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Differentiating Hospitality Operations via Experiences: Why Selling Services is Not Enough
Abstract
By infusing your hospitality operation with a theme—explicitly stated or creatively subtle— you can improve your guests' experience and (not incidentally) your profits.
... However, there is an argument to be made that the interdisciplinary field of theming also draws on several other practices, disciplines, and professional fields (e.g., sociological and anthropological research). Theming is debated within fields such as destination marketing and branding (e.g., Botha, 2016;Cabanas, 2019;Cheng, Fang, & Chen, 2015;Harrison-Hill & Chalip, 2005;Heeley, 2014;Huijbens, 2011), the experience economy (e.g., Gilmore & Pine, 2002), urban studies and development (e.g., Amin & Thrift, 2002;Lorens, 2011;Mitrasinovic, 2008;Paradis, 2004), and architecture, game design and development, education, and youth development (Crawford, 2015;Dale & Robinson, 2001;Deterding, 2016;Kraler, 2018;Lacanienta et al., 2018;Sternberg, 1996Sternberg, , 1997 (Lacanienta et al., 2018) and the youth development field borrows its terms from the experience economy, psychology, tourism, and marketing when examining themed camping experiences Lacanienta et al., 2018). ...
... This perspective has implications for how innovation is viewed, as traditional innovation is product centric (Prahalad & Ramaswamy, 2003). In the second perspective, theming turns services into experiences (Gilmore & Pine, 2002), and products and services become instruments in the orchestration of the actual product being sold: the environment. Prahalad and Ramaswamy (2003) emphasize how the environment is crucial for ...
... Constructing reality involves using elements that belong together and their consistent logical connections, which will be discussed in the next paragraph on cohesion. Cohesion in Paper II refers to thematic elements' logic and how a theme should control how these fit together (Gilmore & Pine, 2002). In previous research, the term is often used similarly to coherence, referring to order, clarity, and unity and is a predictor for liking particular environments (Kaplan, 1987;Nasar, 1987). ...
In tourism and hospitality, products and services have been the traditional foci and bases of value. However, in line with the experiential turn in tourism, numerous tourism businesses have changed focus toward providing consumers with distinctive experiences to avoid commoditization. In turn, this means businesses often employ theming as a method and practice to create experiencescapes for and together with their visitors. Although much research has been conducted regarding themed tourism spaces, less attention has been given to the phenomenon of theming. How knowledge about theming can be understood as kind of experience innovation is also less understood.
The overall aim of this thesis is to deepen knowledge of theming in experience-based tourism, and how knowledge about theming from both a visitor and provider perspective can facilitate experience innovation. More specifically, this thesis intends to explore what themes and theming are, what factors drive theming, the dimensions of theming, and the purposes of theming. These aims are explored in the context of experience-based tourism, a labor-intensive industry that seeks to provide symbolic and hedonic benefits and evokes more robust emotional and experiential responses from visitors. This dissertation includes three separate papers that investigate and discuss three research topics: (i) how the theme factors that drive experience based tourism can be better understood, (ii) identifying the dimensions of theming in experience-based tourism, and (iii) why theming is used in experience-based tourism. The fourth research topic (iv), how knowledge about theming from both a visitor and provider perspective may facilitate experience innovation is developed during the abductive process with the dissertation and is answered in the synopsis. Using quantitative and qualitative methodological approaches, theming in experience-based tourism is explored from both a visitor and a provider perspective. The first appended paper’s empirical analysis uses survey data. The second and third appended papers use semi-structured interviews.
The contributions of this thesis to the fields of experience-based tourism, marketing, and management literature are fourfold. The first contribution of this thesis relates to theme factors. The theme factors name, employee interaction, and lighting are the most central direct drivers of the tourist customer experience, while others (design and music) contribute to the perceived themed environment differently, depending on usage and context. The fact theme factors in particular, name, contribute to an environment’s theme perception is a novel find. The second contribution of this thesis relates to theming dimensions. The 10 dimensions of theming, authenticity, chronotope, cohesion, digital technology, immersion, interaction/co-creation, multisensory, novelty, relatability, and storytelling/narrative are crucial to and significant for theming in a tourism context. The dimension interaction/co-creation parallels dimensions from experience innovation research. The third contribution of this thesis relates to the purposes of theming in tourism: ensure differentiation; increase sales of a brand or a product; create bonds between the guests and a theme, brand, or product; attract, stop, and make visitors stay; or influence and modify their behavior and enhance the end-to-end experience. These purposes are revealed to be essential interrelated business objectives for managers in tourism. This thesis discusses the more profound meaning and the interplay of the theme factors, theming dimensions, and purposes of theming from both visitor and provider perspectives. The fourth and final contribution in this thesis is the implications of the empirical findings from the three papers for experience innovation. The thesis’ overall contribution is a comprehensive examination of theme factors, theming dimensions, theming purposes, and how they can facilitate experience innovation, which provides a broad understanding based on new and available knowledge on each aspect of the studied phenomena and deliberates their significance
for theming innovation.
This thesis argues for providers’ importance in carefully orchestrating theme factors and theming dimensions to fulfill the purposes of theming in experience-based tourism. Designing an experience often requires providers to critically use themes and theming to create innovative, high-quality, profitable, and memorable environments for visitors. Previous research has focused solely on providers staging themed products and services in an environment. However, staging the environment is not sufficient for providers of themed environments. Instead, the experience environment necessitates those providers facilitating themed environments that accommodate interaction with visitors to co-create value in their individual experiences—leading toward experience innovation.
Furthermore, managers are urged to enhance their themed environments to ensure differentiation and increased sales. Staff should receive ongoing training and managerial direction to act and speak often around the chosen theme, and staff interaction with visitors should be encouraged. Also, managers should strive to improve cohesiveness, fit, and orderliness between all elements in the themed environment to convey a positive impression of harmony. The theming dimensions of novelty, storytelling, and digital technology should be assessed and used adequately by managers to improve uniqueness, a sense of connectedness, and a heightened sense of reality.
The main contribution of this thesis is not towards traditional service innovation research. Instead, this thesis examines the role of theme factors and theming dimensions in tourists’ experiences and how organizations can use them for experience innovation. These results have implications for innovation in experience-based tourism: Thus, the focus of this thesis is on theming as a process that may lead to experience innovation. This kind of experience innovation can be called theming innovation, an interactive process in which visitors deliver providers with information about what is valuable to them, and providers prototype, evaluate, and test concepts with the use of theme factors to co-create new or improved experiences, creating theming dimensions that frame and support the theme factor development, in turn fulfilling the providers’ theming purposes, and does this better than their competitors.
Experience innovation centers more on environments than products and services, which may act as props in staging an experience. Rather than a supply-chain-centric stage-gate process where firms create value through offering various products and services, experience innovation emphasizes value as interactively co-created in ever more immersive, often technologically enhanced environments. Thus, this thesis focuses on the value of creating new and more profound knowledge of theming in innovation processes/design, leading to experience innovation. By extension, experience innovation is about staying relevant and surviving in the future.
Norwegian abstract:
I turismen og besøksnæringene har det tradisjonelle fokuset vært på produkter og tjenester som grunnlaget for verdiskaping. Imidlertid, i tråd med den opplevelsesbaserte vendingen i reiselivet, har mange aktører innenfor reiseliv nå endret fokus mot å tilby forbrukerne unike opplevelser for å unngå kommodifisering. Dette betyr at bedriftene har brukt tematisering for å skape opplevelsesrom for sine gjester. Selv om mye forskning har blitt gjort på tematiserte turistopplevelser, har det vært viet mindre oppmerksomhet til tematisering som fenomen. Hvordan kunnskap om tematisering kan forstås som en form for opplevelsesinnovasjon er også mindre kjent.
