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Sensory Marketing and Tourist Experiences

Author

Listed:
  • Agapito, Dora

    (cieo - research centre for spatial and organizational dynamics)

  • Valle, Patrícia

    (cieo - research centre for spatial and organizational dynamics)

  • Mendes, Julio

    (cieo - research centre for spatial and organizational dynamics)

Abstract

Marketing has been increasing its focus on the role of the five human senses in consumer behaviour, since research under the experiential paradigm has pointed to multisensory stimuli as intensifiers of consumers’ experiences, such as tourist experiences. Whereas previous studies in tourism touted vision, current research claims a holistic approach to sight, hearing, smell, taste and touch in order to develop effective communication and branding strategies, as well to boost the performance of destinations and tourist organizations by designing and creating conditions to enhance tourist experiences. This study aims to present the main contributions of the literature on a sensory marketing approach to the tourist experience, and to discuss some preliminary results of an empirical study on the role of human senses in tourist experiences in rural areas. Data analysis from a questionnaire presented to tourists supports the multisensory nature of tourist experiences and the importance of the five senses to the intensity of the experience.

Suggested Citation

  • Agapito, Dora & Valle, Patrícia & Mendes, Julio, 2012. "Sensory Marketing and Tourist Experiences," Spatial and Organizational Dynamics Discussion Papers 2012-5, CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve.
    • Handle: RePEc:ris:cieodp:2012_005
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    References listed on IDEAS

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    1. Crouch, Geoffrey I. & Ritchie, J. R. Brent, 1999. "Tourism, Competitiveness, and Societal Prosperity," Journal of Business Research, Elsevier, vol. 44(3), pages 137-152, March.
    2. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    3. Small, Jennie & Darcy, Simon & Packer, Tanya, 2012. "The embodied tourist experiences of people with vision impairment: Management implications beyond the visual gaze," Tourism Management, Elsevier, vol. 33(4), pages 941-950.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Adriana Manolică & Cristina Teodora Roman & Roxana-Gabriela Mozolea, 2020. "Sensory Concept Map of Iași City Brand," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 712-721, August.
    2. Fernandes, Sara & Agapito, Dora & Mendes, Júlio, 2015. "The Revisitalization of the Querença Market: Exploring the Visitor Experience," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 216-226.
    3. Christina Esti Susanti & Yustinus Budi Hermanto & Benny Suwito, 2023. "The Effect of Tourist Destination Image (TDI) on Intention to Visit through Tourism Risk Perception (TRP) of COVID-19 in the Tourism Industry in the New Normal Era in Indonesia: Case Study in East Jav," JRFM, MDPI, vol. 16(2), pages 1-17, January.
    4. Vaz, Eric & Campos, Ana Claudia, 2013. "A Multi-Dasymetric Mapping Approach for Tourism," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 1(4), pages 265-277.
    5. repec:ris:cieodp:2013_022 is not listed on IDEAS
    6. Indrė Baubonytė & Justas Nugaras & Živilė Sederevičiūtė-Pačiauskienė, 2022. "Improvement in Customer Experience Through the Creation of Virtual Brand Communities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 93-108.
    7. Min Shao & Derong Lin, 2021. "A Study on How the Five Senses Are Affected When Tourists Experience Towns with Forest Characteristics: An Empirical Analysis Based on the Data of Fujian, Guangdong and Sichuan in China," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    8. Agapito, Dora & Lacerda, António, 2014. "Marketing and Brand Design of Destination Experiences: The Role of ICT," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 2(3), pages 201-216.

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    More about this item

    Keywords

    Sensory Marketing; Five Senses; Tourist Experiences; Experiential Paradigm;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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