Multisensory Marketing and Its Application in Tourism
2
w elcome
TRAvEL TOURISM cULTURE HERITAgE
Multi-sensory Marketing and its application in tourisM
Nearly all brand communications appeal to two senses - visual and auditory. Yet the way we interact with the environment around us contradicts this practice. In fact, branding is many times defined as the sum total of ALL experiences. Multisensory marketing allows tourism managers and marketers to directly impact all five senses and thus create a strong emotional bond with current and prospective customers for higher margins, higher recall rates and protection from price-based competition.
see Hear sMell toucH
taste
joshua G GiordmaiNa
Joshua G Giordimaina is a graduate and member of the Chartered Institute of Marketing (UK) and lectures for the Institute on a regular basis. He has contributed to and authored a number of thought leadership articles and white papers. He has been involved in several industries and for the last few years has specialised in the tourism sector. Presently, Mr Giordimaina is the Marketing Executive for VISET Malta plc, developers and operators of the Valletta Waterfront and Valletta Cruise Passenger Terminal.
JOURNAL OF THE INSTITUTE OF TOURISM STUDIES ISSUE 2 DEcEMbER 2008 |
WANTED: A new paradigm shift in tourism marketing The diminishing effectiveness of traditional marketing communication tools, the increased proliferation of undifferentiated tourism services and products, the augmented sophistication of today’s tourists … these are only some of the more pronounced trends that today’s marketers and managers of tourism services have to deal with. The standard response is usually to continue doing more of the same … increase advertising, spend, reduce prices, etc. However, the more innovative managers work smarter, rather than harder. They understand that a new paradigm shift is required in finding new and more engaging ways to interact with tourists during their visit, with the objective of getting them to
w elcome
TRAvEL TOURISM cULTURE HERITAgE
Multi-sensory Marketing and its application in tourisM
Nearly all brand communications appeal to two senses - visual and auditory. Yet the way we interact with the environment around us contradicts this practice. In fact, branding is many times defined as the sum total of ALL experiences. Multisensory marketing allows tourism managers and marketers to directly impact all five senses and thus create a strong emotional bond with current and prospective customers for higher margins, higher recall rates and protection from price-based competition.
see Hear sMell toucH
taste
joshua G GiordmaiNa
Joshua G Giordimaina is a graduate and member of the Chartered Institute of Marketing (UK) and lectures for the Institute on a regular basis. He has contributed to and authored a number of thought leadership articles and white papers. He has been involved in several industries and for the last few years has specialised in the tourism sector. Presently, Mr Giordimaina is the Marketing Executive for VISET Malta plc, developers and operators of the Valletta Waterfront and Valletta Cruise Passenger Terminal.
JOURNAL OF THE INSTITUTE OF TOURISM STUDIES ISSUE 2 DEcEMbER 2008 |
WANTED: A new paradigm shift in tourism marketing The diminishing effectiveness of traditional marketing communication tools, the increased proliferation of undifferentiated tourism services and products, the augmented sophistication of today’s tourists … these are only some of the more pronounced trends that today’s marketers and managers of tourism services have to deal with. The standard response is usually to continue doing more of the same … increase advertising, spend, reduce prices, etc. However, the more innovative managers work smarter, rather than harder. They understand that a new paradigm shift is required in finding new and more engaging ways to interact with tourists during their visit, with the objective of getting them to