Introduction: Can neuroscience methods and techniques advance the hospitality and tourism industry?

Purpose This article aims to provide a conceptual framework for understanding the role and potential contributions of neuroscientific, physiological and behavioral measurement techniques in the hospitality and tourism industry. In line with the thematic issue, the study discusses how these approaches can contribute to the development of the sector and future research perspectives. Design/methodology/approach The article is based on a conceptual evaluation and literature review of existing studies focusing on neuroscience-based approaches in hospitality and tourism research. The discussion is structured around methodological, theoretical and strategic perspectives related to the use of neuroscience methods and techniques in the sector. Findings Neuroscientific, physiological and behavioral measurement approaches provide important opportunities for understanding consumers’ and employees’ cognitive, emotional and physiological responses during experiences. These approaches can contribute to experience design, consumer insight, sustainable behavior research and service innovation in the hospitality and tourism industry. However, methodological rigor, interdisciplinary collaboration and ethical considerations remain critical for the healthy development of the field. Originality/value This article offers an interdisciplinary perspective on the integration of neuroscience methods and techniques into hospitality and tourism research. It contributes to the literature by discussing the strategic potential, methodological challenges and future opportunities of neuroscience-based approaches for the development of the hospitality and tourism industry.