Sensory Marketing and Tourist Experiences

Dora Agapito (), Patrícia Valle () and Julio Mendes ()
Additional contact information
Dora Agapito: cieo - research centre for spatial and organizational dynamics, Postal: Campus de Gambelas , 8005-139 Faro, Portugal, http://www.cieo.pt
Patrícia Valle: cieo - research centre for spatial and organizational dynamics, Postal: Campus de Gambelas , 8005-139 Faro, Portugal, http://www.cieo.pt
Julio Mendes: cieo - research centre for spatial and organizational dynamics, Postal: Campus de Gambelas , 8005-139 Faro, Portugal, http://www.cieo.pt

No 2012-5, Spatial and Organizational Dynamics Discussion Papers from CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve

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.

Keywords: Sensory Marketing; Five Senses; Tourist Experiences; Experiential Paradigm (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 13 pages
Date: 2012-03-30
New Economics Papers: this item is included in nep-mkt and nep-tur
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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