Slideshow presents research of aroma marketin application in major touristic facility and shows great impact of scent on perception of customers.

1. Mojca Čurin Aroma-Media d.o.o. Nova Gorica
Mag. Miro Mele, Parfummele d.o.o., Ormož,
Research rewiew
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2. INTRODUCTION
Services are very difficult to create by goal of
attracting customers to use them frequently by
same bidder.
As we generally know that scents have very big
impact on emotions and mood of people using
them is becoming more frequent also in business
generally as marketing specially.
On field of marketing, creation of atmosphere
enabling buyers to relax and feel free by taking
decisions, has very high value.
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3.
IMPACTS OF SCENT
 Aromatized shops were percept by consumers as:
 20% nicer and more attractive, 27% cleaner
 45% fresh, 131% innovative,
 36% exclusive, 23% original,
 120% uncommon, 28% modern,
 90% pleasant in color (!), 58% more competent personal,
 39% nicer personal, 11% better price-quality ratio,
 2% better overall quality, 19% bigger,
 47% attractive, 13% useful,
 10% nicer 12% modern assortment of products.
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4. SCENT IN MARKETING
Many aromas and scents are used for marketing
purpose.
Generally we distinguish aromas and scents by
purpose:
Aromas for selling and business resorts,
Aromas work working rooms,..
Anti stress and relaxing aromas
Bad smell hiding and disinfection aromas
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5. APPLICATIONS IN TOURISM.
Scents are used in:
Touristic resorts and facilities
Restaurants
Spa resorts
Coference rourism
Museums
Research
It vas a sensation as American aroma therapist dr.
Alan Hirsh, got 45 % more using of play automates
that were scented at Hilton hotel in Las Vegas.
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6. CULTURAL FACTORS
Hedonistic values: connected with belonging
for psychical and physical pleasure;
Values of libido: power, distinction, success;
Moral values: character, etic behavior,
democracy, freedom, honesty;
Values of satisfaction: self-actualization,
esthetics, cognition, religious and cultural
values, spiritual an personal improvement,
perception of love and meaning of life.

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7. OTHER FACTORS
Society factors
Like family, social group, range in society and our role
in it.
Personal factors
Character as wholeness of individual properties, that
makes every customer unique.
Psychological factors
As motivation, perception, beliefs and standpoints.
So we can easily define overall perception of facility as
„ scent of Enterprise”.
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8. RESEARCH OF IMPACT OF SCENT ON GUESTS IN CASINO
Base data for survey were made by asking guests
before scenting was made. Ambient was judged as
clean(93 %), modern (84 %) and attractive (81 %).
Guests didn't percept ambient as unusual (29 %).
 After using of aroma positive perception of facility
raised to 97% of filling cleaned and 95% to modern.
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9. SUMMARY
For successful attraction of guests to touristic facilities new
ways must be found and suited to customers behavior.
Customers are overwhelmed by audio-visual communication
canals so introducing of scent makes very good sensible
differentiation to customers. We must recognize that scents are
stimulating directly emotional regions of brain. .
Different aromas were used in research and we have clearly
found correlation of better perception of facility. Fact that
perception of facility was overall good also before using scents
didn't diminished results of even better perception.
Competitive advance was achieved toward facilities not using
scent in their enterprise picture.
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10. SUMMARY
As scent using showed very good results we should not forget,
that gusts built their picture about destination mostly on
emotional factors. So all other marketing tools ans kindness of
personnel, good visual impact, good organization and food
should not be diminished.
Good balance of all marketing tools can offer us advantage to
competitors. Using of scents give us possibility for talking with
customers on very different way and engaging their emotions.
Combined with sight and hearing will give us measurable
results.
Everyone interested for details can get them from authors.
Original study is written in Slovene language.
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11. Thank You
Reserch was made by
Mojca Čurin dipl.org.tourism
Aroma media Mojca Čurin s.p.
Kidričeva ul. 32/b, 5000 Nova Gorica, Slovenija
GSM: ++386 40 270 017
www.aroma-media.net
Presentation prepared by:
Msc. Miro Mele dipl.ing.
Parfummele, dišavne kompozicije d.o.o.
Hardek 44c
2270 Ormož, Slovenija
GSM: ++386 40 843 216
www.parfummele.com
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