Online from: 2007
Subject Area: Tourism and Hospitality
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|Title:||Pursuing pleasure: consumer value in leisure travel|
|Author(s):||Cynthia M. Webster, (Associate Professor based at the Department of Marketing and Management, Faculty of Business and Economics, Macquarie University, Sydney, Australia), Vanessa A. Rennie, (Research Associate based at the Department of Marketing and Management, Faculty of Business and Economics, Macquarie University, Sydney, Australia)|
|Citation:||Cynthia M. Webster, Vanessa A. Rennie, (2011) "Pursuing pleasure: consumer value in leisure travel", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 Iss: 4, pp.334 - 344|
|Keywords:||Consumer behaviour, Consumer value, Photo essay, Photography, Pleasure, Subjective personal introspection|
|Article type:||Research paper|
|DOI:||10.1108/17506181111174673 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Received February 2009 Revised September 2009 Accepted January 2010 The authors would like to thank Marylouise Caldwell and Paul Henry as well as two anonymous reviewers for their valuable input. Their recommendations have greatly improved the quality of the paper. Please find the video that accompanies this article at: http://www.emeraldinsight.com/promo/hospitality_research.htm|
Purpose – Some consumption activities are inherently interesting, pleasurable, gratifying and potentially important to consumers' lives. The primary aim of this paper is to further understanding of the role pleasurable consumption plays in consumers' lives.
Design/methodology/approach – To explore consumer value in pleasurable consumption experiences, the consumer value typology in conjunction with the subjective personal introspection (SPI) approach, is applied to experiences captured in travel photographs.
Findings – Analysis identifies all eight consumer value types with play, aesthetics and, surprisingly, spirituality the most evident. Pleasure is shown as much more than immediate, self-gratification. Issues of competency, both active effort and appreciation of others' abilities, individual growth and development as well as sharing and feelings of relatedness are all important components of pleasure.
Research limitations/implications – The use of consumer value as a conceptual framework in combination with a reflective tool such as SPI suggests not only alternative approaches for future research into pleasurable consumption, but also indicates some innovative strategies to put into practice.
Practical implications – Communicating the different value types prior to consumption and incorporating active reflection, possibly could assist in improving consumers' enjoyment of their experiences which, in turn, could reduce post-purchase dissonance. Besides being used as a promotional tool to increase customer satisfaction, the consumer value framework could facilitate product bundling and possibly expand product benefits.
Originality/value – The paper illustrates the multidimensional nature of pleasure through two research methods infrequently used, SPI and the photo essay, positioning both as valuable tools for exploring and enhancing pleasurable consumption.
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