sensory marketing paper
How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand
Final PM
Team 17
5/31/2011
By
Narat Amorntatkul (850617)
Thanadon Pahome (861110)
Supervisor: Michael Le Duc
Co-supervisor: Deepak Gupta
EFO705
Abstract
Date:
Program:
Course name:
Title:
Authors:
Group number:
Supervisor:
Problem:
June 9, 2011
MIMA – International Marketing
Master Thesis (EFO 705)
How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand
Narat Amorntatkul (850617)
Thanadon Pahome (861110)
17
Dr. Michaël Le Duc, Dr. Deepak Gupta
Sensory markeing are used prevalently in hotel and restaurant industries in Thailand. By the way, we found that many entrepeneur havn’t realise the impact of sensory activities and can not use it in effective way. So, this problem bring us to the question that how sensory markeing will be use in effective way as the promotional tool.
Purpose:
This thesis has the purpose to study the current characteristic of the strategy used by hotel and restaurant industries and the usage patterns for sensory marketing nowadays, this would lead us to find the interrelationship with the general awareness and general thought of those actors for a specific promotional tool (sensory marketing).
Method:
We use both qualitative approach and quantitative approach to get the primary data. Questionaire online were sent out more than 400 forms to the respondents and get the response 385 forms that bould anwers the question effectively. Interview also were conducted with three hotel managers and two restaurant owners in order to study the sensory marketing usage in Thailand. Further more, several articles, researches, and literature were used to strenthen reliablity of the paper and improve the validity as well.
From the result we found that hotel and restaurant in Thailand have use
sensory
Final PM
Team 17
5/31/2011
By
Narat Amorntatkul (850617)
Thanadon Pahome (861110)
Supervisor: Michael Le Duc
Co-supervisor: Deepak Gupta
EFO705
Abstract
Date:
Program:
Course name:
Title:
Authors:
Group number:
Supervisor:
Problem:
June 9, 2011
MIMA – International Marketing
Master Thesis (EFO 705)
How sensory marketing applies to the hotel and restaurant industry in order to influence customer’s behaviour in Thailand
Narat Amorntatkul (850617)
Thanadon Pahome (861110)
17
Dr. Michaël Le Duc, Dr. Deepak Gupta
Sensory markeing are used prevalently in hotel and restaurant industries in Thailand. By the way, we found that many entrepeneur havn’t realise the impact of sensory activities and can not use it in effective way. So, this problem bring us to the question that how sensory markeing will be use in effective way as the promotional tool.
Purpose:
This thesis has the purpose to study the current characteristic of the strategy used by hotel and restaurant industries and the usage patterns for sensory marketing nowadays, this would lead us to find the interrelationship with the general awareness and general thought of those actors for a specific promotional tool (sensory marketing).
Method:
We use both qualitative approach and quantitative approach to get the primary data. Questionaire online were sent out more than 400 forms to the respondents and get the response 385 forms that bould anwers the question effectively. Interview also were conducted with three hotel managers and two restaurant owners in order to study the sensory marketing usage in Thailand. Further more, several articles, researches, and literature were used to strenthen reliablity of the paper and improve the validity as well.
From the result we found that hotel and restaurant in Thailand have use
sensory
References: Vol. 39, No. 1, 2011, pp. 51-67 Source: Emerald Database