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Sensory Marketing and Tourist Experiences

  • 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)

Registered author(s):

    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.

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    File URL: http://www.cieo.pt/discussionpapers/10/article1.pdf
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    Paper provided by CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve in its series Spatial and Organizational Dynamics Discussion Papers with number 2012-5.

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    Length: 13 pages
    Date of creation: 30 Mar 2012
    Date of revision:
    Handle: RePEc:ris:cieodp:2012_005
    Contact details of provider: Postal: University of Algarve, Faculty of Economics, Campus de Gambelas, 8005-139 Faro, Portugal, email of President of the Centre: mtvaz@ualg.pt
    Phone: +351 289 244 406
    Fax: 351-289-818303
    Web page: http://www.cieo.pt/Email:


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    1. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
    2. 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.
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