Autonomous Sensory Meridian Response (ASMR) as a marketing tool : an examination of the online phenomenon' s potential in the promotion mix of slow tourism destinations

Abstract

Autonomous Sensory Meridian Response (ASMR) is an online phenomenon that is becoming increasingly popular and has been brought to the attention of the public by brands using it to advertise their products. The goal of this thesis is to evaluate the potential of this phenomenon for promoting slow tourism destinations and to develop recommendations for action based on the findings of the study. The research question the study aims to answer is how slow tourism destinations can use ASMR as a marketing tool in their promotion mix. To answer this question, a literature review was carried out and an online survey addressed to the ASMR community was conducted. The study found that in order to use ASMR as a marketing tool, slow tourism destinations need to show an appreciation for ASMR by producing content that is valuable to the community and appeals to the widest possible audience. This can be achieved by acknowledging and using the preferences of the community as determined in this study, making appropriate themes, such as nature, wellness or slowness, the focus of the marketing content as well as choosing the kind of ASMR marketing most suitable to the destination. While ASMR can be used for offline communication, such as on TV or radio, the study found that the ASMR community greatly preferred online communication, either through sponsorship or, to a lesser extent, though self-produced content.