Despite current global economic issues, businesses are pushing forward with innovative solutions to meet the needs and desires of consumers whose consumption patterns are constantly undergoing significant changes. This paper scrutinizes the changing demands of hotel consumers based on a sensory marketing perspective combined with current global economic trends. Further research and studies into the innovative hotel marketing strategies are based on the five human senses with a focus on fragrance marketing and its effects on motivating consumer consumption while simultaneously enhancing the overall hotel guest experience. Recommendations are made based on the findings of this study to advance and develop marketing strategies with regards to the hospitality industry.
展开▼
