“Neuroeconomics applied to Heritage Tourism: Challenges and prospects for updating higher education in Latin America”
DOI:
https://doi.org/10.70577/asce.v5i1.632Keywords:
Software; Accounting; Education; Strategy; Management; HeuristicsAbstract
The evolution of tourism toward an experience economy demands new professional skills that transcend traditional management. This research analyzes, using a mixed-methods approach and a heuristic phase of document review, the gap between current academic offerings and neuroscience tools applied to the tourism sector in Latin America. The level of integration of specialized software, such as eye-tracking and biometric analysis, within university training programs was examined. The results reveal a significant curricular lag; while the modern industry demands strategic management based on understanding visitor emotions and behavior, academia continues to prioritize operational models of accounting and basic services. It is concluded that it is urgent to implement an educational reengineering strategy that incorporates behavioral and neuro-management laboratories. This transformation is essential to raise the quality of higher education and ensure competitiveness in the development of regional tourism assets.
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