Sensory Marketing and Tourism Behavior: Empirical Study in Hanoi City

Abstract

As the COVID-19 epidemic has been basically controlled, provinces and cities in Vietnam are actively planning to accelerate tourism recovery, ensure safety, and adapt to the new normal. The study analyzes the influence of sensory marketing on customer retention at tourist places in Hanoi. Through data obtained from 410 tourists who have experienced tourism in Hanoi, the analysis results show that marketing activities through the senses including sight, taste and touch have a positive influence on tourist satisfaction and promotion of tourist retention. Thereby, the authors also propose some solutions for managers to deploy towards maintaining satisfaction and increasing the return rate of tourists in the near future.