Purpose
This study bridges the gap between sensory marketing and the use of the internet of things (IoT) in upscale hotels. This paper aims to investigate how stimulating guests’ senses through IoT devices influenced their emotions, affective experiences, eudaimonism (well-being), and ultimately, guest behavior. The authors examined the potential moderating effects of gender.
Design/methodology/approach
Research conducted comprised an exploratory study, which consisted of interviews with hotel managers (Study 1) and an online confirmatory survey (n = 357) among hotel guests (Study 2).
Findings
The results showed that while the senses of smell, hearing and sight had an impact on guests’ emotions, the senses of touch, hearing and sight impacted guests’ affective experiences. The senses of smell and taste influenced guests’ eudaimonism. The sense of smell had a greater effect on eudaimonism and behavioral intentions among women compared to men.
Research limitations/implications
This study concentrated on upscale hotels located in Europe. Further research may explore the generalizability of the findings (e.g. in other cultures, comparison between high-end and low-end hotels).
Practical implications
Managers of upscale hotels should apply congruent sensory stimuli from all five senses. Stimuli may be customized (“SoCoIoT” marketing). IoT in hotels may be useful in the aftermath of the COVID pandemic, as voice commands help guests avoid touching surfaces.
Originality/value
IoT can be applied in creating customized multi-sensory hotel experiences. For example, hotels may offer unique and diverse ambiances in their rooms and suites to improve guest experiences.
Purpose
– The purpose of this study is to explore the potential of m-commerce (mobile commerce) combined with social media for the wine industry in order to reach distinctive customer segments Differences about access to information and shopping habits on the Internet seem to exist according to the cohorts users belong to.
Design/methodology/approach
– Based on a study of 190 respondents, this paper describes the consumer behavior of the Y generation regarding several variables: level of Internet sophistication and orientation, brand loyalty, risk aversion, involvement, shopping behavior and perception of authenticity.
Findings
– Results of the study show that m-commerce and e-commerce applications using social media platforms may prove greatly efficient in the foreseeable future for wine growers. Different ways of selling and disseminating information about their products are observed.
Research limitations/implications
– The infancy of m-commerce implies a relative difficulty to gather data about m-consumption. Active users on m-commerce browse and purchase a few items on the mobile web and many brands still don’t have the proper interface of their website to fit with mobile screens. As a result, it is not easy to find users with similar interests on the mobile web based on product preferences, directly linked to their browsing and purchasing history.
Practical implications
– Results of the confirmatory study show that m-commerce and e-commerce applications using social media platforms may in the foreseeable future, offer wine growers greater efficiency to expand their selling opportunities and reach a wider audience.
Social implications
– This topic is promising since various data show that wine consumption is composed of 45% of occasional drinkers (once or twice a week); and between 25 and 34 years old, it is composed of 50% are occasional drinkers.
Originality/value
– Y-Gens are occasional drinkers and therefore, to link those occasional drinkers with wine, it is important to use social media as a communication tool and maybe a distribution channel to better reach this potential target.
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