مجلة آفاق للبحوث والدراسات
Volume 8, Numéro 1, Pages 58-80
2025-01-31
The Impact Of Sensory Marketing Dimensions On Enhancing Brand Identity: An Exploratory Study On Bouamama Saleh Hotel In Illizi Province.
Authors : Chine Khathir . Gherbi Sabah .
Abstract
Abstract: This study aimed to analyze the impact of sensory marketing on enhancing the brand identity of Bouamama Saleh Hotel, through examining the five dimensions of sensory marketing (sight, hearing, touch, taste, and smell). The researchers used both descriptive and analytical methods, collecting data from a sample of hotel guests through surveys to measure their attitudes towards these dimensions. SPSS software was used for statistical data analysis, and the results showed that sensory marketing has a significant impact on brand identity, particularly in the visual, taste, and smell dimensions. However, sensory marketing through hearing and touch did not show a significant effect. The study highlighted the importance of sensory marketing in improving the hotel’s brand identity, where enhancing visual elements such as design and lighting, as well as improving the dining experience by offering distinctive flavors, can strengthen the hotel's mental image. The researchers also recommended using distinctive scents to increase the emotional connection between guests and the hotel. Additionally, it was suggested to reconsider the use of auditory and tactile factors and to enhance marketing campaigns focused on the influential senses.
Keywords
Sensory Marketing ; Brand Identity ; Hotel ; Guest Experience ; Emotional Connection
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