Reimagining Tourism Research through Neuroscience and Artificial Intelligence a Dual-Model Perspective

Öz

This study aims to provide a holistic approach to the field by examining the rapidly growing but conceptually fragmented interaction between neuroscience and artificial intelligence in tourism and social sciences literature. In recent years, neuroscientific measurement techniques such as EEG, fMRI, and eye tracking have been widely used in artificial intelligence-supported models to understand tourist behavior and personalize experiences. However, the existing literature is largely limited to a one-way interaction model that positions neuroscience as a data provider and artificial intelligence as a classification and prediction tool. This reductionist approach fails to adequately explain the cultural, social, and emotional dimensions of human behavior. In this study, open-access English articles published between 2020 and 2025 in the Web of Science database were systematically scanned; data obtained from a total of 932 publications were analyzed using Biblioshiny (Bibliometrix) software. Bibliometric analyses revealed annual trends in scientific production, thematic clusters in the conceptual structure, and the temporal evolution of key concepts. The findings show that the field has grown rapidly in recent years but is still in the development stage in terms of theoretical and methodological depth. The bidirectional neuroscience–artificial intelligence model proposed in this study contributes to positioning artificial intelligence not only as a data-processing tool but also as a knowledge producer that feeds neuroscientific theories, going beyond reductionist approaches in the social sciences.

Anahtar Kelimeler

• Artificial Intelligence
• Dual-Model
• Neuroscience
• Neurotourism

Nörobilim ve Yapay Zeka Aracılığıyla Turizm Araştırmalarının Yeniden Tasarlanması: Çift Modelli Bir Perspektif

Öz

Bu çalışma, turizm ve sosyal bilimler literatüründe hızla artan ancak kavramsal çerçevesi dağınık olan nörobilim ve yapay zekâ etkileşimini inceleyerek alana bütüncül bir yaklaşım kazandırmayı amaçlamaktadır. Son yıllarda EEG, fMRI ve göz izleme gibi nörobilimsel ölçüm teknikleri, turist davranışlarını anlamak ve deneyimleri kişiselleştirmek amacıyla yapay zekâ destekli modellerde yaygın biçimde kullanılmaktadır. Ancak mevcut literatür, çoğunlukla nörobilimi veri sağlayıcı, yapay zekâyı ise sınıflandırma ve tahmin aracı olarak konumlandıran tek yönlü bir etkileşim modeli ile sınırlıdır. Bu indirgemeci yaklaşım, insan davranışının kültürel, sosyal ve duygusal boyutlarını yeterince açıklayamamaktadır. Araştırmada, Web of Science veri tabanında 2020–2025 yılları arasında yayımlanmış açık erişim İngilizce makaleler sistematik biçimde taranmış; toplam 932 yayından elde edilen veriler Biblioshiny (Bibliometrix) yazılımı ile analiz edilmiştir. Bibliyometrik analizler yıllık bilimsel üretim eğilimlerini, kavramsal yapıdaki tematik kümelenmeleri ve anahtar kavramların zamansal evrimini ortaya koymuştur. Bulgular, alanın son yıllarda hızlı büyüdüğünü ancak teorik ve metodolojik derinlik açısından hâlen gelişme aşamasında olduğunu göstermektedir. Bu çalışmada önerilen çift yönlü nörobilim–yapay zekâ modeli, sosyal bilimlerde indirgemeci yaklaşımların ötesine geçerek, yapay zekânın yalnızca veri işleyen bir araç değil, aynı zamanda nörobilimsel kuramları besleyen bir bilgi üreticisi olarak konumlanmasına katkı sağlamaktadır.

Anahtar Kelimeler

• Yapay zeka
• Çift Yönlü Model
• Sinirbilim
• Nöroturizm

Kaynakça

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