What is it about?
This study helps to understand how an event built on the use of the five senses makes it easier to promote a marketing destination through the use of word-of-mouth. It begins with the event attitude, that influences the event perception, the brand value, the attitude towards the marketing destination and so on.
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Photo by Aranxa Esteve on Unsplash
Why is it important?
This work is not based on a lab experiment. It is built with data from real life. The survey was given to participants that attended an unforgettable event that was run for a month in a marina, and the data was gathered after the event. The model shows how a chain of variables are working to show how a multi-sensory event can enhance brand equity, brand attitude and more importantly, promote word-of-mouth to generate brand loyalty towards a touristic brand destination.
Perspectives
Our close collaboration with the marketing department of the company that organized the event helped us to write a real case-study. Before the event took place, we helped to design the survey and we witnessed its development. This is how I like to work, with data that help companies to understand how their marketing strategies work
MÓNICA GÓMEZ SUÁREZ
Universidad Autonoma de Madrid
Read the Original
This page is a summary of: Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand, Sustainability, May 2021, MDPI AG,
DOI: 10.3390/su13115873.
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