2025, Vol. 7, Issue 2, Part B

author(s)
V Giri Babu, Suren Thulsiram, Paul Rajkumar and P Priyavathi

abstract
This research delves into the nascent notion of neuroscience Hospitality, which leverages insights from neuroscience to redefine guest experience in hotels and tourism. Using a structured questionnaire, data were collected from hotel guests to examine the role of sensory, emotional, cognitive, technological, and cultural stimuli in shaping hospitality experiences. Factor analysis was utilized to discern the fundamental characteristics of visitor perception. The Kaiser-Meyer-Olkin (KMO) score of 0.740 with Bartlett’s Test for Sphere (?² = 8845.119, p<0.001) validated the appropriateness of the data using factor analysis. Principal Component Analysis utilizing Varimax rotation identified five variables that account for 85.56% of the total variation. The identified factors were: Sensory & Emotional Immersion, Surprise & Digital Engagement, Smart Comfort, Experiential Novelty & Memory, and Cultural & Emotional Triggers. These factors collectively reflect how neuro-cognitive stimuli drive satisfaction, memory formation, and loyalty in hospitality contexts. The results underscore the significance of incorporating neurological ideas into hotel design, service personalization, and technological adoption. This paper contributes to hospitality research by offering an evidence-based framework for enhancing guest satisfaction and loyalty through neuro hospitality strategies.