Multisensory Communication in Hospitality Branding: Developing Olfactory Brand Identity Using Tropical Essential Oils in Indonesia

<title>Abstract</title> <p>The trend towards experiential consumption in international tourism has led to an increased emphasis on the need to leverage multisensory communication in hospitality branding, paying specific attention to olfactory stimulation, which remains less researched. Even though sensory marketing has been extensively studied, few research works have analyzed the application of olfaction to build brand identity and develop effective communication strategies. Therefore, this paper seeks to explore how multisensory communication based on tropical essential oils can help foster olfactory branding as a key part of building brand identity in Indonesian hospitality. In order to achieve this goal, the authors have utilized mixed methods of research that include regression analysis, sensory evaluation, perceptual mapping, and experimental scent development. It is concluded that olfactory branding not only helps to build affective brand loyalty through activating affective memory but also enables one to form a contextually relevant brand identity associated with local biodiversity and facilitate repositioning through differentiation. Overall, the research shows that scent functions as a communication tool that connects emotions, meaning, and experiences. Finally, it is argued that olfactory branding is a crucial part of experiential communication that should be considered when aiming at sustainable competitive advantage in hospitality branding.</p>