Sensory marketing in wine tourism: communicating through the senses

Abstract

The present study aimed to assess the effects that the senses have on wine tourism and its influence on consumer experience, addressing the relationship between the cellar door experience and the emotional behavior of the visitor. The research highlights that the use of certain elements in the environment affect positively the consumer experience in wine tourism. For this, Caves Aliança while multi-sensory brand, which uses many ways to stimulate and relate with their consumers in offering unique experiences through infinity of themes involving art and wine, was adopted as a case study. In order to fulfil this goal, combined qualitative and quantitative methodologies. For data analysis, criteria have been established, such as architecture, decor, layout, furnishings, colours, lighting and some elements present in the places, previously tested by other researchers. The results obtained show that the main reasons to visit a wine cellar are very varied and sensory elements of the environment stimulate the five senses and create conditions for intensification the expectations of extraordinary experiences that are reflected in consumer behaviour.