Objective
Behavioral Insights for Regenerative Destinations and Sustainable Tourism based on Neuromarketing Assessments aims to conduct research on sustainable tourist behavior at destinations using neuroscientific tools across Europe and Latin America, fostering collective reflection and synergies among academic and non-academic partners. The network comprises 14 organizations: 4 European and 10 from Latin America
The project will develop an innovative approach for academia, public policy, and managerial decision-making in tourism destinations. It aims to contribute to sustainable economic growth (SDG 8), improved tourist satisfaction, and reduced consumption (SDG 12), aligned with the Horizon Europe Strategic Plan and the UN 2030 Agenda.
Specific objectives:
(1) To develop an integrative model for sustainable tourist behavior combining pillars: a tourist-centric perspective, a triadic framework (tourists–destinations–companies), and sustainability. It adopts a mixed-methods design integrating surveys and observation with neuroscientific tools to capture unconscious and emotional responses. Gender and cross-country comparisons are included.
(2) To design a program within BIRDS TOUR based on a harmonized comparative framework. This program will develop a shared methodological model to generate comparable evidence across Europe and Latin America, integrating multi-actor perspectives and cross-country compariso.
(3) To implement an international teaching modular scheme on sustainable practices for tourists, destinations, and tourism companies.
Tasks are organized into five WPs: three for research on each thematic axis and two for management, training, and dissemination. 5 of the beneficiaries are non-academic organizations that already collaborate with academic partners. Inter-sectoral complementarities will be exploited through staff secondments and joint activities. Multidisciplinary backgrounds ensure complementary expertise across tourism, sustainability, and neuromarketing
Fields of science (EuroSciVoc)
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.1.2 - Marie Skłodowska-Curie Actions (MSCA)
MAIN PROGRAMME
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HORIZON.1.2.3 - Strengthening Human Resources and Skills Development across the European Research Area
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-TMA-MSCA-SE - HORIZON TMA MSCA Staff Exchanges
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-MSCA-2026-SE-01
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
46010 Valencia
Spain
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.