所属 京都外国語大学 国際貢献学部 グローバル観光学科 職種 准教授
|An Empirical Study on the Impact of Prior Information Provision Methods on Participants' Perceptions in Tasting Marketing
|J. L. Stienmetz et al. (Eds.): ENTER 2022, Information and Communication Technologies in Tourism 2022
|Masuda, H., & Matsumura, K.
|Tasting events are a typical example of a tourism experience that utilizes alcohol. However, it has not been sufficiently demonstrated how the prior information given to customers at tasting events affects their perception of the tasting and its marketing effects. In this study, we conducted a tasting experiment of a new Japanese sake product to clarify how information given to participants in advance can affect their perception of the tasting, satisfaction, and word-of-mouth intention related to the new sake product, and compared the effects of the following types of prior information: 1) no information, 2) written information, 3) video explained by a man, and 4) video explained by a woman. This study contributes to the development of a theory and empirical evidence that takes into account prior information in tasting marketing in tourism.