River Magic: Extraordinary Experience and the Extended Service Encounter
Although from an ethnography point of view this article is key in terms of methodology, because of the range of methods used - pre-trip, post-trip, focus groups, speaking to guides, obsevation.
Similar to my own thinking, the EDP method is rubbished to a certain extent because of the unclear or vague expectations associated with the experience. The question of how similar 'extraordinary experiences' are to 'soft-adventures' remains to be seen, but many of the points are valid.
The emphasis on the narrative and the creation of it are not really what I want to look at - CCTV
Expectations seem to be vague to begin with, and most importantly evolve as the trip progresses - pg26
Touches on the role the participants play in the service outcome - again an unexpected outcome pg 27
Very interesting point made regards the individual attributes that make up the trip and how each of them may not be enjoyable as a stand-alone. ie. you only feel happy when you reach the summit, but getting up at 3am with crappy accommodation, not hot water, and poor toilet facilities may not be ideal.
Pg 29 - more experienced participants have a greater appreciation of the experience and what to expect.
Main highlights - complex relationship with satisfaction
use of methods to understand - surveys, focus groups, observation.
Thursday 31 May 2007
Seaton 2002
Observing conducted tours: The ethnographic context in tourist research
Need to be careful with this ethanography thing - not sure it is something i want to get too involved in. Need to quickly ascertain the difference between ethanography and observation.
The paper is light and interesting - focusing on the methodology behind his work, a coach tour of the battlefields (3 day)
Highlights methods used for recording
Looks at the laboratory of guided group tours 'hermetically sealed' - p311
Group tour is perfect in many ways
Comparison of closed and open-field groups - closed being the group tour
issues related to open-field and how these don't exist
How the trip lends intself to recording the information naturally (like journal, postcards, etc)
Question what exact role the researcher assumes... pg 316
Need to be careful with this ethanography thing - not sure it is something i want to get too involved in. Need to quickly ascertain the difference between ethanography and observation.
The paper is light and interesting - focusing on the methodology behind his work, a coach tour of the battlefields (3 day)
Highlights methods used for recording
Looks at the laboratory of guided group tours 'hermetically sealed' - p311
Group tour is perfect in many ways
Comparison of closed and open-field groups - closed being the group tour
issues related to open-field and how these don't exist
How the trip lends intself to recording the information naturally (like journal, postcards, etc)
Question what exact role the researcher assumes... pg 316
HG 31st may
Needed clarification on setting this stuff in a greater EC framework.
What Harold was mainly refering to was the motivation behind the people that go on these trips - is it because of Experience, Responsible elements, or part of something greater (all-consuming, ethical consumerism)
this will be essential to see where these people are coming from.
then actions on the trips (eg. water bottles) may act as a kind of reflection of greater things.
What HG was not refering to was changing actions post trip - people will not start acting ethically post trip.
However an ethical assessment in one year, may show interesting results.
What Harold was mainly refering to was the motivation behind the people that go on these trips - is it because of Experience, Responsible elements, or part of something greater (all-consuming, ethical consumerism)
this will be essential to see where these people are coming from.
then actions on the trips (eg. water bottles) may act as a kind of reflection of greater things.
What HG was not refering to was changing actions post trip - people will not start acting ethically post trip.
However an ethical assessment in one year, may show interesting results.
Tuesday 29 May 2007
Ajzen and Fishbein 1980 - pg 1-24
Understanding Attitudes and Predicting Social Behavior
Just the first few pages introduce the gap between people's behaviour and attitude - going right back to when it was first discovered.
Looks at the basis of how attitudes are formed - combination of personal and subjective norms
First study in 1935 by Richard LePiere is fascinating as two Chinese go around America asking for lodging in hotels. They are accepted by all but one. Then letters were written asking if they accepted chinese. 90% said no!
Introduction to Likert Scale to measure attitude.
Touches on consistency theories and dissonance. How people can say one thing and do another. Consistancy theory predicts the individual will attempt to find some sort of equilibrium by bringing them into line.