Som følge av dette er det overordnede målet i denne avhandlingen å utdype kunnskapen om tematisering i opplevelsesbasert turisme, samt hvordan kunnskap om tematisering fra både et besøks- og tilbyderperspektiv kan fasilitere opplevelsesinnovasjon. Mer bestemt har avhandlingen som intensjon å utforske hva temaer og tematisering er, hvilke faktorer som driver tematisering, tematiseringens dimensjoner, og hvilke formål tematisering kan ha. Avhandlingens mål utforskes med opplevelsesbasert turisme som kontekst, en arbeidskraftkrevende bransje som forsøker å skape merverdi ved å tilby symbolske og hedonistiske fordeler og fremkalle sterke emosjonelle og opplevelsesbaserte reaksjoner hos de besøkende. Denne avhandlingen inkluderer tre separate artikler som undersøker og diskuterer tre forskningstemaer: (i) hvordan temafaktorer som driver opplevelsesbasert turisme kan bli bedre forstått, (ii) identifiseringen av tematiseringsdimensjonene i opplevelsesbasert turisme, og (iii) hvorfor tematisering brukes i opplevelsesbasert turisme. Det fjerde forskningstemaet, (iv) hvordan kunnskap om tematisering fra både et besøks- og tilbyderperspektiv kan fasilitere opplevelsesinnovasjon, ble utviklet gjennom en abduktiv prosess i avhandlingen, og blir besvart i synopsisen. Tematisering i opplevelsesbasert turisme utforskes i både et besøks- og tilbyderperspektiv gjennom å benytte både kvantitative og kvalitative metodologiske tilnærminger. Den empiriske analysen i den første vedlagte artikkelen er basert på data fra en spørreundersøkelse. Den andre og tredje vedlagte artikkelen bruker data fra halvstrukturerte intervjuer.
Avhandlingen har fire bidrag til opplevelsesbasert turismefeltet, markedsførings- og ledelsesfeltet. Avhandlingens første bidrag omhandler temafaktorer. Temafaktorene navn, medarbeiderinteraksjon, og lyssetting er de mest sentrale direkte driverne av turistens kundeopplevelse, mens andre (design og musikk) avhengig av bruk og kontekst bidrar til oppfatningen av tematiserte omgivelser på en annen måte. At temafaktorer, særlig navn, bidrar til oppfatningen av tematiserte omgivelser er et nytt funn. Avhandlingens andre bidrag omhandler tematiseringsdimensjoner. De ti tematiseringsdimensjonene autentisitet, kronotop, kohesjon, digital teknologi, immersjon, interaksjon/samskaping, flersanselighet, nyhetsverdi, gjenkjennbarhet, og historiefortelling/narrativ er sentrale og betydningsfulle for tematiseringen i en turismekontekst. Dimensjonen interaksjon/samskaping har paralleller til dimensjoner fra forskningen på opplevelsesinnovasjon. Avhandlingens tredje bidrag omhandler formålene med tematisering i turisme: å sørge for differensiering; øke salgene av et merke eller et produkt; skape bånd mellom gjester og et tema, merke, eller produkt; tiltrekke, stanse og få besøkende til å bli; å påvirke eller endre atferden deres, og forbedre ende-til-ende-opplevelsen. Det viser seg at disse formålene er essensielle gjensidig relaterte mål for ledere i turismen. Denne avhandlingen diskuterer de dypere meningene og samspillet mellom temafaktorene, tematiseringsdimensjonene, og formålene med tematisering fra både et besøks- og tilbyderperspektiv. Avhandlingens fjerde og endelige bidrag er implikasjonene de empiriske funnene fra de tre artiklene har for opplevelsesinnovasjon. Avhandlingens hovedbidrag er en omfattende undersøkelse av temafaktorer, tematiseringsdimensjoner, tematiseringsformål, og hvordan disse kan fasilitere opplevelsesesinnovasjon, noe som gir en bredere forståelse basert på ny og tilgjengelig kunnskap om hvert aspekt av fenomenet som blir undersøkt, og diskuterer deres betydning.
Avhandlingen argumenterer for tilbydernes betydning i å omhyggelig orkestrere temafaktorer og tematiseringsdimensjoner for å møte formålene med tematisering i opplevelsesbasert turisme. Design av opplevelser krever ofte at tilbyderen kritisk bruker temaer og tematisering for å skape innovative, lønnsomme og minneverdige omgivelser av høy kvalitet for besøkende. Tidligere forskning har kun satt søkelys på at tilbyderne iscenesetter tematiserte produkter og tjenester i omgivelsene. Imidlertid er ikke iscenesettingen av omgivelsene tilstrekkelig for tilbydere av tematiserte omgivelser. I stedet gjør disse omgivelsene det nødvendig for tilbyderne å skape fasiliterende tematiserte omgivelser som legger til rette for at de besøkende gjennom interaksjon kan samskape verdien i sine individuelle opplevelser—noe som leder til opplevelsesinnovasjon.
Ledere anmodes til å forbedre sine tematiserte omgivelser for å sørge for kontinuerlig differensiering og økt salg. Ansatte bør få kontinuerlig opplæring og lederveiledning for å kunne oppføre seg og snakke konsistent med det valgte temaet, og de ansattes interaksjon med besøkende bør oppmuntres. I tillegg bør ledere søke å forbedre koherens og systematisk sammenheng mellom alle elementene i tematiserte omgivelser for å kunne kommunisere et positivt harmonisk inntrykk. Ledere bør vurdere tematiseringsdimensjonene nyhetsverdi, historiefortelling, og digital teknologi, og bruke disse i tilstrekkelig grad for å forbedre unikheten, tilhørighetsfølelsen, og en opphøyd virkelighetsopplevelse.
Følgelig er ikke hovedbidraget i denne avhandlingen knyttet til tradisjonell tjenesteinnovasjonsforskning. I stedet undersøker avhandlingen temafaktorene og tematiseringsdimensjonenes rolle i turistenes opplevelse, og hvordan organisasjoner kan bruke disse for opplevelsesinnovasjon. Resultatet av dette har implikasjoner for innovasjon i opplevelsesbasert turisme. I denne avhandlingen forstås tematisering som en prosess som kan føre til opplevelsesinnovasjon. Denne formen for opplevelsesinnovasjon kan kalles tematiseringsinnovasjon, en interaktiv prosess hvor besøkende gir tilbydere informasjon om hva som er verdifullt for dem, og hvor tilbyderne bygger prototyper, evaluerer og tester konsepter gjennom å bruke temafaktorer for å samskape nye eller forbedrede opplevelser, noe som skaper tematiseringsdimensjoner som rammer inn og støtter utviklingen av temafaktorer. Videre understøtter denne prosessen tilbyderens oppnåelse av tematiseringsformål, og helst bedre enn sine konkurrenter.
Opplevelsesinnovasjon fokuserer mer på omgivelser enn produkter og tjenester som kan fungere mer som rekvisitter i iscenesettelsen av en opplevelse. I stedet for en leverandørkjedesentrert stage-gate-prosess hvor firmaer skaper verdi gjennom å tilby ulike produkter og tjenester, så vektlegger opplevelsesinnovasjon verdi som er interaktivt samskapt i stadig mer oppslukende, ofte teknologisk forbedrede omgivelser. Dermed fokuserer denne avhandlingen på verdien i å skape ny og dypere kunnskap om tematisering i innovasjonsprosesser/design som fører til opplevelsesinnovasjon. I et utvidet perspektiv handler opplevelsesinnovasjon om å holde seg relevant og overleve i fremtiden.
... Successfully designing, managing and staging experiences is of paramount importance in the hospitality industry, since experiences can contribute to the creation of a long-lasting competitive advantage (Gilmore & Pine, 2002;Veerakumaran et al., 2017). Assuming an experiential perspective is thus considered essential to ensure a competitive advantage (González-Torres et al., 2021). ...
... Assuming an experiential perspective is thus considered essential to ensure a competitive advantage (González-Torres et al., 2021). In fact, experiences allow for a higher differentiation if compared to services, since they are complex blend of many individual elements that come together in order to involve the individual customer at an emotional, physical, intellectual or spiritual level (Addis & Holbrook, 2001;Gilmore & Pine, 2002;Lemon & Verhoef, 2016). Experiences also leave the customers with unforgettable memories, that contribute to increase loyalty and positive word of mouth (Jani & Han, 2015). ...
