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Analyzing the Influence of Neuromarketing Components on the Behavior of Consumers of a Tourism Product
Yevtushenko O. V., Нaponenko H. I., Shamara I. M.

Yevtushenko, Olena V., Нaponenko, Hanna I., and Shamara, Irina M. (2022) “Analyzing the Influence of Neuromarketing Components on the Behavior of Consumers of a Tourism Product.” Business Inform 11:262–270.
https://doi.org/10.32983/2222-4459-2022-11-262-270

Section: Management and Marketing

UDC 338.465.2

Abstract:
The purpose of the article is to determine the degree of influence of neuromarketing tools on the consumer of the tourism product. The influence of neuromarketing on the human senses, the so-called internal factors, is analyzed. A human has five main senses: eyes (sight); tongue (taste); ears (hearing); nose (smell) and skin (touch). The most important sense organ for marketers is sight. Most advertising campaigns are aimed at that. In second place in importance is hearing. There are four main types of neuromarketing: aroma marketing, atmosphere marketing, sensory marketing, and sound design. Sensory marketing is the most effective tool for influencing the human subconscious with the help of color and images. The speed at which a person receives information through the unconscious perception is 11 million bits per second, while the productivity of conscious perception is only 40 bits per second. Therefore, the most successful tourism advertising is advertising in the specialized industry publications. It is from there that a person receives the greatest amount of information that he remembers for a long period of time. The color scheme of tourism advertising material is also of great importance. The most effective is the one that uses blue-violet, dark blue, turquoise and intense lemon in its pictures and photos. It is the color that is in the first place among all other components of the presentation of the tourist enterprise. In second place is a detailed description, followed by music. It is important to use a beautiful aroma in the premises of the tourism enterprise. The most advisable are the aromas of fresh herbs, peppermint and grapefruit, sandalwood, geraniums and cinnamon, which should be placed in the hotel rooms, toilet, lobby, elevator and corridor. Smells are directly related to memory: having felt a certain aroma, a person’s brain reproduces everything connected with the stimulus. So, neuromarketing is a very important science, the use of which will allow travel companies, large brands, destinations, hotels, etc. to attract more customers, develop their products depending on their needs and make greater profits by conducting research on consumers of their services.

Keywords: neuromarketing, aroma marketing, consumers of the tourism product.

Fig.: 8. Tabl.: 2. Bibl.: 13.

Yevtushenko Olena V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Regional Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Нaponenko Hanna I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Country Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Shamara Irina M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism Business and Regional Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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Yevtushenko, O. V. “Analiz psykholohichnoho vplyvu reklamy na spozhyvachiv turystychnoho produktu“ [Analysis of the Psychological Impact of Advertising on Consumer Travel Product]. Ekonomika ta derzhava. 2015. http://www.economy.in.ua/pdf/9_2015/14.pdf
Evtushenko, O. V. “The Sensory Marketing in the Tourism Business as the Latest Technology in the Tourism Product Promotion“. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm». 2013. http://international-relations-tourism.karazin.ua/themes/irtb/resources/15284b54645c033078ce307020e4259f.pdf
Yevtushenko, O. V., Haponenko, H. I., and Shamara, I. M. “Analiz turystychnoho popytu v Ukraini: suchasnyi stan i perspektyvy“ [Analyzing the Tourism Demand in Ukraine: The Current Status and Prospects]. Biznes Inform, no. 2 (2021): 152-160. DOI: https://doi.org/10.32983/2222-4459-2021-2-152-160
Yevtushenko, O. V., Haponenko, H. I., and Shamara, I. M. “Suchasnyi stan ta perspektyvy vykorystannia suchasnykh marketynhovykh tekhnolohii u rozvytku kreatyvnykh industrii Ukrainy“ [Current State and Prospects of Using Modern Marketing Technologies in the Development of Creative Industries of Ukraine]. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm», no. 15 (2022): 150-158. DOI: https://doi.org/10.26565/2310-9513-2022-15-10
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Denizci-Guillet, B., Kozak, M., and Kucukusta, D. “It's in the air: Aroma marketing and affective response in the hotel world“. International Journal of Hospitality & Tourism Administration, vol. 20, no. 1 (2019): 1-14. DOI: http://dx.doi.org/10.1080/15256480.2017.1359727
Flavian, C., Ibanez-Sanches, S., and Orus, C. “The influence of scent on virtual reality experiences: The role of aroma-content congruence“. Journal of Business Research, vol. 123 (2020): 289-301. DOI: https://doi.org/10.1016/j.jbusres.2020.09.036
Gkaintatzis, A. et al. “The Effect of Music on Consumer Behavior: A Neuromarketing Approach“. 27th Annual High Technology Small Firms Conference, HTSF 2019 (27-28 May 2019). University of Twente, Enschede, Netherlands. 2019. https://research.utwente.nl/files/121375681/Gkaintatzis_etal_2019.pdf
Zurawicki, L. Neuromarketing: Exploring the Brain of the Consumer. Boston: University of Massachusetts, 2010.

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