Current use and future directions of neuroscience tools in the tourism and hospitality industry: a comparative perspective of academia and industry

Purpose This study aims to examine the current and potential use of neuroscience-based methods in the tourism and hospitality field by exploring the perceptions, expectations and application tendencies of both academics and managers of companies providing neuromarketing services in the industry. Design/methodology/approach A qualitative research design was employed. Semi-structured interviews were conducted with tourism academics and managers of neuromarketing service providers. The data were analysed using content analysis. Findings The findings indicate that academics view neuroscience-based tools as valuable complementary methods that can address the limitations of self-report measures. Managers of neuromarketing companies, on the other hand, tend to evaluate these methods mainly in relation to marketing campaigns, digital content performance and customer experience design. Both groups emphasised various practical constraints affecting the diffusion of these tools in the tourism field. Originality/value The study offers a stakeholder-oriented perspective by jointly examining academic and industry-based views on the use of neuroscience tools in tourism and hospitality, and by highlighting current practices as well as future directions.