Sensory Marketing and Tourism Behavior: Empirical Study in Hanoi City
Main Article Content
Abstract
As the COVID-19 epidemic has been basically controlled, provinces and cities in Vietnam are actively planning to accelerate tourism recovery, ensure safety, and adapt to the new normal. The study analyzes the influence of sensory marketing on customer retention at tourist places in Hanoi. Through data obtained from 410 tourists who have experienced tourism in Hanoi, the analysis results show that marketing activities through the senses including sight, taste and touch have a positive influence on tourist satisfaction and promotion of tourist retention. Thereby, the authors also propose some solutions for managers to deploy towards maintaining satisfaction and increasing the return rate of tourists in the near future.
Keywords:
Sensory Marketing, Customer behavior, Tourism service, Tourist retention
References
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Satti, Z.W. et al. (2021). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total Quality Management & Business Excellence 32(7-8), 719-736.
Shams, G. et al. (2020). The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry. Journal of Financial Service Marketing 25(1-2), 25-34.
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António C. M. et al. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management 18(1), 68-83.
Bui Thi Nhan (2021). Vietnam tourism: Integration and development. Industry and Trade Magazine, 5(3)
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Hair, J.F. et al. (2010). Multivariate data analysis. Prentice Hall, Englewood Cliffs.
Han, H. et al. (2019). Halal tourism: Travel motivators and customer retention. Journal of Travel & Tourism Marketing 36(9), 1012-1024.
Hanoi Tourism Department (2021). Evaluation of the results of tourism development in Hanoi capital in the period of 2016-2020, orientation for the period of 2021-2025 and the following years.
Hultén B. et al. (2009). What is Sensory Marketing? Sensory Marketing. Palgrave Macmillan.
Hulten, B. (2015). Sensory Marketing: Theoritical and Empirical Grounds, 1st edition. Routledge, New York.
Iqbal, J. (2016). Employing sensory marketing as a promotional advantage for creating brand differentiation and brand loyalty. Pakistan Journal of Commerce and Social Sciences10(3), 725-734.
Kim, W.H. et al. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: The moderating roles of customers’ prior experience and gender. Anatolia 31(4),
523-535.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judment and behavior. Journal of Consumer Psychology 22, 332-351.
Kumar, K. (2017). The Impact of Multi-Sensory Marketing on Shopping Experience and Consumer Decision Making: A Comparative Study. International Research Journal of Management Sociology & Humanity 8(12), 236-246.
Lee, M. et al. (2019). Multisensory experience for enhancing hotel guest experience: Empirical evidence from big data analytics. International Journal of Contemporary Hospitality Management 31(1), 4313-4337.
Moreira, A. et al. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management 18(1), 68-83.
Oliver, R.L. et al. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing 73(3), 311-336.
Randhir, R. et al. (2016). Analyzing the impact of sensory marketing on consumers: A case study of KFC. Journal of US-China Public Administration 13(4), 278-292.
Satti, Z.W. et al. (2021). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total Quality Management & Business Excellence 32(7-8), 719-736.
Shams, G. et al. (2020). The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry. Journal of Financial Service Marketing 25(1-2), 25-34.
Vietnam National Administration of Tourism (VNAT) (2020). High visitor growth rate, making an important contribution to socio-economic development.