Neuromarketing, A New Era For The Moroccan Tourism Consumer Experience

Abstract

Abstract

Experiential research, spanning consumer behavior, behavioral decision theory, and strategic marketing, has become pivotal in shaping marketing disciplines, integrating insights from psychology, economics, management, and sociology. The incorporation of neuroscience in marketing involves studying the biological foundations of cognitive and affective processes, with brain imaging serving as a crucial tool explored by both neuroscientists and marketers.

Neuromarketing represents a multidimensional field, described as a new area of investigation, applied neuroscience, marketing trend, and discipline in its own right. Acting as a subfield of neuroeconomics or an offshoot, neuromarketing serves as a window into the black box of consumer emotions and preferences, offering a deeper understanding of their meaning.

This paper aims to enhance the fusion of experiential marketing and neuromarketing, providing a conceptual, theoretical, and empirical perspective on the alliance's dynamics and its contribution to enriching consumer experiences. Through a qualitative approach, the study focuses on the tourism sector in Morocco, employing verbatim transcriptions to derive practical insights and recommendations.

While travel experiences traditionally blend physical and digital elements, the full integration of neuromarketing techniques for tourism remains underexplored. The research emphasizes key factors influencing tourism product purchases, including tourist expectations, life experiences, emotions, and perceptions, leveraging data and information gathered from online searches for memorable experiences. The expanded notion of consumer behavior now encompasses the entire consumption process, addressing factors that influence consumers before, during, and after a purchase.

Keywords: Experience, Neurmarketing, Consumer, Behavior, Perception