SENSORY ASPECTS FOR CREATING MEMORIES IN CUSTOMER EXPERIENCES OF BULGARIAN TOURISTS
SENSORY ASPECTS FOR CREATING MEMORIES IN CUSTOMER EXPERIENCES OF BULGARIAN TOURISTS

Author(s): Todor Dyankov, Svetlana Todorova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: Икономически университет - Варна
Keywords: customer experience; sensory perceptions; memory; Cronbach’s alpha; hypothesis testing
Summary/Abstract: This article explores the significance of sensory perceptions as a distinct factor in shaping an individual's experience during and after the completion of a tourist journey. Utilizing a purposely constructed index to measure the overall sensory experience, the authors employ a two-independent-sample t-test to analyze differences between groups of tourists for the implementation of managerial issues towards customers. The reference points in the empirical study are the biological sex of the respondents as well as the generation to which they belong.

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