It's in the air: Aroma marketing and affective response in the hotel world

Guillet B. D., KOZAK M., Kucukusta D.

INTERNATIONAL JOURNAL OF HOSPITALITY & TOURISM ADMINISTRATION, vol.20, no.1, pp.1-14, 2019 (ESCI) identifier identifier


Smell is considered to be the sense that is most closely attached to emotional reactions. This makes scent in the hotel environment an important atmospheric variable to study, because fragrances are expected to increase the likelihood of producing an emotional reaction from consumers. Capitalizing on smell's ability to cue memories and conjure up emotions, the purpose of this research is to examine the emotional states evoked by various hotel scents in a hotel business in Hong Kong that uses scent throughout its premises. More specifically, this study intends to make a connection between the emotional states evoked by the hotel scents and how hotel businesses can make use of their guests' emotional responses. Scent marketing is an overlooked subject in hospitality and tourism research.