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Don't address their brains. Address their hearts!: En studie om sinnesmarknadsföring vid restaurangupplevelser
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Restaurangbranschen är en del av turistindustrin och viktig för näringens utveckling. Fokus i denna studie har inriktats mot restaurangföretag och deras möjligheter att påverka gäster med hjälp av sinnesmarknadsföring. För att visa på marknadsföringens goda inverkan på företag genomfördes en observation samt intervjuer med marknadsföringsexperter och inredare. Det framkom att sinnesmarknadsföring, som involverar människans fem sinnen, ökar gästens uppehållstid och viljan att spendera pengar i besöksmiljön. Uppsatsen syftar till att belysa hur företag på ett effektivt sätt kan påverka en gästs restaurangupplevelse. Hypotesen utgår från att sinnesmarknadsföring skapar ett ökat välbehag hos gästen vilket gör det till ett effektivt sätt att marknadsföra. Resultatet av studien visar att företag med hjälp av sinnesmarknadsföring kan påverka gästen på ett djupare plan och att användandet av olika sinnesstrategier framkallar positiva känslor.

Abstract [en]

The restaurant business is part of the tourist industry and vital for the industry's development. The core of this study has been focused on restaurant businesses and their ability to influence their guests with the use of sensory marketing. To demonstrate marketing's good impact on the business, an observation and interviews with marketing experts and interior designers were conducted. It was revealed that sensory marketing, which involves the five senses, increased guest retention and willingness to spend money. This essay aims to highlight how companys effectively can influence a guest's restaurant experience. The hypothesis assumes that sensory marketing creates added pleasure for the guest and make it an effective way of marketing. Results of the study show that companies using sensory marketing can affect the visitor on a deeper level and that the use of different sensory strategies elicit positive emotions.

Place, publisher, year, edition, pages
2013. , p. 35
Keywords [en]
senses, marketing, restaurant, experience
Keywords [sv]
sinnen, marknadsföring, restaurang, upplevelse
National Category
Other Natural Sciences
Identifiers
URN: urn:nbn:se:sh:diva-19502OAI: oai:DiVA.org:sh-19502DiVA, id: diva2:640536
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-08-19 Created: 2013-08-13 Last updated: 2014-01-31Bibliographically approved

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Don't address their brains. Address their hearts!(598 kB)648 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf