Fragrance Marketing: An Innovation in the Hotel Industry
- 10.2991/msmi-15.2015.16How to use a DOI?
- Sense of smell, Sensory marketing, Fragrance marketing.
Despite current global economic issues, businesses are pushing forward with innovative solutions to meet the needs and desires of consumers whose consumption patterns are constantly undergoing significant changes. This paper scrutinizes the changing demands of hotel consumers based on a sensory marketing perspective combined with current global economic trends. Further research and studies into the innovative hotel marketing strategies are based on the five human senses with a focus on fragrance marketing and its effects on motivating consumer consumption while simultaneously enhancing the overall hotel guest experience. Recommendations are made based on the findings of this study to advance and develop marketing strategies with regards to the hospitality industry.
- © 2015, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Si-Yu Peng PY - 2015/08 DA - 2015/08 TI - Fragrance Marketing: An Innovation in the Hotel Industry BT - Proceedings of the 2015 International Conference on Management Science and Management Innovation PB - Atlantis Press SP - 86 EP - 90 SN - 2352-5428 UR - https://doi.org/10.2991/msmi-15.2015.16 DO - 10.2991/msmi-15.2015.16 ID - Peng2015/08 ER -