NEUROSCIENCE OF HOSPITALITY IN THE INTERNATIONAL HOTEL AND TOURISM INDUSTRY

Abstract

The article is devoted to the study of the role of hospitality neuroscience in the development of the modern international hotel and tourism industry and the improvement of service quality management, customer experience management, and personnel management processes. The publication reveals the essence of hospitality neuroscience as an interdisciplinary field that integrates the achievements of neuroscience, psychology, behavioral economics, and hospitality management. Special attention is paid to the study of the mechanisms of perception, emotion formation, decision-making, and guests’ behavioral responses, as well as their impact on the level of customer satisfaction, loyalty, and the repeated choice of hotel services.

The study examines contemporary international practices in the application of neuroscience approaches in the hotel and tourism industry. It analyzes the use of sensory marketing, neurodesign of hotel environments, service personalization, digital technologies, artificial intelligence, and emotionally oriented service. The findings indicate that the application of neuroscience principles contributes to the creation of a positive customer experience, strengthens the emotional connection between guests and hotel brands, improves service quality, and enhances the competitiveness of enterprises in the international hospitality market.

Based on the analysis of theoretical research and international experience, promising directions for the implementation of neuroscientific approaches in the activities of domestic hotel enterprises have been identified. The recommendations are aimed at improving corporate culture, developing the emotional intelligence of personnel, optimizing customer interaction processes, increasing the effectiveness of human resource management, and creating innovative service models that take into account the psychological needs of guests.

Finally, it is concluded that the integration of neuroscience achievements into the international hotel and tourism industry represents a promising direction for the development of the modern hospitality business. The article emphasizes the need for further research in the field of neurotechnology application, the assessment of its effectiveness in hotel enterprise management, and the adaptation of international experience to the specific characteristics of national hospitality markets.