Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about effect that organized built upon sensorial components have different variables participants’ attitudes and behaviors, as such ability provide unique experiences emotions. Therefore, this focuses impact sustainable multi-sensory event promotes interests organizing service company (a marina brand), alongside those host location, by associating brand destination with specific activity. By surveying attendees summer aimed at enhancing visits area Palma de Mallorca (Spain) adopting structural equation modeling estimation, study shows people’s positive valuations had their word-of-mouth recommendation brand. Thus, visitors’ emotional experience was tied post-visit equity. Based results, makes practical suggestions branding destination, especially relation incorporating experiential elements company-organized special events.