El efecto del aroma en la intención de compra de un paquete vacacional
The Eﬀect of Aroma on Intentions to Purchase Vacation Packages;
O efeito do aroma na intenção de compra de um pacote turístico
Cuatrecasas Clemente, Laura
This study analyzes the eﬀect of aromas associated with tourist destinations on the intention to buy a vacation package. Sixty university students (M = 21.45, SD = 1.50) watched a video spot regarding a Caribbean destination in one of two experimental conditions: with no aroma, and with an environmental aroma associated with the tourist destination. Afer watching the spot, participants completed a questionnaire that included Likert scales. Statistical analysis reveals that the aroma associated with the tourist destination has no eﬀect on the intention of buying a vacation package. On the other hand, experiencing pleasure while watching the promotional video does have an eﬀect on this intention. These results contribute to the knowledge of the properties of experiential marketing applied to the tourism industry.