Иновативно използване на сензорния маркетинг в индустрията на гостоприемството и туризма
Innovative Use of Sensory Marketing in Hospitality and Tourism

Author(s): Adriana Madzharov
Subject(s): Economy, Marketing / Advertising, Tourism
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: sensory marketing; scent marketing; ambient scent; consumer behavior
Summary/Abstract: The present paper reviews recent academic research on sensory marketing and examples of its applications in tourism. In addition, the paper summarizes novel findings in the subarea of scent research (e.g., on product and ambient scent) and discusses their implications in the context of tourism. Finally, the paper suggests paths for future research on sensory marketing in tourism with particular focus on the underdeveloped subarea of scent.

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