Can Sensory Marketing Factors Improve the Customers' Pleasure and Arousal in Egyptian Resort Hotels?

Shehata, Ali; Alaswadi, Wail

doi:10.21608/jaauth.2022.120550.1296

Can Sensory Marketing Factors Improve the Customers' Pleasure and Arousal in Egyptian Resort Hotels?

Document Type : Original Article

Authors

Ali Shehata ¹^{, 2}
Wail Alaswadi ³

¹ Hotels management department, faculty of tourism and hotels, Suez Canal University.

² Marketing department, college of business administration, Shaqra University, KSA.

³ Marketing department, college of business administration, Shaqra University, KSA

10.21608/jaauth.2022.120550.1296

Abstract

Sensory marketing is a type of marketing orientation that targets customers’ senses, through customer’s emotionally influencing to form mental connections. This study aims to determine the relationship between sensory marketing factors (sight, smell, sound, taste, and touch) and customers' pleasure and arousal in Egyptian hotels and resort. A quantitative research survey was used. The sample size was 493 customers of 25 five-star resort hotels in Egypt. The findings revealed that, sensory marketing factors have a positive and significant effect on the customers' pleasure and arousal in Egyptian resort hotels, howerver, touch, as a component of sensory marketing factors, was not significant on the customer’s arousal.The study contributes theoretically by validating the theory of emotional accidents as an effective underpinning theory in explaining customers’ pleasure and arousal; The study recommends that marketing managers in resort hotels should pay more attention on the emotional aspect through influencing on customer's senses for satisfying their desires and making them repeating customers.

Keywords