Investigating the relationship between Multi-sensory marketing & Tourism destination branding (Case study; Tabriz Hotels &Travel agencies)

In today’s competitive market awareness of destination is necessary & essential for success of Tourism & places & destinations attempt to attract more favorable attentions. So the destinations which can satisfy all of tourist’s needs (recreational, hygienic, residential, etc.) will has more chances for being chosen. Nowadays one of the important issues for tourism destination branding is Multi-sensory marketing which concentrates on marketing through customers’ 5 senses. (Sight, smell, sound, taste & touch).So in this research the relationship between Multi-sensory marketing & Tourism destination branding has been investigated. Current research is a descriptive one, its populations is whole customers of Tabriz hotels & travel agencies who are 700 through Cochran Formula. To test the hypotheses Pearson correlation coefficient has been used & the results are as follow; there is a positive & significant relationship between gentle & pleasant music with tourism destination branding, there is a positive & significant relationship between good and memorable smell with tourism destination branding, there is a positive & significant relationship between good and unrepeatable taste with tourism destination branding, there is a positive & significant relationship between clean & comfortable environment with tourism destination branding & there is a positive & significant relationship between beautiful logo & adorned staff with tourism destination branding .

Keywords: Multi-sensory marketing, Visual Marketing, Olfactory Marketing, Auditory Marketing, Gustative Marketing, Tactile Marketing & Tourism destination branding