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Behavioral Insights for Regenerative Destinations and Sustainable Tourism based on Neuromarketing Assessments

Cel

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

Dziedzina nauki (EuroSciVoc)

Projekt nie został jeszcze sklasyfikowany według klasyfikacji EuroSciVoc.
Wskaż dziedziny nauki, które twoim zdaniem są najbardziej istotne z punktu widzenia tego projektu i pomóż nam usprawnić naszą usługę klasyfikacji.

Słowa kluczowe

Program(-y)

Temat(-y)

System finansowania

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Zaproszenie do składania wniosków

(odnośnik otworzy się w nowym oknie) HORIZON-MSCA-2026-SE-01

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Koordynator

UNIVERSITAT DE VALENCIA
Wkład UE netto
€ 160 270,00
Adres
AVENIDA BLASCO IBANEZ 13
46010 Valencia
Hiszpania
Region
Este Comunitat Valenciana Valencia/València
Rodzaj działalności
Higher or Secondary Education Establishments
Linki
Koszt całkowity
Brak danych

Uczestnicy (3)

Partnerzy (8)