The Role of Sensory Elements in Enhancing Airbnb Guest Experience in Bangkok.
Keywords:
Airbnb, Guest, Host, Sensory Elements, Sensory Experience, Sensory MarketingAbstract
In the evolving landscape of tourism and the sharing economy, Airbnb has emerged as a leading accommodation platform, particularly in Bangkok, Thailand. While previous studies have explored various factors influencing guest satisfaction, limited research has examined the role of sensory elements in shaping the Airbnb guest experience. This study investigates how visual, auditory, and olfactory stimuli drive guests’ decision-making and overall satisfaction. Utilizing a qualitative research approach, data were collected through semi-structured interviews with 10 Airbnb foreign guests who had stayed in Bangkok within the past year. Data obtained from the participants were coded using thematic analysis. The findings reveal that visual aspects, including cleanliness, interior design, and lighting, are the primary factors influencing booking decisions. Additionally, the scent and noise levels in a bustling city play a decisive role in enhancing or detracting from guests’ overall satisfaction. A positive sensory experience fosters emotional engagement and guest retention, while negative sensory stimuli, such as unpleasant odors or disruptive noise, lead to dissatisfaction. This study underscores the importance of sensory marketing in enhancing the Airbnb guest experience and provides practical insights for Airbnb hosts to improve their offerings by optimizing sensory elements.
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