| dc.description.abstract | In the modern world, the fiercely competitive environment of the hotel
industry forces hotel enterprises to stimulate new innovations and strategies to
differentiate themselves from other competitors. Among various marketing campaigns
launched, sensory marketing appears to be an outstanding strategy for seizing the
hearts, minds, as well as wallets of customers by applying every human senses,
including sight, touch, smell, hearing, and taste, in the customers’ experiences. This
study aims to examine the impact of sensory marketing on customer loyalty, especially
in terms of repurchase behaviors, word of mouth, and brand switch in the hospitality
industry based on imposing five elements of sensory marketing in 5-star hotels in
Vietnam. Previous study in this hotel market share has been conducted and has verified
that sensory marketing can influence customer loyalty. However, Vietnam’s luxury
hotel tier has not yet been examined. In this research, quantitative approach is the
method used with an online survey of 270 luxury hotel guests to examine the impact of
sensory marketing in the Vietnam hotel industry. The findings of this study can be
applied to renovate and reinforce the current marketing strategies of luxury hotels in
Vietnam as well as in the world in order to capture a larger market share. | en_US |
