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Merry Guestmas! An S-O-R study of sensory marketing, guest satisfaction, and post-stay intentions, contextualised by Christmas in Madeira
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Authors
Abstract(s)
Esta dissertação aplica o modelo Estímulo-Organismo-Resposta (S-O-R) (Mehrabian &
Russell, 1974) para examinar o impacto do marketing sensorial na satisfação dos hóspedes,
e o impacto desta satisfação nas intenções pós-estadia na indústria hoteleira. Tendo como
base o estudo de Choi e Kandampully (2019) sobre ambientes físicos e sociais, esta
investigação introduz o marketing sensorial como um conjunto central de estímulos (S),
operacionalizado através de cinco dimensões (visual, olfativa, auditiva, háptica e gustativa)
que moldam as experiências sensoriais dos hóspedes (Krishna, 2013). A satisfação do
hóspede é posicionada como o organismo (O) central, refletindo as respostas emocionais aos
estímulos sensoriais, enquanto as respostas (R) analisadas correspondem às intenções de
regressar (Saribaş & Demir, 2024) e de deixar avaliações positivas online (Spence, 2022).
A evidência empírica foi obtida através de um inquérito a 256 viajantes na Ilha da Madeira
durante a época de Natal, analisado com recurso à Modelação de Equações Estruturais por
Mínimos Quadrados Parciais (PLS-SEM). Os resultados confirmam que os estímulos visuais,
auditivos e gustativos influenciam significativamente a satisfação dos hóspedes, enquanto os
estímulos olfativos e hápticos não demonstraram efeitos significativos. A satisfação dos
hóspedes, por sua vez, exerceu efeitos muito fortes e positivos tanto nas intenções de
regresso como nas intenções de deixar avaliações positivas.
Os resultados reforçam a importância das experiências sensoriais na formação das
perceções dos hóspedes e destacam a relevância dos estímulos visuais, auditivos e
gustativos nos ambientes hoteleiros. O estudo contribui teoricamente ao clarificar a influência
relativa de modalidades sensoriais específicas e, em termos práticos, ao oferecer
recomendações acionáveis para gestores que procuram conceber ambientes de serviço que
aumentem a satisfação, fomentem a lealdade e reforcem a competitividade num mercado
saturado.
This dissertation applies the Stimulus-Organism-Response (S-O-R) model (Mehrabian & Russell, 1974) to examine the impact of sensory marketing on guest satisfaction, and the impact of said guest satisfaction on post-stay intentions in the hospitality industry. Building on Choi and Kandampully (2019) study of physical and social environments, this research introduces sensory marketing as a key set of stimuli (S), operationalised through five dimensions (visual, olfactory, auditory, haptic, and gustatory), which shape guests’ sensory experiences (Krishna, 2013). Guest satisfaction is positioned as the central organism (O), reflecting emotional responses to sensory inputs, while the responses (R) are guests’ intentions to return (Saribaş & Demir, 2024) and to leave positive online reviews (Spence, 2022). Empirical evidence was derived from a survey of 256 travellers to Madeira Island during the Christmas season, analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that visual, auditory, and gustatory stimuli significantly influence guest satisfaction, whereas olfactory and haptic stimuli did not demonstrate significant effects. Guest satisfaction, in turn, exerted very strong positive effects on both return intentions and positive review intentions. The findings reinforce the importance of sensory experiences in shaping guest perceptions and highlight the importance of visual, auditory, and gustatory cues in hospitality environments. The study contributes theoretically by clarifying the relative influence of specific sensory modalities, and practically by offering actionable insights for managers seeking to design service environments that enhance satisfaction and foster loyalty in a crowded marketplace.
This dissertation applies the Stimulus-Organism-Response (S-O-R) model (Mehrabian & Russell, 1974) to examine the impact of sensory marketing on guest satisfaction, and the impact of said guest satisfaction on post-stay intentions in the hospitality industry. Building on Choi and Kandampully (2019) study of physical and social environments, this research introduces sensory marketing as a key set of stimuli (S), operationalised through five dimensions (visual, olfactory, auditory, haptic, and gustatory), which shape guests’ sensory experiences (Krishna, 2013). Guest satisfaction is positioned as the central organism (O), reflecting emotional responses to sensory inputs, while the responses (R) are guests’ intentions to return (Saribaş & Demir, 2024) and to leave positive online reviews (Spence, 2022). Empirical evidence was derived from a survey of 256 travellers to Madeira Island during the Christmas season, analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that visual, auditory, and gustatory stimuli significantly influence guest satisfaction, whereas olfactory and haptic stimuli did not demonstrate significant effects. Guest satisfaction, in turn, exerted very strong positive effects on both return intentions and positive review intentions. The findings reinforce the importance of sensory experiences in shaping guest perceptions and highlight the importance of visual, auditory, and gustatory cues in hospitality environments. The study contributes theoretically by clarifying the relative influence of specific sensory modalities, and practically by offering actionable insights for managers seeking to design service environments that enhance satisfaction and foster loyalty in a crowded marketplace.
Description
Keywords
Paradigma Estímulo-Organismo-Resposta Marketing sensorial Satisfação dos hóspedes Intenções de regresso Intenções de avaliação Stimulus-Organism-Response Paradigm Sensory marketing Guest satisfaction Return intentions Review intentions International Hotel Management . Escola Superior de Tecnologias e Gestão