Marketing digital con aplicaciones tic y   neuromarketing en el turismo

Alba Ligia  López Rodríguez; Manuel Antonio  Sierra Rodríguez; Diego Ernesto  Mendoza Patiño; Claudia Lilian  Barriga Barriga; Doly Mildred  Plazas Quintero

doi:10.22490/25394088.5602

Vol. 15 No. 4 (2021): Número Especial

Published

2021-11-20

PDF (Spanish)

Metrics

Metrics Loading ...

Digital marketing with ICT applications and neuromarketing in tourism

DOI: https://doi.org/10.22490/25394088.5602

Section

Original article

Alba Ligia López Rodríguez

Manuel Antonio Sierra Rodríguez

Diego Ernesto Mendoza Patiño

Claudia Lilian Barriga Barriga

Doly Mildred Plazas Quintero

Tourism has been considered a high-growth sector in Colombia for about a decade, because it has the ability to involve a large sector of companies (MiPymes) that can be linked to the tourism chain, but it lacks digital marketing strategies that allow it to enter in today's market. Thus, the objective of this research is to develop tourism products with ICT applications (AR and VR) and neuromarketing concepts, to insert them into digital marketing strategies. The research methodology is exploratory and descriptive for the survey of the State of the Art, from which this document is derived. From this information, the applied part will be made for an undertaking. The results show the importance of involving technological innovation for tourism with clear neuromarketing strategies so that its insertion within digital marketing is successful for the development of tourism in a specific destination.

Digital marketing, Augmented reality, Virtual reality, Neuromarketing, tourism

Angrino, D. A. (2011). El error de Descartes. La emoción, la razón y el cerebro humano. Cuad. Neuropsicol. / Panam. J. Neuropsychol., 5(2), 173–178.

Arango, Á. J., Tamayo, A. L. & Delgado, A. (2021). Competencia digital y formación profesional en el turismo. Una revisión de literatura. CPU-e, Rev. Investig. Educ., 32, 62–87, https://doi.org/10.25009/cpue.v0i32.2734,

Barrientos, P. (2017). Marketing + internet = e- commerce : oportunidades. Univ. Nac. San Marcos, 9(1), 41–56.

Boonrat, W. Vaidya, V., Baghaei, N., Sharifzadeh, H., Ahmed, A. & Casey, J. (2020). Enhancing customers’ knowledge and decision making using augmented reality. ICCE 2020 - 28th Int. Conf. Comput. Educ. Proc., 1, 376– 381.

Callejas, M., Quiroga, J. G. & Alarcón, A. C. (2011). Ambiente interactivo para visualizar sitios turísticos, mediante la realidad aumentada implementando LAYAR. Cienc. e Ing. Neogranadina, 21(2), 91, https://doi.org/10.18359/rcin.261.

Correia, S. M., Guerreiro, J. & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tour. Manag., 77, https://doi.org/10.1016/j.tourman.2019.104028

Damasio, A. R. (1994). El error de Descartes. Madrid: Booket.

González C., David V., Albusac, J. & Castro, J. (2012). Realidad aumentada. Un enfoque práctico con ARToolKit y Blender, Cáceres: Real.

Kahneman, D. (2005). Pensar rápido, pensar despacio. Barcelona: Debolsillo.

Leiva Olivencia, J. L. (2014). Realidad aumentada bajo tecnología móvil basada en el contexto aplicada a destinos turísticos. (Tesis doctoral). Universidad de Málaga, Málaga.

Leiva, J. L., Guevara, A., Rossi, C. & Aguayo, A. (2014). Realidad aumentada y sistemas de recomendación grupales: Una nueva perspectiva en sistemas de destinos turísticos. Estud. y Perspect. en Tur., 23(1), 40–59.

López A. & López, S. (2018). Impacto de las TIC en el turismo: caso colombiano. Cuad. Tur., 41, 399–418, https://doi.org/10.6018/turismo.41.327081

López A. L. & Martínez, O. R. (2014). El turismo y las TICs: el nuevo panorama para las empresas turísticas. Formulación de soluciones a problemáticas en ciencias económicas, (pp. 5–25). Bogotá: E. U. A. de Colombia.

Petrock, V. (2019). Usuarios de realidad virtual ya aumentada. (pp. 1– 11). emarketer.

Tarantino, S. (2018). Pinceladas teóricas en torno al cerebro triuno para mejorar nuestra hermenéutica en el ámbito de toda “negociación”. Rev. Venez. Gerenc., 23, 1–14.

Vera, D., Díaz, O. & Marcillo, D. (2014). Aplicación móvil para apoyar al turismo del centro histórico de quito, utilizando realidad aumentada y geolocalización. (Tesis de grado). Universidad de las Fuerzas Armadas, Sangolquí.

Wedel, M. Bigné, E. & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. Int. J. Res. Mark., 37(3), 443–465. https://doi.org/10.1016/j.ijresmar.2020.04.004

López Rodríguez, A. L. ., Sierra Rodríguez, M. A. ., Mendoza Patiño, D. E. ., Barriga Barriga, C. L. ., & Plazas Quintero, D. M. . (2021). Digital marketing with ICT applications and neuromarketing in tourism. Publicaciones E Investigación, 15(4). https://doi.org/10.22490/25394088.5602

Download Citation

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

When the Publicaciones e Investigaciones Journal receives an original study or article from its author(s), whether by email, postal service, or the platforms available for said purpose, know that it may be published in physical or electronic formats in national or international archives, databases, or SIRES. As such, Publications and Research authorizes the reproduction and citation of said material, provided that the description of information is carried out in conformity with bibliographic norms, and mention the corresponding names, authors, article, issue, and pages. Publications and Research, in advance, expresses that the information, concepts, and methods are the responsibility of the author(s). As such, the UNAD does not have any influence whatsoever over that expressed in the manuscript.

Published

Digital marketing with ICT applications and neuromarketing in tourism

Keywords