Connecting Senses and Memory: Transforming Tourism Destinations through Sensory Marketing

Abstract

This research aims to examine the application of emotional experiences and immersive technology in increasing tourist loyalty in the tourism industry. The methodology used is Systematic Literature Review, with literature sources taken from indexers such as Google Scholar, Scopus, and DOAJ, and focusing on publications between 2014 and 2024. The analysis shows that emotions such as awe and nostalgia, as well as multisensory experiences, play an important role in creating traveler engagement and satisfaction, which in turn increases loyalty and recommendation intentions. VR and AR technologies enrich the experience by providing immersive interactions, influencing travelers' perceptions and visit intentions. However, this study also found challenges related to technology acceptance, content quality, and the balance between sensory stimulation and traveler comfort. Therefore, it is important to design marketing strategies that integrate emotional, sensory and technological elements by considering the local cultural context. The findings are expected to guide destination managers in implementing sustainable strategies and enhancing tourism attractiveness.