Abstract

PAREDES ANDRADE, Yolanda Lorena  and  GONZALEZ SANCHEZ, Angélica María. Neuromarketing in the hotel industry: a systematic review. Revista InveCom [online]. 2025, vol.5, n.2, e502059.  Epub Mar 13, 2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.13737900.

The objective of this study was to examine the influence of neuromarketing in the hotel industry by exploring various strategies and techniques used to influence consumer behavior, through a systematic review of the existing literature. To do so, the PRISMA methodology was applied, covering scientific research published between 2019 and 2024, using a combination of keywords such as neuromarketing techniques, hotel sector, and hotel industry in the English language. The search for studies was carried out in recognized databases such as PubMed, Scielo and Web of Science, which were subjected to a filter to eliminate duplicate documents and apply exclusion criteria, resulting in 10 articles selected. The results of the analysis indicated that neuromarketing offers valuable information about the emotional and cognitive responses of consumers, allowing hotel companies to adjust their marketing strategies. The optimization of sensory elements, such as decoration, aromas and ambient music, improves guest satisfaction and fosters brand loyalty. Furthermore, techniques such as electroencephalography facilitate the design of more personalized campaigns, closing gaps left by traditional market research methods, which highlights the importance of neuromarketing in the hotel industry.

Keywords : hotel sector; neuromarketing techniques; customer experience.

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