A MODEL FOR MULTI-SENSORY MARKETING IN TOURISM DESTINATION BRANDING

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HAGHIGHI MOHAMMAD; ROSHANDEL ARBATANI TAHER; ROOSTA AHMAD; SALEHI ALI

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2017 | Volume:9 | Issue:1 Page(s): 63-82

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Title

A MODEL FOR MULTI-SENSORY MARKETING IN TOURISM DESTINATION BRANDING

Author(s)

HAGHIGHI MOHAMMAD | ROSHANDEL ARBATANI TAHER | ROOSTA AHMAD | SALEHI ALI | Issue Writer Certificate

Keywords

BRANDINGQ1

DESTINATION BRANDINGQ1

MULTI-SENSORY MARKETINGQ1

TOURISMQ1

Abstract

This study aims at providing a model for applying MULTI-SENSORY MARKETING in TOURISM destination BRANDING. The research method was Survey research. The population comprised all tourists in Tehran both, Iranian nationals and foreigners, totaling 10000 individuals. Random sampling was employed, using Levy & Lemeshow (2002) formula, which yielded a 407-person sample size; in practice, the size changed to 394. The data collection instrument was a questionnaire developed based on the conceptual model and the research variables. The final results show that MULTI-SENSORY MARKETING is effective on TOURISM destination BRANDING, with an impact factor of 0.813, which is meaningful given the T score of 0.05. Moreover, R2 equaled 0.661, interpreted as 0.661 of changes related to TOURISM destination BRANDING being due to MULTI-SENSORY MARKETING, and the rest, being caused by other variables.It seems that TOURISM and TOURISM marketing are each a matter of creating a pleasant experience for the customer, which is it made possible via multisensory marketing.

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APA: Copy

HAGHIGHI, MOHAMMAD, ROSHANDEL ARBATANI, TAHER, ROOSTA, AHMAD, & SALEHI, ALI. (2017). A MODEL FOR MULTI-SENSORY MARKETING IN TOURISM DESTINATION BRANDING. JOURNAL OF BUSINESS MANAGEMENT, 9(1 ), 63-82. SID. https://sid.ir/paper/140143/en

Vancouver: Copy

HAGHIGHI MOHAMMAD, ROSHANDEL ARBATANI TAHER, ROOSTA AHMAD, SALEHI ALI. A MODEL FOR MULTI-SENSORY MARKETING IN TOURISM DESTINATION BRANDING. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2017;9(1 ):63-82. Available from: https://sid.ir/paper/140143/en

IEEE: Copy

MOHAMMAD HAGHIGHI, TAHER ROSHANDEL ARBATANI, AHMAD ROOSTA, and ALI SALEHI, “A MODEL FOR MULTI-SENSORY MARKETING IN TOURISM DESTINATION BRANDING,” JOURNAL OF BUSINESS MANAGEMENT, vol. 9, no. 1 , pp. 63–82, 2017, [Online]. Available: https://sid.ir/paper/140143/en

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