Sensory marketing strategies. Case study: Oltenia

Aurelia-Felicia Stăncioiu, Mihail-Cristian Diţoiu, Nicolae Teodorescu, Lucian-Florin Onişor and Ion Pârgaru
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Aurelia-Felicia Stăncioiu: Bucharest University of Economic Studies, Romania
Mihail-Cristian Diţoiu: Bucharest University of Economic Studies, Romania
Lucian-Florin Onişor: Bucharest University of Economic Studies, Romania
Ion Pârgaru: University “Politehnica” of Bucharest, Romania
Authors registered in the RePEc Author Service: Lucian-Florin Onișor

Theoretical and Applied Economics, 2014, vol. XXI, issue 7(596), 43-54

Abstract: From the perspective of the tourist, sensory marketing strategies may result in an experience improvement which leads, in time, to acquiring a positive destination image, and, from the perspective of the destination, to furthering its harmonious development. Even though it appears that sensory marketing strategies can be considered as alternatives for marketing strategies, they actually are complementary, and their objective (increasing product quality by “turning to the beginning”, where perception and consumer knowledge start), aims to handle the senses of the consumer by starting from the identification of his/her needs.

Keywords: sensory marketing strategies; sensory signatures; sensory dimensions; sensory brand of the destination. (search for similar items in EconPapers)
Date: 2014
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