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Article
Publication date: 31 July 2019

Minwoo Lee, Seonjeong (Ally) Lee and Yoon Koh

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…

5300

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 November 2024

Saeedeh Rezaee Vessal, Mariem El Euch Maalej, Judith Partouche-Sebban and Alain Toledano

This study aims to explore the impact of nonpharmacological therapies on cancer patients’ daily illness management and long-term well-being. It focuses on the design and effects…

Abstract

Purpose

This study aims to explore the impact of nonpharmacological therapies on cancer patients’ daily illness management and long-term well-being. It focuses on the design and effects of immersive multisensory workshops, including therapies such as yoga, music therapy and visual imagery. By examining individuals’ experiences before, during and after the service experience, the study aims to provide comprehensive insights into the transformative effects of these immersive multisensorial experiences from the individuals’ perspectives.

Design/methodology/approach

From November 2021 to March 2023, the authors conducted 13 interviews and 3 focus groups (10 participants in total) among cancer patients. Thematic analysis of recorded interviews and focus groups revealed recurring patterns, key themes and meaningful insights from participants’ narratives.

Findings

The findings provide insights into individuals’ journey of service experiences among cancer patients from a user perspective. By framing the results within the service encounters model, individuals’ journey of this immersive multisensory experience is studied in three different periods: the pre-core, the core and the post-core service encounter. The pre-core service encounter includes activities such as information gathering to answer concerns and setting expectations, with the therapy. The core service encounter encompasses the immersive environmental experience, which includes multisensory integration and activity immersion, body-mind reconnection, as well as engaging interactive experiences with service providers, other patients and internal engagement. The post-core service encounter reflects the cognitive, psychological, behavioral and spiritual outcomes of the service.

Originality/value

This paper sheds light on the design of immersive multisensory workshops as nonpharmacological therapy. Adopting a user-focused approach using the service encounters framework helps clarify various aspects of this therapy and its effects on patients’ reconnection with their bodies and well-being. This research offers valuable insights for designing effective multisensory therapeutic environments for chronic patients to improve the quality of health-care services.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 10 January 2022

Halim Budi Santoso, Jyun-Cheng Wang and Nila Armelia Windasari

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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

研究目的

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。

方法

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。

研究结果

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。

研究原创性/价值

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。

Book part
Publication date: 4 December 2018

Clarinda Rodrigues

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…

Abstract

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.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

Keywords

Article
Publication date: 3 April 2017

Tseng-Lung Huang and Shu-Ling Liao

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…

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Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Internet Research, vol. 27 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 10 October 2023

Miguel Melo, Guilherme Gonçalves, Filipa Jorge, Nieves Losada, Luís Barbosa, Mário Sérgio Teixeira and Maximino Bessa

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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

研究目的

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。

研究方法

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。

研究发现

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。

实践价值

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。

研究创新

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。

Article
Publication date: 19 June 2020

Joanna Grace

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

576

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Article
Publication date: 4 June 2024

Sin-Er Chong, Siew-Imm Ng, Norazlyn Binti Kamal Basha and Xin-Jean Lim

In the vibrant world of social commerce (SC), where information flows freely, interactions thrive and online purchases abound, there is an escalating challenge. Users are…

Abstract

Purpose

In the vibrant world of social commerce (SC), where information flows freely, interactions thrive and online purchases abound, there is an escalating challenge. Users are uninstalling and disengaging due to approach and avoidance stimuli, a trend mirroring the approach-avoidance motivation model (AAMM). Our study, anchored in AAMM and the stimulus-organism-response (SOR) model, aims to dive into the complex dynamics of these factors that shape users' SC continuance intentions.

Design/methodology/approach

Our findings, drawn from 472 SC users in Malaysia, paint an intriguing research framework via PLS-SEM analysis by testing the proposed hypotheses. A purposive sampling technique was utilized, deliberately selecting respondents based on specific criteria. Subsequently, data were gathered through the distribution of face-to-face questionnaires at selected shopping malls, facilitating a focused and comprehensive exploration of consumer perspectives.

Findings

The empirical results demonstrate the following: (1) Users' determination to stay engaged on SC platforms hinges on approach factors, like emotional support, surveillance gratification and multisensory gratification. (2) Simultaneously, avoidance factors such as technostress and perceived deception exert their negative influence. (3) Flow experience, rooted in flow theory, emerges as the underlying mechanism connecting these duality stimuli, influencing the continuance intention.

Originality/value

In a departure from conventional research, our study pioneers a comprehensive approach and boldly confronts the research gap by introducing a rich tapestry of antecedents, embracing both the appeal of approach factors and the deterrence of avoidance ones, using the AAMM that sheds light on how individuals navigate between embracing opportunities and avoiding pitfalls based on perceived gains and losses. This holistic approach enables us to redefine our understanding of digital engagement dynamics, offering a captivating journey into the realm of user experience and intention that transcends the ordinary.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Book part
Publication date: 29 November 2019

Ksenia Kirillova and Philipp Wassler

Tourism research has been largely unconcerned with the aesthetic dimension, although few attempts have recently begun to surface. In this chapter, the authors highlight a…

Abstract

Tourism research has been largely unconcerned with the aesthetic dimension, although few attempts have recently begun to surface. In this chapter, the authors highlight a multifaceted process of incorporating aesthetics in tourist experience design, based on a three-level framework for theming. The first level is based on aesthetic features of destinations as atmospherics. The second level deals with multisensory atmospherics, transcending the mere visual focus of the tourist gaze. Key experiences of the beautiful, sublime and picturesque are deeply embedded in visual, somatic, olfactory, auditory and gustatory decoding of aesthetic markers. The third level deals with the human factor in atmospherics, particularly focussing on the role of residents. Through a discursive lens, local people are simultaneously identified as sources, co-creators and beneficiaries of aesthetic environments. Thus, the chapter hopes to open possibilities for exploring experiences of atmospherics (including aesthetics) through a dialectic approach.

Details

Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Type: Book
ISBN: 978-1-83867-070-2

Keywords

Article
Publication date: 8 April 2019

Dominik Mahr, Susan Stead and Gaby Odekerken-Schröder

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social…

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Abstract

Purpose

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

Design/methodology/approach

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

Findings

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

Practical implications

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

Originality/value

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

Details

Journal of Services Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

1 – 10 of over 1000