This study investigates the prospects of using electroencephalography (EEG) in tourism and hospitality research. It first discusses the concept and importance of EEG. Then, it systematically reviews articles that have used EEG to measure psychophysiological responses in business and management. The review mainly discusses EEG themes/theories/concepts and EEG methods and indices. Based on the review, this study analyses main challenges of applying EEG and suggests solutions to solve them. It finally proposes some future applications of EEG in tourism and hospitality. This study is one of the first to offer a better understanding of the literature, analysis methods, and theories/concepts associated with EEG, informing future EEG applications in tourism and hospitality research.
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