目的地感官营销研究综述与展望

doi:10.12054/lydk.bisu.98

摘要/Abstract

摘要：

感官是人们感知世界、获取外界信息的基础手段,因而通过对感官体验的操控将能够有效地影响消费者行为。基于这一思想,众多国外学者构建起感官营销理论。本文对感官营销理论进行引荐,阐释其对目的地营销的重要性及目的地实施感官营销的必要性,解析目的地感官营销的基本原理及心理学基础,并从视觉、听觉、味觉、嗅觉和触觉五种感官维度对2000—2016年国内外目的地营销研究文献进行系统归纳和梳理,分别探讨各感官的利用和研究现状,指出目的地营销研究面临的问题与未来可能的发展方向。研究发现目的地营销研究缺少感官视角的系统思考,感官的利用问题长期未得到应有的重视,且研究者尚未意识到目的地营销理论体系中感官研究的不可或缺性,最终造成目的地营销中感官的缺位和缺维。总体来看,当前目的地营销存在着视觉感官过载问题,相比之下,其他感官的缺位则形成了新的营销契机;目的地营销的异地性使感官的利用面临着较大的障碍,但感官具有补偿的可能;多感官交互的研究尤其匮乏,如何发挥感官间的协同效应有待探索。本文尝试拓展目的地营销的感官维度,帮助目的地营销者运用五感为目的地营销赋能。

关键词: 感官; 感官营销; 目的地营销; 具身认知; 感官通道

Abstract:

This paper aims to introduce the theory of sensory marketing by highlighting its significance and necessity to destination marketing, analyzing its basic principles and psychological rationale, and constructing a basic research framework for its application to the destination context. Two fundamental problems must be solved when applying the sensory method to destination marketing. One concerns how to effectively express and transmit the sensory information of destination resources and position; the other deals with the behavioral mechanism and outcomes of tourists in sensory marketing. Keeping these two problems in mind, this study further systematically summarizes and reviews the domestic and international literature on destination marketing from 2000 to 2016, in the perspective of each five-sense dimension, namely vision, audition, taste, smell and touch. A total of 191 English articles and 90 Chinese papers are obtained. Historically, the number of English literature shows an increasing trend, while the number of Chinese literature has not.The extant destination marketing research lacks a systematic thinking of the sensory perspective, whose use has not received due attention for a long time. Unfortunately, the indispensability of sense in the theory system of destination marketing has not yet been realized by scholars in this field. This will ultimately lead to the vacancy of “sense” in destination marketing. Overall, the overload of visual sense and vacancy of other sense dimensions in the extant destination marketing create new opportunities for sensory marketing. The allopatric nature of destination marketing makes the adoption of senses face a big obstacle, but special techniques can make up for this flaw. Multi-sensory interaction research is particularly scarce. The play of a synergistic effect among the senses is especially worthy of examination.

Keywords: sense; sensory marketing; destination marketing; embodied cognition; sensory channel

中图分类号:

吕兴洋, 徐海军, 李惠璠. 目的地感官营销研究综述与展望[J]. 旅游导刊, 2019, 3(4): 66-92.

Xingyang LV, Haijun XU, Huifan LI. A Review of Tourism Destination Marketing from Perspective of Sensory Marketing Theory[J]. Tourism and Hospitality Prospects, 2019, 3(4): 66-92.

图/表 4

图1 感官营销的理论框架与基本原理

Fig. 1 A conceptual framework of sensory marketing

图2 目的地感官营销模型

Fig. 2 Framework of destination sensory marketing

图3 目的地感官营销相关文献情况（2000—2016）

Fig. 3 Numbers of sensory marketing research on destination（2000-2016）

图4 目的地感官营销文献的感官维度分类情况注：左图为中文文献,右图为英文文献。

Fig. 4 The sensory dimension classification in destination sensory marketing literature

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