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The Importance of Using Multi-Sensory in Tourism Marketing: A Case Study of the Dead Sea, Jordan

المصدر: مجلة كلية السياحة والفنادق
الناشر: جامعة المنصورة - كلية السياحة والفنادق
المؤلف الرئيسي: Ababneh, Samer (Author)
مؤلفين آخرين: Khasawneh, Mohammad (Co-Author) , Isamm, Almakahdmeh (Co-Author)
المجلد/العدد: ع14, ج14
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2023
الشهر: ديسمبر
الصفحات: 191 - 221
ISSN: 2537-0510
رقم MD: 1466792
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
التسويق السياحي | البعد الحسي | الخدمات السياحية | التسويق متعدد الحواس | المؤسسات السياحية
كلمات المؤلف المفتاحية:
Marketing | Multi-Sensory | Tourism | Dead Sea | Jordan
رابط المحتوى:

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المستخلص: Purpose: The study aims to introduce multi-sensory marketing and its patterns. It sheds light on the applications of multi-sensory marketing in the tourism services sector and assesses the effect of multi-sensory marketing on the tourist’s behavior as a consumer. Design, methodology, approach: The researcher relied on the descriptive approach "the survey method.” The researcher designed and distributed the survey form to the study sample comprising (446) individuals. To determine the extent to which tourism institutions apply multi-sensory marketing mechanisms and their impact on tourist behavior. Findings: The results of the study showed that many tourism projects do not realize the impact of sensory activities and do not effectively use them. The study showed the sense of sight was one of the most stimulating sensory influences on the behavior of the tourist, but that each of the five senses has a special effect in creating a pleasant mood that attracts customers to the product. Therefore, the owners of tourist establishments should open the marketing of their products to more than one sense. However, they should attract all senses, because multi-sensory marketing is the future of advertising and branding for tourist establishments. Research limitations and implications: This study presents variables to assess the impact of multi-sensory marketing on the tourist consumer’s behavior that can be applied to a variety of economic businesses. However, the limited sample size increases the issue of generalization, which should be addressed in future research. Practical Implications: Multi-sensory research in tourism and hospitality is still in its intelligence, although there are many opportunities for its application. Many of the previous studies did not measure each of the five human senses but instead sought respondents' opinions on how those senses affect their behaviors. The researcher suggests others should take the opportunity to take advantage of multi-sensory research to measure the impact of other people's feelings on our senses and behaviour. One should also assume that each sense has a different weight. Each sense needs more time to be absorbed. The researcher believes that applying the five senses should be considered, measured, and applied when needed. Originality, value: This research provides valuable information that all enterprises can benefit from because it reveals a new marketing pattern.
ISSN: 2537-0510

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