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Advisor(s)
Abstract(s)
Marketing strategies adopted in many destinations do not take into consideration the potential of the senses to generate memorable experiences. By ignoring a driving force of intangibility, such strategies do not value a major source of differentiation. In fact, in a time where the intangible assumes an essential role, the senses emerge as a key for the differentiation of a particular destination when compared to other alternatives. This article puts in evidence the importance of the sensory marketing at the destination level. We develop a conceptual model where sensory contact points emerge as the central element in the 3 different phases of the tourist experience: a priori to capture the attention and provide (or recall) sensations of the destination, in loco for the generation of a multisensory image of the destination, and a posteriori inspiring a new visit to the destination or it’s recommendation to others. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.
Description
Keywords
Sensory Marketing Senses Destination Tourism Experiences
Citation
Correia, Ricardo; Franco, Ana; Meneses, Raquel (2020). Sensory marketing at the destination level: a conceptual approach. In Proceedings of the 36th International Business Information Management Association. p. 1961-1969. ISBN 978-0-9998551-5-7