Scents and aromas as important factor in tourism and commerce Mojca Čurin Aroma-Media d.o.o. Nova Gorica Miro Mele, Parfummele d.o.o., Ormož,

Preface Design of services attractive to customers iz not easy job. And last not least we want to serve customer not only once but for many years. Fragrance has proved impact on emotional life. We underestimate impact of fragrance and don't use it for promotion of our services. But times are changing and modern methods for application of scent has enabled wast techniques for very targeted „speaking with fragrance“ to our customers. We will show some concrete results!.

  Effects of fragrance Aromatized shop were characterized by customer simply better!: 20% more convenient and attractive, 27% cleaner, 45% more fresh, 131% innovative, 36% exclusive, 230% original, 120% different, 28% modern, 90% nice coloured, 58% better staff competence, 39% kind staff, 11% better price/quality ratio, 2% higher quality of inventory, 19% bigger, 47% more attractive, 13% useful, 10% nicer 12% more modern offer.

SOME BASIC OF SCENT PERCEPTION Connection od scent and taste

SOME BASIC OF SCENT PERCEPTION Connection of brain to nose  

Aspects of sense of smell in marketing Fragrance and aromas can be used for marketing in many kinds. Regarding effect we classify fragrance: Fragrance for shops nad other business places, Fragrance for working areas, Relaxing fragrance Bad smell masking or preventing fragrance

APPLICATION IN TOURISM Fragrance is used in: Hotels Restaurants Wellness tourism Konference tourism Museums Research It was a sensation when American aromatologist dr. Alan Hirsh, achieved 45% more bids trough aromatization of play automates in Casino Hilton hotel in Las Vegas!

CULTURAL FACTORS Hedonic values: connected with aim for perceptive and material enjoyment; Values of potency: values of strength, reputation and success; Moral values: Character, honesty, etic behaviour, democracy, freedom; Values of satisfaction: self-esteem, cognitive, religious and other cultural values, spiritualism and personal growth, perception of love and meaning of life.  

OTHER FACTORS Social factors Family, social group, our range in society. Personal factors Character as wholeness of individual attributes make every tourist unique. Psychological factors Motivation perception, beliefs and opinions. This perception can be easily provoked trough ”scent of enterprise” which very simply provokes reflection we wish.

RESEARCH OF FRAGRANCE IMPACT ON CASINO GUESTS Before using of fragrance people stated that casino is clean 93%. modern 84% and atractive 84%. People doesn't feel that ambient is unusual 29%.  After use of fragrance in ambient 97% of people felt ambient clean and 95% felt it modern.

  RATING OF AMBIENT

RATING OF FEELING 

RATING OF OFFER

CONCLUSION Tourism is very complex business and it is very important to react on new trend and form suitable offer. Customers are saturated with audio visual information's and therefore marketers began to use stimulation of scent sense to stimulate emotional awareness of offered services. Effect of certain fragrances were analysed. Some research on economic enterprises was presented and found that there is close relation between fragrance use and more active stimulation od potential and existing customers.

CONCLUSION Beside all benefits we noticed in our research we emphasize that aroma marketing is one of parts of holistic approach to marketing in tourism. It is nonsense to expect good result without visual, voice and tactile stimulation of senses. Flavour is very deeply connected with smell, so we can expect similar results. Nevertheless experience shows that in tourism personal on destination makes the final result. Balanced use of all marketing tools including aroma marketing is the best path to success.

THANK YOU Research conducted by: www.aroma-media.net Mojca Čurin dipl.org.turizma Aroma media Mojca Čurin s.p. Kidričeva ul. 32/b, 5000 Nova Gorica, Slovenija ++386 40 270 017 www.aroma-media.net Presentation prepared by: Mag. Miro Mele dipl.ing.MBA Parfummele, dišavne kompozicije d.o.o. Trate 4 2277 Središče ob Dravi www.parfummele.com