Papers by Stephen Fanning
Hotel guest e-questionnaires: implications for feedback and relationships
The facilitation of visitation to a pilgrimage site is essentially a marketing function. In this ... more The facilitation of visitation to a pilgrimage site is essentially a marketing function. In this study the symbolic consumption of heritage tourism is considered from a marketing perspective. A pilot qualitative study was conducted by the authors of key memorial sites in the Normandy D-Day landing region of France. The area in question comprises cemeteries, museums, fortifications, plinths, memorials, landing beaches and battle areas of key historical significance. These key significant sites concentrate tourist visitation to the area. Using a seminal consumer behaviour model, namely Holt’s (1995) typology of consumption the experiences of visitors were compiled, compared and interpreted using ethnographic methods favoured by current notable consumer behaviour scholars (Belk, Hirschman, O’Guinn, Wallendorf, et al). The result confirms the a priori hypothesis that all four metaphors; Experience, Integration, Classification and Play are both relevant and useful in gaining a richer insight of the activity of pilgrimage tourism. This corollary outcome for those involved is the opportunity to satisfy more needs, more efficiently, and for ‘customers’ to appreciate a richer experience
The purpose of this paper is to generate discussion with the intention of improving the quality o... more The purpose of this paper is to generate discussion with the intention of improving the quality of marketing education at a tertiary level. Initially, the constraints of introductory marketing texts with a 4P structure are discussed. This is followed by a recommendation that rather than an attack or defend the 4P framework it is presented as an important concept in the evolution of marketing. Next a classic concept is revisited and from this an alternative teaching approach is presented for discussion. A brief description of how this approach has been applied in the classroom is provided. The initial findings are that there are not 4Ps but only one P-the total product. The total product concept is a mega-concept that includes a number of product considerations, product layers, and product components. Applying this framework is beneficial when conducting product audits, marketing audits and marketing plans
Higher education is evolving from the traditional face-to-face on-campus lecture to a more blende... more Higher education is evolving from the traditional face-to-face on-campus lecture to a more blended on-campus and online approach. Partly, this new approach is due to the availability and accessibility of new technologies; however, it is also driven by the need to accommodate students who have been socialised in a world of abundant and easily accessible content; a world where social media is central to their lives. It may appear that having online classes is the answer, however, increases in higher education tuition fees have resulted in many students managing study, work, and social commitments. Therefore, a traditional on-campus or online approach does not always provide the ideal model. This paper presents a new ‘multiple touch point approach’ one that is more compatible with contemporary students’ lives. A multiple touch point approach is similar to the approach adopted by omni-channel retailers to today’s connected consumers. Omni channel retailers recognise that consumers are now quite comfortable crossing between traditional and online platforms. Therefore, rather than ask consumers to choose a platform, omni-channel retailers welcome and encourage cross channel behaviour. They also encourage the use of technology to increase consumer engagement and increase the collective knowledge of consumers. When academics adopt a multiple touch point approach they allow students to employ the most suitable platform for their present situation. For example, a student could catch up on a missed lecture online and then attend a face-to-face lecture on-campus. The multiple touch points approach employs technology beyond the distribution of content and whilst the multiple touch point approach fosters learning at an individual level it also harnesses technology to improve the collective learning of the student body. One way to increase collective learning is through increased student engagement with the content. One method to increase student engagement is through crafting assessments that replicate the communication styles of social media. The paper also provides insights for marketing practitioners on the building of engaging content and online communities
