Application of smellscapes and affective-cognitive analysis in memorable cheese-based tourism experiences

As a marketing tool, tastings help to bring closer products and potential customers. The creation of emotional and sensorial tasting experiences triggers positive attitudes, intentions and memories that benefit both tourism and agri-food businesses. This study has examined the influence of olfactory stimuli on cognitive and emotional processing, as well as, the attitudes and recall of participants in a cheese tasting experience. Through a multimethodological approach, psychophysiological measures, surveys and a longitudinal study analyzed the emotional, attentional, intentional and remembered reactions to an experimental cheese tasting experience in two different evoked olfactive environments: nature scent and cheese factory scent. The results reveal that the environments evoked by nature and cheese factory odors have different effects on the participants' cognitive process and preferences. The congruent odor with cheese (cheese factory scent) produces direct associations, but it is not cognitively chosen. Whereas, the natural odor (nature scent) induces relaxation and increases cognitive attention and approach. Agri-food and tourism companies should take into account these results with the aim of creating more immersive, emotional and long-lasting experiences around their products and get better their marketing results.