Anuario Electrónico de Estudios en Comunicación Social "Disertaciones"

ISSN-e: 1856-9536

El efecto del aroma en la intención de compra de un paquete vacacional

Laura Pilar Cuatrecasas Clemente

DOI: http://dx.doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.5004
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Resumen


Se estudia el efecto del aroma asociado a un destino turístico en la intención de compra de un paquete vacacional. Sesenta estudiantes universitarios (M =21,45, Dt =1,50) visualizaron un spot de un destino caribeño en una de las dos condiciones experimentales: sin aroma y con aroma ambiental asociado a un destino turístico. Tras el visionado, los participantes completaron un cuestionario que incluía escalas Likert. El análisis estadístico revela que el aroma asociado al destino turístico no tiene ningún efecto en la intención de comprar de un paquete vacacional, pero sí lo tiene el agrado por el video promocional. Estos resultados contribuyen al conocimiento de las propiedades del mercadeo experiencial aplicado a la industria del turismo.


Palabras clave


mercadeo experiencial; publicidad sensorial; publicidad olfativa; intención de compra; turismo

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