Neuromarketing para el diseño de productos turísticos de hacienda Tunkahuán del cantón Guano, provincia de Chimborazo

Abstract

The Tunkahuán Ranch located in Guano canton, Chimborazo province provides multiple tourist services, for which the present research was carried out with the objective of generating a Neuromarketing study for the design of tourist products of "Tunkahuán Ranch " through factors that stimulate the senses, in order to retain customers, the research was carried out through a mixed approach, both qualitative and quantitative, with a correlational level of research, managing a non-experimental design of a cross-sectional type because a single study was carried out where a field study was used for data collection, and documentary for the conjunction of bibliographic sources, as a research technique the survey was used to achieve real information on the clients that the farm has, in addition workers were surveyed to find out what aspect could be improved, the interview applied to the company administrator, EYE tracking was used as biometric equipment to measure attention levels in advertisements and brand analysis. Through the results of the survey and the interview, it was shown that the company has little knowledge of Neuromarketing strategies, therefore, an improvement was made and the creation of new Neuromarketing strategies for the loyalty of current customers and thus attracting the attention of future customers. It is concluded that Neuromarketing strategies are of vital importance for a company since with them it is possible to retain customers and also capture their attention so that they visit again and recommend the farm, in turn, it is recommended to monitor the strategies that arise for their greater benefit.