Search results

This paper aims to identify the characteristics practitioners consider essential to effective multisensory rooms and the barriers they experience when trying to realise the potential of such rooms.

The paper presents semi-structured interviews with 27 multisensory room practitioners from a range of backgrounds followed by analysis to identify key characteristics and barriers.

Eleven positive room characteristics were identified. The three deemed most significant were that the rooms are dark, activity associated and uninterrupted spaces. Two negative room characteristics were identified: inaccessible design and broken equipment. Ten barriers to effective multisensory room practice were identified and grouped according to themes of logistics, suboptimal usage and practitioner capabilities.

The research focuses on a small self-selecting sample, coded by one person acting independently of any institution. This is an under researched area which would benefit from further more rigorous investigation.

This research enables practitioners to remove barriers to effective multisensory room practice and to focus on the characteristics most significant in generating benefits for room users. Understanding of the essential characteristics and potential barriers to effective practice will allow practitioners to better exploit limited resources of time, money and staffing.

Past research into multisensory rooms has focused on specific user groups or specific multisensory environments. This research examined multisensory room practice across both a range of environments and a range of users, giving an original overview of current multisensory room usage in the UK.

This study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and business intelligence techniques.

Online customer reviews for all New York City hotels were collected from Tripadvisor.com and analyzed through business intelligence and big data analytics techniques including data mining, text analytics, sentiment analysis and regression analysis.

The current study identifies the relationship between affective evaluations (i.e. positive affect and negative affect) and customer satisfaction. Research findings also find the negative effect of reviewer’s cognitive effort on satisfaction rating. More importantly, this study demonstrates the moderating role of multisensory experience as an innovative marketing tool on the relationship between affect/cognitive evaluation and customer satisfaction in the hospitality setting.

This study is the first study to explore the critical role of sensory marketing on hotel guest experience in the context of hotel customer experience and service innovation, based on big data and business intelligence techniques.

Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase.

The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures.

The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior.

The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised.

The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment.

While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

This study aims to examine the multisensory experiences of participating in a cooking class and how they shape perceptions of destinations in the pre-trip stage. Performance theory and prosumption provide a theoretical lens to investigate how a cooking class influences the pre-trip destination sensescape.

This study used participatory action research consisting of an immersive Tatarstan cooking class experience with the supporting materials of music and videos, focus group discussions and participant observations.

Cooking class participants prosume local culture and (re)construct the perceptions of Tatarstan by partaking in cooking classes through a multisensory experience. The pre-trip destination sensescape formation in the cooking class is dynamic, stimulating and memorable. With active engagement in co-creating in the process, such experience significantly strengthens and reshapes the perceptions of a destination.

Cooking classes can be leveraged in pre-trip marketing as a tool to enhance the competitiveness of tourism destinations and contribute to accessible tourism, such as engaging visually impaired tourists’ other heightened senses in experience design and marketing.

This study revealed that participation in cooking classes involves active, embodied and multisensory engagement, which acts as a vehicle of the destination perception change.

The use of extended reality (XR) to create memorable experiences has attracted considerable attention, especially in tourism. Multisensory XR offers a new way of virtually previewing a destination before physical holidays. This study aims to explore how multisensory XR can be used at each stage of the tourism experience journey. This study established a model for how destination-image formation is affected by multisensory XR in each phase of tourism experience.

The authors followed the preferred reporting items for systematic reviews and meta-analyses guidelines to review studies published between 2013 and 2020, gathered from four research databases. The authors identified the predominant XR technology and sensory stimuli based on the characteristics of various tourism domains. The authors synthesized the previous studies to explain destination-image formation by using multisensory XR.

This study summarized the XR study distribution among the three stages of the tourism experience journey. The authors identified the predominant sensory stimuli and dominant XR application and developed a destination-image formation model by using multisensory XR.

This study highlights the holistic approach of multisensory XR in the tourism experience journey in relation to various tourism domains. It also contributes to destination-image formation in the virtual environment by providing multisensory experiences of predominant sensory stimuli at each stage.

多感官扩展现实对旅游体验的影响

运用扩展现实（XR）来创造令人印象深刻的体验在旅游领域得到了瞩目。多感官XR提供了用虚拟方式预览景区的新途径。本研究探讨了多感官XR是怎样在旅游体验的各个阶段进行运用。我们建立了一个关于目的地形象行程是怎样收到多感知XR在每一个旅游体验阶段影响模型。

本研究遵循了系统评价的首选的报告项目对由四份数据库综合提取的2013 到2020 年间发表的文章用系统文献综述和荟萃分析方法进行了梳理。基于不同旅游领域我们发现了首要的XR技术和感官刺激因素。本研究综合了之前文章用多感官XR来解释目的地形象的产生的文章。

我们总结了XR 基于旅游体验三个阶段的研究的分布. 我们确定了主导的感官刺激因素和主导的XR应用技术并且用多元感知XR研发了目的地形象形成的模型。

本研究突出了多元感官XR在旅游体验跨越多层旅游领域的整体性方式。本研究并且通过提供每阶段的主打感官刺激元素在多感官体验过程中对虚拟环境下的目的地形象产生做出了贡献。

There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper is to address this gap and investigate how multisensory evaluation influences overall attitude and purchase intentions. Further, the role of individual personality variable in influencing the interrelationship between sensory evaluation and behavioral outcomes are examined.