Purpose – Even if it is often accepted that smart hotels are built on networks of technological devices, there is currently no consensus among researchers as to what level of technology is required to define a smart hotel. Based on the above-mentioned assumption that smart hotels are built on a network of technological devices, this paper aims to understand how smart hotels can be conceptualised based on customer preferences. Methodology/Design/Approach – To achieve this goal, the paper conceptualises smart hotels as a service network in which the customer comes into contact with a variety of technological and traditional touchpoints on site. This conceptualisation allows the researcher to observe customer preferences at different touchpoints and identify the technologies that are central to the development of the customer experience. Findings – The results show that the ideal customer journey includes both traditional and technological touchpoints and that artificial intelligence is of central importance for the development of the smart hotel concept. Originality of the research – The methodological approach taken in this paper enables researchers and practitioners to easily visualise and identify important patterns in the customer journey, facilitating the task of identifying the most relevant touchpoints in complex service networks, such as smart hotels.
... A number of experience paradigms have been developed in the marketing domain, such as the consumer or customer experience (e.g., , the product experience (e.g., Hoch & Deighton, 1989;Huffman & Houston, 1993), the service experience (e. g., Arnold et al., 2005;Boulding et al., 1993;Ofir & Simonson, 2007), the consumption experience Mano & Oliver, 1993), and the brand experience (Brakus et al., 2009;Ha & Perks, 2005;Schmitt, 1999). Further, the salience of experience in business is readily apparent in many industries: retailing (e.g., Gilmore & Pine, 2002;Pine & Gilmore, 1998;Verhoef et al., 2009); tourism (e.g., Leighton, 2007); arts and entertainment (e.g., ; and hospitality (e.g., Gilmore & Pine, 2002). Despite its importance, the general experience construct has not been thoroughly studied in gaming, especially for MMORPGs (Poels et al., 2007). ...
... A number of experience paradigms have been developed in the marketing domain, such as the consumer or customer experience (e.g., , the product experience (e.g., Hoch & Deighton, 1989;Huffman & Houston, 1993), the service experience (e. g., Arnold et al., 2005;Boulding et al., 1993;Ofir & Simonson, 2007), the consumption experience Mano & Oliver, 1993), and the brand experience (Brakus et al., 2009;Ha & Perks, 2005;Schmitt, 1999). Further, the salience of experience in business is readily apparent in many industries: retailing (e.g., Gilmore & Pine, 2002;Pine & Gilmore, 1998;Verhoef et al., 2009); tourism (e.g., Leighton, 2007); arts and entertainment (e.g., ; and hospitality (e.g., Gilmore & Pine, 2002). Despite its importance, the general experience construct has not been thoroughly studied in gaming, especially for MMORPGs (Poels et al., 2007). ...
... In the sections that follow, a number of innovative sensory interventions will be reviewed. That said, while several authors have highlighted the importance of multisensory stimulation to the delivery of a luxury experience (Wiedmann et al., 2016), oftentimes few actionable insights are offered, other than, perhaps, to consider a greater use of scent (Crouse, 2010;Sklavos, 2020), and/or to personalize the guest' multisensory experience (see also Gilmore and Pine, 2002a;. For instance, Wiedmann et al. (2016) describe "a multisensory approach that promises the ultimate luxurious experience, sensorial stimulation of the guests' sight, taste, hearing, smell, and touch is provided by the use of appropriate colors, tunes, scents, flavours and materials." ...
... The local theming also applies at the MGM Grand Hotel & Casino in Las Vegas, according to Gilmore and Pine II. (2002a), p. 88. The guests who stay there may choose to be woken-up by the sound of recorded voices of celebrities who have performed there previously. The guests are likely to be awakened by a different star each time they visit. There is, then, often a choice between a 14 One of the problems with many such sensory marketing interventions is t ...
This narrative review discusses the literature on contemporary sensory marketing as it applies to hotel design. The role of each of the guest’s senses in the different stages of the customer journey are highlighted, and the functional benefits (to the guest’s multisensory experience), and likely commercial gains, of engaging more effectively with the guest’s non-visual senses, both individually, and in combination, are reviewed. While the visual elements of hotel design are undoubtedly important, the hotelier neglects the non-visual senses at their peril, given the negative effect of poor design on the customers’ overall multisensory experience (and ratings). A number of the crossmodal effects and multisensory interactions that have been suggested to modulate the guest’s experience of hotels (and resorts) are discussed. Mention is also made of the nature effect/biophilic design and how it is increasingly being incorporated in total design to help deliver on guest/customer well-being; the latter is a theme that has grown rapidly in relevance for those working in the hospitality sector. Taken together, there are numerous opportunities for hotel managers to ‘sensehack’ their guests’ multisensory experiences through environmental psychology The originality of this review stems from the analysis of the hierarchy of the guest’s senses and an explanation of how multisensory interactions affect sensory marketing in the design of hotel experiences for guests.
... Hence, in this dynamic environment where competition is considerably intense (Türen et al., 2017;Wilkins, 2010), positive employee behaviours for customer satisfaction stand out as a very important instrument that can contribute to gaining that competitive advantage for hotel operators (Hartline and Ferrell, 1996;Hartline et al., 2000;Liljander and Strandvik, 1997;Martyn and Anderson, 2018;Palacios and Jun, 2020). Many studies in the literature, relatedly, confirm that hotel employees' positive and/or negative attitudes and behaviours towards hotel guests have important effects on their satisfaction levels (e.g., Chapman and Lovell, 2006;Gilmore and Pine, 2002;Kattara et al., 2008;Secchi et al., 2016). ...
... This is due to the central role of hotel employees in facilitating and enhancing the experiences of the customers by constantly assisting and supporting them during their stays (Martyn and Anderson, 2018). Many studies have already confirmed the importance of attitudes and behaviours of hotel staff in creating guest satisfaction (e.g., Berezina et al., 2016;Bitner et al., 1990;Chapman and Lovell, 2006;Gilmore and Pine, 2002;Kattara et al., 2008;Martyn and Anderson, 2018;Secchi et al., 2016). ...
Despite the growing number of studies demonstrating its substantial potential in workplace settings, empirical studies on effects of workplace mindfulness on individual and organizational outcomes are still at a very early stage. Furthermore, the number of studies on how to improve attitudes and behaviours of hotel employees to a much higher level is insufficient. In this regard, based on self-regulation theory, this study examined the relationship between hotel employees' mindful behaviours and guest satisfaction in the form of Booking.com overall ratings. To that end, 286 employees from 20 hotels in Mula province of Turkey constituted the study's sample. The results of the analyses revealed a significant relationship between workplace mindfulness and customer (guest) satisfaction. We expect that this study can make a significant contribution to filling the current theoretical gap in relevant literatures. We suggest that it may be very beneficial for hotel operators to invest in training and supporting of their employees to improve their mindful job attitudes and behaviours if they want to increase guest satisfaction so that they can become and remain competitive in the sector.
... The group of tourists, mostly families with children, consisted of 76 women and 44 men. There was a predominance of working-age people (from 18 to 65 years old), including those aged between 26 and 40 years, mainly with secondary education (42 respondents) and higher education (38). The respondents mostly came from Poland, mainly from the Lubelskie voivodeship (48.3%). ...
In many areas, the use of stone in architecture and art represents one of the most significant links between geological and cultural heritage. These links are used for the creation of themed places that fit into the marketing strategy of such places/towns, supporting their management and promoting geotourism as a form of sustainable tourism. In this field, the inhabitants and municipal authorities of the Józefów area have not yet used their full potential. This article presents the features of geological heritage and connected cultural heritage (stonemasonry) in the area of Józefów with a view to building a geotown in the context of the “Kamienny Las na Roztoczu” (“Stone Forest in Roztocze”) planned geopark. These features were analysed from three points of view: research (field inventory of sites and secondary data queries), perception of heritage by two groups of tourists (queries of secondary data obtained from the Tourist Information Centre and diagnostic survey), and perception of heritage by inhabitants (diagnostic survey). The results of the research show that the multicomponent and interdisciplinary space of Józefów contains closely interrelated geological and cultural features. These can be the basis for creating a themed town, which can drive its sustainable economic development and give the town a broader supralocal dimension.
... Namun penerapan tersebut tidak cukup menjadikan tampilan dan suasana Taman Cahaya berbeda dari taman lainnya. Membangun tema adalah membangun pengalaman pengunjung melalui kesatuan impresi yang diikat dalam satu narasi besar [19]. Sehingga diperlukan pengembangan konsep tema "cahaya" lebih lanjut, berikut uraiannya: ...
