Search results for "sensory marketing"
showing 10 items of 10 documents
The promotion of tourism in Italian regions from a sensorial perspective: a website content analysis
2022
Recent tourism literature has identified the sensory dimension as key to understanding, planning and marketing tourist experiences. This paper aims to understand to what extent Italian regions consider the sensorial perspective in tourist communication, focusing the analysis on their institutional websites. We used the content analysis method considering two different periods to investigate the evolution of Italian tourism promotion. The results show that for all institutional websites, over time, attention engages only some of the five sensorial dimensions. That is, the communication does not appear balanced. Furthermore, the promotional communication in several regions is more oriented to…
Sensoro sajūtu mārketinga tehnoloģiju ietekme uz pircēju rīcību veikalā ALANDEKO.
2019
Darba mērķis - pamatojoties uz sensoro sajūtu mārketinga teorētiskiem aspektiem, pircēju aptaujas un intervijas rezultātiem izpētīt sensoro sajūtu mārketingu veikalā ALANDEKO, atklāt nepilnības un sniegt priekšlikumus to novēršanai. Sensorā sajūtu mārketinga tēma ir aktuāla, jo, tas var būt spēcīgs stratēģisks un taktisks līdzeklis cīņā par pircēju. Pētāmā problēma-sensoro sajūtu mārketinga tehnoloģijām veikalā ALANDEKO nepieciešama pilnveidošana atbilstoši pircēju prasībām. Darbs sastāv no 79 lapaspusēm, tajā iekļauti 29 attēli, 3 tabulas, 7 pielikumi.
Influencia de la percepción multisensorial en la experiencia, satisfacción y felicidad del consumidor de música en vivo. Efecto moderador de la disca…
2023
La presente tesis doctoral se centra, a lo largo de cinco capítulos, en analizar la relación de la percepción multisensorial y la experiencia del consumidor en el contexto de la música en vivo. Además, estudia el efecto de esta última en la satisfacción, la felicidad subjetiva y la intención de compra, para personas con y sin discapacidad. El primer capítulo describe, por una parte, el contexto de la música y, por otra, aborda cuestiones relativas a la discapacidad de los consumidores. En el segundo capítulo se afronta la revisión de la literatura sobre: percepción multisensorial y experiencia de consumo. El tercer capítulo presenta en primera instancia el objetivo general y los objetivos e…
Pasta experience: Eating with the five senses - a pilot study
2018
Dried pasta is the Italian food “par excellence”. Traditional foods have characteristics that can stimulate or evoke in the consumer sensorial stimuli and experiences, especially when these foods are consumed in a typical-traditional restaurant. Traditional restaurants can use sensory marketing as a promotional advantage, creating a unique and original atmosphere that can represent their main way of differentiation. The aims of this paper are to know consumer liking with regard to two high quality types of Sicilian pasta, common dried pasta, and whole-wheat pasta, consumed in three different venues of a typical-traditional Italian franchised restaurant, and to measure the influence of envir…
The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine
2018
Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-…
Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes
2007
Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …
Quand les institutions culturelles s´ouvrent au marketing sensoriel ... et s´en défendent : enjeux et paradoxes.
2007
: Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principa…
Exploring multisensory place experiences through cruise blog analysis
2019
Le processus de choix alimentaire et ses déterminants : vers une prise en compte des caractéristiques psychologiques du consommateur
2006
This thesis aims to explore new research opportunities in the food field, proposing to explicitly include psychological factors as potential determinants of food choice process. It notes the consequences of the central role of pleasure in the mechanisms of ingestion, and the specific role of taste: the highly emotional nature of food consumption leads then to retain experiential approach and more specifically sensory marketing as a framework. The issue of research aims to investigate how sensory stimuli and the information associated with the product combine to influence, in a differentiated manner depending on the individual, consumption behavior.Methodologically, the research combines con…
The promotion of a tourist destination by its sensorial perspective definition
2016
In the last years there has been a special attention towards sensory marketing and experiential economy (Hulten, Broweus & Dijk, 2009). Some related contributions (Kim, Ritchie & Tung, 2010; Volo, 2010) in tourism have payed attention to a possible service customization in terms of sensorial stimuli that can be effective for the customers (Scott, Laws & Boksberger, 2010). The literature has recently emphasized the importance of the senses through which to perceive and know an area for a more complete tourist experience (Cherifi, 2015; Liu, Wang, Liu & Deng, 2005). Considering that the brand of a tourist destination expresses its identity and it should represent the synthesis of its promotio…