Festinger (dissonance man) did not find that a change in attitude brought about a change in behaviour - at that time (1960s)
up to page 24
Just the first few pages introduce the gap between people's behaviour and attitude - going right back to when it was first discovered.
Looks at the basis of how attitudes are formed - combination of personal and subjective norms
First study in 1935 by Richard LePiere is fascinating as two Chinese go around America asking for lodging in hotels. They are accepted by all but one. Then letters were written asking if they accepted chinese. 90% said no!
Introduction to Likert Scale to measure attitude.
Touches on consistency theories and dissonance. How people can say one thing and do another. Consistancy theory predicts the individual will attempt to find some sort of equilibrium by bringing them into line.
Festinger (dissonance man) did not find that a change in attitude brought about a change in behaviour - at that time (1960s)
up to page 24
Swarbrooke 2007 2nd edition
Consumer behaviour in tourism
Chapter 14 looks at the green tourist and tourism and how it has grown over the past 20 odd years.
Good overview and useful when constructing the intro to a piece.
One key distinction is that Swarbrooke believes the "green tourist should be interested in all destinations, not just where they are holidaying that year."
TUI make a useful study, page 184, embedding green tourism within overall satisfaction. This is what I plan to do.
Chapter 17 goes into detail on tourism satisfaction - pg 213 gives three key reasons for looking at satisfaction - all central to my study.
CONSUMER SATISFACTION is key to viral martking and loyalty. Must always have this in mind.
Chapter 14 looks at the green tourist and tourism and how it has grown over the past 20 odd years.
Good overview and useful when constructing the intro to a piece.
One key distinction is that Swarbrooke believes the "green tourist should be interested in all destinations, not just where they are holidaying that year."
TUI make a useful study, page 184, embedding green tourism within overall satisfaction. This is what I plan to do.
Chapter 17 goes into detail on tourism satisfaction - pg 213 gives three key reasons for looking at satisfaction - all central to my study.
CONSUMER SATISFACTION is key to viral martking and loyalty. Must always have this in mind.
Yuksel 2001
The Expectancy-Disconfirmation Paradigm: A Critique
Key text with a full and comprehensive discussion of the dominant framework in assessing customer satisfaction EDP
Discusses all the other theories
Full description of EDP
ONe stage and two stage versions - questions of when to ask people about their expectations
I intend to look at inferred method (two stage) pre post
Full considerations of the limitations of the EDP model - key points whether people really know their expecations accurately?
Do people only use satisfaction in making their future purchase decisions?
EDP cannot accommodate the dynamic nature of expectations.
No consideration of competitors. link to relative model. RPA??
Especially looking at the nature of the trips I want to investigate - how much do people know about the places, culture, forming of expectations?
pg 111 - completely unfamiliar experiences
Interesting point - people do not really have accurate expectations because the trips tend to be new experiences, and as a result the use of viral marketing is all the greater.
EXPECTATIONS very difficult to define and pin down - pg 113
Need to look at other theories - Comparison Level Theory/ Equity Theory/ Evaluative Congruity Theory
Practical Matters - Logical Inconsistancy - did people get the trip they wanted? People may be ahppy even if expectations are not met - lots of inconsistancies - pg 115
Gronroos - are expecations not inherent anyway? do we not evaluate according to our expecations naturally?
Would pre-post not be measuring them twice?
Question raised of when to measure? pre pre post post?
Summary pg 121-
Further reference to brand loyalty pg 123
RPA - fascinating concept. pg 124.
A) identify attributes key to repeat booking
b)assess performance of these variables
c) assess relative performance
Kreck 1998
Finally a combination of the different theories is proposed.
Key text with a full and comprehensive discussion of the dominant framework in assessing customer satisfaction EDP
Discusses all the other theories
Full description of EDP
ONe stage and two stage versions - questions of when to ask people about their expectations
I intend to look at inferred method (two stage) pre post
Full considerations of the limitations of the EDP model - key points whether people really know their expecations accurately?
Do people only use satisfaction in making their future purchase decisions?
EDP cannot accommodate the dynamic nature of expectations.
