Neurotourism 4.0: Artificial Intelligence, Extended Reality and Emotional Biometrics in Mexican Tourism Destination Marketing

Carlos Nai Him Ham Mejia

doi:10.29057/jas.v8i15.16827

Authors

Carlos Nai Him Ham Mejia Universidad Autónoma del Estado de Hidalgo https://orcid.org/0009-0006-1768-2206

DOI:

https://doi.org/10.29057/jas.v8i15.16827

Keywords:

Neurotourism, Extended Reality, Artificial Intelligence, Emotional Biometrics, Digital Marketing, Mexican Tourism

Abstract

This study examines how artificial intelligence (AI), extended reality (XR), and emotional biometrics can transform destination marketing strategies in Mexican tourism. A qualitative approach was employed, analysing eight international case studies (2020-2023), conducting fifteen expert interviews with XR designers, neuroscientists, and tourism officials, and performing digital ethnography in virtual environments. Three disruptive trends emerged: (1) AI-powered personalized tourist itineraries, (2) augmented reality overlaying historical narratives at heritage sites, and (3) neuromarketing platforms measuring facial microexpressions to optimize visual content. Analysed campaigns demonstrated increased visit intentions through hyperimmersive experiences. However, significant challenges include the technological gap in rural areas (only 23% of Mexican tourism SMEs have integrated AI/XR technologies versus 67% in Asian markets) and ethical dilemmas in biometric data management. Mexico is strategically positioned to lead "sensory tourism 4.0" by balancing technological innovation, digital inclusion, cultural sensitivity through community co-creation protocols, and transparent data regulation frameworks.

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