Understanding how tourists make value-based decisions is central to designing sustainable, competitive, and resilient tourism systems. This edited volume brings together research at the intersection of neuroscience, psychology, and economics to illuminate the cognitive and emotional foundations of tourist behaviour.

Across nine chapters and contributions from scholars in seven countries, this volume examines the neural, psychological, social, and technological drivers that shape tourist choices. Topics include tourist spending patterns, museum engagement among Gen Z, augmented reality adoption, ESG practices in tourism companies, AI-enabled behavioural analysis, religious and cultural tourism, genetic and epigenetic influences on travel decisions, and neuroeconomic mechanisms underlying sustainable tourism intentions.

By integrating theoretical perspectives with empirical insights, the book offers a multidimensional understanding of how tourists evaluate destinations, allocate resources, and respond to sustainability cues. It highlights the implications of these processes for destination management, policy design, marketing strategy, and responsible tourism development.

This volume is essential reading for researchers, policymakers, and practitioners seeking to deepen their understanding of tourist behaviour and to leverage neuroeconomic insights for more sustainable and value-driven tourism planning.

Marco Valeri is Associate Professor of Organizational Behavior, Faculty of Economics, at Niccolò Cusano University, Italy. His research areas include sustainability and green practices, strategy implementation, knowledge management, family business, crisis management, information technology, and network analysis. He has chaired/co-chaired and served on numerous PhD dissertation and master's thesis committees and has a long and extensive international academic experience and has held visiting positions at several universities. He is a member of several editorial boards of international tourism journals; and a reviewer and editor of several handbooks on entrepreneurship, tourism and hospitality management.

 

Shekhar is a doctoral candidate in management at the Faculty of Management Studies, University of Delhi, with a strong interest in creating shared value, sustainability, and responsible business practices. Currently he works as a Lecturer at the Jindal Global Business School, O.P. Jindal Global University. His research focuses on how organizations can create economic value while addressing social and environmental challenges. He has published research articles in reputed international journals and has presented his work at academic conferences. His work also covers areas such as tourism management, ESG performance, leadership, and business model transformation. He is particularly interested in examining how organizational strategies align business objectives with societal needs. His academic interests also include understanding how research findings can support managerial decision-making and policy discussions