Neuromarketing, herramienta para el posicionamiento de marca de las pymes dedicadas al turismo en Colombia

Abstract

In this article a conceptual approach is made on the contribution of neuromarketing strategies in the brand positioning of SMEs in the tourism sector in Colombia. Due to the competitiveness in this sector, Neuroscience techniques aimed at marketing are used as a tool that allows knowing the perception and reaction of consumers, thus achieving better growth and market participation. The present work exposes the use of strategies based on neuromarketing and focused on SMEs in the Colombian tourism sector, where it was found that for this sector it is essential for its development, the use of images and videos that transmit the experience that can come to live in the tourist destination. The striking language such as free, new, latest offers, lead the tourist to acquire a tourist service or product that he did not have in mind, on the other hand, having loyalty programs through points and / or referrals is a way of telling the tourist that if he continues enjoying the tourist offer has a final reward. Being digitally present is essential because it is a universal channel that exceeds borders, impacting and influencing the decision of visitors who are looking for a new tourist destination. The stimulation of the senses through colors, smells and sounds in tourism can generate the opportunity to enjoy a destination in time and space, living unique and unrepeatable experiences. The article shows how neuromarketing becomes a tool for the brand positioning of SMEs in the tourism sector in Colombia, executing strategies through simple-to-use, low-cost tools that adapt to the objectives of SMEs. and to market purposes.