The Impact of Multi-Sensory Marketing on Destination Branding as Applied to Aswan City, Egypt.

Abstract

Multi-sensory marketing has a great impact on the tourist destination, this is evident in creating a sensory brand for the destination and enhances the emotional connection between tourists and destination, This research aims to investigate the impact of multi-sensory marketing on destination branding as applied to Aswan in Egypt. To achieve the aim and objectives of this research, a quantitative approach was used through a questionnaire. About 600 forms were distributed to the sample of tourists (foreigners and Egyptians) in Aswan, but about 588 forms were returned and were valid to analyze. The results of this research revealed that there is a very high positive correlation between multi-sensory marketing (MSM) and destination branding (DB); a high positive correlation between (MSM) and destination selection (DS); and a very high positive correlation between (DB) and (DS). These correlations support the positive effects of multi-sensory marketing on destination branding. Finally, this research presented some recommendations to expand the use of multi-sensory marketing in the tourism sector.