The emergence of neurotourism: a bibliometric review of neuroscience-based tourism studies

Purpose Using the Web of Science (WoS) core collection, this study attempts to offer a methodical bibliometric examination of neuroscience applications in tourism research. Design/methodology/approach Following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, 44 articles published between 2011 and 2025 were identified and analyzed. Bibliometric methods were conducted by the Bibliometrix package of R software and its online user interface Biblioshiny, enabling performance analysis, co-authorship networks and thematic evolution to map intellectual structures, thematic trends, and research networks. Findings The analysis reveals three distinct phases in the field's development: an initial focus on cognitive and theoretical foundations (2011–2019), a transition toward emotions and neuromarketing (2020–2022), and a recent emphasis on consumer attention and experiential applications (2023–2025). Results also indicate that while research activity is growing, contributions remain fragmented across disciplines and journals, reflecting both the novelty and interdisciplinary character of neurotourism. Research limitations/implications The analysis is limited to WoS-indexed publications. Nonetheless, the findings establish a foundation for future systematic reviews and mixed-method studies. Practical implications The results highlight the emerging yet cohesive nature of neurotourism research, providing a roadmap for scholars and applicable insights for managers, marketers, and policymakers trying to design more effective experiences and strategies through neuroscience-based methods. Originality/value Although neuromarketing and neuroscience have gained prominence in consumer research, their application in tourism remains relatively underexplored. To our knowledge, this is the first thorough WoS-based bibliometric analysis of neuroscience in tourism. By consolidating dispersed knowledge, it provides a comprehensive overview of the field's intellectual environment and developing trends.