## 3 Results and Discussion
### Traveling and Travel Agencies  
The transport industry is also making progress in finding new ways to increase the wellbeing and comfort of passengers, with the primary focus on increasing profits. One of the strategies that is increasingly used is aroma marketing. Whether the goal is to achieve customer loyalty or brand awareness, aromatization has proven to be beneficial. Today, it is also becoming a common strategy in this segment of services. Thanks to the right choice of aromatization, such companies can induce in passengers a pleasant feeling of traveling, as well as a feeling of luxury or a relaxing environment. Travel agencies are also among the service sectors in which aroma marketing plays an important role. Until recently, they only used holiday catalogs, brochures, and pictures to attract customers and promote sales. At present, this area of services is increasingly using the potential of aromas, where it uses scent to try to induce in its customers a holiday feeling the moment they enter the office. Studies have shown that specially designed exotic scents directly evoke the right holiday atmosphere in potential customers in the travel agency, affect their time spent in the office, and affect their desire to book additional holidays and spend more money than originally planned (see more in [71]). In such operations, the smell of coconut, which evokes the atmosphere of an exotic holiday, the smell of orange, which is reminiscent of a holiday in the Mediterranean, or the smell of the sea breeze, which is associated, for example, with sea cruises, are used most often. As an example, we can mention the use of aromatization within one of our experiments in the travel agency AVOCADO, whose space was aromatized with two selected scents--North Sea and apple. The results confirmed the positive impact of the effectiveness of aroma deployment on the customers and on the economic indicators of the agency, because, in the period of aromatization, there were obviously more sales than before and after the aromatization [71]. The senses are also widely used to attract tourists during traveling in various ways. For example, in Finland, research was conducted in buses and ferries carrying tourists. It was examined whether the senses, mainly smell, can raise the number of sold trips. In buses, pinewood resin was disseminated via a scent machine. Sales increased during this period by 51%. Multiple sensory studies were conducted; however, smell was found to strongly affect sales. In ferry, scents and sounds were applied. The scent used was fresh linen. However, in this study, the scent stimulus did not affect visitor perception. The reason may have been the bad position of the scent machine, which was placed in the corner of the ferry [82]. Another study focused on aroma marketing in the field of tourist services. The study [83] identified the forms and ways of influencing people's senses in the process of selling consumer goods, providing some examples from this sector of services. The popularity of using sensory marketing was also mentioned in Luxurious cruise ships, for example, the Voyager of the Seas operated by Royal Caribbean International, which uses numerous multisensory facilities for the guests. There is a large casino, theater, basketball field, golf course, rock-climbing wall, ice-skating rink, and numerous themed restaurants including an Italian-style Portofino, which evokes the atmosphere of restaurants from the 1960s where the managers try to stun all human senses, whereby smell is a highly effective one. This is very beneficial for the company. Public transport is also increasingly being aromatized by individual companies to attract more passengers and increase their turnover. Quite large field experiments in this area were done by [PERSON] et al. [84] on railways to examine the effect of aroma on customers. The researchers examined the short-term and long-term effects of ambient scents.