Barrera Ortegón A del P, Sarmiento N. Neuromarketing and tourism: an opportunity to grow. In: Mondragón Arévalo SR, Avendaño Avendaño M, Pacheco JA, eds. Perspectives and Challenges for Competitiveness: A Global Perspective from the Territories. Administrative, Accounting, Economic and Business. Sello Editorial UNAD; 2018:161-178. doi:10.22490/9789586516389.07