A Model for Multi-sensory Marketing in Tourism Destination Branding

Document Type : Research Paper

Authors

1 Associate Prof. in Business Management, University of Tehran, Tehran, Iran

2 Prof. in Media Management, University of Tehran, Tehran, Iran

3 Associate Prof. in Business Management, University of Shahid Beheshti, Tehran, Iran

4 Ph.D in International Marketing, University of Tehran, Tehran, Iran

Abstract

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.

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References

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Journal of Business Management
Volume 9, Issue 1
2017
Pages 63-82

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