The influence of sensory marketing on customer satisfaction and its behavioral intention

Abstract

With the rapid development of global tourism, the emergence of hot spring hotels has met the demand for one-stop entertainment pursued by a large number of consumer groups. Therefore, the target customer market of hot spring hotels is broader than that of ordinary hotels. At the same time, sensory marketing, as an emerging marketing strategy, has gradually been favored and applied by first-class enterprises. Therefore, to have a deeper understanding of the impact of sensory marketing on hot spring hotels, this paper analyzes the actual data obtained from the questionnaire survey, that is whether the visual, olfactory, auditory, and tactile experience will have a positive impact on customers' pleasure and satisfaction, so as to affect the subsequent customer behavior intention. By confirming the relationship between sensory marketing and planning behavior theory, this study shows that sensory experience can indeed influence customers. Future behavior intention is influenced the perception of customers' emotional value. This result not only enriches the content of the marketing strategy but also provides the hot spring hotel managers with more effective methods and strategies to improve consumer loyalty.