The Impact of the Application of Neuro Marketing in Influencing Tourists' Decisions in Determining a Place to Tour: Literature Review

Abstract

In the current digital era, the application of neuromarketing in the tourism industry can influence tourists in various ways, such as through the use of attractive visual designs, the use of words or narratives that trigger positive emotions, as well as sensory experiences that give satisfaction, for example one of which is the results posts by influencers on Instagram social media. By understanding how tourists' brains or thoughts respond to marketing stimuli, tourist destinations can optimize their marketing strategies to achieve better results. Therefore, the aim of this research is to see the impact of applying neuromarketing in influencing tourists' decisions regarding tourist attractions, especially in Bali Province. The design of this research is a literature review. Search for articles on Google Scholar and ProQuest with keywords based on Perception and Visit Decision. 776 articles were found in the 2013-2023 period, then screening was carried out and 38 relevant articles were found to be discussed and analyzed. This research found positive results that there is an impact of neuromarketing on consumer decisions, including tourists' decisions in choosing tourist destinations, namely the branding and advertising that is carried out will provide stimulation to the tourist's brain to respond. So it is hoped that this research will become a strategy that can be implemented by the tourism industry in Indonesia in making the marketing system in the tourism industry more effective. Keywords:Neuro Marketing, Branding, Advertising, Visit Intention, Visit Decision.