Exploring the Multi-Sensory Based Memorable Tourism Experiences: A Study of Adam&Eve Hotel in Turkey

• Main Authors: Ozlem GUZEL, Taylan DORTYOL
• Format: Article
• Language: English
• Published: University of Warsaw 2016-10-01
• Series: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Subjects: Sensory Marketing (SM); Memorable Tourism Experiences (MTE); multi-sensory brand strategies; Nvivo; Turkey
• Online Access: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_4/JMCBEM_2(4)-2016_paper_2.pdf

Tourism business executives should discover critical ways to create a memorable experience by appealing to consumers’ multi-sensory organs emotionally and rationally. From this point of view determining the most successful multi-sensory brand experience concept, which the customers fi nd most satisfying, is becoming a critical marketing strategy. So this study aims to fi nd the sensory based memorable tourism experiences, attributes/specifi c elements of the hotel business. With this aim, Adam&Eve Hotel, a themed hotel in Antalya, was chosen as the study sample. In this exploratory research, comments which were made electronically on Tripadvisor. com, known as the world’s most visited online social travel information channel about the holiday experience, constituted the search data and the data was subjected to content analysis via Nvivo Software and the critical multi-sensory organs that create memorable tourism experiences were defi ned. The analysis of the results has been performed on the basis of fi ve sensory stimuli: 1) tactile, 2) gustatory, 3) olfactory, 4) visual, and 5) auditory. The fi ndings also revealed that nearly 70 percent of the recalled emotions and feelings from sensations related to visual stimuli which were detailed with the components like decor, interior/exterior design, etc.