A Conceptual Model: Multisensory Marketing and Destination Branding

Abstract

The present study conceptualizes a model based on Multisensory Marketing and how it can be used to enhance Destination Branding. The model illustrates the influence of the paradigm shift of mass marketing to personal marketing in the tourism industry. It integrates key sequential steps of Multisensory Marketing, Tourism Sectors, Customer satisfaction as a result of experience to the final outcome: Enhanced Destination Image. The paper also, discusses the relationship between customer experience, customer satisfaction and customer delight. The Destination branding model is a result of synthesis of literature from the fields of general branding, marketing, psychology and consumer behaviour