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Enhancing customers’ positive responses: Applying sensory marketing to the hotel website

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  • Seonjeong (Ally) Lee
  • Miyoung Jeong
  • Haemoon Oh

Abstract

Sensory marketing enables visualization of intangible services, helping to promote customers’ future hotel experiences. This study investigates how sensory information, brand relationships, and review types affect customers’ responses in the context of the hotel industry. Customers’ response types include narrative persuasion, experiential, emotional, and cognitive responses. Conducting two 2 × 2 scenario-based between-subjects experiments with previous hotel customers in the US, Study 1 confirms the effect of brand relationships on story-format sensory information that promote customers’ transportation experience, brand experience, and emotional responses. Study 2 also identifies effects of review types on story-format sensory information that enhance customers’ transportation experience, brand experience, and trust. Results inform theoretical contributions and practical implications to promote customers’ future experiences.

Suggested Citation

  • Seonjeong (Ally) Lee & Miyoung Jeong & Haemoon Oh, 2018. "Enhancing customers’ positive responses: Applying sensory marketing to the hotel website," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(1), pages 68-85, January.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:1:p:68-85
    DOI: 10.1080/21639159.2017.1410772
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    Cited by:

    1. Yen-Chieh Chen & Meng-Chien Li & Shou-Der Weng & Yi-Chieh Wang, 2023. "A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy," SAGE Open, , vol. 13(1), pages 21582440221, January.
    2. Guanrong Liu & Soey Sut Ieng Lei & Rob Law, 2022. "Enhancing social media branded content effectiveness: strategies via telepresence and social presence," Information Technology & Tourism, Springer, vol. 24(2), pages 245-263, June.
    3. Ming-Yan Wang & Peng-Zhu Zhang & Cheng-Yang Zhou & Neng-Ye Lai, 2019. "Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust," IJERPH, MDPI, vol. 16(20), pages 1-19, October.
    4. Lee, Jung Eun & Shin, Eonyou, 2020. "The effects of apparel names and visual complexity of apparel design on consumers' apparel product attitudes: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 120(C), pages 407-417.

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