This thesis explores, through the lens of marketing theory, the migratory experiences of a group ... more This thesis explores, through the lens of marketing theory, the migratory experiences of a group of Italian–Australians. Migration is generally accepted as a life-changing event, and, as such would be classified as a consumption activity of higher involvement than most consumption activities discussed within the marketing literature. The research employs an interpretivist qualitative methodology and adopts a multiple method constructivist approach to searching for, gathering and analysing data. This methodology is employed to accommodate the exploratory objectives of the study, and the personal and life-changing nature of migration. From an extensive literature review of migration and marketing three classic marketing theories were selected as guiding frameworks for the collection and analysis of data: (1) Firat and Dholakia‟s (1982) four dimensions of consumption patterns; (2) Rogers‟ (1963) theory of adoption; and (3) Sheth, Newman, and Gross‟ (1991) theory of consumption values. As there is great diversity in the source of Australian immigrants a purposeful sampling technique was employed to provide interpretable data. Immigrant families from the Italian regions of Abruzzi-Molise were selected as this group have a number of characteristics of value to this study. The characteristics include: a considerable gap exists between the consumption patterns of their natal and host communities; sufficient time has passed to allow the original immigrants and their families to reflect on their acculturative journey; and they still maintain strong links with their natal communities. Multiple qualitative techniques were employed during primary data collection. Primary data was collected in both Italy and Australia to gain a natal and host perspective. An iterative investigative approach was employed to compare primary and secondary work, to discover different perspectives, and to identify emergent themes. The major finding is that migration is a consumption activity that cannot be classified within the „textbook‟ convenience, shopping, or specialty product classification. Migration is not just the journey from one place to another; it is the journey from one set of consumption patterns to another. The costs and benefits of migration cannot be fully measured in financial terms and, for many, the evaluation process is an ongoing and cumulative process. Migration is a liminal process where the migrant must separate themself from their natal community and then establish themselves in a host community. Therefore, migration involves the establishment of an old-new hyphenated identity; hyphenated to indicate a life in two-parts. Migration involves the choices of what possessions to divest and what to keep, a passage, and then the acquiring of new possessions. However, unlike less involved consumption activities, all future consumption activities are a consequence of the migratory decision. Therefore in addition to the convenience, shopping, and specialty consumption activities the researcher calls for a new classification „seminal consumption activities‟. This study identifies that migration has three distinct time zones pre-migration, migration, and post-migration. Each of the time zones correlates with a respective stage of the buyer decision process pre-purchase, purchase and product delivery, and post purchase. Furthermore, a number of other three part marketing concepts demonstrate a relationship to this process: the three temporal types of involvement (situational, response, and enduring involvement); the three stages of liminality (pre-liminality, liminality, and post liminality; and the three decision qualities (search, experience, and credence decision qualities). The relationships are discussed in detail within the thesis. The seminal nature of migration and the acculturative reflections of the participants benefited one of the guiding theories. As a result, the Sheth et al (1991) theory of consumption values is advanced, new qualities of value3 are uncovered and a number of theoretical and practical gaps are discussed. An emergent conceptual framework that extends the Sheth et al. (1990) theory is discussed and presented. The thesis supports scholars who argue that there is a relationship between values1 and value2 for money. It also supports those who propose that whilst a person‟s values1 are enduring, estimations and assessments of value2 are more situational dependent. The enduring nature of values1 was displayed through the practise and preservation of natal consumption activities, and, the situation nature of value2 was displayed through the creation of a value2 hierarchy of consumption activities. Exploring this seminal consumption activity and the acculturation of Italian-Australians uncovered a number of insights that are important to marketers. However, they are particularly important to marketers operating in a multi-cultural marketplace. Marketers, like other members of a society, are often…
In recent years we have seen a dramatic increase in outbound tourism from China. In response to t... more In recent years we have seen a dramatic increase in outbound tourism from China. In response to this growth Tourism Western Australia recently asked tourism operators a pointed question “Are you China ready?”. In this paper we address this question. In particular, we audit how Perth hotels cater to the travellers’ food requirements and palates specific to room service (RS). The extant research and anecdotal evidence suggests that although Chinese travellers are interested in experiencing local cuisines they also strongly desire Chinese food when abroad. From a hotel’s perspective, catering for the needs of guests is a vehicle to boost RS revenues and consequently increase revenue earning which leads to improved hotel profitability. However, are Perth hotels ready to fulfil the appetites of the Chinese travellers? To answer this question, we collected and undertook content analysis of 20 hotel menus from 4 and 5 star hotels in metropolitan Perth to determine availability of Chinese cuisine to hotel in-house guests. The sample menus indicated that Chinese cuisine availability was very limited. However, there were a number of hotels that offered ‘Asian inspired’ cuisine. The findings of the study suggest that as of late 2014 Perth hotels were not ‘China ready’ particularly when the diversity of Chinese cuisines was considered. Given that the China market is highly attractive in terms of growth and revenue earnings, we recommend that hotel food and beverage (F&B) directors should analyse their ethnic Chinese guests’ requirements according to their place of origin, and adapt their menus to cater to the culinary expectations of this burgeoning target market
