Neurotechnologies in Territorial Marketing: A Systematic Review on Regional Heritage Valorization (#829)

Authors

Martínez-Suárez, Joselyn

Martínez-Mora, Marco William

García-Baltodano, Kenia

Porras-Alfaro, David

Arce-Gutiérrez, Susan

Abstract

In a world characterized by mounting competitive pressures and a proliferation of emotional content, the ability to comprehend the perception and valuation of territories has emerged as a matter of strategic significance. The objective of this study is to examine the role of emotional and neurocognitive mechanisms in the development of more effective territorial marketing strategies. A systematic literature review (SLR) of 48 scientific articles was conducted to identify key variables such as territorial heritage, identity, emotional experience, and neurocognitive processing. Furthermore, the role of neuroscientific tools such as electroencephalography (EEG), eye-tracking, and galvanic skin response (GSR) in capturing unconscious reactions to territorial stimuli is highlighted. The findings indicate that symbolic and emotional experiences enhance the perception, memory, and valuation of territories. A theoretical model is proposed to guide future empirical research and the strategic design of territorial marketing initiatives, based on the evidence analyzed.