Os cinco sentidos da hospitalidade na percepção dos gestores de meios de hospedagem : um estudo em Canguaretama / RN e Goianinha / RN
Resumo
Hospitality constitutes a strategic element for the competitiveness of accommodation facilities,
especially in small and medium-sized tourist destinations, where the guest experience plays a
central role. In this context, the present study aims to analyze the perception of managers of
accommodation facilities regarding the five senses of hospitality — sight, hearing, smell, taste,
and touch — in the municipalities of Goianinha/RN and Canguaretama/RN, Brazil. As specific
objectives, the study seeks to identify how these senses are incorporated into hospitality
management, to understand their influence on the guest experience, and to verify their relevance
for the differentiation of enterprises. The methodology is characterized as qualitative research
with a descriptive and exploratory approach, using semi-structured interviews conducted with
managers of accommodation facilities, whose data were analyzed through content analysis. The
results indicate that managers recognize the importance of the five senses in the construction of
hospitality, highlighting sight and taste as the most valued, particularly with regard to ambience
and food services. However, the senses of hearing, smell, and touch are still explored in a
limited and unsystematic manner, occurring mostly intuitively. It is concluded that the
conscious and planned integration of the five senses of hospitality can significantly contribute
to improving the guest experience, strengthening the identity of accommodation facilities, and
increasing their competitiveness in the analyzed destinations.