Univrsity Of Tehran Press Journal of Business Management 2008-5907 9 1 2017 04 21 A Model for Multi-sensory Marketing in Tourism Destination Branding A Model for Multi-sensory Marketing in Tourism Destination Branding 63 82 62318 10.22059/jibm.2017.62318 FA Mohammad Haghighi Associate Prof. in Business Management, University of Tehran, Tehran, Iran Taher Roshandel Arbatani Prof. in Media Management, University of Tehran, Tehran, Iran Ahmad Roosta Roosta Associate Prof. in Business Management, University of Shahid Beheshti, Tehran, Iran Ali Salehi Ph.D in International Marketing, University of Tehran, Tehran, Iran Journal Article 2016 08 22 This study aims at providing a model for applying multi-sensory marketing in tourism destination branding. The research method was Survey research. The population comprised all tourists in Tehran both, Iranian nationals and foreigners, totaling 10000 individuals. Random sampling was employed, using Levy & Lemeshow (2002) formula, which yielded a 407-person sample size; in practice, the size changed to 394. The data collection instrument was a questionnaire developed based on the conceptual model and the research variables. The final results show that multi-sensory marketing is effective on tourism destination branding, with an impact factor of 0.813, which is meaningful given the T score of 0.05. Moreover, R2 equaled 0.661, interpreted as 0.661 of changes related to tourism destination branding being due to multi-sensory marketing, and the rest, being caused by other variables. It seems that tourism and tourism marketing are each a matter of creating a pleasant experience for the customer, which is it made possible via multi-sensory marketing. This study aims at providing a model for applying multi-sensory marketing in tourism destination branding. The research method was Survey research. The population comprised all tourists in Tehran both, Iranian nationals and foreigners, totaling 10000 individuals. Random sampling was employed, using Levy & Lemeshow (2002) formula, which yielded a 407-person sample size; in practice, the size changed to 394. The data collection instrument was a questionnaire developed based on the conceptual model and the research variables. The final results show that multi-sensory marketing is effective on tourism destination branding, with an impact factor of 0.813, which is meaningful given the T score of 0.05. Moreover, R2 equaled 0.661, interpreted as 0.661 of changes related to tourism destination branding being due to multi-sensory marketing, and the rest, being caused by other variables. It seems that tourism and tourism marketing are each a matter of creating a pleasant experience for the customer, which is it made possible via multi-sensory marketing. https://jibm.ut.ac.ir/article_62318_2a5fe7394cce0d0de72a12141ec19f75.pdf