THE SENSORY DIMENSION OF CONSUMER EXPERIENCES IN RURAL TOURIST DESTINATIONS

Abstract

Despite being well documented that the so-called five senses impact consumerbehavior, research following a holistic approach to all modalities of sensory experiences in rural tourist destinations is still scarce. Nevertheless, rural areas are characterized by a rich and diverse collection of endogenous resources, ideal for conceptualizing unique multi-sensory tourist experiences involving and benefiting all destination stakeholders. Hence, this paper proposes a theoretical framework based on the idea that the process of analyzing sensory aspects of consumer experiences as perceived by tourists while experiencing the countryside may contribute to carefully marketing sensory-themed tourist experiences in rural destinations. Accordingly, considering that rural destinations are calling both for cooperative and creative offerings and communication strategies, this paper discusses the potential of using sensory-informed themes in profiling tourists, a process that assists rural destinations in the planning of the integral tourist experiences aiming at the optimal use of local resources.