The Role of Sensory Branding in Customer Experience Management: Effects on Recall and Purchase Intent in Hotels

The research question is whether the presence of multisensory branding factors (sight, sound, smell, taste, and touch) has an impact on the purchase intention and recall of the brand in the hotel industry. Based on the data collected through hotel customers and hotel managers in the state of Gujarat, the research utilises regression analysis to evaluate the interrelations between the most important variables. The result shows that there was a statistically significant positive relationship between the presence of sensory stimuli and the outcome consumer behavior, especially brand recognition and purchase intention. The findings highlight the relevance of embedding sensory branding practices which can boost customer experiences on a global scale, as well as customer retention in the hospitality sector.