... The 'experience economy' paradigm is suggested as transversal across a wide range of industries [6,21]. However, tourism is one of the business activities in which the experience framework makes most sense, with the core product in tourism being the destination experience [9]. ...
Wine tourism in rural territories, sometimes organised along wine routes, increasingly attracts visitors, tourism agents, wine producers and those responsible for developing rural territories. Wine tourism is located at the intersection of two distinct business sectors: the agribusiness-oriented wine production and the hedonic service/experience-oriented tourism activity. From the tourism perspective, the visitor experience is paramount and requires an understanding of its nature, conditioning factors and possible outcomes. This study analyses tourist experiences of the Bairrada wine route/Portugal, as reported by regional visitors on TripAdvisor. Results reveal not only the overall quite positive evaluation of these experiences, but also the importance of the aesthetic and educational experience dimensions, when applying Pine and Gilmore’s consumer experience framework. Diverse experience contexts contribute to a rich terroir experiencescape, where contents are far from limited to wine, wine cellars or wineries. These contexts seem to be connected distinctly to diverse experience dimensions, whose analysis should help regional developers understand the role of core resources and conditions for attracting, satisfying and delighting visitors. Additional understanding of the relationship between experience dimensions and outcomes, namely satisfaction and destination loyalty, should further help develop wine destinations more successfully.
... The themes are planned to appeal to all potential visitors (McClung, 1991). The theme used by Walt Disney in the entertainment industry, is staged in places such as restaurants and cafes, especially in parks and hotels (Gilmore & Pine, 2002). Disneyland, which was created by Walt Disney and which offers interesting themes, has become an entertainment center that includes everything by making a difference with its wide target customer groups and bringing entertainment and events together with technology (Ritzer, 2000). ...
The theme parks, whose number has increased rapidly since the end of World War II, are frequently visited by visitors who want to spend their leisure time in recent years. The theme parks, which are pioneers among entertainment centers with the development of the experience economy, should give importance to satisfaction to create competitive advantages in terms of visitor satisfaction. Satisfaction is a very key factor, especially in the competitive environment in the entertainment and tourism industry. So, entertainment and tourism businesses should determine well how to provide and measure satisfaction. This research focuses on identifying key criteria that affect theme park satisfaction. Satisfaction criteria were determined by using the literature and some contributions of the authors. The criteria were evaluated by asking the importance levels of the satisfaction criteria to the visitors who experienced the theme park. Level Based Weight Assessment (LBWA) Model, a new model, is used in multi-criteria decision-making methods in evaluating the determined criteria and determining the weight coefficients. With the findings of the study, the criteria that affect customer satisfaction were determined. To achieve long-term success and competitive advantage, it is necessary to focus on customer satisfaction criteria. Therefore, among the criteria determined, it is recommended that theme park managers should necessary to focus more on which criteria. This study presents results that should be taken into account in solving problems, improvement plans, and marketing strategies.
... Themes serve as vehicles to suggest alternative shapes and substances of objects, and the power of storytelling and other narratives should be used "as a vehicle to script themes" (Pine and Gilmore, 1999, p. 51). Using a theme allows firms to turn a service into an experience automatically (Gilmore and Pine, 2002). An experience can be thematised by relating it to activities, geographic regions, populations and myths (Carù and Cova, 2007;Triantafillidou and Siomkos, 2014). ...
Purpose – This study aims to propose a conceptual framework to capture the essence of memorable experiences.
Design/methodology/approach – A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data.
Findings – The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences.
Research limitations/implications – This study aids researchers and managers in understanding and co-creating memorable customer experiences.
Originality/value – The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.
... Achieving a competitive edge in this change of new tourist type who desires differentiated and memorable experiences, requires taking advantage of the experience economy concept in destination management (Dwyer, Edwards, Mistilis, Roman, & Scott, 2009). The conceptual model of Pine and Gilmore's, the experience economy (also known as 4Es), is composed of four realms; education, entertainment, escapism and esthetics, and each dimension has distinctive roles in different areas (Gilmore & Pine, 2002). For this reason, it is vital to measure the experiences based on the four realms in destinations that are increasingly similar to each other in terms of the facilities offered to tourists (Barnes, Mattson, & Sørensen, 2014). ...
The aim of this study is (1) to measure four dimensions of the experience economy at distinct destinations hosting different types of tourists, (2) to examine the impact of the perceived experience on satisfaction, and (3) the effect of satisfaction on intentions to revisit and recommend. For this purpose, the data were gathered through a survey from 443 tourists visiting Alaçatı, Alanya, Belek, and Kızkalesi in Turkey. The hypothesized relations were examined with structural equation modelling (SEM). According to the outcomes of the analysis; significant and positive influences of education, entertainment and escapism on satisfaction have been determined. The esthetic experience perceived by tourists does not affect satisfaction significantly. Besides, tourists' satisfaction has a positive impact on both intentions to revisit and recommend. Lastly, visitors' revisit intention was found to significantly influence their recommendation intention. The outputs obtained from the study offers valuable empirical evidence about the experience economy and behavioural intentions to both the tourism industry and tourism researchers. This study also adopts the 4E experience economy model to four different destinations for the first time in tourism literature.
... In this scenario, tourists play a central role in co-creating experiences that constitute a use-value through the input of resources in their experiences in tourist destinations (Prebensen et al., 2014). Experience is defined as a wide range of sensory elements involving the five senses to provide sensory sensations to consumers (Gilmore & Pine, 2002). Therefore, according to this meaning, a tourist who buys an experience and experiences moments that can involve him/her perceives his/her satisfaction for extended periods, thus making that experience "memorable" (Pine et al., 1999;Slatten et al., 2011). ...
The role of emotions in the tourist experience is becoming increasingly important in designing experiences to guarantee maximum involvement and satisfaction for tourists/customers. Previous literature has shown how atmosphere (e.g., visual, auditory, olfactory, tactile variables) may influence consumers’ satisfaction toward the proposed tourist experience. However, in some offers (e.g., theatrical performances, theme parks, outdoor experiences), such a relationship may be influenced by the role of “uncontrollable” variables, as for those variables related to the weather condition. Though an experimental research design based on a neuromarketing tool (face-coding), this paper is aimed to shed light on those variables in influencing consumers’ emotions, and thus their satisfaction regarding their experience. More specifically, the study has been conducted by testing a non-invasive emotional analysis tool able to associate in real-time the facial expressions of the participants with the emotions captured during the performance (e.g., as for disgust, fright, anger, boredom, neutral, surprise, happiness), as well as the emotional valence such as positivity or negativity of the emotion experienced. Results enlighten the role of tourism atmosphere in positively influencing consumers’ emotions, and thus their satisfaction also explaining the role of uncontrollable variable in magnifying such effect. Essential insights for marketers and managers in designing tourism experiences are discussed.
... Although tourism has been identified in foundational research in the 1970s as encompassing experiences (Cohen, 1979;MacCannell, 1976), a stream of contemporary tourism studies focusing on a marketing perspective has adopted the experiential approach and experience design principles to address tourist experiences in their diverse forms (Agapito, 2020;Fesenmaier & Xiang 2017a;Gilmore & Pine, 2002;Godovykh & Tasci 2020;Morgan, Elbe & Curiel, 2009;Mossberg, 2007;Scott et al., 2017;Sotiriadis & Gursoy, 2016;Volo, 2009). The experiential paradigm highlights the importance of the process involved in consumption over products, services and corresponding functional elements per se (Holbrook, 1999;Holbrook & Hirschman, 1982). ...
This chapter critically reviews key concepts, themes and contemporary debates around the design of tourist experiences by using a marketing perspective. Specifically, the aim of this chapter is to present and discuss a framework for designing responsible tourist experiences through the theoretical lens of experiential and sensory marketing, as well as environmental psychology. To this end, a section will depict particular external factors to the individuals that have been suggested as key to shaping compelling and responsible tourist experiences, regardless of their type, namely: sensory stimuli (corporeal and virtual), social elements, products and themes. Practical case examples (destinations, firms and attractions) are offered to illustrate the referred marketing approaches to the different elements composing the tourist experience, and its respective outcomes. This analysis considers the multi-phasic nature of the tourist experience, as well as the contribution of these contemporary marketing approaches to the creation of innovative offerings and communication strategies addressed to segments of visitors fitting sustainable tourism goals set by destinations and companies.
