to bridging that gap through a bibliometric and qualitative analysis of scientific production on tourism neuromarketing between 2010 and 2024. Methodology: An exploratory-descriptive study with a mixed-methods approach was conducted, following the PRISMA methodology for the systematic review. The Web of Science and Scopus databases were consulted using search strings in English and Spanish. The data were processed using the Bibliometrix R-package and its interface Biblioshiny, applying scientific mapping techniques and co-occurrence analysis. The final corpus included 62 documents, analyzed in three phases: performance, conceptual structure, and qualitative evaluation of regional practices. Results: An annual growth of 16.01% in publications was observed, with Spain, Italy, and the United States as leading countries, and Brazil as the most prominent in Latin America. Experimental studies focused on emotional response and the perception of tourist brands predominated. Discussion: The results show an increase in academic interest, although methodological shortcomings and technological limitations persist in the region. It is suggested to strengthen international cooperation and promote neuromarketing laboratories in Latin American tourism institutions in order to link innovation, competitiveness, and sustainable development. Conclusions: It is concluded that tourist neuromarketing in Latin America is in an early phase of expansion, but with promising prospects if research networks are consolidated and technological innovation is promoted as a driver of sustainable tourism development in the region.