A number of research gaps have been identified in the use of social media for business-to-busines... more A number of research gaps have been identified in the use of social media for business-to-business marketing. Particularly, around the use of social media in the crafting of marketing strategies, building of relationships, and measuring the return on investment. The adoption of social media for business-to-consumer marketing has grown exponentially over the past 10 years; through platforms such as Facebook, Instagram, YouTube and Pinterest. The adoption of social media in business-to-business relationship marketing has been significantly slower, and its adoption has not been uniform across platforms, industries and countries. This study investigates the application of social media marketing in business-to-business relationships through a series of exploratory in-depth interviews, undertaken with Europe organisations in 2014. The adoption of social media marketing was found to be “patchy” and “incoherent”. The respondents stated that a lack of strategic understanding and direction resulted inpoor implementation guidelines. Barriers highlighted included, the diversity of social media platforms,the adhoc uptake of social media channels by partners, and insufficient tracking tools to evaluate the effectiveness and return on investment. Consequently, the respondents tended to “experiment” with social media marketing. This experimentation was influenced by the skill set within the organisation, the social media competency levels within their industry, and the level of use by their industry partners. The respondents indicated that a lack of research, case studies and examples of successful social media applications, heightened their concerns about its long-term viability. Nevertheless, respondents considered that social media marketing provided an opportunity to build their brand, and strengthen business networks. The findings from the research provide practitioners with some useful insights in the selection, utilisation and evaluation of social media marketing platforms and their uses in various industries. Further research using case studies and social media data mining will be conducted in order to evaluate the impact of social media marketing on organisations’ business relationships
Tourism Analysis, 2020
This project advocates the combination of ethnography with netnography to form a new qualitative ... more This project advocates the combination of ethnography with netnography to form a new qualitative method, nethnography. In doing so the authors engineer a synergistic blend of phenomenological praxis. Through the researcher’s lived experience (ethnography) enhanced empathy of virtual data (netnography) is possible. This is achieved by the systematic targeting of non-dyadic online data, which is then informed by the researcher’s own experience. Proponents improve both insight and transferability while claiming a reduction in researcher bias. The second part of this paper is an empirical trial of nethnography using commemorative data from the National Anzac Centre (NAC), Australia. Three unstructured data sets; two online and one in-situ were compiled and processed using the analytical software NVivo and Leximancer. Visitor experience at the NAC is then explored using a seminal consumer model as an interpretive lens. Through a process of latent thematic analysis three themes emerge rel...
African Journal of Science, Technology, Innovation and Development, 2019
A visit to a traditional or online retailer with the wide variety of electronic devices -desktops... more A visit to a traditional or online retailer with the wide variety of electronic devices -desktops, laptops, tablets, and smartphones, clearly, each device is capable of e-commerce activity and a device will be adopted according to a consumer's perceptions of value. Given the importance of human, cultural and personal values, this study purposefully selected Nigerian tablet consumers to better understand the factors that impact on the adoption of mobile commerce and tablet commerce in a developing economy. The survey administered was a hardcopy to the academic community in Nigeria with (n=312) participants. To measure the hypothesized latent constructs through the indicators that represent each of the underlying constructs, the authors embarked on three steps: a confirmatory factor analysis, partial least squares-structural equation modelling and probe the tablet commerce structural relationship by running a bootstrapping. This study filled a vacuum in the extant studies in developing countries by taking into cognizance the prominent status of mobile devices most especially tablet with the theory of trust, privacy, reputation, ease of use and loyalty with gender moderation. The study also gives future direction to the tablet commerce practitioners.
