## 3 Results and Discussion
### Aromatization in Cultural Facilities  
Cinemas, theaters, museums, galleries, casinos, or any other spaces intended for cultural, entertainment, or leisure activities can also be classified as spaces where the use of aroma is essential. The goals of aroma marketing can be different in these cases, depending on the focus of the operation, from eliminating unwanted odors, making the time spent in the facility more pleasant, or enhancing the experience to increasing sales of additional goods, extending time spent in a particular space, and increasing the intention to return. The number of such oriented scientific studies is still relatively low. An example is, e.g., the study [91] carried out in the actual conditions of the Gonzalez Santana Museum on a sample of 234 visitors, where three different aromas were used: the scent of clean clothes,apple pie, and aftershave. From a methodological point of view, feedback from visitors was collected only at a conscious level through questionnaires using a five-point Likert scale. The study results showed that scent has a significant effect on the perception, evaluation, and the repeated intention to visit the museum. A considerable benefit of this study is in its implementation in the natural conditions of the museum and in offering opportunities for managers of art institutions to differentiate their offer and build the image of their facilities. A similar study [92] was performed in a gallery, even though it was only a virtual exhibition in laboratory conditions. Their study researched the effect of the scent of the environment on the perception of valence, excitement, and memorization of works of art. A total of 86 participants evaluated a series of paintings by two artists while being present in an environment flavored with two scents--citrus and talc. The study confirmed that a pleasant aroma could significantly affect the evaluation and memorization of works of art. However, the research had its limitations, in the form of simulated conditions of a virtual exhibition, testing only two scents, focusing on images by two authors, and testing the scent without interacting with other senses, which opens up opportunities for further research. Another valuable study in natural conditions, this time in a cinema complex, was carried out in Lisbon, Portugal [93]. A sample of 407 spectators aged 14-81 participated in the experiment under aromatization conditions and without any. The findings showed that smell causes significant positive differences in cinema's evaluation, environment, and intention to return. From a methodological perspective, only classical feedback was collected from the participants at a conscious level. Other limitations of the research due to the realization of the study in the natural environment included an unrepresentative sample, as the participants of the experiment were a voluntary audience, and the inability to control all exogenous variables. Another con of the study was the failure to research the effect of scent in combination with other stimuli (music, lighting, colors, etc.) which could be the subject of further research in the future, as consumers perceive their surroundings as a whole. However, despite all the limitations, the study can be considered very beneficial. Another interesting study [94] was carried out in the environment of an aromatized cinema. They tested the effects of olfactory and visual stimuli on remembering information in cinema advertising. A combination of rose and sandalwood scents was chosen for the flavoring following a preselection. Because previous research has suggested that there may be gender differences in fragrance preferences, only 100 women took part in the survey. They found that, while both image and scent improved brand ranking and overall ad memory, they found that scent generated even more positive brand feelings.