The limitations of traditional marketing methods in understanding consumers' unconscious and emotional processes have led the current research to be conducted with the aim of examining differences in brain activity patterns between tourists who choose traditional (historical-cultural) destinations and those who select modern (adventure-based) ones. The research has been designed as applied, descriptive, and experimental using electroencephalography (EEG) technology. The statistical population of this study includes all individuals who have traveled in Iran. Data obtained from 20 participants under both eyes-closed and eyes-open conditions were recorded and analyzed using Python software. Statistical results showed that in the eyes-closed condition, channels FP1-LE, FP2-LE, and T4-LE, and in the eyes-open condition, channels FP1-LE, FP2-LE, and T6-LE showed significant differences between the two groups. The findings indicate the fundamental role of unconscious processes, particularly in the prefrontal cortex and temporal regions along with the limbic system, in determining tourists' preferences. The research findings, despite existing limitations, provide the necessary foundation for developing targeted neuromarketing strategies and enhancing the tourism experience.