Rediscovering Neuromarketing for Sustainable Companies

The aim of the paper is to emphasize neuromarketing's (NM) utility for developing sustainable organizations by analyzing how the eye tracking (ET) measurement helps to understand the consumer's behavior on a tourism website in the process of searching for the most required information, and how the results provide strategic and operational choices for the organization. The research questions refer both to the interest of the participants regarding the information they need and to the time they spend till they click for the first time on the webpage. What have the consumers looked at on the website? What kind of information were the consumers looking for? What pages on the website were visited for finding the information? How long did the participants look at an area until they clicked for the first time? A review of NM concept and a literature analysis to get acquainted with the relevance of the methods' used were made. These measurements were made using an eye tracker that records the position of the eyes and the movements they make. The experiment based on ET emphasized the mistakes and errors made in information placement and conduces to a better understanding of the consumers' behavior, of the usability of a website, of how users are surfing the website, identifies what types of images and content are preferred by the tourists, offers directions to redesign the website. In addition, a qualitative research to collect information about customers' needs and about search patterns on the website was made. The results of the research offer real time information about the cognitive engagement of customers. Issues of the tourism websites design are not widely discussed in the scientific literature. This research helps the tourism company to develop the website, to increase the customer engagement, and to drive sales.