تأثير التسويق الحسي على مردود صناعة السياحة الداخلية الليبية : معوقات التأثير

Abstract EN

Tourism marketing agencies are trying to benefit from the five human senses “tourist consumer” to bring him closer to the tourism product.

Tourism institutions have realized the importance of communicating with the different feelings and senses of the consumer to make tourism progress.

The research deals with this topic in terms of displaying these various promotional messages that affect the different human senses shifting away from those traditional ones.

The research gains its importance as these senses “taste-smell-touch-hearing-sight” have constantly increasing role within the tourism market alongside with the technological development and have become the controller of marketing activity .

The paper focuses on identifying the most important sides of these marketing methods that address the different senses of the consumer and try to identify its most important aspects through the different sensory experiences of the random study sample selected from academicians and specialists from the educational institutions in the Libyan city of Derna, with measuring the opportunities of this sensory marketing in developing the domestic tourism industry with reviewing the obstacles that may limit this activity.

The research concludes with important recommendations focusing on stimulating interest in this pattern of marketing from the part of individuals and various institutions