Page |147 Shri Lal Bahadur Shastri Rashtriya Sanskrit Vidyapeetha Vol.48, Issue-03, Book No.06: 2023 SENSORY MARKETING STRATEGIES: A STUDY ON IMPACT OF RESPONDENT’S GENDER IN SENSORY MARKETING ACTIVITIES OF SERVICE INDUSTRY: SPECIAL REFERENCE TO HOTEL INDUSTRY Amrita Singh, Assistant Professor, Parul Institute of Business Administration amrita4288@gmail.com/ amrita4288@yahoo.in Abstract Philip Kotler guru of marketing management a few years before mentioned in his teachings that one day marketing will become less about the discussion between customer and brand but more about the sensory experience built around it as suggested in embodied cognition. Embodied cognition is a concept which suggests that our decisions of purchase not always depend on data mining but it also depends on the feeling we have about it. The importance of sense is mentioned in all the ancient texts and scriptures, in all the diferent cultures, civilizations, and religions also the fve senses organs are described as the indriyas in the Hindu religious scriptures (Mamidi and Gupta, 2018). The Power of human senses for communication is also seen in Buddhism and Greek civilization (Bhatia, Garg, Chhikara, Kataria, & Talwar, 2021) Since last few years both the marketers and academicians have gained interest in sensory marketing, lot of research work is done the feld, but still this feld is vast and highly fragmented like, sensory marketing and its impact on consumer was studied by (Helmefalk, 2019) the use of sensory marketing in advertisement studied by (Krishna, Cian and Sokolova, 2016) and many more so it is difcult to get uniform sources in the feld and thus required a huge efort for systematic research. The aim of sensory marketing is to strengthen the relationship with brands and consumers by using the aesthetics, emotions and many more, it has a power to intensify brand (Schmitt, 1999) “Sensory marketing is a marketing strategy that engages the senses of consumers and infuences their behavior”. Krishna (2012), it is designed in such a way that it appeals one of the fve sense sight, smell, sound, touch, and taste or a combination of them. (Ghosh, 2016) India is ranked at 10th position out of 185 countries based on travel and tourism contribution in GDP in 2019 (Source Indian brand equity foundation). In pandemic the Industry witnessed huge challenges due to travel restrictions. Lockdown travel restrictions, social distancing and safety measures have impacted the consumer behavior drastically. (Bacon & Santos, 2021). Digitalization and conscious towards health and safety is most vigilant change in the consumer behavior post pandemic. To regain the market share hospitality industries have to work on industry 5.0 focusing on satisfaction, loyalty, and perceived service quality (Pillai, Haldorai, Seo, & Kim, 2021) so now a days, companies have started putting eforts more on experiential selling rather than just the advertisement. OBJECTIVE OF THE STUDY ● To study the impact of sensory marketing by hotels in consumer experience ● To study the impact of demographic variables on sensory marketing activities in hotel industry. LITERATURE REVIEW Sensory marketing According to (Soars, 2009) Sensory marketing is a process in which consumer gets exposed to certain stimulus, and then they analyze, interpret and form perception based on it. Marketers focus on understanding this to create marketing strategies for their brand. The sensory marketing involves all the fve human senses to develop the perception about the products. (Balaji,