Refine the services by touching the customer senses sensorial marketing strategy for hospitality industry

Abstract

With the advancements and ever changing recent trends, the service providers in Hospitality Industry are facing critical situation due to cut throat competition in the market because of too many competitors. In addition, the needs and increasing expectations from the customers' side towards hospitality industry are also confusing the hoteliers concerning the way they have to offer their services to the customers in order to give them delight. As the traditional marketing services are not sufficient to meet the expectations of customers, the hoteliers need to look back to the way they offer services and go for the refinement and improvement. Current study tried to introduce the "Sensorial Marketing Strategy" (marketing practices which target five human senses Sight, Hearing, Smelling, Taste and Touch Senses) into the Hospitality Industry in order to refine the hospitality services. Different relevant research papers and books related to "hospitality industry" and "sensory marketing", have been referred and reviewed. Findings of the study explained the role of the human senses in the day to day human life and their relevance in the hospitality settings. The study provides insights as the integration of sensory marketing concept into hospitality industry can refine the services with a great quality.