... Otel, işletmelerinin en önemli amacı müşteriyi tatmin etmekdir (Erto ve Vanacore, 2002). Otelcilik sektöründeki hizmet kalitesinin ölçülmesi henüz tutarlı bir şekilde yapılamamaktadır (Pine & Gilmore, 2002). Hizmet kalitesi ölçümü; müşteri anketleri, odak grupları, telefon görüşmeleri, müşteri ziyaretleri, müşteri yorum kartları ve gizli müşteriler de dahil olmak üzere çok sayıda tekniğin kullanılarak ve ihtiyaç duyulan ürün-hizmetlerin güvenilirliğini gözden geçirmek amacıyla gerçekleştirilir. ...
... Intuitively, sensory perceptions encapsulate the application of sensory elementstouch, smell, taste, sight and hearing to create experiences, and a chain of reactions corresponding to emotions are accordingly established. Emotion, acting as an evaluative procedure and a stimulus to experience translates into either "approach" (i.e., constructive distinct value formation) or "avoidance" (destructive value formation) dispositions of economic actors (i.e., post-purchase outcomes) (Gilmore & Pine, 2002;Pine II & Korn, 2011;. Drawing upon the S-O-R framework, we hypothesize that: H6: Resources, experiential consumption and distinct value formulation are linked positively to behavioral intentions. ...
The study empirically examines value co-creative behaviors within the framework of ridesharing, complexity theory, and fsQCA. A total of 301, questionnaires were acquired through social media and conventional sources in the study. The questionnaires were analysed to validate our proposed hypotheses by using structural equation modelling (SEM) and fuzzy set qualitative comparative analysis (fsQCA), ostensibly to assess the direct (indirect) relationships, and all feasible solutions that defined Equifinality respectively. The SEM results of the study revealed that resources and experiential consumption remain the corner stone of distinct value formation; and the antecedents of commuters' high intention to participate in ridesharing value co-creation. Furthermore, among the dimensions of experiential consumption, escapism was found to be the most influential contributor of commuters' high intention to participate in ridesharing value co-creation. In terms of fsQCA, the results revealed seven (7) recipes of configurations (solutions) for predicting commuters' high intention to participate in ridesharing value co-creation. Arguably, there is a chasm in literature with respect to ridesharing value co-creation. Whiles the study intends to address this chasm, the implications of the study will enhance managerial decision-making on how to combine their scarce resources to design memorable and authentic-laden services that will attract the commuting public for value co-creation. The study narrows the chasm and further deepens the stream of literature on sharing economy through its theoretical provision, and unique focus on value co-creation in the ambit of ridesharing.
The study aims to investigate the experiences of the tourists at Raghurajpur and employed netnographic study approach to extract the tourists' experience from TripAdvisor website. Raghurajpur in Indian state of Odisha is a popular rural tourism destination known for its different kinds of traditional art forms including paintings, engravings, and craft making. On thematic analysis of the data, the study came out with identification of four components of tourists' experience at Raghurajpur, namely travel motives, positive experience, negative experience, and concern for art and artisans. The study explains the reasons to visit Raghurajpur and sheds light on other aspects of tourists' experiences. This will help the stakeholders better understand the nature and status of Raghurajpur village so that they can take corrective actions to serve the exact needs of the tourists along with preserving its rich culture, heritage, and art.
In this case study, we identify themes related to cultural tourism experience in boutique and non-boutique heritage hotels in Queretaro City, Mexico to determine whether there are differentiating elements that could be useful as a competitive strategy. We did a content analysis using web scraping and supervised text mining techniques, allowing us to statistically analyze 1040 guest reviews collected on TripAdvisor from January 2016 to December 2019. We made and validated a codebook to identify and characterize cultural tourism experiences in Mexican heritage hotels. We found that the experience of escapism, the perceived quality, and authenticity are significant differentiating elements between boutique heritage hotels and non-boutique heritage hotels.
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Virtual and Augmented Reality (VR and AR) technologies have inspired educational institutions to incorporate unique experiences for recruiting prospective students. With the turn to remote engagements and the advancements in AR technology towards immersive and meaningful interactions, we propose a home-based recruitment approach tailored for prospective students, with Virginia Tech as our case study. Through interviews and focus groups with university students, we explore the factors influencing their choice of academic institution. Building on insights from our preliminary study, we introduce an interactive AR board game as a novel recruitment strategy. This novel approach aims to cultivate a playful yet collaborative decision-making experience, facilitating meaningful engagements between prospective students and their families. At the heart of our design lies a commitment to playful information dissemination and the fostering of multi-generational involvement. Our design offers a bespoke experience attuned to the nuances of home-based college recruitment.
Considering the increasing trends of traveller’s visiting various destinations, it is critical to investigate the role of customer experience and experience quality in promoting revisiting destination to boost the business particularly for beach cities. Therefore, the present study examines the role of customer experience (CE) in explaining the revisit intention (RI) of tourists to re-visit the destination and attempts to assess the effect of experience quality (EQ), perceived value (PV), and customer satisfaction (CSAT) as mediators. The inter-relationships, which are based on strong theoretical underpinning of Expectancy Disconfirmation Theory and Extended Theory of Planned Behavior, are investigated using a multi-dimensional and hierarchical approach, resulting in a model fit. This study employed a survey-based design by collecting responses from 634 respondents who has recently visited destinations for leisure. PLS-SEM was employed to assess the model fit and path coefficients. The study found that CX significantly influences the behavioral intention of customers to re-visit the destination which was recently visited. Further, the research does not find significant mediation between EQ and CSAT to RI. However, a PV significantly mediates between CE and behavioral intention. This study adds value to service marketing theory in numerous ways. First, it reveals the effect of CE on RI; second, it establishes that all mediators play a significant role in improving the effect of customer experience over revisit destination. Considering the significant findings, this research also supports managers in designing and implementing market-oriented strategies to enhance CE from the destination, thereby positively affecting RI of the destination.
Wine tourism has several distinctive features that militate against using Kim et al.'s model of memorable tourism experiences to understand its antecedents and consequences. Accordingly, this study adopts an alternative theoretical framework—the stimulus–organism–response theory—to develop an alternative model. Data were collected from visitors to a well‐known vineyard in Yantai, China and structural equation modelling and multiple group analysis were used to analyse them. The results suggest that experience co‐creation, sensory experience, experiential satisfaction and appealing winescape are significant and positive antecedents of a memorable wine tourism experience, while eudaimonic well‐being and wine purchase intention are significant and positive outcome variables. Visit frequency was found to be a moderating variable linking the winescape to memorable wine tourism experiences. Those who travel to the region frequently form a bond with the winescape that not only contributes to their well‐being but also stimulates their future intentions to purchase its wine.
The sustainable growth of the tourism industry is attributed to the involvement of tourists in the process of value co-creation. This research aims to systematically review the existing literature on value co-creation practices in tourism and conduct a comprehensive analysis of this research area. The paper synthesizes past studies on value co-creation in tourism, encompassing theories, context, methods, and characteristics, to analyze the progress made in value co-creation research over the past two decades. Furthermore, this study investigates the role of value co-creation as an antecedent, mediator, and control variable, as well as its outcomes in the context of tourism management. The findings of the study propose an integrated framework for tourism value co-creation. Additionally, the study identifies key themes present in the current literature on value co-creation and highlights overlooked areas, suggesting new research directions to advance this field. The theoretical and practical implications of the study are also discussed.
