The prime objective of the current study is to investigate the impact of the atmospheric stimuli on revisit intention. In addition to that, the study has examined the mediating role of perceived image in the relationship between atmospheric stimuli and revisit intention. Finally, the
moderating role word of mouth in the relationship between perceived image and revisit intention has been examined. The study has broached the issues related to sensory marketing. Sensory marketing is a new concept which is evolved more in the last two decades. It is part of experientialmarketing.
Sensory marketing is considered as revolutionary area in the field of marketing in which emotions and perceptions are evoked by the marketers by targeting five senses of human. The expectations can be exceeded by the organization for the customers by targeting more than one sense. When external
factors are used to stimulate the human senses, a memorable experience is created, which help in building a positive image in the mind of customers, which later on has an impact on the retention of customers as well. However, the current study has filled this gap. However, this study is among
the pioneering studies on this issue Employing the survey-based methodology; the SEM-PLS technique is used to test the hypothesized relationships. So,the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged
in the current stud, and the data is collected from the tourist in Indonesia. The findings of the study have provided support to the theoretical foundation and proposed hypothesis of the current study. The current study will be helpful for policymakers and practitioners in understanding the
issues atmospheric stimuli on revisit intention. In author knowledge, this is among very few pioneering studies on this issue.
The Impact of Experience Factors on Brand Attitude and Revisit Intention in Rice Cake Specialty Shop
