Abstract

This exploratory study concerns the evocation of multisensory experiences at travel fairs. In this context, stimulation of the senses is vital in engendering feelings of pleasure, arousal and dominance. The purpose of this study is to explore the ways in which travel fairs evoke multisensory experiences and internal responses in consumer visitors. To accomplish this task we gathered ethnographic data (pictures, videos and audio recordings) together with interview data from visitors, and applied the classic stimulus-organism-response conceptualization to the data analysis. The findings contribute to existing knowledge concerning the management of retail atmospherics in shedding light on customer experiences beyond (dis)-satisfaction in the little studied context of travel fairs. Our findings imply that the travel fair encompasses visually dominant stimuli whereas tactile stimuli are somewhat lacking. Although visitors to these fairs seem to find the experience manageable and pleasurable, the aspect of excitement is somewhat lacking. We suggest that the visually dominant environment that is characteristic of fairs should move in a multisensory direction in terms of offering visitors experiences that are more appealing. It is also crucial to manage the volume and intensity of senses effectively to prevent information overload and sensory overstimulation.

Supplemental data for this article is available online at https://doi.org/10.1080/15470148.2021.1949417 .

摘要

这项探索性研究涉及在旅游展览会上唤起多感官体验。在这种情况下，感官刺激对于产生愉悦感、唤醒感和支配感至关重要。本研究的目的是探索旅游展览会如何唤起消费者游客的多感官体验和内部反应。为了完成这项任务，我们收集了人种学数据（图片、视频和录音）以及访问者的采访数据，并将经典的刺激-有机体-反应概念化应用于数据分析。这些发现有助于现有关于零售气氛管理的知识，以揭示在很少研究的旅游展览会背景下超越（不）满意的客户体验。我们的研究结果表明，旅游博览会包含视觉主导刺激，而触觉刺激则有些缺乏。尽管这些展会的参观者似乎发现这种体验是可以管理和令人愉快的，但在兴奋方面却有些欠缺。我们建议，作为展会特色的视觉主导环境应该朝着多感官方向发展，为参观者提供更具吸引力的体验。有效管理感官的数量和强度以防止信息过载和感官过度刺激也至关重要。我们建议，作为展会特色的视觉主导环境应该朝着多感官方向发展，为参观者提供更具吸引力的体验。有效管理感官的数量和强度以防止信息过载和感官过度刺激也至关重要。我们建议，作为展会特色的视觉主导环境应该朝着多感官方向发展，为参观者提供更具吸引力的体验。有效管理感官的数量和强度以防止信息过载和感官过度刺激也至关重要。

本文的补充数据可在 https://doi.org/10.1080/15470148.2021.1949417 在线获取。