Purpose

Through a critical synthesis and reflection on the theoretical foundations and empirical evidence related to sensory marketing, this study aims to offer meaningful insights for hospitality operators and provides future research directions on sensory marketing in hospitality.

Design/methodology/approach

Building on an extensive review of sensory marketing studies across disciplines, this paper presents critical discussions of the theories and findings on the five senses in the context of hospitality.

Findings

The critical synthesis and discussion indicate that sensory marketing is highly relevant and applicable to operations in various hospitality sectors such as hotels and restaurants. Still, empirical evidence is required to lend support to the discussions. Although scholarly interest in sensory marketing has surged in the past decade, some research streams, such as sensory incongruence, cross-modal correspondence and sensory intensity, have yet to be extended. These under-researched areas provide directions for future hospitality research.

Practical implications

Through discussions of empirical evidence related to the five senses, mental simulation, cross-modal correspondence and sensory congruence, this paper provides implications for managing customers’ sensory experiences and behavior in hospitality settings.

Originality/value

Despite the increase of research on sensory marketing in the past decade, its full implications in the context of hospitality remain unknown. Through a critical synthesis and reflection on the hospitality literature, this paper offers research directions for a systematic expansion of sensory marketing.

中文翻译：

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酒店业的感官营销：批判性的综合与反思

目的

通过对感官营销相关理论基础和实证证据的批判性综合和反思，本研究旨在为酒店经营者提供有意义的见解，并为酒店感官营销的未来研究方向提供依据。

设计/方法论/途径

本文在对跨学科感官营销研究的广泛回顾的基础上，对酒店业五种感官的理论和研究结果进行了批判性讨论。

发现

批判性的综合和讨论表明，感官营销与酒店和餐馆等各种酒店行业的运营高度相关并适用。尽管如此，仍需要经验证据来支持讨论。尽管过去十年学术界对感官营销的兴趣激增，但一些研究方向，例如感官不一致、跨模式对应和感官强度，尚未得到扩展。这些研究不足的领域为未来的酒店研究提供了方向。

实际影响

通过讨论与五种感官、心理模拟、跨模式对应和感官一致性相关的经验证据，本文为管理顾客在酒店环境中的感官体验和行为提供了启示。

原创性/价值

尽管过去十年对感官营销的研究有所增加，但其对酒店业的全面影响仍然未知。通过对酒店文献的批判性综合和反思，本文为感官营销的系统扩展提供了研究方向。