Using Neuroscience To Decode Tourist Behaviour And Intentions For Sustainable Choices

Marco Baldocchi; Carolin Lusby

doi:10.5281/zenodo.16320953

Papers

Using Neuroscience To Decode Tourist Behaviour And Intentions For Sustainable Choices

Marco Baldocchi, Carolin Lusby

Published: July 22, 2025|DOI: 10.5281/zenodo.16320953|CC BY 4.0

Open AccessPeer Reviewed

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Abstract

Tourism is an inherently emotional experience. Yet, for decades, research has relied predominantly on rational-choice models and self-report surveys, assuming that tourists make deliberate and conscious decisions. Recent advances in neuroscience and consumer behavior studies challenge this assumption, revealing that up to 95% of our decisions are driven by unconscious processes and emotional responses. This paper introduces a neuroscientific framework for decoding tourist behavior. It is based on dual-system theory (System 1 and 2), predictive brain models, and physiological measurement techniques such as EEG, eye-tracking, GSR, facial coding, and implicit association testing. Through real-world case studies in food tourism, hospitality, and cultural heritage, we show how these tools uncover unspoken emotional responses that shape memory, satisfaction, and behavior. A dedicated section addresses sustainable tourism, illustrating how neuroscience-informed nudges can help align tourist behavior with ecological values without compromising enjoyment. Finally, we explore implications for tourism operators, marketers, and policymakers, emphasizing how emotion-driven design and communication can foster more engaging and sustainable tourism experiences.

Article Details

Journal: Journal On Tourism & Sustainability
Issue: Volume 8, Issue 1, 2025
Section: Papers
Pages
DOI: 10.5281/zenodo.16320953
Published: July 22, 2025
Canonical URL: https://otsjournal.org/article/using-neuroscience-to-decode-tourist-behaviour-and-intentions-for-sustainable-choices

References

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License: Creative Commons Attribution 4.0 International

[1] Gunn, C. A. (1988). Vacationscape: Designing tourist regions (2nd ed.). Van Nostrand Reinhold.

[2] Hosany, S., & Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513–526.

[3] Hsu, C.-L., & Chen, M.-C. (2020). Neuromarketing, subliminal advertising, and hotel selection: An EEG study. Australasian Marketing Journal, 28(4), 200–208. https://doi.org/10.1016/j.ausmj.2020.01.002

[4] Juvan, E., & Dolnicar, S. (2014). The attitude–behaviour gap in sustainable tourism. Annals of Tourism Research, 48, 76–95.

[5] Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux.

[6] Liu, Y., Wang, C., & Zhang, H. (2021). Affective engagement in heritage tourism: An EEG-based visitor experience study at the Tianyi Pavilion Museum. Journal of Heritage Tourism, 16(5), 491–508. https://doi.org/10.1080/1743873X.2021.1881767

[7] Neuralisys. (2024). Emotion-attention mismatch in video-based destination marketing: A neuromarketing case using Emotivae Sense [Internal study report].

[8] Shanghai Disney Resort & iMotions. (2018). Enhancing guest experience through facial expression recognition: A neuromarketing pilot [Internal report].

[9] Singapore Tourism Board & Nielsen Neuro. (2019). Emotion-led itinerary development using EEG analysis [Conference presentation]. Asia-Pacific Travel Innovation Forum.

[10] Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40–60.