Revisit the Multisensory Integration in Hospitality and Tourism Studies

ABSTRACT The realm of hospitality and tourism has recently experienced a surge in multisensory research. However, there remains a noticeable gap in studies focusing on multisensory integration, a concept widely explored in other marketing domains. This article synthesizes insights from sensory marketing and neuroscience to propose three innovative research directions in the context of hospitality and tourism. It also discusses the theoretical and practical implications of these research pathways, highlighting their significance in advancing our understanding of multisensory experiences within the industry. Furthermore, the article discusses advanced methodological approaches necessary to effectively investigate these research directions, highlighting how such tools can enhance the rigor and relevance of multisensory research within hospitality and tourism.