The data for this study were collected from 126 students who responded to attitude towards the product and purchase intentions after evaluating three experimental tasks. Repeated measures analysis of variance was carried out to test the multisensory interaction hypotheses.

The multisensory interaction of tactile and visual information was found to significantly increase the consumer attitudes for products dominant on single sensory modality of touch. Further, the multisensory evaluation led to greater purchase intentions than visual or tactile evaluation.

The paper is perhaps first to investigate multisensory interaction of tactile and visual sensory information in evaluation of products that are salient in touch properties. The current study further examines the role of individual personality variables in influencing interrelationship between sensory evaluation and purchase intentions.

This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.

This paper aims to generate knowledge of the impact of different virtual reality (VR) set-ups in tourism promotion regarding destination image, place attachment and behavioural intention.

The paper presents a comparative study of the impact of different visualisation technologies (video, immersive VR and multisensory immersive VR) to promote tourism destinations. The study’s dependent variables are destination image, place attachment and behaviour intention.

Results show that VR content impacts these variables. Multisensory immersive VR is the preferred content type for destination promotion. It is also evidenced that female participants scored each variable higher than male participants. Males reported higher scores on the video set-up for destination image and place attachment. Behavioural intention reported higher values in the video when compared to immersive VR in both sexes.

This paper concludes that there is a preference towards multisensory set-ups, which suggests that incorporating audiovisual and sensory elements can significantly enhance the effectiveness of VR experiences in attracting and engaging potential tourists.

The paper contributes to the scarce body of knowledge regarding the impact of different VR factors on tourism promotion, including the multisensory VR component.

本文旨在探讨不同虚拟现实（VR）设备在旅游推广中对目的地形象、地方依恋和行为意图的影响, 并增加对此方面的认识。

本文对不同可视化技术（视频、沉浸式VR和多感官沉浸式VR）在旅游目的地推广中的影响进行了比较研究。研究的依赖变量包括目的地形象、地方依恋和行为意图。

研究结果表明, VR内容对这些变量有影响。多感官沉浸式VR是目的地推广的首选内容类型。研究还证明, 女性参与者在每个变量上的评分高于男性参与者。男性在视频设备上对目的地形象和地方依恋评分较高。无论是在男性还是女性中, 视频在行为意图方面的得分都高于沉浸式VR。

我们得出结论, 人们更偏好多感官设备, 这表明将视听和感官元素纳入虚拟现实体验可以显著提高吸引和吸引潜在游客的效果。

本文对不同虚拟现实因素对旅游推广的影响, 包括多感官VR组成部分, 做出了有益的贡献。

Drawing on virtual liminoid theory, the purpose of this paper is to examine factors that induce a multisensory flow experience in an e-shopping context through the use of augmented-reality interactive technology (ARIT).

To validate the research framework, a task-based laboratory study was performed. Participants were recruited through a snowball e-mail method and requested to freely and independently use ARIT for clothes fitting in the laboratory, after which they completed a questionnaire; 336 valid responses were received.

Empirical results revealed that three decorating psychological states (sense of body ownership, sense of ownership control, and self-explorative engagement) directly induced a multisensory flow experience. Furthermore, two multisensory factors (sense of self-location and haptic imagery) mediated the multisensory flow experience through these three decorating psychological states.

Consumers not only rely on generating self-display for optimal fitting in virtual avatar decoration in an e-shopping context but also concentrate more on expression and control of self-body. As consumers’ decorating psychological states require an ideal form of self-expression, a high degree of autonomy in exploring self-decoration options will create more value for consumers. Considering that expressing and controlling the self-body in addition to self-explorative engagement in virtual avatar decoration will trigger the flow experience in an e-shopping context, increasing the use of multisensory ARIT to trigger decorating psychological states in e-shopping contexts is highly recommended.

In this study, a relationship was constructed among virtual liminoid theory, flow theory, and multisensory technology, and an integrated conceptual framework was developed for the relationship between decorating psychological states and multisensory flow experience.

Multisensory stimulation is integral to experiential consumption. However, a gap persists between recognition of the importance of multisensory stimulation and the research techniques used to study the effects of such stimulation on consumption experiences. This article draws on sensory anthropology to narrow the gap.

Sensory anthropology has the potential to help consumer researchers understand multisensory stimulation and its effect on consumption experiences. To highlight this potential, ethnographic fieldwork is reported for two related experiential settings: yacht racing and adventure racing.

It is shown how consumer researchers can apply concepts and data collection techniques from sensory anthropology to derive powerful insights into consumption experiences. A set of guidelines and examples is derived from the embodied concepts associated with sensory anthropology, namely, kinaesthetic schema, bodily mimesis, the mindful body and local biology. These concepts are used to comprehend how consumers experience sensations phenomenologically, understand them culturally and re-enact them socially.

By acknowledging and engaging the senses, researchers can acquire embodied information that would not be evident from the conventional interview, survey or experimental data. Sensory anthropology adds to what is known from psychological, social and cultural sources to enable organisations to differentiate their offerings by means of the senses and sensory expressions, not only in yacht and adventure racing but potentially in many other experiential settings, such as travel, shopping, entertainment and immersive gaming.

This article offers distinct and original methodological insights for consumer researchers by focusing on concepts and data collection techniques that assist the study of experiential consumption from an embodied and corporeal perspective.