Isacsson, Annica and Alakoski, Leena and Bäck, Asta (2009): Using Multiple Senses in Tourism Marketing: The Helsinki Expert, Eckero Line and Linnanmaki Amusement Park Cases. Published in: TOURISMOS: An International Multidisciplinary Journal of Tourism , Vol. 4, No. 3 (15. November 2009): pp. 167-184.
Download (175kB) | Preview
In order to create awareness & motivation among future travellers, tourism communication, should, according to our understanding, not only appeal to the visuals, but to all user senses in an inter medial mix. Hence, smell, sound, touch, taste and sight must be touched, in order for communication to be perceived valuable and interesting, as we argue that the activation of multiple senses enhances the feeling of authenticity and experience. If combined with ration and need, in addition to the involvement of other users, only then can tourism marketing claim to be future-oriented and engaging. According to Lindstrom and Kotler (2005) our understanding of the world, for the most part, is experienced through multiple senses. Our senses are the link to memory and can tap right into emotion. After sight, smell appears to be the most persuasive sense. We will, in this article present a few related cases, our findings and discuss the implications of our findings.
|Item Type:||MPRA Paper|
|Original Title:||Using Multiple Senses in Tourism Marketing: The Helsinki Expert, Eckero Line and Linnanmaki Amusement Park Cases|
|Keywords:||Multiple senses, Marketing communication, Tourism marketing|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration
L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism
|Depositing User:||Evangelos Christou|
|Date Deposited:||28. Sep 2010 02:54|
|Last Modified:||30. Dec 2015 17:30|
Armstrong, G. & Kotler, P. (1999). Marketing An Introduction. Prentice.
Baker, J., Grewal, D. & Parasuraman, A. (1994). The Influence of Store Environment on Quality Inferences and Store Image. Journal of the Academy of Marketing Science, Vol. 22, No.4, pp.328-339.
Bitner, M.J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, Vol. 56, pp.57-71.
Bosmans, A. (2006). Scents and sensibility: When do (in)congruent ambient scents influence product evaluations? Journal of Marketing, Vol. 70, No.3, pp.32-43.
Coviello, N.E., Brodie, R.J. & Munro, H.J. (2000). Investigation of marketing practice by firm size. Journal of Business Venturing, Vol. 15, pp.523-545.
Davies, B. & Ward, P. (2002). Managing Retail Consumption. London, Wiley.
EURO Rscg–tutkimus. (2004). Viestinnän ilmiöt
Grönroos, C. (1994). From Marketing Miz to Relationship Marketing – Towards a Paradigm Shift in Marketing”. Management Decision 32, Vol. 2.
Grönroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach, 2nd edition. John Wiley & Sons.
Hirsch, A.R. (1995). Effects of Ambient Odors on Slot Machine Usage in a Las Vegas Casino. Psychology and Marketing, Vol. 12, No.7, pp.585-594.
Hoffman, K.D. & Turley, L.W. (2002). Atmospherics, service encounters and consumer decisions making: an integrative perspective. Journal of Marketing Theory and Practice, Vol. 10, No.3, pp.33-46.
Kauppalehti. (2007). Matkamyynti menee nettiin, 14.5.2007.
Kotler, P. (1984). Marketing Management: Analysis, Planning, and Control. Prentice-Hall.
Kuutti, H. (2006). Uusi mediasanasto. Jyväskylä, Atena kustannus Oy.
Lindstrom, M. & Kotler, P. (2005). Brand sense build powerful brands through touch, taste, smell, sight, and sound. New York, Free Press.
Lindstrom, M. (2005). Brand Sense, Build Powerful Brands through Touch, Taste, Smell, Sight and Sound. New York, Free Press.
Lindstrom, M. 2009. Buyology: Truth and Lies About Why We Buy. Arrow Books Ltd.
McDonnell, J. (2002). Sensorial Marketing for Those Who Can Wait no Longer, In Proceedings of the first International Conference of Sensorial Marketing. Nice, The Academy French Marketing and Columbia University.
Merisavo, M. (2008). The interaction between digital marketing communication and customer loyalty. Helsinki school of economics, doctoral thesis.
Morrin, M. & Ratneshwar, S. (2000). The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research, Vol. 49, No.2, pp.157-165.
Morrin, M. & Rathneswar, S. (2003). Does it make sense to use scents to enhance brand memory? Journal of Marketing Research, Vol. 40, No.1, pp.10-25.
Morrin, M. & Chebat J.C. (2005). Person-Place Congruency: The Interactive Effects of Shop.er Style and Atmospherics on Consumer Expenditures. Journal of Service Research, Vol. 8, No.2, pp.181-191.
Romano, C. & Ratnatunga, J. (1995). The Role of Marketing. European Journal of Marketing, Vol. 29, No.7, pp.9-30.
Schmitt, B.H. (1999). Experiential Marketing; How to get customers to sense feel- thinkact-relate to your company and brands. New York, Free Press.
Sprangenberg, E.R, Crowley, A.Y. & Henderson, P.W. (1996). Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors? Journal of Marketing, Vol. 60, pp.67-80.
Sriram, V. & Sapienza, H. (1991). An empirical investigation of the role of marketing for small exporters. Journal of Small Business Management Vol. 29, No.1991, pp.33-43.
Urban, G.L. (2004). Digital Marketing Strategy: Text and cases. New Jersey, Pearson Prentice Hall.
Viljakainen, A., Bäck, A. & Lindqvist, U. (2008). Media ja mainonta vuoteen 2013. Helsinki, VTT.
Zeithaml, V.A, Bitner, M.J. & Gremler, D.D. (2006), Services Marketing: Integrating Customer Focus Across the Firm, 4th edition. McGraw-Hill.
Zemke, D.M.V. & Shoemaker, S. (2006). Scent across a crowded room: Exploring the effect of ambient scent on social interactions. International Journal of Hospitality Management, Vol. 12, pp.1-14.
Http://www.kahnconsulting.com/images/Kahn_5-D_branding.pdf. Accessed the 5 th of January 2009, at 12.00.
Http://www.experimentalguestroom.com/ Accessed the 17 th of September 2009, at 13.30.
Http://www.tekniskamuseet.se/ Accessed the 17 th of September 2009, at 13.40.