Determining the tourism destination is the main basis of many advertisements and marketing tools for the countries and cities of the world. Ardabil was chosen as the capital of eco-tourism in 2023, and this is a precious opportunity to introduce the wealth and natural and historical blessings and capacities and capabilities of tourism and investment of Ardabil province and city to the world. Therefore, using all possible tools in the field of tourism, including Neuromarketing, to determine this city as a tourist destination is a requirement. The purpose of this research is to determine the impact of Neuromarketing on the attitude of tourists to decide Ardabil as a tourist destination. The current research is applied in terms of purpose and descriptive-survey research method. The statistical population of this research was all the domestic tourists of Ardabil city, of which 120 people were selected as a sample and the necessary data were collected through a questionnaire. The results of data analysis showed that the components of neuromarketing has a positive and significant effect on determining Ardabil city as their tourist destination.
