Moving beyond the provision of physical services, the tourism and hospitality sector is increasingly defined by a holistic and emotional experience economy. Traditional research methods rely on consumer self-reports. However, a substantial portion of consumer decision-making is driven by unconscious processes, split-second emotional reactions and biological mechanisms that traditional surveys often fail to capture. This gap has pushed the sector toward a distinct research paradigm: neurotourism. This theme issue comprehensively addresses the theoretical, methodological and practical implications of neuroscience-based tools in the fields of tourism and gastronomy.
Neuro-biometric tools such as EEG, eye-tracking and GSR, which are specifically utilized to bypass “social desirability” and “recall bias,” are transitioning from controlled laboratory settings to dynamic, real-world operational environments. The studies in this theme issue emphasize that multi-method designs, where these tools are used in combination rather than in isolation, yield more in-depth results.
In this context, three primary axes emerge:
Neurogastronomy: How sensory cues in a restaurant environment (sound, smell and presentation) trigger the brain's reward system is examined through standardized food image databases.
Tourism promotion: Neuro-analytic methods identify which visual elements in destination advertisements hold attention and enhance memorability, providing campaign designers with an empirical foundation to validate or refine decisions traditionally guided by subjective professional judgment.
Neuro-travel: Portable neuro-technologies are used to measure the cognitive load and stress responses of airline passengers, giving passenger experience design an empirical base it has largely lacked.
Another critical finding highlighted in this theme issue is the gap between academic optimism and sectoral reality. While industry professionals remain cautious due to costs, technical expertise requirements and ethical concerns, the convergence of AI-driven analytics and wearable technology is accelerating the transition of neuroscience tools into viable decision-support systems for day-to-day operations.
In conclusion, neuroscience is not merely a technical innovation for tourism research, but a “framework for evidence production” that explains experience at biological, cognitive and behavioral levels. This theme issue aims to provide a methodological roadmap that will contribute to the cumulative production of knowledge in the fields of neurotourism and neurogastronomy.
About the Theme Issue Editors:
Uzeyir Kement is a Professor in the Department of Gastronomy and Culinary Arts at the Faculty of Tourism, Ordu University. He graduated from Gazi University, Faculty of Commerce and Tourism Education, Department of Hospitality Management Teaching in 2009. He completed his master's degree in Tourism Management at Hacettepe University in 2013 and earned his Ph.D. in Recreation Management from Gazi University in 2015. Between 2014 and 2020, he held academic positions at Bingöl University. He also completed a postdoctoral research fellowship at Texas A&M University. His research focuses on sustainable tourism, neuroscience in tourism and gastronomy, recreation and consumer behavior. His recent studies particularly emphasize neurotourism, neurogastronomy, sensory experiences and the application of neuroscience tools such as EEG, eye-tracking, GSR and facial expression analysis in tourism and hospitality research.
