Sensory experiences in hospitality industry: exploring their influence on satisfaction, decision-making and revisit intentions

Purpose The aim of this study is to investigate how sensory elements within hotels influence tourists' satisfaction, decision-making processes and intentions to revisit. Specifically, the study focuses on the sensory dimensions of hotels, namely Colorscape, Visualscape, Soundscape, Smellscape and Tastescape, and their effects on customers. Design/methodology/approach To comprehend these effects, interviews were conducted with 25 hotel managers, who were knowledgeable about the sensory experience framework offered by hotels. Content analysis was employed to analyze the data gathered from these interviews. Findings The findings of the study reveal the significant impact of sensory elements within hotels on tourists. Despite this importance, hotels may not be fully aware of the significance of sensory characteristics in enhancing the tourist experience. The study identifies the sensory dimensions as influential factors in shaping tourists' perceptions and behaviors. Practical implications The outcomes of this research hold practical implications for accommodation businesses in the tourism industry. By understanding and effectively managing sensory elements within hotels, businesses can gain a competitive advantage and enhance customer satisfaction. The study emphasizes the importance of addressing the sensory experience gap in tourism research and highlights the potential benefits of focusing on sensory dimensions in hotel management. Originality/value This study contributes to the existing literature by providing insights into the impact of sensory elements within hotels on tourist satisfaction, decision-making and revisit intention. By focusing on the sensory dimensions of hotels and exploring their influence on tourists' experiences, the research offers valuable implications for both academia and the tourism industry.