Нейромаркетинг у туризмі: розробка сенсорного тур-продукту

Svitlana Koval

doi:10.51599/is.2023.07.03.09

Authors

Svitlana Koval Lviv Polytechnic National University https://orcid.org/0000-0003-0923-2986

DOI:

https://doi.org/10.51599/is.2023.07.03.09

Keywords:

tourism, tour product, neuromarketing, neuromarketing technologies, sensory tourism, sensory sensations, discounting method, scenario analysis.

Abstract

Purpose. The purpose of this article is to develop a program and justify the effectiveness of a tour product using neuromarketing technologies, in particular due to the impact on the visual, auditory, olfactory, gustatory and tactile sensory systems of a person.

Results. A tour program was proposed and route maps (for men and women) of the «Weekend of Carpathian Impressions» were developed based on the sensory preferences of tourists, taking into account gender differences, and its cost-effectiveness for implementation in a travel agency was substantiated. The cost price, the market price of the tour product and the quarterly sales forecast for 2024 were calculated, the cost of the tour per person is UAH 1,990. The calculation of economic efficiency indicators, according to three scenarios with a discount rate of 10 %, showed positive values. The net present value for the realistic option is UAH 72,182.3, the optimistic option is UAH 114,002.2. and pessimistic – UAH 30,362.5, and the profitability index in all options is greater than one, for realistic – 1.21, optimistic – 1.33 and pessimistic – 1.09. That is, the effectiveness of the proposed tour product, its development and implementation in the travel agency was confirmed.

Scientific novelty. The scientific novelty consists in the development of the itinerary and program of the «Weekend of Carpathian Impressions» tour, which, unlike those available on the market, allows taking into account the complex impact of neuromarketing technologies on the tourist's visual, auditory, olfactory, gustatory and tactile sensory systems, taking into account the differences in «neuro» preferences of men and women.

Practical value. Travel companies can apply the results of the article, in particular, the results of research on applied aspects of the use of neuromarketing technologies can be useful in influencing the associative memory of potential customers, and this will further help create a permanent customer base and attract new customers.

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