The effect of sensory marketing on tourist decision making

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Faculty of Tourism and Hotels, University of Sadat City

Abstract

The study aims to investigate on the role of sensory marketing in making the tourist purchase decision, by applying it to a sample of travelers through different airlines, and the data collection was relied on the survey form (406), where the form was distributed to a sample of travelers through different airlines, The data was analyzed and hypotheses were tested using SPSS v.20, and one of the most important findings of the study is the presence of a positive role for sensory marketing in travelers making their purchasing decision, as well as the agreement of the respondents on the existence of sensory marketing practices within airlines, as well as attractive sensory marketing means that push travelers to make a purchase decision In the light of the results, the study reached a set of recommendations, the most important of which is the adoption of the intellectual climate that allows increasing knowledge of sensory marketing strategies and their development and dissemination of the principles of sensory marketing among employees of airlines, the study of sensory marketing in marketing and promotion curricula in the specializations of graphic design, business administration and engineering management, giving Privileges for the elderly, children and people with special needs on the aircraft level, whether with the types of chairs or food provided, focusing more on the meals provided on the plane level, directing advertising and promotional campaigns based on sensory marketing for airlines that are able to attract the attention and interest of travelers and create the desire to buy an airline ticket.

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