Sensory marketing in hotels

Understanding of sensory triggers for hotel operations

Authored by: Bona Kim , Saerom Wang , Cindy Yoonjoung Heo

The Routledge Handbook of Hospitality Marketing

Print publication date:  October  2017
Online publication date:  October  2017

Print ISBN: 9781138214668
eBook ISBN: 9781315445526
Adobe ISBN:

10.4324/9781315445526.ch20

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Abstract

Hotels have adopted various sensory strategies in providing unique hotel stay experiences, and customers are aware that hotels are a provider of experiences through visible products and invisible services. Sensory marketing is growing gradually as a research topic, and sensory triggers are a key point that sheds light on customers’ perceptions and their behavior. However, only a few studies have been conducted in the hotel context. A lack of understanding remains about how hotels are managed from the sensory marketing point of view and which sensory triggers can aid hotel operations. This chapter will discuss how sensory marketing can be applied to hotel operations based on different types of sensory triggers.

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