Impact of Innovation in Sensory Marketing on Local Brand Image, Satisfaction and Return Intention of Tourist to Ha Giang Destination
Main Article Content
Abstract
With the prospect that the COVID-19 epidemic will be basically controlled, many provinces and cities in Vietnam in general and Ha Giang province in particular are actively developing and implementing plans to accelerate the speed of tourism recovery, ensure safety, adapt to the new normal and aim to achieve the goal of developing the tourism industry into a spearhead economic sector. To achieve those aims, the pillar of development needs to be directed toward innovation, particularly innovation in marketing activities. This study focuses on analyzing the influence of sensory marketing on local brand image, satisfaction, and tourist retention at tourist destinations in Ha Giang province. Through data obtained from 204 tourists who have experienced Ha Giang tourism, the results show that sensory marketing through taste, sight, and touch has a direct influence on the return intention of tourists, or an influence to return indirectly through local brand image and tourist satisfaction. Therefore, the authors have proposed some solutions for stakeholders to innovate Ha Giang tourism through sensory marketing.
Keywords:
Innovation, sensory marketing, local brand image, satisfaction, return intention.
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Bloemer, J.M.M., de Ruyter, K. & Pascal, P. (1998). Investigating drivers of loyalty: the complex relationship between image, service quality and satisfaction. International Journal of Bank Marketing, 16 (7), 276-286.
Divisekera, S., & Nguyen, V. K. (2018). Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, 157-167.
Fishbein, M. and Manfredo, M. J (1992). A theory of behavior change. In Influencing human behavior: Theory and applications in recreation, tourism, and natural resource management, Edited by: Manfredo, M. J. 29–50. Champaign, Illinois: Sagamore Publishing.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2021). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioral intentions: a case of war tourism. Current Issues in Tourism, 24(21), 3090-3106.
Giao, H. N. K., & Ngan, N. T. K. (2021). Tác động của hình ảnh điểm đến tới ý định quay lại của khách du lịch nội địa tại Bà Rịa–Vũng Tàu. SSRN Electronic Journal, 8, 1 -15.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. 7th Englewood Cliffs, NJ: Prentice Hall.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Jang, H. W., & Lee, S. B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability, 11(22), 6430.
Jung, J., Kim, S. J., & Kim, K. H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120,
294-301.
Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender. International Journal of Tourism and Hospitality Research, 31(4), 523-535.
Kofler, I., Marcher, A., Volgger, M., & Pechlaner, H. (2018). The special characteristics of tourism innovation networks: the case of the Regional Innovation System in South Tyrol. Journal of hospitality and tourism management, 37, 68-75.
Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand
image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of social sciences, 39(2), 358-364.
Moreira, A. , Fortes, N. , & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management , 18(1), 68–83.
Nadanyiova, M., Kliestikova, J., & Kolencik, J. (2018). Sensory marketing from the perspective of a support tool for building brand value. Economics and Culture, 15(1), 96-104.
OECD. (2005). ICT, e-business and SMEs. OECD digital economy papers, No. 88. Paris: OECD Publishing
OECD. (2013). Green innovation in tourism services, OECD tourism papers, 2013/01. Paris: OECD Publishing.
Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.
Rather, R. A. (2018a). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), 487–513.
Rather, R. A. (2018b). Exploring customers’ attitudes towards the hospitality brands in India: A social identity perspective. In The Branding of Tourist Destinations, Theoretical and Empirical Insights (pp. 211–231).
Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.