Aimed at understanding the behavior of those traveling for leisure, tourist marketing gains special relevance in the summer season. The goal is to understand how visitors experience the places they visit – which is part of the objectives of marketing itself.
According to the thinker considered “father of marketing”, Phillip Kotler “places” are also considered products, so the marketing strategies used for physical goods can (and should) be used to promote the tourism sector. That is, all the marketing strategies used in the sale of a car or cell phone can be applied in an adapted way.
Actions in deeper areas such as neuromarketing can even be used by entrepreneurs in the tourism sectorsays marketing specialist, researcher and professor Shirlei Camargo.
“Human beings feel and then rationalize. We are essentially emotional and companies, when thinking about creating and, mainly, communicating about their products, must remember feelings”, guides the expert.
As emotion comes before reason, it is important to move the consumer to call their attention and this issue is quite rich for the tourism sector, with itineraries and travel options and paradisiacal, adventurous or challenging tours – attributes that instigate the senses of the people. people.
“When communicating, show situations that convey sensations, such as, for example, a happy family or a couple having fun. This, to draw attention, is more efficient than just pointing out what the attributes are, the price, the value and how the person can be included in that package ”, teaches Shirlei.
There is a neurological scientific explanation for all of this: the specialist says that these are “mirror neurons”, which are responsible for the commands when we have some desire moved by the image of another person. It’s as if the brain followed that model and also wanted to do the same thing. “The yawn is like this, when someone opens their mouth close by, we get that urge to open our mouth. When someone smiles at us, we tend to smile too,” she recalls.
In the case of tourist marketing, the same principle is followed: when you see a happy couple on the beach, the desire to do the same arises. “The sector’s advertisements show scenes like these to activate in the other person a desire to have the same experience”, says Shirlei.
“Neural engagement” can also come from identifying the target audience with sources that are meaningful to them, such as the models or celebrities chosen to compose the advertisements . “However, the travel product must be positioned according to the values of the target audience, there is no point in choosing an actress who has nothing to do with the key people in an advertising campaign”, he warns.
About Professor Shirlei Camargo
Recognized for her academic excellence and performance in the professional market, Professor Shirlei Camargo has skills that set her apart by combining knowledge of marketing science and entrepreneurship. She holds a master’s and doctor’s degree in Marketing from UFPR and a Master’s in Neuromarketing from Escuela Superior de Comunicación y Marketing (ESCO), in Spain. She has a background in Design and a specialization at the FAE Business School.
She also acts as a speaker and consultant, establishing bridges between the most diverse approaches to the consumer market. Currently, she teaches classes along with the Administration and Accounting Sciences courses at UFPR and was a professor at the International University Center (Uninter). She publishes scientific and press articles and, among her scholarly works, was awarded the 2019 Emerald Literati Awards.
She is co-author of the books “Introduction to Neuromarketing: unraveling the consumer’s brain”, “The citizen is king!: marketing and service in public services” and “Varejo Digital 5.0”, both from 2022. sales) and Record Internacional (providing training).
