Bağçı, Ebru2025-03-092025-03-0920241759-0442https://doi.org/10.1504/IJTA.2024.143396https://hdl.handle.net/20.500.12662/4914Given the complex biological structure, people act with their emotions and minds. Understanding emotions, neuromarketing focuses on the problem of capturing rationality. This study aims at determining the symbols and music enabling creation of the ‘Turkey’ brand in tourism, revealing these symbols effects and music in tourists’ mind within this rationality framework. Accordingly, electroencephalography (EEG) and eye tracking devices from neuroscience tools and 21 themed tourism promotion films prepared by Turkish Republic Ministry of Culture and Tourism were analysed considering view number on different dates. Results revealed that music, human figures, and symbols used in promotional films affect people’s attention. The limited number of experimental studies on the subject in Turkey and high cost of experimental studies concerning the neuroscience tools are the main constraints for the researchers in the field. In this respect, the related study is of high importance. © 2024 Inderscience Enterprises Ltd.eninfo:eu-repo/semantics/closedAccessEEGelectroencephalographyeye trackingneuromarketingneurotourismtourism promotionArticle10.1504/IJTA.2024.1433962-s2.0-852128414662994Q12819