Journal of Social Sciences and Humanities
Articles Information
Journal of Social Sciences and Humanities, Vol.5, No.2, Jun. 2019, Pub. Date: Apr. 10, 2019
Sensory Branding in Tourism Promotion
Pages: 65-69 Views: 213 Downloads: 244
Authors
[01] Branislav Ranisav Tanasic, Adult Education, University of the People, Sabac, Serbia.
[02] Nenad Branislav Tanasic, Faculty of Management - FAM, Sremski Karlovci, Serbia.
Abstract
Indeed, the real question is to what extent modern promotional techniques can exert an influence on consumers during the decision-making process on a particular purchase? This impact will be explored through the influence of sensory branding at the point of sale of the tourist product. For the purposes of this research, a virtual travel agency was established. Participants were presented with promotional materials of five popular tourist destinations. The real influence of sensory branding as an addition to classical tourism promotion explored with the help of EEG device. The scan was done on two occasions. During the first scan, reactions to the presented content were recorded, after which respondents filled in the questionnaire. After a pause and refreshment, the scan was repeated with the broadcast of the same promotional material but now enriched with the appropriate music, and the occasional broadcast of scented accessories. Statistically processed and compared data indicate the positive impact of sensory branding on all subjects. This actually means that the sensory branding has positively influenced the added attention and interest not only for the best-placed tourist destination from the questionnaire, but during the second scan consideration, and interest for the weakest placed destination has increased considerably too.
Keywords
Neuromarketing, Sensory Branding, EEG Device, Neuron, Brain, Tourism, Destination
References
[01] Tatum William, Aatif M. Husain, Benbadis R. Selim&Kaplan W. Peter, (2008), Handbook of EEG interpretation, New York, Demos, pgs. 11-16.
[02] Tanasic R. Branislav, (2018), What is actuallythe warning labelon the package of cigarettes? International Journal of Contemporary Research and Review, olume 9, Issue 2, pgs. 20383-20392.
[03] Camerer Colin & Thaler Richard, (1995), Anomalies, Ultimatumus, dictators and manners, Journal of Economic Perspectives, 1995. (Volume 9, Number 2), pg. 209.
[04] Camerer Colin, Loewenstain George & Prelec Dražen, (2005), Neuroeconomics: How Neuroscience Can Inform Economics, Journal of Economics Literature, (43) pgs. 9-64.
[05] Fugate Douglas, (2007), Neuromarketing: a layman’s lookat neuroscienceand its potentialapplication to marketing practice, Journal of Consumer Marketing, (24/7) pg. 385.
[06] Smitds Ale, (2012), The future of neuromarketing,[online] http://neurorelay.com/2012/06/03/prof-dr-ale-smidts-the-future-oneuromarketing/, Retreived [Jan. 12, 2018].
[07] Witchalls Clint, (2004), Pushing the buy button, Newsweek, March 22, 2004.
[08] Kool V. K. & Agrawal Rita, (2016), Psychology of Technology, Cham-Switzerland, Springer, pg. 248
[09] Upadhyaya, M. (2017), Emotional Connect between Brandand Consumer through Sensory Branding, American Journal of Industrial and Business Management, 7, pgs. 352-359.
[10] HultenBertil, (2011), Sensory marketing: the multy-sensory brand-experience concept, European Business Review, Volume 23, Issue 3, pgs. 256-273.
[11] Tanasic R. Branislav, (2018), Neuromarketing view on impact of sensory branding on the tourism promotion, In Sights, Volume 22, pgs. 4-5.
[12] Annet Marien, (1970), A classification of hand preference by association analysis, British Journal of Psychology, Volume 61, Issue 3, pp. 303-321.
[13] Bryder M. P. (1982), Laterality; Functional Asymetry in the Brain, New York, Academia Press Inc. pg. 3.
[14] Harmon Jones E. & Peterson C. K. (2009), Electroencephalographic Methods in Social and Personality Psychology, Methods in Social Neuroscience, New York, Guilford Publications, Inc. pp: 170-197.
[15] Travelsat, (2011), Top factors influencing destination choice, [online] https://aboutourism.wordpress.com/2011/10/03/top-factors-influencing-destination-chice/, Retreived [Apr. 10, 2018].
[16] Morillas-Romero A, Tortella-Feliu M, Bornas X. &Putman P. (2015), Spontaneous EEG theta/beta ratio anddelta-beta coupling in relation to attentional network functioning and self-reported attentional control, Cognitive, Affective &Behavioral Neuroscience, 15 (3), pgs. 598-606.
[17] Astolfi Laura, Fallani V. D. & al. (2008), Brain activityrelatedto the memorization of TV commercials, International Journal of Bioelectromagnetism, 10 (3), pgs. 1-10.
[18] Davidson J. Richard, Ekman P. & al. (1990), Approach-withdrawal and cerebral asymmetry: Emotional expresion and brain physiology I, Journal of Personality and Social Psychology, Volume 58, Issue 2, pgs. 330-341.
[19] Vechiato Giovani, Cherubino Patrizia, TrettelArianna & Babiloni Fabio, (2013), Neuroelectrical Brain Imaging Tools for the study of the Efficiacy of TV Advertising Stimuly and Thei Application to Neuromarketing, Berlin, Springer-Verlag, pg. 49.
[20] Ohme R. Reykowska D. & al. (2010), Application of frontal EEG asymetry to advertising research, Journal of Economic Psychology, 31, pgs. 785-793.
600 ATLANTIC AVE, BOSTON,
MA 02210, USA
+001-6179630233
AIS is an academia-oriented and non-commercial institute aiming at providing users with a way to quickly and easily get the academic and scientific information.
Copyright © 2014 - American Institute of Science except certain content provided by third parties.