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

• Autorzy: Ozlem Guzel , Taylan Dortyol
• Języki publikacji: EN

Abstrakty

EN

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 find most satisfying, is becoming a critical marketing strategy. So this study aims to find the sensory based memorable tourism experiences, attributes/specific 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 defined. The analysis of the results has been performed on the basis of five sensory stimuli: 1) tactile, 2) gustatory, 3) olfactory, 4) visual, and 5) auditory. The findings 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. (original abstract)

Słowa kluczowe

EN

Sensory marketing; Tourism

PL

Marketing sensoryczny; Turystyka

• Czasopismo: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Rocznik: 2016
• Numer: nr 2(4)
• Strony: 28--39

Twórcy

autor

Ozlem Guzel

• Akdeniz University in Antalya, Turkey

autor

Taylan Dortyol

• Akdeniz University in Antalya, Turkey

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Identyfikatory

DOI

10.7172/2449-6634.jmcbem.2016.2.2