Ecu Publications 2011, 2011
This paper is part of a larger long-term study exploring product definitions, consumer motives an... more This paper is part of a larger long-term study exploring product definitions, consumer motives and social interaction using Australian firearm consumption as the case. Nine years of ethnographic research demonstrates the multi-faceted nature of what is a niche cloistered consumption activity. The findings show that shooters not only love their guns, but appreciate specific aspects of the product; namely, mechanical precision, mechanical potential, martial potential, nostalgic symbolism, recreation and functional utility. Notwithstanding, shooters also value firearms for the opportunity to derive a sense of self, through cathexis, contamination and self-extension
Photo-elicitation as a qualitative research technique has attracted considerable attention. It is... more Photo-elicitation as a qualitative research technique has attracted considerable attention. It is generally agreed that photo-elicitation is not applicable to all topics, and it is seldom the researcher's only tool, however, there are substantial benefits when the topic is appropriate and when incorporated with other tools. Although receiving scant attention, photo-elicitation techniques can also be applied within the university classroom. With this lack of attention in mind, this paper will discuss the application of photo-elicitation techniques as a learning tool within university classrooms. Photographs can quickly introduce students to a large amount of visual data and when the photographs are strategically chosen can generate interest, reflection, propagate questions and generate quality classroom discussion. An objective of photo-elicitations within the classroom is to improve not only individual knowledge but also the collective knowledge within the classroom. This paper will outline a marketing lecturer's experiences of photo-elicitation techniques within the classroom. The paper discusses three broad areas: the justification for photo-elicitation; building photo-elicitation techniques into a teaching plan; and the presentation and analysis of student comments. From a technology perspective, photo-elicitation is now within the reach of most lecturers and students. Moreover, the widespread adoption of enabling technologies outside the classroom has increased the potential value of photo-elicitation as a teaching and learning tool.
The purpose of this paper is to revisit and advance a classic marketing concept; Copeland"s (1923... more The purpose of this paper is to revisit and advance a classic marketing concept; Copeland"s (1923) classification of convenience, specialty and shopping exchanges. In doing so, product involvement, the three time zones of the buyer decision process and the three estimation, assessment and evaluation qualities, are also discussed. The findings are the result of a larger interpretive, qualitative study that explored a number of classic marketing concepts through the consumption experiences of a group of immigrant consumers. In this paper a new classificationseminal exchanges is proposed. Seminal exchanges have distinguishing features (1) they are high in total involvement; that means high in situational, response and enduring involvement (2) they place a marker in a person"s life; a life before an exchange and a life after an exchange, and (3) they influence future consumption activities to a greater degree than convenience, shopping or specialty products.
This paper explores the traditional pen and paper hotel comment card (HCC) from the guests’ persp... more This paper explores the traditional pen and paper hotel comment card (HCC) from the guests’ perspective to gain an insight and to improve its effectiveness. The HCC has long been the predominant method of soliciting guest feedback. Although electronic methods of collection are now available the HCC has a sense of familiarity, has general acceptance, and is widely employed. Initially, a literature review of the hotel comment card is provided. Then, the study explores how frequent guests categorize HCC attributes. These attributes are then extended to include evaluation criteria identified in the literature and desired by hotel managers. The extended evaluation criterion is then used to explore how frequent hotel guests believe that future HCCs may motivate guests to provide feedback and assist in the co-creation of value. The overall finding is that the HCCs design and execution can be improved.
