THE STATE OF THE ART OF EMOTIONAL ADVERTISING IN TOURISM: A NEUROMARKETING PERSPECTIVE

Due to increasing competition in the tourism sector, destinations struggle to attract the attention of potential visitors through advertising. This article addresses the influence of emotions in tour ism advertising, arguing that they are an effective predictor of individual behavior, and essential in destination choices, which have an important unconscious component. This bibliometric work discusses the role of emotional advertising, reviews the literature in order to describe the current state of knowledge in tourism and neuromarketing, and assess the valuable findings made by recent years due to advances in neuroscience. The literature review provided an in-depth understanding on how neuromarketing contributes to reveal tourists’ implicit emotional responses that affect subsequent decision marking and seek to prove that neuromarketing research can increase tourism competitiveness through providing data to conduct more efficient campaigns. Consequently, the field is an important subject for further research and several lines of future investigation have been identified.