Journal of Tourism and Development

Journal of Tourism and Development

Analyzing the Multisensory Experience of Visitors at the Tehran International Tourism Exhibition

Document Type : Original Article

Authors
Neda Zarandian 1
Narges Rahimi Taghanki 2
Mojdeh Shaghlaani Lor 2
1 Assistant Professor, Faculty of Geography, University of Tehran, Tehran, Iran
2 M.A. Student in Geography and Tourism Planning, Faculty of Geography, University of Tehran, Tehran, Iran
10.22034/jtd.2025.514497.3046
Abstract
With the growing emphasis on experience-oriented approaches in the tourism industry, the role of the five senses in shaping tourist experiences has gained significance. This study aims to identify and analyze the multisensory experiences of visitors to the Tehran International Tourism Exhibition, a setting where all five senses are simultaneously engaged, offering a unique context for research. Employing a qualitative and exploratory descriptive approach, semi-structured interviews were conducted with 47 exhibition visitors. Data were analyzed using the Attride-Stirling thematic network analysis method (2001) with the aid of MAXQDA software. A total of 292 initial codes were extracted and categorized into 38 basic themes, 18 organizing themes, and 5 global themes corresponding to the five senses: visual, auditory, olfactory, gustatory, and tactile. The findings revealed that each sense played a significant role in shaping visitor experiences, ranging from the perception of booth design and lighting to exposure to regional and international music, natural and food-related scents, traditional food and sweets tasting, and tactile interaction with cultural and traditional objects. However, certain shortcomings have also been reported, such as visual pollution, low-quality music performances and background noise, lack of authenticity in some food items, and absence of sensory stimuli in certain areas. These findings contribute to the theoretical understanding of sensory experiences in exhibition environments and offer practical guidance for designers, organizers, and policymakers of future tourism exhibitions to enhance sensory coherence, satisfaction, and experience memorability.
Keywords
Tourist experience, Multisensory experience, Tourism exhibition, Tourists
 
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