The relevance of sensory information in destination marketing

: how sensory stimuli affect destination personality and behavioral intentions: the case of Gabon

Abstract

This study investigates the effect of sensory cues on attitudes and behavioral intentions towards visiting Gabon, considering the mediating role of the destination personality dimensions. To test the proposed model, a survey-based study was conducted, and data was collected from 210 participants using a convenience snowball sampling technique. The findings showed that both visual and auditory stimuli positively influence destination personality dimensions, which in turn, enhance attitudes, and the behavioral intentions to visit and recommend Gabon as a touristic destination. Based on our results, implications for theory, marketers and other stakeholders were discussed, including the recommendation of introducing sensory marketing in destination marketing strategies.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor) & Carla Martins (Co-Supervisor)