A Conceptual Model: Multisensory Marketing and Destination Branding

被引：15

作者：

Pawaskar, Pinky ^{[1
]}

Goel, Mridula ^{[1
]}

机构：

[1] Birla Inst Technol & Sci, Pilani, Rajasthan, India

来源：

SHAPING THE FUTURE OF BUSINESS AND SOCIETY - SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES (SIMS) | 2014年 / 11卷

关键词：

Touris Industry; Multisensory; Customer Satisfaction; Destination Branding;

D O I：

10.1016/S2212-5671(14)00194-4

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The present study conceptualizes a model based on Multisensory Marketing and how it can be used to enhance Destination Branding. The model illustrates the influence of the paradigm shift of mass marketing to personal marketing in the tourism industry. It integrates key sequential steps of Multisensory Marketing, Tourism Sectors, Customer satisfaction as a result of experience to the final outcome: Enhanced Destination Image. The paper also, discusses the relationship between customer experience, customer satisfaction and customer delight. The Destination branding model is a result of synthesis of literature from the fields of general branding, marketing, psychology and consumer behaviour (C) 2014 Elsevier B.V.

引用

页码：255 / 267

页数：13

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