The Role of Neuromarketing Technology in Strengthening Trust and the Tourism Sector of Ukraine

This study aims to explore the role of neuromarketing technologies in enhancing trust and revitalizing Ukraine’s tourism sector amidst wartime challenges. It seeks to assess the potential of neuromarketing tools to overcome security-related barriers and boost the appeal of tourist destinations through emotional and subconscious consumer responses. The research focuses on leveraging sensory and emotional strategies to foster consumer confidence and promote tourism recovery in a post-war context. The research employs a mixed-method approach, including a survey of respondents, comparative analysis of European case studies, and a review of scientific literature from recent years. A literature review was conducted to substantiate the relevance of neuromarketing in tourism and to identify key goals, such as building trust, enhancing destination appeal, and increasing tourist engagement through sensory stimuli. The survey aimed to find out how neuromarketing tools, in particular sensory stimuli, affect the perception of tourism offers and the level of trust in the tourism brand of Ukraine in wartime conditions. To do this, respondents were asked about their travel experiences since February 2022, the impact of visual, auditory, tactile, gustatory and olfactory elements on travel motivation, and which factors (e.g., high-quality photos/videos, transparent risk information, or stories of resilience) contribute
to trust. The data was processed using SPSS software using descriptive statistics methods.
The study confirms that security concerns significantly deter tourism in Ukraine, yet neuromarketing tools, such as high-quality visuals, transparent risk communication, and authentic narratives, can enhance consumer trust and engagement. Visual stimuli were identified as the most influential sensory channel, followed by auditory and gustatory elements, while sensory marketing incorporating Ukrainian cultural motifs, such as bandura music or the aroma of freshly baked bread, fosters a unique tourist experience and strengthens loyalty. European practices, such as VisitScotland’s storytelling campaigns, demonstrate the effectiveness of emotionally resonant content, which Ukraine can adapt to highlight its resilience and cultural heritage.
The findings are valuable for tourism stakeholders in Ukraine seeking to adapt marketing strategies to wartime conditions and enhance competitiveness through neuromarketing. The results offer guidance for tourism businesses and policymakers on leveraging sensory and emotional marketing to rebuild trust, attract visitors, and promote sustainable tourism development in a post-war context.
This study provides a novel examination of neuromarketing’s role in Ukraine’s tourism sector, offering a comparative perspective with European practices and highlighting the potential of sensory and emotional strategies to address unique wartime challenges. By integrating survey data and global insights, the research contributes to understanding how neuromarketing can drive trust and recovery in a crisis- affected tourism industry.