Conceptualizing the Decision Motivation of Tourist Behaviour Using Neuro-Tourism Analysis

A crisis can influence the behaviour of visitors in a variety of different ways, from the decisions they make about their travel plans to the things they choose to do while they are there. In the wake of these disasters, the tourism industry is confronted with several obstacles that must be overcome to recover, one of which is to comprehend the conduct of tourists in reaction to catastrophic occurrences. Although many studies have been conducted to explore the tourism dilemma, the majority focus on the rise and fall of the number of tourists that visit. However, very little is known at this time regarding how various crises have contributed to the development of distinct patterns of tourist behaviour over time. This research is designed to explore the concepts of Decision Choice Motivators (DCMs) using the Neuro-Tourism method. This research employs qualitative approaches to investigate the tourist behaviour pattern and millennial tourists’ destination choice criteria during a crisis. Semi-structured interviews complemented with the brain imagine method and content analysis will be conducted with Malaysian Inbound Tourism Associations (MITA) members and millennial tourists to gather the information. This study will provide new insights for academics and practitioners, particularly tourism organisations, destination management organisations (DMOs), and local tourism suppliers, in marketing the destinations that match tourists’ needs.