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Exploring the Multi-Sensory Based Memorable Tourism Experiences: A Study of Adam&Eve Hotel in Turkey

Author

Listed:
  • Ozlem GUZEL

    (Akdeniz University, Tourism Faculty, Antalya/Turkey)

  • Taylan DORTYOL

    (Akdeniz University, Ayse Sak School of Applied Sciences, Antalya/Turkey)

Abstract

Tourism business executives should discover critical ways to create a memorable experience by appealing to consumers’ multi-sensory organs emotionally and rationally. From this point of view determining the most successful multi-sensory brand experience concept, which the customers fi nd most satisfying, is becoming a critical marketing strategy. So this study aims to fi nd the sensory based memorable tourism experiences, attributes/specifi c elements of the hotel business. With this aim, Adam&Eve Hotel, a themed hotel in Antalya, was chosen as the study sample. In this exploratory research, comments which were made electronically on Tripadvisor. com, known as the world’s most visited online social travel information channel about the holiday experience, constituted the search data and the data was subjected to content analysis via Nvivo Software and the critical multi-sensory organs that create memorable tourism experiences were defi ned. The analysis of the results has been performed on the basis of fi ve sensory stimuli: 1) tactile, 2) gustatory, 3) olfactory, 4) visual, and 5) auditory. The fi ndings also revealed that nearly 70 percent of the recalled emotions and feelings from sensations related to visual stimuli which were detailed with the components like decor, interior/exterior design, etc.

Suggested Citation

  • Ozlem GUZEL & Taylan DORTYOL, 2016. "Exploring the Multi-Sensory Based Memorable Tourism Experiences: A Study of Adam&Eve Hotel in Turkey," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(4), pages 28-39.
    • Handle: RePEc:sgm:jmcbem:v:2:i:4:y:2016:p:28-39
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    References listed on IDEAS

    as
    1. C. Raz & D. Piper & R. Haller & H. Nicod & N. Dusart & A. Giboreau, 2008. "From sensory marketing to sensory design : how to drive formulation using consumers' input ?," Post-Print halshs-00348081, HAL.
    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. Kim, Jong-Hyeong, 2014. "The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences," Tourism Management, Elsevier, vol. 44(C), pages 34-45.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Perceived Value; customer satisfaction; customer loyalty and retention; convenience stores; Malaysian retail;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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