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Olfactory marketing, an integral concept of experiential marketing, is gaining popularity in the service sector to attract consumers more emotionally and personally. However, no prior studies investigate how fragrance controllability, stability, and locus in tourism destination impact tourist attachment. The study surveyed 302 tourists and used the SPSS software program to test the regressions between different variables and build a new structure equation model. This study uses attribution theory to investigate fragrance stability, controllability, and locus on destination attachment. The results reveal that both fragrance controllability and locus significantly impact attachment and increase the time spent at the destination. In contrast, fragrance stability has no impact on destination attachment. Therefore, tourism managers could benefit from these results to adequately build an olfactory marketing strategy in tourism destinations.

Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. Past studies have revealed that customers today look for more than the product and give a lot of importance to the atmosphere where the product or service is being consumed. The study surveyed 190 shoppers across a shopping mall in Kolkata, India. The study further uses the SPSS software program to test the regressions between different variables and build a new understanding of the impact of fragrance cues on consumer purchase decisions under the influence of control variables. This is the first study to demonstrate the effects of fragrance cues on retail shopping stores in Kolkata, India. The study would help managers to fathom the essence behind the importance of olfactory marketing in the retail marketing area.