engleski

New Approaches to Marketing Education in Tourism

This paper explores sensory marketing and neuromarketing in relation to tourism education. The purpose is to alert marketing educators in tourism to the need for changes in the traditional marketing curriculum by possibly integrating and/or adding new perspectives and/or approaches of sensory marketing and neuromarketing. The introduction is followed by the literature review which gives a concise overview of the characteristics of sensory marketing and neuromarketing, with special references to and arguments on how they could improve both learning and the practice of marketing in general and especially with regard to services marketing. Descriptions of critique and problems follow. The paper closes with conclusions and recommendations.

marketing education; tourism education; sensory marketing; neuromarketing

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