No consideration of competitors. link to relative model. RPA??
Especially looking at the nature of the trips I want to investigate - how much do people know about the places, culture, forming of expectations?
pg 111 - completely unfamiliar experiences
Interesting point - people do not really have accurate expectations because the trips tend to be new experiences, and as a result the use of viral marketing is all the greater.
EXPECTATIONS very difficult to define and pin down - pg 113
Need to look at other theories - Comparison Level Theory/ Equity Theory/ Evaluative Congruity Theory
Practical Matters - Logical Inconsistancy - did people get the trip they wanted? People may be ahppy even if expectations are not met - lots of inconsistancies - pg 115
Gronroos - are expecations not inherent anyway? do we not evaluate according to our expecations naturally?
Would pre-post not be measuring them twice?
Question raised of when to measure? pre pre post post?
Summary pg 121-
Further reference to brand loyalty pg 123
RPA - fascinating concept. pg 124.
A) identify attributes key to repeat booking
b)assess performance of these variables
c) assess relative performance
Kreck 1998
Finally a combination of the different theories is proposed.
Monday 28 May 2007
Bowen 2002
Reflections on tourist satisfaction research: Past, present and future
Key text in arguing for qualitative work in tourism satisfaction
O Brookes seems to be a key research centre in this area.
Breaks down tourism satifaction research into its most basic chronology
Looks at difference between quality and satisfaction pg 298
Looks into CS/D - EDP
ATTRIBUTION
STABILITY OVER TIMEEXPECTATION
PERFORMANCE
EMOTION
EQUITY
Levels of expectation are discussed and how worthwhile they are pg 299
Explains and references all the relevant concepts.
Critique of CSQs and other quantitative methods
Brings in the need for more quali work
And settles on a mix!
Key text in arguing for qualitative work in tourism satisfaction
O Brookes seems to be a key research centre in this area.
Breaks down tourism satifaction research into its most basic chronology
Looks at difference between quality and satisfaction pg 298
Looks into CS/D - EDP
ATTRIBUTION
STABILITY OVER TIMEEXPECTATION
PERFORMANCE
EMOTION
EQUITY
Levels of expectation are discussed and how worthwhile they are pg 299
Explains and references all the relevant concepts.
Critique of CSQs and other quantitative methods
Brings in the need for more quali work
And settles on a mix!
Prebensen (norway) satisfaction with a destination
Looks into tourism satisfaction by splitting all the different attibutes and seeing the impact they have on overall satisfaction, leading to repeat purchases and viral (word-of-mouth) marketing.
Lots of good refs regarding viral/repeat.
touches on expectation-experience gap (linked to EDP i think)
Good definitions of satisfaction
Mention for Fishbein's multiattribute model
Detailed look at expectations pg 7
A splitting of the trip into time stages as well; pre-trip, en route, on-trip, post-trip
Possible rational for splitting my research into theses sections (no en route) and using different methods in each. quant, observation, mixquant/quali
Motivators are considered as determinants - what kind of trip the tourist is looking for.
STRONG focus on re-buy/viral references pg 14
Pg 15 series of hypotheses - strong link to my work.
Methodology used is highly quantitative and really not too relevant.
Mention of positive skew on overall tourism satisfaction (pg 27)
The epeat nature of this work is based on destination rather than TO - key difference, as people do not display a huge amount of loyalty because they wish to see other destinations - not an issue for me, looking at TOs
Lots of good refs regarding viral/repeat.
touches on expectation-experience gap (linked to EDP i think)
Good definitions of satisfaction
Mention for Fishbein's multiattribute model
Detailed look at expectations pg 7
A splitting of the trip into time stages as well; pre-trip, en route, on-trip, post-trip
Possible rational for splitting my research into theses sections (no en route) and using different methods in each. quant, observation, mixquant/quali
Motivators are considered as determinants - what kind of trip the tourist is looking for.
STRONG focus on re-buy/viral references pg 14
Pg 15 series of hypotheses - strong link to my work.
Methodology used is highly quantitative and really not too relevant.
