Proceedings of the 5th International Conference on Tourism Management and Hospitality
Year: 2024
DOI:
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The Impact of Visiting Architectural Attractions on 5 Basic Human Senses
Mariya Abramovich
ABSTRACT:
Architectural landmarks are integral to shaping visitor experiences, engaging sensory perceptions and evoking emotional responses. This research explores how sensory interactions—including sight, sound, touch, taste, and smell—affect tourists’ emotional connections, satisfaction, and loyalty to architectural sites. By examining the Taj Mahal in India and the Duomo di Milano in Italy, the study assesses how sensory experiences at these high-traffic tourist sites enhance perceptions and impressions. Using a mixed-methods approach, data was collected via semi-structured interviews, thematic analysis of reviews on TripAdvisor, and observational methods. The analysis included 70 online reviews of the Taj Mahal and 50 of the Duomo di Milano, along with interview data from 57 respondents aged 19-63, representing diverse nationalities. Findings reveal that sensory inputs across the five senses significantly impact visitor perceptions and loyalty. For instance, 51% of respondents reported engaging in tactile interactions with the Taj Mahal, often describing a strong emotional connection despite restrictions on touching. Additionally, olfactory feedback indicated that 57% of respondents experienced pleasant odors, such as fresh grass and rose scents, which enriched their experience; however, sounds like traffic were often noted as unpleasant. Visual impressions played a dominant role, with 55% of respondents highlighting intricate architectural details as particularly memorable. The analysis of frequently occurring words in reviews reveals different thematic priorities: the Taj Mahal is associated with terms such as «guide», «marble», «love story», and «gardens», reflecting an aesthetic and emotional emphasis, while Duomo di Milano reviews commonly highlight «rooftop», «ticket», «museum», and «dress code», underscoring practical and experiential aspects. These findings suggest that enhanced sensory engagement can strengthen visitor loyalty and support sustainable tourism strategies.
keywords: heritage attractions, sensory experience, tourist experience, consumer experience, visitor perspective