Service innovation is essential for improving service and increasing guest satisfaction. Aside from the significance of technology and tangible products, innovation increases guest satisfaction by stimulating their five senses perception. To produce Service Innovation, Service-Dominant Logic highlights the role of innovativeness in service delivery in accordance with guest perception. This study aims to explore the impact of innovativeness on guest satisfaction in the case of resort operations as qualitative research. A set of propositions are generated based on relevant works of literature and an approximate of one thousand reviews on the TripAdvisor website. The reviewers were international guests of 20 resorts in Hurghada City. The thematic analysis with deductive approach was employed to determine the key themes of Innovativeness that influence guest satisfaction. The findings suggest a conceptual model about the influences of 1) Innovative Humane Hints, 2) Innovative Mechanic Hints and 3) Innovative Functional Hints on the guest’s Transaction-Specific Satisfaction. The model explains how guests perceive innovativeness through the five senses and their evaluation on the innovativeness of the operations. The study addresses the importance of innovativeness in service operation management to satisfy guest expectation.
Bu araştırmada turizm eğitimi alan öğrencilerin temalı ve temasız otellerde çalışma niyetlerinin Planlı Davranış Teorisi ile öğrenilmesi amaçlanmıştır. Bunun için katılımcılara bir senaryo ile temalı ve temasız iki otele ilişkin görseller sunulmuştur. Bu senaryo ve görsellere dayalı olarak katılımcıların hangi otelde çalışmak istediklerinin anlaşılması amaçlanmıştır. Katılımcılara yapılandırılmış görüşme formu yöneltilmiştir. Yapılan görüşmeler, içerik analizi ve betimsel analiz ile incelenmiştir. Araştırmanın sonucunda katılımcıların büyük çoğunluğunun temalı otelde çalışmayı tercih ettikleri ve bu kararlarında geçmiş çalışma tecrübesinin önemli olduğu belirlenmiştir. Ancak katılımcıların gelecekte bu otellerden birinde çalışma olasılıklarının hem olumlu hem de olumsuz olarak birbirine yakın olduğu tespit edilmiştir. Ayrıca katılımcıların gelecekte kendilerine sunulan otellerden birinde çalışmama olasılıklarına gerekçe olarak, COVID-19 salgını ve başka bir işte çalışıyor olmaları tespit edilmiştir.
Essa é a segunda publicação que resulta da parceria entre o Grupo de Cultura e Estudos em Turismo (GCET), vinculado ao Departamento de Turismo e Hotelaria (DTH) do Centro de Comunicação, Turismo e Artes (CCTA) da Universidade Federal da Paraíba (UFPB) e o Laboratório de Crítica em Arquitetura, Urbanismo e Urbanização (LoCAU), abrigado no Programa de Pós Graduação em Arquitetura e Urbanismo e Design (PPGAU+D) da Universidade Federal do Ceará (UFC).
O livro “Turismo e Hotelaria no Contexto da Arquitetura e Urbanismo 2” expressa o interesse dos organizadores em articular os conhecimentos produzidos nos campos da Arquitetura e Urbanismo e Turismo e Hotelaria, preconizando a promoção de práticas de pesquisa inter e transdisciplinares com o intuito de fomentar possíveis afetações entre esses saberes.
Purpose
The purpose of this paper is to explore the distinction between human-delivered service and technology-based, automated customer assistance.
Design/methodology/approach
This is a conceptual paper. There is no methodology.
Findings
The concept of service is primarily delivered when a human helps another. When technology is infused into the process and becomes the major component of delivering the aid that is requested, the process is automated customer assistance. Thus, “self-service” is not service. It is automated customer assistance.
Research limitations/implications
The definition of service is refined to describe the process of a human helping another person. When technology is used to provide the needed aid, it is no longer a service. Instead, it is automated customer assistance. The implication is that researchers should closely examine how users assess and perceive the two separate approaches to providing the needed aid.
Practical implications
The definition of service is refined to describe the process of a human helping another person. When technology is used to provide the needed aid, it is no longer a service. Instead, it is automated customer assistance. Researchers should closely examine how users assess and perceive the two separate approaches. Industry professionals should be mindful of the distinction between the delivery of service, which requires staff, and the provisioning of technology to provide assistance, which requires little to no staff. Intentionality should drive when customers are better helped by a human or by technology.
Originality/value
The value provided helps both providers create and users express when human-based service is needed versus assistance provided by technology.
Purpose
The paper aims to illuminate the relationship between attitude toward the hotel’s website (e-servicescape) and purchase intention. It proposes modeling the dimension of the hotel’s website, its impact on building attitude toward the website and the relations with purchase intention. Further, the role of social risk arising from COVID-19 on the relationship between attitude and purchase intention is explored.
Design/methodology/approach
The authors conducted empirical research using an online questionnaire based on a comprehensive evaluation of prior literature. The online questionnaire has 15 questions, and data is gathered from guests who have visited the hotel’s website in the preceding year. SmartPLS was used to analyze the data. Attitude toward the website has been identified as a higher-order factor, and a two-stage embedding technique was adopted for analysis.
Findings
The paper gives empirical evidence about how different dimensions of a hotel’s website influence one’s attitude. The finding indicates that the ambience factor, i.e. how effectively a website provides a pleasant and interesting atmosphere for online visitors, is the most critical component for attitude development. Additionally, the finding reveals the negative moderating effect of social risk on the relationship between attitude and purchase intention.
Research limitations/implications
Since demographic factors play a significant role in the social-risk component, the study findings may lack generalizability. As a result, scholars are urged to do more study on the offered ideas.
Practical implications
The paper includes implications for the development of a better e-servicescape, which should incorporate the dimensions discussed in the study to entice the customers for hotel booking and can remove the fear of social risk.
Originality/value
This paper addresses an established need by examining how social risk affects the relationship between attitude toward a website and purchase intention.
This study offers a comprehensive examination of the literature surrounding technology and tools in the hospitality industry. A bibliometric analysis was performed on 709 Scopus-indexed publications from 2000 to January 2023, with a focus on identifying key players, institutions, research trends, and the co-occurrence of keywords. The results shed light on the scientific landscape of technology and tools in the hospitality sector, emphasizing the significance of big data and the customer experience in the sharing economy. The study also presents the architecture of new software that offers guests the ability to customize their hotel stay, classified as part of the first cluster in the co-occurrence of keywords analysis. This approach highlights the growing importance of big data and customer experience and makes a valuable contribution to the field by offering a tool for hotel booking customization. Furthermore, the study underscores the importance of collaboration between academic institutions and private companies in providing a mutually beneficial platform that exceeds the expectations of both hotels and guests.
Destinasyonlar zorlu rekabet şartlarında sahip oldukları imajları ile öne çıkmaya çalışmaktadırlar. Destinasyonla ilgili olumlu imaj algısı, ziyaretçilerin destinasyon karar sürecinde etkili olmaktadır. Destinasyonla ilgili sahip olunan imajlar, durağan olmayıp değişebilen bir yapıya sahiptir. Bu bağlamda, destinasyonla yaşanan deneyimler öne çıkmaktadır. Turizm bir deneyim faaliyetidir ve turist deneyimi turistlerin seyahatlerine karar verdikleri andan itibaren başlamakta, etkileri seyahatin sonrasında da anılarda yaşayarak devam etmektedir. Turizmin özünün aslında ziyaretçilere yüksek kaliteli unutulmaz deneyimler sunmak olduğu söylenebilir. Destinasyonda yaşanan unutulmaz deneyimler, ziyaretçilerin destinasyonla duygusal bir bağ kurmalarına ve destinasyonlara aşkla bağlanmalarına yol açmaktadır. Bu çerçevede araştırmanın amacı destinasyon imajı ve destinasyon deneyiminin destinasyon aşkı üzerindeki etkisini ortaya koymaktır. Literatür taraması sonucunda hipotezler geliştirilmiş ve bu temelde araştırma modeli oluşturulmuştur. Araştırma evrenini Nevşehir ilini ziyaret eden katılımcılar oluşturmaktadır. Araştırmada tesadüfi olmayan örnekleme yöntemlerinden yargısal örnekleme türü tercih edilmiştir. Araştırmada kullanılmak üzere 387 adet veri toplanmıştır. Elde edilen verilere uygulanan analizler sonucunda destinasyon imajı ve destinasyon deneyiminin destinasyon aşkı üzerinde anlamlı ve olumlu yönde bir etkisinin olduğu ve destinasyon aşkını daha fazla etkileyen değişkenin destinasyon deneyimi olduğu tespit edilmiştir.
