The Needs of Package Tourists and Travel Agents – Neuromarketing in the Tourism Sector

  • Ingo Markgraf
  • David Scheffer
  • Johanna Pulkenat
Part of the Trends and Issues in Global Tourism book series (TIGT)


This article will examine, what makes package tourists spend a lot of money, compared to their day-to-day expenditures, on a service package of which true value appears weeks if not months after being purchased. Furthermore it will take a closer look at the motivational world of the travel agency staff and how both groups interact. These questions will be analysed with regard to its significance and applicability in brand management. The results of a neuropsychological study, which measured the implicit personality systems of package tourists and travel agents with a psychological test, are the foundations of this article.


Travel Agent Tourism Sector Brand Personality Brand Management Personality System 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Ingo Markgraf
    • 1
    • 2
  • David Scheffer
    • 3
  • Johanna Pulkenat
    • 3
  1. 1.REWE Touristik GmbHCologneGermany
  2. 2.Macromedia Hochschule für Medien und KommunikationCologneGermany
  3. 3.180°visual systemsBerlinGermany

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