Mohammad Haghighi - Associate Professor Faculty of Manegement, University of Tehran, Iran
Taher Roshandel Arbatani - Associate Professor Faculty of Manegement, University of Tehran, Iran
Ahmad Roosta - Associate Professor Faculty of Manegement, University of Shahid Beheshti, Iran
Ali Salehi - PH. Candidate in International Marketing, University of Tehran, Iran

The current research investigated the role of multi-sensual marketing on destination loyalty in tourism industry context. It contains both quantitative and qualitative methods. For the qualitative section, some interviews have been conducted with 16 members of tourism experts, academicians and industry practitioners until some indicators discovered for sensual marketing and loyalty to destination brand variables. In quantitative section a researcher made questionnaire was created using 5 point Likert scale and was distributed among the tourists. The sample members were randomly selected which included 394 tourists. The coding method was used to analyze the data by the quantitative method and first and second order confirmatory factor analysis methods with smart PLS statistical software and Spearman correlation were used to analyzed the data by the qualitative method. The findings indicated that , according to the experts views, there is a significant, direct and positive relationship between consumers senses and loyalty to tourism destination brand. The more the scores of the consumers senses increase, the more the sores of the loyalty to tourism destination brand increase and vice versa

Tourism marketing, Multi-sensual marketing, Loyalty to tourism destination brand