Mention of positive skew on overall tourism satisfaction (pg 27)
The epeat nature of this work is based on destination rather than TO - key difference, as people do not display a huge amount of loyalty because they wish to see other destinations - not an issue for me, looking at TOs
Fuchs 2003
very detailed look at the different approaches to measuring tourism satisfaction
compares the scando approach to the US approach
the US approach paying much more attention to expectations.
the authors highlight the weakness of using expectations.
all the attibutes of destinations are broken down and analysed.
not quite sure how useful this article is at this point, but could be in the future.
compares the scando approach to the US approach
the US approach paying much more attention to expectations.
the authors highlight the weakness of using expectations.
all the attibutes of destinations are broken down and analysed.
not quite sure how useful this article is at this point, but could be in the future.
pizam 1999
Key article - strong overview of customer satisfaction in the hospitality sector.
spells out the clear link to repeat purchase and viral marketing pg1
Highlights the nine main theories concerning customer satisfaction
EDT - expectancy disconfirmation theory seems to be the main one
highlighting the need for a comprehensive understanding of pre-tour expectations
and then comparing with post-tour. Oliver pg 2
Vavra seems to have a different kind of outlook focusing on the end-state.
Great example on pg 2 about the role expectations play in setting peoples expectations.
Warm Beer and Lousy Food.
Reference is made to an needs to segment the market because everyone derives different satisfaction from a product - I think that the market may be segmented enough pre-tour - by selecting the tour and the product you ahve already chosen.
Goes into looking at the splitting of different componants of services and whether this is valid. Seems to several ways of looking at this kind of 'ranking' of components. detailed in page 329.
page 331 looks at expectancy trade-offs - does one component have a greater weighting than another?
factor analysis referred to - this is probabaly what i will be looking at. a 'questionnaire' with a range of questions ranging from traditional holiday valuations, through RT, into ethical consumerism.
factor analysis will require putting this all together into groups.
Issue raised of cultueral differences of participants - i think that as it changes that happen on tour - this is largely overcome, but too direct a link with the UK market requires caution,
spells out the clear link to repeat purchase and viral marketing pg1
Highlights the nine main theories concerning customer satisfaction
EDT - expectancy disconfirmation theory seems to be the main one
highlighting the need for a comprehensive understanding of pre-tour expectations
and then comparing with post-tour. Oliver pg 2
Vavra seems to have a different kind of outlook focusing on the end-state.
Great example on pg 2 about the role expectations play in setting peoples expectations.
Warm Beer and Lousy Food.
Reference is made to an needs to segment the market because everyone derives different satisfaction from a product - I think that the market may be segmented enough pre-tour - by selecting the tour and the product you ahve already chosen.
Goes into looking at the splitting of different componants of services and whether this is valid. Seems to several ways of looking at this kind of 'ranking' of components. detailed in page 329.
page 331 looks at expectancy trade-offs - does one component have a greater weighting than another?
factor analysis referred to - this is probabaly what i will be looking at. a 'questionnaire' with a range of questions ranging from traditional holiday valuations, through RT, into ethical consumerism.
factor analysis will require putting this all together into groups.
Issue raised of cultueral differences of participants - i think that as it changes that happen on tour - this is largely overcome, but too direct a link with the UK market requires caution,
Bowie 2005
Strong emphasis on the role of the tour leader on guided trips.
Refers to repeat custom and its importance as well as referral.
Possible idea for spin off article on the role the tour leader plays in RT
Reference made to the intangible nature of service offered pg 305
pg 307 goes into much more detail regarding expecatations and looks at the theoretical side of things - 'zone of tolerance' 'zone of uncertainty'
and then the 9 theories to evaluate satisfaction.
PERFORMANCE
EQUITY
ATTITUDE
HEDONISM
pg310 goes into the rational behind observation - more 311
Refers to repeat custom and its importance as well as referral.
Possible idea for spin off article on the role the tour leader plays in RT
Reference made to the intangible nature of service offered pg 305
pg 307 goes into much more detail regarding expecatations and looks at the theoretical side of things - 'zone of tolerance' 'zone of uncertainty'
and then the 9 theories to evaluate satisfaction.
