Sensory marketing in wine tourism: communicating through the senses
Autor(a) principal: | |
---|---|
Data de Publicação: | 2015 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/ei.v0i11.5737 |
Resumo: | The present study aimed to assess the effects that the senses have on wine tourism and its influence on consumer experience, addressing the relationship between the cellar door experience and the emotional behavior of the visitor. The research highlights that the use of certain elements in the environment affect positively the consumer experience in wine tourism. For this, Caves Aliança while multi-sensory brand, which uses many ways to stimulate and relate with their consumers in offering unique experiences through infinity of themes involving art and wine, was adopted as a case study. In order to fulfil this goal, combined qualitative and quantitative methodologies. For data analysis, criteria have been established, such as architecture, decor, layout, furnishings, colours, lighting and some elements present in the places, previously tested by other researchers. The results obtained show that the main reasons to visit a wine cellar are very varied and sensory elements of the environment stimulate the five senses and create conditions for intensification the expectations of extraordinary experiences that are reflected in consumer behaviour. |
id |
RCAP_9949a35846e8725c74dfc214616dafa8 |
---|---|
oai_identifier_str |
oai:proa.ua.pt:article/5737 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Sensory marketing in wine tourism: communicating through the sensesMarketing sensorial no enoturismo: comunicar através dos sentidosThe present study aimed to assess the effects that the senses have on wine tourism and its influence on consumer experience, addressing the relationship between the cellar door experience and the emotional behavior of the visitor. The research highlights that the use of certain elements in the environment affect positively the consumer experience in wine tourism. For this, Caves Aliança while multi-sensory brand, which uses many ways to stimulate and relate with their consumers in offering unique experiences through infinity of themes involving art and wine, was adopted as a case study. In order to fulfil this goal, combined qualitative and quantitative methodologies. For data analysis, criteria have been established, such as architecture, decor, layout, furnishings, colours, lighting and some elements present in the places, previously tested by other researchers. The results obtained show that the main reasons to visit a wine cellar are very varied and sensory elements of the environment stimulate the five senses and create conditions for intensification the expectations of extraordinary experiences that are reflected in consumer behaviour.O presente trabalho visa aferir os efeitos que os sentidos têm no enoturismo e a sua influência na experiência do consumidor, abordando ainda a sua relação entre o ambiente vivenciado numa cave, o estado emocional do visitante e as expectativa de comportamento. A pesquisa destaca que a utilização de determinados elementos no ambiente interferem positivamente na experiência enoturistica. Para isto, as Caves Aliança enquanto marca multisensorial, que utiliza vários sentidos para estimular e se relacionar com os seus públicos e por oferecer uma experiência única e surpreendente numa viagem pela infinita diversidade de temas envolvendo arte e vinho, foi adotado como estudo de caso. De modo a cumprir tal objetivo, combinou-se metodologias qualitativas e quantitativas .Para a análise dos dados, foram estabelecidos critérios, como arquitetura, decoração, layout, mobiliário, cores, iluminação e outros elementos presentes no ambiente, previamente testados por outros pesquisadores. Os resultados obtidos demonstram que as principais motivações para visitar uma cave de vinho são muito variadas e que os elementos sensoriais presentes no ambiente estimulam os cinco sentidos, criando condições para a intensificação de expectativas de experiências extraordinárias que se refletem no comportamento do consumidor.Instituto Superior de Contabilidade e Administração da Universidade de Aveiro2015-01-01T00:00:00Zotherinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/otherinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.34624/ei.v0i11.5737oai:proa.ua.pt:article/5737Estudos do ISCA; No 11 (2015)Estudos do ISCA; n.º 11 (2015)1646-48500873-2019reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/estudosdoisca/article/view/5737https://doi.org/10.34624/ei.v0i11.5737https://proa.ua.pt/index.php/estudosdoisca/article/view/5737/4246https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessDuarte, Guida Helena Vicente2022-09-22T16:24:14Zoai:proa.ua.pt:article/5737Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:59:28.098910Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Sensory marketing in wine tourism: communicating through the senses Marketing sensorial no enoturismo: comunicar através dos sentidos |
title |
Sensory marketing in wine tourism: communicating through the senses |
spellingShingle |
Sensory marketing in wine tourism: communicating through the senses Duarte, Guida Helena Vicente |
title_short |
Sensory marketing in wine tourism: communicating through the senses |
title_full |
Sensory marketing in wine tourism: communicating through the senses |
title_fullStr |
Sensory marketing in wine tourism: communicating through the senses |
title_full_unstemmed |
Sensory marketing in wine tourism: communicating through the senses |
title_sort |
Sensory marketing in wine tourism: communicating through the senses |
author |
Duarte, Guida Helena Vicente |
author_facet |
Duarte, Guida Helena Vicente |
author_role |
author |
dc.contributor.author.fl_str_mv |
Duarte, Guida Helena Vicente |
description |
The present study aimed to assess the effects that the senses have on wine tourism and its influence on consumer experience, addressing the relationship between the cellar door experience and the emotional behavior of the visitor. The research highlights that the use of certain elements in the environment affect positively the consumer experience in wine tourism. For this, Caves Aliança while multi-sensory brand, which uses many ways to stimulate and relate with their consumers in offering unique experiences through infinity of themes involving art and wine, was adopted as a case study. In order to fulfil this goal, combined qualitative and quantitative methodologies. For data analysis, criteria have been established, such as architecture, decor, layout, furnishings, colours, lighting and some elements present in the places, previously tested by other researchers. The results obtained show that the main reasons to visit a wine cellar are very varied and sensory elements of the environment stimulate the five senses and create conditions for intensification the expectations of extraordinary experiences that are reflected in consumer behaviour. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01T00:00:00Z |
dc.type.driver.fl_str_mv |
other info:eu-repo/semantics/article info:eu-repo/semantics/other |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/ei.v0i11.5737 oai:proa.ua.pt:article/5737 |
url |
https://doi.org/10.34624/ei.v0i11.5737 |
identifier_str_mv |
oai:proa.ua.pt:article/5737 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/estudosdoisca/article/view/5737 https://doi.org/10.34624/ei.v0i11.5737 https://proa.ua.pt/index.php/estudosdoisca/article/view/5737/4246 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Instituto Superior de Contabilidade e Administração da Universidade de Aveiro |
publisher.none.fl_str_mv |
Instituto Superior de Contabilidade e Administração da Universidade de Aveiro |
dc.source.none.fl_str_mv |
Estudos do ISCA; No 11 (2015) Estudos do ISCA; n.º 11 (2015) 1646-4850 0873-2019 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799130461732077568 |