{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,9]],"date-time":"2026-01-09T18:18:56Z","timestamp":1767982736227,"version":"3.49.0"},"reference-count":108,"publisher":"MDPI AG","issue":"11","license":[{"start":{"date-parts":[[2021,5,24]],"date-time":"2021-05-24T00:00:00Z","timestamp":1621814400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Professorship Excellence Program Government of Madrid","award":["Line #3"],"award-info":[{"award-number":["Line #3"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Sustainability"],"abstract":"<jats:p>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 the effect that organized events built upon sensorial components have on different variables related to participants\u2019 attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing that promotes the interests of the organizing service company (a marina brand), alongside those of the host location, by associating the brand destination with this specific activity. By surveying attendees to a summer event aimed at enhancing visits to an area in Palma de Mallorca (Spain) and by adopting structural equation modeling estimation, the study shows that people\u2019s positive valuations of the event had an impact on their word-of-mouth recommendation of the brand. Thus, visitors\u2019 emotional experience was tied to their post-visit brand attitudes and brand equity. Based on the results, the study makes practical suggestions for branding in a sustainable destination, especially in relation to incorporating experiential elements in company-organized special events.<\/jats:p>","DOI":"10.3390\/su13115873","type":"journal-article","created":{"date-parts":[[2021,5,24]],"date-time":"2021-05-24T02:32:43Z","timestamp":1621823563000},"page":"5873","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":19,"title":["Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7415-3964","authenticated-orcid":false,"given":"M\u00f3nica","family":"G\u00f3mez-Su\u00e1rez","sequence":"first","affiliation":[{"name":"Finance and Marketing Department, Universidad Aut\u00f3noma de Madrid, Cantoblanco, 28760 Madrid, Spain"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0850-2780","authenticated-orcid":false,"given":"Mar\u00eda Jes\u00fas","family":"Yag\u00fce","sequence":"additional","affiliation":[{"name":"Finance and Marketing Department, Universidad Aut\u00f3noma de Madrid, Cantoblanco, 28760 Madrid, Spain"}]}],"member":"1968","published-online":{"date-parts":[[2021,5,24]]},"reference":[{"key":"ref_1","first-page":"75","article-title":"The COVID-19 Crisis","volume":"7","author":"Jones","year":"2020","journal-title":"Tour. 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