PERFORMANCE
EQUITY
ATTITUDE
HEDONISM
pg310 goes into the rational behind observation - more 311
meeting 25/5
Issues with title of my piece. use of word 'selling' and link to 'mainstream'
the work was fine though - HG keener than XF. XF had issues with weak first couple of pages - the pages rewritten to simplify the whole piece. Need to rewrite with more back-up. Brutland 87, Earth summit, ecotourism, joberg, sustainable tourism, etc. A deeper setting.
The sampe was discussed and HG suggested 3 TOs, with one as a more 'mainstream' option.
This would give 2 'mainstream' like explore or exodus and one even more mainstream but with similar product.
I raised the point about observation - opportunity for much richer data. They seems to agree. A prolonged period in destination could capture all i needed.
The questionnaire was addressed. Strong allignment with the Co-op work recommended. I suggested some alignment with HG's work. Agreed. Suggestion from HG to go and speak to Co-op people when appropriate.
Issue of framework raised. XF mentioned Fishbein, who I had been looking at - and another more aligned with ethics. There was an apparant shift from RT focus to ethical focus. Do people become more ethical per se, rather than single focus on RT.
R1 seemed to be binned. no real discussion. september 13-24 now. strange atmosphere. I have no issues do this. reasoning was odd though.
I feel XF has reservations about my writing and deeper understanding of the subject. We tend to have a habit of approaching methodology, without me ever advancing. need to address this by next meeting.
Focus for next 2 weeks must be on the conference however.
the work was fine though - HG keener than XF. XF had issues with weak first couple of pages - the pages rewritten to simplify the whole piece. Need to rewrite with more back-up. Brutland 87, Earth summit, ecotourism, joberg, sustainable tourism, etc. A deeper setting.
The sampe was discussed and HG suggested 3 TOs, with one as a more 'mainstream' option.
This would give 2 'mainstream' like explore or exodus and one even more mainstream but with similar product.
I raised the point about observation - opportunity for much richer data. They seems to agree. A prolonged period in destination could capture all i needed.
The questionnaire was addressed. Strong allignment with the Co-op work recommended. I suggested some alignment with HG's work. Agreed. Suggestion from HG to go and speak to Co-op people when appropriate.
Issue of framework raised. XF mentioned Fishbein, who I had been looking at - and another more aligned with ethics. There was an apparant shift from RT focus to ethical focus. Do people become more ethical per se, rather than single focus on RT.
R1 seemed to be binned. no real discussion. september 13-24 now. strange atmosphere. I have no issues do this. reasoning was odd though.
I feel XF has reservations about my writing and deeper understanding of the subject. We tend to have a habit of approaching methodology, without me ever advancing. need to address this by next meeting.
Focus for next 2 weeks must be on the conference however.
Bowen on observation
Key - 6 influences or "antecedents" affecting CS/D (customer satisfaction/dissatisfaction)
expectation, performance, disconfirmation, attribution, emotion, equity. - good references with them.
Great arguments for observation- this is one of the key observation texts.
Asks the question of which exact role the researcher should play (observer, observer-participant, etc)
whether the TO should be approached, how much the participants should know.
How to leave the door open for further follow-up work.
What sort of questions should be asked, how to record data
Question of whether it is a snapshot we want or something more.
CRITICAL ETHNOGRAPHY - what consumers think, feel, and do, rather than what they say they will t,f and d.
need to look more into this.
expectation, performance, disconfirmation, attribution, emotion, equity. - good references with them.
Great arguments for observation- this is one of the key observation texts.
Asks the question of which exact role the researcher should play (observer, observer-participant, etc)
whether the TO should be approached, how much the participants should know.
How to leave the door open for further follow-up work.
What sort of questions should be asked, how to record data
Question of whether it is a snapshot we want or something more.
CRITICAL ETHNOGRAPHY - what consumers think, feel, and do, rather than what they say they will t,f and d.
need to look more into this.
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