Özet:

Tourism is an industry that generally shows marketing activities based on intangible concepts. However, traditional marketing research is built on answers given by consumers at the level of consciousness, and this may lead to misleading results. Neuromarketing allows consumers to be evaluated from an expanded and high-accuracy perspective. This study aims to evaluate the application areas of electroencephalography (EEG) and functional near-infrared spectroscopy (fNIRS) methods, which provide data for the measurement of cognitive activities in neuromarketing research in the field of tourism. In this study, data were reported using descriptive analysis, which is one of the qualitative research methods. According to the results of the research, although the number of EEG and fNIRS methods has increased in marketing studies, they are extremely less preferred in the field of tourism due to constraints such as high cost, time, and place limitation. However, the increase in neuromarketing studies in the field of tourism can provide a broad perspective on marketing activities and consumers.

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