Modelo de gestión turística con enfoque de la neuroeconomía para el cantón Guano

Abstract

The present research was focused on the development of a tourism management model with a neuroeconomic approach that allows the strengthening of tourist attractions in the Guano canton. The aim was to analyze emotional codes and identify purchasing decisions in consumers. The research was carried out using both qualitative and quantitative methods, using instruments such as surveys of both internal and external populations, as well as interviews. In addition, a measurement was taken using the biometric equipment "eye tracking" to identify the visual attention points of subjects based on their eye movements. This research consists of three levels: exploratory, descriptive, and correlational, in which there was no manipulation of variables, making it non-experimental, crosssectional, and documentary in nature, as it relies on bibliographic research and field research. With the data obtained from the surveys and interviews, it was determined that there is a deficient contribution to the emotions of the general population. Therefore, strategies were proposed to enhance local tourism with the help of neuroeconomic proposals such as emotional advertising through a new image of the Guano canton, training plans and talks of various kinds, reforestation, and installation of more recreational areas, as some of the strategies to boost the tourist attractions of the canton. By implementing a neuroeconomic approach in the tourism management model, it allowed the identification of those situations that influence the decision-making of residents and tourists when choosing one product over another based on their feelings, for better application of the management model and obtaining favorable results. However, this model must be updated every year by adding or improving strategies in relation to changing needs