How Can Scents Influence the Way Customers Perceive Hotel Brands? Analysis on the Importance of Scents as part of Branding in the Hotel Industry

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Andrea Navarrete Lindez; Laia Martinez Miracle; Marine Hakobyan; [2021]

Keywords: Scent marketing; hotels; sensory marketing; scent branding; brand image; brand loyalty; brand recall; brand associations and experiences; brand identity; brand identity prism; Santhiya Koh Yao Yai Resort Spa hotel; W Barcelona hotel; Sun Palace hotel.; Business and Economics;

Abstract: Scent marketing has long been here; discussed in various literature and used by many brands all over the world. Yet, there is not sufficient research done on how scents affect customer perceptions of brands in the hotel industry. This paper intends to examine how scents influence the way customers perceive hotel brands, along with analysing the importance of using scents in order to develop a strong brand identity.

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