Spence Charles
Department of Experimental Psychology, University of Oxford, Oxford, United Kingdom.
Front Psychol. 2022 Dec 19;13:1014818. doi: 10.3389/fpsyg.2022.1014818. eCollection 2022.
This narrative review discusses the literature on contemporary sensory marketing as it applies to hotel design. The role of each of the guest's senses in the different stages of the customer journey are highlighted, and the functional benefits (to the guest's multisensory experience), and likely commercial gains, of engaging more effectively with the guest's non-visual senses, both individually, and in combination, are reviewed. While the visual elements of hotel design are undoubtedly important, the hotelier neglects the non-visual senses at their peril, given the negative effect of poor design on the customers' overall multisensory experience (and ratings). A number of the crossmodal effects and multisensory interactions that have been suggested to modulate the guest's experience of hotels (and resorts) are discussed. Mention is also made of the nature effect/biophilic design and how it is increasingly being incorporated in total design to help deliver on guest/customer well-being; the latter is a theme that has grown rapidly in relevance for those working in the hospitality sector. Taken together, there are numerous opportunities for hotel managers to 'sensehack' their guests' multisensory experiences through environmental psychology The originality of this review stems from the analysis of the hierarchy of the guest's senses and an explanation of how multisensory interactions affect sensory marketing in the design of hotel experiences for guests.
这篇叙述性综述讨论了当代感官营销在酒店设计中的应用文献。文中强调了客人的每种感官在客户旅程不同阶段所起的作用，并回顾了更有效地调动客人非视觉感官（单独或组合）给客人多感官体验带来的功能益处（以及可能的商业收益）。尽管酒店设计的视觉元素无疑很重要，但鉴于设计不佳会对客户的整体多感官体验（以及评分）产生负面影响，酒店经营者忽视非视觉感官将自担风险。文中讨论了一些已被提出的可调节客人对酒店（及度假村）体验的跨模态效应和多感官互动。还提到了自然效应/亲生物设计，以及它如何越来越多地融入整体设计以促进客人/客户的幸福感；对酒店业从业者来说，后者是一个相关性迅速增长的主题。总体而言，酒店管理者有众多机会通过环境心理学“操纵”客人的多感官体验。本综述的独特之处在于对客人感官层次的分析，以及对多感官互动如何在为客人设计酒店体验中影响感官营销的解释。
