Exploring the Multi-Sensory Based Memorable Tourism Experiences: A Study of Adam&Eve Hotel in 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. JEL classifi cation: M30, M31, M39

Utjecaj Vizualnih Podražaja Na Emocije U Kreiranju Kulturno-Turističkih Doživljaja

“…Ovaj pregledni rad to čini usredotočujući se na podražaje povezane s osjetom vida, odnosno vizualne podražaje. lation are antecedents of post-experience behavior and have impact on the intention to recommend, tourist satisfaction, loyalty and remembering the experience positively (Guzel and Dortyol, 2016).…”

“…Cimbalo, Beck and Sendziak, 1978;Li et al 2016;Sliburyte and Skeryte, 2014). So far, the importance of all the senses in experience design has been demonstrated (Guzel and Dortyol, 2016;Baumgartner, Esslen, and Jäncke, 2006) but to provide systematized knowledge, it is necessary to research individual senses in relation to emotions. This review study does so by focusing on the cues related to the sense of sight.…”

Acercamiento teórico al marketing sensorial: sentidos, experiencias de marcas y modelos

“…No obstante, los aportes de Guzel & Dortyol (2016) señalan que un punto de venta correctamente aromatizado produce un incremento de ventas de un 8%, un 16,80% más en la intención de compra y un 18,7% más de permanencia en el local. Tal es el caso de la empresa Hollister que empleó un sistema aromatizador situado en el techo en forma de cajas, el cual mediante cada periodo de pocos minutos expulsaba un aroma en forma de humo, esta idea causó tanto impacto que ayudó a incrementar las ventas y sobre todo atrajo la atención del cliente.…”

Jakten på gode sanseopplevelser: en fortelling i tre akter

“…Forskning på opplevelser viser at sansestimulering har stor betydning både for å intensivere en opplevelse (Brakus, Schmitt & Zarantonello, 2009;Schmitt, 1999) og for å påvirke kundens persepsjon, preferanser og atferd (Hultén et al, 2009;Krishna, 2012). I litteraturen er det funnet støtte for sammenheng mellom sensoriske opplevelser og gjestenes tilfredshet med hoteller (Guzel & Dortyol, 2016;Nysveen, Oklevik & Pedersen, 2018), valg av hoteller og destinasjoner (Agapito, Valle & Mendes, 2012Diţoiu, Stăncioiu, Teodorescu, Onişor, & Anamaria-Cătălina, 2014;Kim & Park, 2017;Kim & Perdue, 2013) og vurdering av varemerkeopplevelser (Brakus et al, 2009;Nysveen et al, 2018). Den mest sensitive sansen vi har, er lukt.…”