Affective and behavioural reactions in a cheese-tasting experience

Segmentations according to gender, generation and familiarity

Abstract

This paper aims to address the evaluation of the application of sensory elements in the development of gastronomic tourism experiences. Gastronomic tourism experiences are, by nature, multisensory and immersive. However, in order to motivate and increase the effectiveness and emotionality of these experiences, managers and entrepreneurs must include more sensory stimuli in the environment to stimulate the senses, and thus improve the affective and behavioral response of the tourists. This study analyses the different affective and behavioural responses of diverse marketing segments when exposed to visual, olfactory and auditory stimuli in a cheese-tasting experience. To this end, an experimental multi-methodological of a simulated tourism experience was conducted. Galvanic skin response was analysed for implicit emotional information and emotional and intentional was measured through a questionnaire. The results show the relevance of the application of music in gastronomic experiences; and generational and gender trends in the choice and intentions according to sensory stimuli and product-experience responses. This is a topic of great relevance in tourism development, as it has specific implications for the enjoyment and design of such experiences.