IMPACT OF SENSORY EXPERIENCE ON BUYING BEHAVIOUR VIA EMOTIONS IN HOSPITALITY SECTOR

Research examining the impact of sensory experience on consumer behaviour through emotions is not very common in Hospitality industry. In order to construct a model of buying purchasing behaviour predicated on sensory experience, this paper gathered 325 valid questionnaires from the people who have stayed in any 4 or 5-star hotel in last 6 months. By employing structural equation modeling, this study authenticates the conceptual model and establishes the substantiality of sensory experience as a precursor to purchasing behaviour. According to the findings of this paper the relationship between various elements of sensory experience and behavioural intentions is positively determined. The results of this study have significant implications both theoretically and practically. They investigate the connections between the impact of the five senses on purchasing behaviour in the hospitality industry. In the conclusion, managerial implications and research limitations are discussed.


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