COVID-19 salgınının insanlar üzerinde oluşturduğu risk algısı, turistik faaliyetleri olumsuz yönde etkilemektedir. Özellikle sağlık krizleri sırasında turist davranışı ve seyahat niyetleri bu durumdan önemli ölçüde etkilenmektedir. Bu durumdan hareketle çalışmada COVID-19 sürecinde ziyaretçilerin gastronomi destinasyonlarına yönelik risk algılarının yiyecek içecek deneyimlerine etkisini belirlemek amaçlanmaktadır. Ayrıca ziyaretçilerin destinasyona geliş ve dönüşlerindeki risk algıları ile yiyecek deneyimleri arasındaki farklılıkların belirlenmesi çalışmanın diğer amacını oluşturmaktadır. Deneyim ve risk algılarının sağlıklı bir şekilde ölçülebilmesi adına Adana Şakir Paşa havalimanı gidiş ve dönüş kısımlarında katılımcılarla yüz yüze görüşülerek 01.03.2021-15.04.2021 tarihleri arasında anket tekniği ile veriler toplanmıştır. Analizler sonucunda destinasyona yönelik risk algısı boyutları ile yiyecek deneyimi boyutları arasında negatif yönlü, anlamlı ve yüksek düzeyde ilişkinin olduğu görülmektedir. Dolayısıyla destinasyona yönelik risk algısının artması durumunda yiyecek deneyiminin olumsuz ve güçlü bir şekilde etkileneceğini söylemek mümkündür. Ayrıca Adana’ya gelen turistlerin fiziksel, psikolojik ve sosyal risk algılarına ilişkin ortalama değerlerinin Adana’dan dönüşlerinde daha yüksek olduğu tespit edilmiştir. Ayrıca özellikle fiziksel risk algısının diğer boyutlara göre daha yüksek olduğu belirlenmiştir.
In an increasingly competitive tourism market, creating long-lasting tourism experiences is critical. In this study, we use Zaltman's Metaphor Extraction Technique (ZMET), one of the visual qualitative research methods, to discover the essence of tourist experiences that tourists have long remembered and to find the universal thought structure shared by tourist groups as a shared conceptual diagram. ZMET believes that most human communication is nonverbal, and that figurative thinking is primarily expressed through images rather than language. In this study, ZMET, an effective methodology for identifying and surfacing invisible empirical thoughts, emotions, thoughts, and motives, was used to analyze the relationship between the constituent concepts and sub-components based on the memorable tourism experience and to determine the common value and final purpose of tourists. As a result, the concept commonly recognized by the tourist group was 1) Self examination and Self-finding 2) Novelty and Heterogeneity 3) Interaction with locals 4) Interaction with companion 5) Natural scenery 6) Serendipity 7) Locality 8) Escape from daily life 9) Healing 10) New knowledge and learning. Based on the findings of this study, it is important to broaden the academic base of the tourism field by developing a shared concept map shared by tourists and using it as basic data for marketing strategies and efficient decision-making, such as the planning and development of tourism contents and products.
In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences.
This paper investigates how the biopolitical representation of travelers is affected by political activism on a collaborative hosting network for Black Brazilian women. The context of the neoliberal capitalist economy influences behaviors and the production of subjectivities that are strongly reinforced by technological and media intermediaries, such as platforms and social networks. In the scenario with tourism emerging as a biopolitical phenomenon, traveling bodies are ranked in a market logic with asymmetrical mobility (Sheller, 2017). The methodological course consisted of a literature review, an ethnography of the women's group Couchsurfing das Pretas hosted on Facebook, and a platform analysis to mediate their interactions. The results indicated a tourism politicization from the intense use of digital platforms and the valuation of identities as a biopotency movement against biopolitics discourses.
Este artigo investiga de que modo a construção biopolítica do sujeito viajante é afetada pelo ativismo político reproduzido em uma rede de hospedagem colaborativa de mulheres negras brasileiras. O contexto econômico capitalista neoliberal evoca comportamentos e a produção de subjetividades em muito reforçadas pelas intermediações tecnológicas e midiáticas, dentre plataformas e redes sociais. Neste cenário em que o turismo se destaca como um fenômeno biopolítico, os corpos viajantes são hierarquizados em uma lógica de mercado onde as mobilidades são oportunizadas assimetricamente (Sheller, 2017). O percurso metodológico envolve uma revisão bibliográfica, uma etnografia com o grupo de mulheres Couchsurfing das Pretas, hospedado na rede social Facebook, e uma análise da plataforma que intermedeia suas interações. Os resultados indicam uma politização do turismo a partir do intenso uso de plataformas digitais mediadoras e da valoração de identidades como um movimento de biopotência frente aos discursos da biopolítica.
Cet article étudie la façon dont la représentation biopolitique des voyageurs est affectée, sur un réseau d'hébergement collaboratif de femmes noires brésiliennes, par l'activisme politique. Le contexte de l'économie capitaliste néolibérale influence les comportements et la production de subjectivités qui sont fortement renforcés par les intermédiaires technologiques et médiatiques, tels que les plateformes et les réseaux sociaux. Dans le scénario où le tourisme émerge comme un phénomène biopolitique, la logique du marché classe les corps des voyageurs de façon asymétrique en termes de mobilité (Sheller, 2017). La méthodologie a consisté en une revue de la littérature, une ethnographie du groupe de femmes Couchsurfing das Pretas hébergé sur Facebook, et une analyse de la plateforme mise en place pour médiatiser leurs interactions. Les résultats ont indiqué une politisation du tourisme à partir de l'utilisation intense des plateformes numériques et de la valorisation des identités comme un mouvement de biopotence contre les discours biopolitiques.
Purpose
In 2020, the world encountered travel restrictions because of pandemic, and the hospitality sector across the globe was one of the most affected industries. The purpose of this study is to further explore real-time experiences of guests who stayed in budget hotels and how pandemic has changed the expectations of its customer segment.
Design/methodology/approach
The current study uses netnography to examine customer experience of guests who stayed at budget hotels during the COVID-19 pandemic. A thematic analysis was conducted using NVivo 12 plus on 1,391 customer reviews collected from various travel portals.
Findings
The results suggested personalization and hygiene were the most significant themes that influence customer experience during the COVID-19 pandemic. The authors’ analysis revealed that the use of self-service technologies like contactless services during check-in, checkouts and use of Quick Response codes in restaurants and other services would help reduce the perceived risk of guests and enhance the overall customer experience.
Originality/value
The branded budget hotel sector has pumped in lot of money envisaging growth just before the COVID crises emerged. Therefore, the fast recovery is of paramount importance for the sector. Additionally, majority of the pandemic-related studies in hospitality sector have focused on luxury hotels and failed to address the real-time experiences of customers with respect to budget hotels of a developing country. The outcome of this study will be relevant for the budget hotels and policymakers because they face the crucial task of reviving and sustaining enterprises and the industry at large.
This research study investigates the importance consumers place on four restaurant dining facets (design, ambience, sociability, food and beverage) to ascertain how these elements contribute to memorable dining experience (MDEs). Restaurant formality and restaurant dining involvement were explored as additional influencing factors within the context of MDEs. Data were collected using an online survey administered to a sample of American diners. Through a measurement model approach, all four facets were found to define restaurant dining environment under MDEs. The findings provide meaningful insights to restaurant managers about how the dining environment of a restaurant can influence consumers’ experience in terms of co-creating memorability. These insights are particularly relevant in the post-pandemic era, when the way consumers interact with restaurant environments may change.
Public libraries are increasingly becoming affected by invasive and disruptive technology, changing customer requirements, and other information sources that provide comparable library services. The dilemma of public libraries is clear, as seen by falling government financing and patronage. In order to maintain their position in the face of intense competition, they must react promptly. Librarians will not be able to properly prepare for the future or position themselves unless they strengthen their stance in the information competition by cooperating and competing simultaneously. To remain relevant, librarians must re-strategize and consider how to deliver services using smart technologies. The article suggests that it is expedient for public libraries to adopt coopetition to survive amidst fierce competing service models from the tech industry.
