Understanding tourists' value-based decisions is central to designing sustainable, competitive, and resilient tourism systems. This edited volume brings together research at the intersection of neuroscience, psychology, and economics to illuminate the cognitive and emotional foundations of tourist behaviour.
Across nine chapters and contributions from scholars in seven countries, this volume examines the neural, psychological, social, and technological drivers shaping tourist choices. Topics include tourist spending patterns, museum engagement among Gen Z, augmented reality adoption, ESG practices in tourism companies, AI-enabled behavioural analysis, religious and cultural tourism, genetic and epigenetic influences on travel decisions, and neuroeconomic mechanisms underlying sustainable tourism intentions.
Integrating theoretical perspectives with empirical insights, the book offers a multidimensional understanding of how tourists evaluate destinations, allocate resources, and respond to sustainability cues. It highlights the implications of these processes for destination management, policy design, marketing strategy, and responsible tourism development.
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