Os elementos de marketing sensorial nos Airbnb’s no realityshow “Aluga-se um paraíso"

Abstract

Collaborative consumption has gained more and more space in the lives of consumers, combining this with sensory marketing strategies can add much more value to the product/service. By doing an audiovisual analysis of a reality show about accommodation, we were able to identify elements that make all the difference in the guests' stay. In this context, this study aimed to expand knowledge on the subject, to identify directions for future academic studies and to propose a conceptual model on the application of sensory marketing in the process of building brand identity. The episodes “Gourmet Hosting” and “The best of Bali” from the series “Rent a paradise” were analyzed to identify the sensory elements used by the owners to awaken the guests' senses during their stay.