OUT WITH THE OLD -PERCEPTION AND IN WITH THE NEW - FIVE SENSES RESEARCH IN TOURISM AND HOSPITALITY STUDIES

John Barnes

Abstract


The word perception commonly appears in the titles of tourism academic journals, master’s theses and doctoral dissertations title when In fact, what is often measured is opinion, attitude, preference or impact. I suggest that this mis-representation should cease. Others may agree, because the term five senses research has begun to replace the word perception in the titles of some academic journal papers. This is especially so in the broader marketing context, but less so among tourism and hospitality titles. This outline study suggests application of five senses, which it is argued, should be considered, measured and applied where appropriate in place of perception.

Keywords


Experiential marketing; Five senses research; Sensorial marketing strategy; Perception studies

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