INFLUENCE OF NEUROMARKETING TOOLS ON FORMING THE IMAGE OF LVIV AS A TOURIST CENTER

Abstract

The article carries out a comprehensive study of the role and significance of neuromarketing stimuli in the process of forming and transforming the perception of a tourist destination brand in the context of globalization, the digitalization of the economy, and the significant intensification of competition in the international travel market. The theoretical and methodological expediency of integrating neuromarketing approaches into the strategic management of territories as a tool for targeted influence on the subconscious cognitive reactions of tourism consumers and their stable emotional attitude towards the destination brand is substantiated. Within the scientific search, the main types of neuromarketing stimuli are analyzed in detail, including visual dominants of the architectural space, auditory markers of the urban environment, olfactory triggers, tactile sensations from contact with city textures, and gastronomic components of local cuisine. The complex psychological mechanism of their combined influence on the formation of stable associative links, a high level of consumer trust, loyalty, and the overall holistic image of the tourist area in the long-term perspective is revealed. Particular attention is paid to the empirical component of the study, which is based on the results of the author's sociological survey of tourism consumers on the topic "Neuromarketing as a tool for forming the tourist brand of the city of Lviv." The obtained data allowed identifying the key sensory markers that dominate the minds of modern tourists and critically assessing the effectiveness of existing local branding strategies that use the city's identity to stimulate sales. It has been established that multisensory stimuli play a deterministic role in creating a positive image of Lviv as a unique destination, directly influencing the psychological motivation of choice and the intention to revisit. An altruistic and reasoned conclusion is drawn about the high efficiency of the synergy of neuromarketing tools within a single holistic branding strategy, which allows significantly increasing the emotional attractiveness of the city for various target segments. The author's recommendations are proposed regarding the implementation of a "sensory passport" of the destination, the development of official sound branding, and the active use of immersive VR/AR technologies as the most promising directions for capitalizing on the Lviv brand. It is proved that the systematic management of the city's sensory assets ensures the strengthening of its competitive positions in Central and Eastern Europe and contributes to the stable growth of tourist flows even during crisis periods. The results of the study have practical significance for the development of municipal tourism development programs and marketing plans for private enterprises in the hospitality industry.