Sensory Experiences Regarding Five-dimensional Brand Destination

摘要

Starting from the idea that the destination represents a complex product, seen as the sum of multiple products, the destination branding process should concentrate on developing sensory experiences. In the end, this could lead to a five-dimensional destination brand. The main objective of this article is to identify some of the experiences, which are liable to become sensory signatures of the destination. Taking into consideration the perceptual elements that the tourists rely on when evaluating the destination and their information sources concerning that particular place, marketers should capture in the online communication the essence of the destination's sensory experiences.