The primary objective of this study is to evaluate and comprehend foreign tourists' cooking class experiences in Istanbul. In the study conducted a qualitative case study method was used by analyzing the comments of the travelers and using the User-Generated Content (UGC) technique. The data in the study was collected via TripAdvisor, from tourists' reviews (n: 1228) between December 10, 2021 and January 10, 2022. The findings from cooking class experiences are diverse and are based on a variety of dimensions hospitality of locals, value/price, memorable experience, authentic experience, culture learning experience, social interaction, culinary characteristics, and instructor attributes. As a result of in-depth examination of the cooking class experience, it was concluded that cooking classes can be a tool in learning a new culture. In addition the study substantially contributes to the cooking class experience literature and providing a deep understanding of tourists’ cooking class experiences.
Purpose
The experiential value scale (EVS) has been widely applied in hospitality literature in a postconsumption manner to predict organizational outcomes; however, it lacks a key component that captures the inherently social nature of the restaurant industry: social value. This study had two goals: to validate the inclusion of social value with the EVS and apply the new scale to predict intent to dine in an independently owned restaurant.
Design/methodology/approach
Using cross-sectional survey design and factor analysis, the pilot study tests the experiential value scale with the addition of social value. In the main study, the validated scale is used to predict intent to dine in an independent restaurant using structural equation modeling. Respondents for both studies were recruited from the survey panel site Prolific, generating 266 usable samples for the pilot and 259 for the main study.
Findings
The findings suggest a high correlation between social value and the other experiential values, creating the EVS + SV scale. Using the new scale to predict dining intent, service quality was a positive predictor in selecting an independent restaurant. However, limitations, such as sample origin and time, are further discussed, and future research to alleviate these is recommended.
Research limitations/implications
Social value has been shown as an additional part of the EVS. Restauranteurs and hospitality researchers alike may use the new EVS + SV scale to determine the values that most influence customers' restaurant selection and make recommendations on how to use limited capital.
Originality/value
The current study added social value to the EVS, creating what has been referred to as the EVS + SV scale in this study. Additionally, unlike others, the EVS + SV scale was used as an antecedent to restaurant choice, meaning customers will assess certain aspects of a restaurant before deciding where to dine out, allowing restaurant operators to leverage their strengths and attract customers.
Purpose
The purpose of this paper is to review what one knows – and does not know about servicescape and experiencescape. The paper provides a comprehensive conceptualization, discussion of the servicescape and experiencescape and calls for the need for a collective focus of servicescape and experiencescape for the service industry.
Design/methodology/approach
This conceptual paper analyzes multiple literature studies related to servicescape, experiencescape and other related concepts such as service quality and customer experience for building a comprehensive framework that draws knowledge from both servicescape and experiencescape in an effort to create a collective focus.
Findings
Prior research on the components of servicescape and experiencescape raises more questions than answers. The findings of this study highlight the importance of technology as one of the key components of experiencescape to motivate customers to engage in the consumption environment. Furthermore, the proposed conceptual framework provides a detailed discussion and highlights the importance of using servicescape and experiencescape concepts together as a collective framework to bring about greater benefits to the service industry. The proposed framework suggests that these concepts are not only collective but also interrelated.
Research limitations/implications
Technology is not a tool but an important partner for the firm to create the experience. It can bring together marketing, management and operations within the organization to collectively focus on the customer. Collectively designed servicescape and experiencescape will create lasting memories and emotional connections with customers.
Practical implications
Service organizations can develop smart experiencescapes that positively influence customer value cocreation and heighten customer experience by utilizing technology. Managers are advised to understand consumers' emphasis on technological personalization, aesthetics, functionality, interactivity and social presence while participating in cocreation. Technologies may improve the experience by incorporating real-time and less-restrained interactions between consumers and the service organization.
Originality/value
This paper synthesizes insights from the extant literature related to servicescape, service quality, customer experience and experiencescape. Further, it helps to extend the current understanding of experiencescape and calls for the need to incorporate technology as one of the key experience components in the experiencescape concept. Furthermore, this study highlights the importance and the need to bring these two concepts together with a collective focus to enhance value for the customer. Thus, it is argued here that the collective focus of servicescape and experiencescape in the service industry will create new opportunities for further research and practical applications.
Este libro va dirigido a profesionales, profesores, investigadores y estudiantes con el objetivo de aportar la experiencia de distintos expertos sobre Protocolo, Comunicación y Seguridad en Eventos.
La política, el malestar social, la crisis, la falta de formación y coordinación han provocado desafortunados sucesos en distintos actos por lo que debemos incluir y actualizar los riesgos y amenazas a los que nos enfrentamos ala hora de diseño, planificación, control y gestión de distintos actos.
Aspectos sobre prevención, evacuación y riesgos y amenazas en los eventos son materias que cualquier organizador debe conocer en los tiempos que acontecen.
La concienciación, responsabilidad y profesionalidad van en línea de responder a estas necesidades del sector.
This case study illustrates a day in the life of hosts and guests at Saffire Freycinet, a luxury lodge in Tasmania, Australia. It highlights key aspects in the co-creation and management of high quality accommodation experiences in a luxury lodge. The case study allows students to reflect on and apply the concepts of guest experience, experience quality, staging, management and co-creation of luxury accommodation experiences.
While luxury accommodation experience research has increased in the last decade, the field shows little accumulation of knowledge over time, requiring further foundational development. This study presents a meta-ethnographic synthesis of sixteen qualitative studies to propose a new conceptualisation of the luxury accommodation experience. The study follows Noblit and Hare (1988) seven-steps methodology for the interpretative synthesis of qualitative empirical studies, an under-utilised methodology introduced by Smit, Melissen, Font, and Gkritzali (2020) in tourism and hospitality research. The synthesis model highlights the emotional, multi-dimensional and process-driven nature of the luxury accommodation experiences, created by guests, hosts, and external others through the social interaction occurring within a physical and sensorial environment and influenced by personal and situational factors. The synthesis also underlines three factors characterising the luxury accommodation experience, congruence, culture, and collaboration, providing a foundational framework to advance hospitality luxury experience research. Implications for practitioners are also highlighted.
Travel and hospitality industry are adopting high end technology to reach out their customers. New levels of disruption are being introduced using Artificial Intelligence and Machine Learning techniques of research. In the realm of physical and tangible aspects of service, since this sector have vast amounts of data available application of these techniques are being tested to explore various aspect of the customer experience. Data analysis algorithms like machine learning have been used by firms across the world to analyze these data and understand various facets of customer experience. However, these algorithms suffer from blackbox issues where businesses do not know how the outcome was achieved and if the analysis is biased in some way. In this study, we utilize an explainable machine learning approach on Airbnb data to understand solve two challenges associated with large-scale marketing data. First, we identify and prioritize the customer experience factors like bedrooms, host status, host response rate etc. that have an impact on product pricing. Secondly, we build and test an explainable predictive model on the same. Our research has significant implications for academia and industry in identifying applications of explainable algorithms in decision-making.
Results from a survey of 71 chairpersons at three midwestern universities are reported. Focus is on their perceptions of their roles, their performance and their selves and the factors influencing those perceptions. Comparisons of the three institutions are discussed in terms of differences in size, environments, and sources of funding and further research possibilities are suggested.
Virtually all executives today recognize the need to provide outstanding service to customers. Focusing on the customer, however, is both an imperative and a potential curse. In their desire to become customer driven, many companies have resorted to inventing new programs and procedures to meet every customer's request. But as customers and their needs grow increasingly diverse, such an approach has become a surefire way to add unnecessary cost and complexity to operations. Companies around the world have embraced mass customization in an attempt to avoid those pitfalls. Readily available information technology and flexible work processes permit them to customize goods or services for individual customers in high volumes at low cost. But many managers have discovered that mass customization itself can produce unnecessary cost and complexity. They are realizing that they did not examine thoroughly enough what kind of customization their customers would value before they plunged ahead. That is understandable. Until now, no framework has existed to help managers determine the type of customization they should pursue. James Gilmore and Joseph Pine provide managers with just such a framework. They have identified four distinct approaches to customization. When designing or redesigning a product, process, or business unit, managers should examine each approach for possible insights into how to serve their customers best. In some cases, a single approach will dominate the design. More often, however, managers will need a mix of some or all of the four approaches to serve their own particular set of customers.