ABSTRACT
This chapter debates neuromarketing, green marketing and innovation in festival and event tourism in the context of Mauritius. Tourism is in dire need of identifying eco-friendly and sustainable development strategies due to severe impacts of climate change. Small Island Developing States such as Mauritius, are more at risk. Greenovation, which involves creation of environmentally-mindful products while also keeping innovation in the forefront, has been broadly applied to festivals and is discussed. In addition, the originality of the chapter rests on the debates surrounding the use of neuromarketing to assess acceptance of the proposed greenovations. Such new topics, being in the contemplative stage, have to be further sharpened and hence required a qualitative approach which permitted the capture of detailed information. The chapter aimed at bringing insights on how to use and merge neuromarketing with greenovation as a means of adapting to and mitigating the climate change impacts on festivals and event tourism in Mauritius.