Q-sort is a qualitative research method that is gaining popularity outside of its traditional psy... more Q-sort is a qualitative research method that is gaining popularity outside of its traditional psychology and social sciences areas. The Quasi-Q-sort is a derivative of the Q-sort that affords more latitude in the design and administration of the process. This paper reports how the Quasi-Q-sort method was applied in an innovative way to categorise according to tangible attributes in addition to the standard semantic sorting protocol. The Sensory Quasi-Q-Sort (SQQS) was used to obtain unprompted and spontaneous respondent categorisation of 40 hotel comment cards (HCC). Respondents identified attributes that could be clustered to form a description-based classification not restricted to semantic context. This study showed divergence in categorisation indicating varying first impressions of HCCs by guests. Emergent themes identified were Question Format, Graphic Design/ Appearance, Dimension, Texture/Paper weight, Ready to mail format, Time taken to complete, Ease-of-use, Geographic/Locality, and Familiar/Expected/ Customary form/Appearance. SQQ-sorting is a valuable way of adding to the richness of qualitative research as it allows inclusion of dimensions previously ignored. As part of a mixed method approach, this is a simple cost effective, efficient and effective method to obtain valuable perspective on how objects are perceived by all the human senses. Such data can influence design and marketing concepts.
This paper examines the reliability and efficacy of hotel guest e-mail questionnaire compared to ... more This paper examines the reliability and efficacy of hotel guest e-mail questionnaire compared to the paper questionnaire in the Asian Pacific context. Conducted inPerth, Singapore andPenang, cities with mature hospitality and tourism industries and a representation of chain and independent deluxe hotels, this exploratory qualitative study examines hotelier views of e-mail guest communication derived from content analysis of guest questionnaires format and content and in-depth interviews with senior hoteliers. The findings indicated that e-questionnaires manifested as e-mails, as a direct replacement of the paper questionnaire, appear to be premature given divergent hotelier views and shortcomings in e-mail response administration. If properly executed, e-mail can play an increasingly important adjunct role to the paper guest questionnaire as a part of a multi-channel approach. The balance/relationship between ‘high tech’ and ‘high touch’ needs to be maintained: the latter can enhanc...
The purpose of this study is to revisit Holt"s (1995) seminal treatise -How consumers consume: A ... more The purpose of this study is to revisit Holt"s (1995) seminal treatise -How consumers consume: A typology of consumption practices. Whilst Holt implies that this theory applies to all consumption activities his data was exclusively the consumption of national baseball in the United States of America. The limited nature of Holt"s research: one location, one country, one sport, and one level of sport suggests further investigation of this theory in different settings may be insightful. In this study we look at different sports, at different levels, and in an Australian context. Overall, our findings confirm the usefulness and applicability of Holt"s typology in an Australian sporting context, however, our study identified that there are factors that must be considered at different levels of participation, particularly relating to the consumer"s relationship with the participants.
Third year Business students were required to evaluate their experiential consumption of a sporti... more Third year Business students were required to evaluate their experiential consumption of a sporting activity using Holt's taxonomy. The aim of this paper is to explore the benefits derived from using photos as a mirror; firstly to capture the data and provide validity to the activity; and, secondly as a tool to encourage reflective learning. The literature addresses issues and examples focusing on visual methods as a means of data capture in qualitative research. In addition, educationalists have explored flexible delivery and assessment methods incorporating visual mediums as a tool to enhance the learning experience. This paper explores the synergies obtained by combining both the visual data capture mechanism and the synthesis of theory into practice, and producing the respondent's (student's) own introspection artefact. This paper presents findings from the reflections of 54 students (local and international) and discusses how the use of photography is used in a learning context. Some students found the task technologically challenging, time consuming and a few didn't engage with the medium. Overall however, the results indicated that the use of pictures significantly enhanced student learning outcomes. A consistent message from the student reflections was their need to understand the concepts of the project before selecting their photos. In this instance, the photos became the words to describe the concepts of Holt's taxonomy. Being able to choose their own photographs enabled students to be empowered by the ability to construct the parameters within which they displayed their understanding of the concept and were subsequently assessed. In this activity students learn through applying the theory to themselves rather than simply rote learning. By using the visual communication vehicle to complete the assignment it was evident that students needed to have a thorough understanding of the concepts so that they can communicate them back in a manner where they synthesise, conceptualise and apply the concepts. This demonstrates true deep learning practices. Models are difficult to teach and to assess student's understanding. This case study is an example of where theory and practise come together in an engaging experience for students, making the learning process more memorable and consequently more effective.
Uploads
Papers by Stephen Fanning