NEUROMARKETING ACTIONS FOR THE DIGITAL PROMOTION OF TOURISM IN CUBA

Abstract

The alliance between neuroscience and marketing makes it possible to study user reactions to different purchasing stimuli. The descriptive exploratory research had the objective of proposing neuromarketing actions for the tourist promotion of the Cuba destination on the Cubatravel website. Web analytics tools and a survey of digital users were applied on the eye-tracking biometric technique. The qualitative and quantitative were integrated, with multivariate analysis methods. As main results, the portal needs to be improved, essentially its attractiveness, usability and web quality. The proposed action plan was validated by a group of experts from neuroscience, psychology, tourism and informatics, using the Delphi method and the ANOCHI coefficient as very adequate.