Conceptual evaluation of neuroscience in the context of tourism

Purpose This study aims to evaluate neuroscience in the tourism context not merely as a set of measurement tools but as a conceptual framework for explanation and evidence generation that links the touristic experience across biological, cognitive and behavioral levels. Design/methodology/approach Adopting a conceptual evaluation and literature-based discussion approach, the study connects major subfields of neuroscience to the needs of tourism scholarship. It also clarifies the appropriate applications and limitations of the main neurophysiological and psychophysiological techniques used in tourism research (e.g. electroencephalography, functional magnetic resonance imaging (fMRI), eye tracking, galvanic skin response (GSR)/electrodermal activity and heart rate) and explains how these data can be interpreted in conjunction with self-report measures. Findings The findings suggest that neuroscientific measurements, rather than generating “more data” in tourism, strengthen the explanation of the experience through instantaneous process evidence (attention–emotion–memory, cognitive load and approach–avoidance tendencies). However, the development of the field depends on strengthening theoretical integration, multi-method designs, dynamic/field approaches that enhance ecological validity and the need for reporting and standardization. From an ethical standpoint, principles such as privacy and informed consent are of critical importance. Originality/value This study positions neuroscience in tourism not as a technical innovation but as a conceptual framework that provides depth of explanation at the process level in a manner consistent with theory. It comprehensively presents the field's strengths, vulnerabilities and methodological conditions for cumulative knowledge production.