Using multiple senses in tourism marketing: The Helsinki Expert, Eckerö Line and Linnanmäki Amusement Park cases

A. Isacsson, L. Alakoski, Asta Bäck

    Research output: Contribution to journalArticleScientificpeer-review

    8 Citations (Scopus)

    Abstract

    The article describes three case studies where marketing communication for tourists and event visitors was studied. Two of the cases looked at the impact of multiple senses and one case, the Linnanmäki amusement park case, looked at the role of viral marketing when promoting a new event. In the Eckerö and Linnanmäki cases the data was gathered by interviewing visitors. In the Helsinki Expert case, the increase in sales was used as the indicator of the impact of added sensory impact. The sale of tours was increased during the weeks, when a smell was added in the tourist bus. The Linnanmäki case showed the importance of personal recommendations in getting people informed about a new event and to get them really to come there. Even though the use of Facebook did come up in the interviews, it had no significant importance in increasing awareness or decision making, whereas direct personal contacts were important.
    Original languageEnglish
    Pages (from-to)167-184
    Number of pages18
    JournalTourismos
    Volume4
    Issue number3
    Publication statusPublished - 2010
    MoE publication typeA1 Journal article-refereed

    Fingerprint

    marketing
    tourism
    communication
    amusement park
    Tourism marketing
    bus
    indicator
    recommendation
    Viral marketing
    Interviewing
    Bus
    Marketing communications
    Tourists
    Decision making
    Facebook

    Keywords

    • Multiple senses
    • Marketing communication
    • Tourism marketing

    Cite this

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    title = "Using multiple senses in tourism marketing: The Helsinki Expert, Ecker{\"o} Line and Linnanm{\"a}ki Amusement Park cases",
    abstract = "The article describes three case studies where marketing communication for tourists and event visitors was studied. Two of the cases looked at the impact of multiple senses and one case, the Linnanm{\"a}ki amusement park case, looked at the role of viral marketing when promoting a new event. In the Ecker{\"o} and Linnanm{\"a}ki cases the data was gathered by interviewing visitors. In the Helsinki Expert case, the increase in sales was used as the indicator of the impact of added sensory impact. The sale of tours was increased during the weeks, when a smell was added in the tourist bus. The Linnanm{\"a}ki case showed the importance of personal recommendations in getting people informed about a new event and to get them really to come there. Even though the use of Facebook did come up in the interviews, it had no significant importance in increasing awareness or decision making, whereas direct personal contacts were important.",
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    Using multiple senses in tourism marketing : The Helsinki Expert, Eckerö Line and Linnanmäki Amusement Park cases. / Isacsson, A.; Alakoski, L.; Bäck, Asta.

    In: Tourismos, Vol. 4, No. 3, 2010, p. 167-184.

    Research output: Contribution to journalArticleScientificpeer-review

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    T1 - Using multiple senses in tourism marketing

    T2 - The Helsinki Expert, Eckerö Line and Linnanmäki Amusement Park cases

    AU - Isacsson, A.

    AU - Alakoski, L.

    AU - Bäck, Asta

    PY - 2010

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    AB - The article describes three case studies where marketing communication for tourists and event visitors was studied. Two of the cases looked at the impact of multiple senses and one case, the Linnanmäki amusement park case, looked at the role of viral marketing when promoting a new event. In the Eckerö and Linnanmäki cases the data was gathered by interviewing visitors. In the Helsinki Expert case, the increase in sales was used as the indicator of the impact of added sensory impact. The sale of tours was increased during the weeks, when a smell was added in the tourist bus. The Linnanmäki case showed the importance of personal recommendations in getting people informed about a new event and to get them really to come there. Even though the use of Facebook did come up in the interviews, it had no significant importance in increasing awareness or decision making, whereas direct personal contacts were important.

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    KW - Marketing communication

    KW - Tourism marketing

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