Una contribución del marketing sensorial a la comercialización de la experiencia del turismo rural
DOI:
https://doi.org/10.25145/j.pasos.2014.12.045Palabras clave:
marketing sensorial, rural, cinco sentidosResumen
La importancia de los cinco sentidos humanos -vista, oído, olfato, gusto y tacto- en la comercialización de experiencias turísticas positivas, únicas y memorables ha sido enfatizada en la investigación turística. En particular, la riqueza multisensorial y la vulnerabilidad de los recursos endógenos existentes en las zonas rurales, con características divergentes del entorno urbano y la potenciación de las actividades relacionadas con la naturaleza y los bienes rurales, justifican una comercialización de la experiencia turística adecuada al desarrollo sostenible de las zonas rurales. Considerando la contribución del marketing sensorial al diseño de un entorno que potencie las experiencias turísticas deseables y a la segmentación de los turistas, este trabajo pretende reflexionar sobre el papel de los cinco sentidos en el marketing de experiencias turísticas que potencien el desarrollo sostenible de los destinos rurales.
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Confirmo que el trabajo es original (de mi/nuestra autoría), y que no se someterá a otras revistas o publicaciones hasta la resolución definitiva del proceso de revisión en PASOS, RTPC.
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