Internet‐enabled Tourism Entrepreneurs. International Entrepreneurial Values Elicited through Repertory Test and Laddering Analysis

Although the tourism industry has been dramatically altered due to the Internet, there has been limited research published about international entrepreneurial values and Internet use in tourism firms. The findings of this study point to a relationship between the values of Internet‐enabled international entrepreneurs in small‐sized to medium‐sized enterprises and the inclination of the firm to develop and initiate international activity. The findings of this study suggest that Internet‐enabled tourism entrepreneurs share similar construct values. Two effective but underutilized qualitative methods were used in this study. The first method, repertory test, is an efficient technique for exploring constructs in decision making; the second method, laddering analysis, facilitates understanding of the perceived consequences and personal values guiding behaviour. Copyright © 2012 John Wiley & Sons, Ltd.     

梯次流动对流动人口居留意愿的影响

利用中国人民大学人口与发展研究中心2009年在北京朝阳区、广东东莞市和浙江诸暨市组织进行的流动人口调查数据,研究梯次流动对流动人口居留意愿的影响。地理梯次流动和职业梯次流动对流动人口的居留意愿有显著影响,地理梯次流动会弱化流动人口的长期居留意愿,而职业梯次流动会显著促进流动人口的长期居留意愿。     

Abstraction and product categories as explanatory variables for food consumption

This study sets out to explore variation in the consumer choice structure in relation to three types of products with different levels of search, experience and credence attributes. The decision structures of rice, wine and functional food (experience, search and credence products) consumers were explored by means of laddering. The results suggest the presence of an emotional component in foods that increases in complexity (becomes more abstract) with the number of credence attributes. The findings recommend adjusting the complexity of advertising campaigns and product positioning to the type of product being promoted.     

Consumers’ Perceptions of African Wildlife Meat: A Laddering Study

African wildlife meat offers South Africans' a healthy and novel red meat alternative, yet consumption is far less than that of beef and lamb. Laddering interviews with 40 respondents were employed to identify the consequences and values associated with the product's perceived attributes. Important attributes included low levels of fat, dryness, novelty, and special preparation requirements. Significant values included security, self-esteem, hedonism, tradition, and stimulation. Promoters of the product are advised to capitalize on consumers' interest in health and the health benefits of the meat in their advertising strategy. They can also address current barriers to consumption as indicated by negative, undesirable consequences (difficult and time-consuming to prepare) by promoting quick and easy ways of preparation, provision of ready-to-eat dishes and training.     

Now is the time to embrace interactive electronic applications of Association Pattern Technique

Over time, researchers have explored and used diverse methodologies and innovative techniques to gain a better understanding of consumer behaviour. The laddering technique, in particular, has drawn considerable interest in recent years. Scholars across various fields have produced valuable findings using the Association Pattern Technique (APT) as a hard laddering technique. Compared to soft laddering, however, its potential to uncover consumers’ behavioural processes has not yet been optimised, probably due to several misconceptions. Following a systematic review of APT studies, prevailing issues are highlighted and an interactive electronic APT is proposed as a useful guideline for expanding future consumer behaviour research with actionable implications across different disciplines, including retailing.     

基于“手段—目的”链的旅游者满意因素分析——以辽宁赴台旅游者为例

随着大陆居民赴台旅游人数的日益增多,如何令赴台旅游者满意成为台湾旅游业发展中面临的新挑战。文章将＂手段—目的＂链模型引入旅游者满意因素的研究中,以辽宁访台旅游者为例,基于阶梯式访谈调查数据构建了辽宁赴台旅游者满意因素的判断矩阵和价值层次图,并聚类得出五大最具主导地位的＂手段—目的＂意义链。在此基础上,从价格策略、游览主题、产品设计和推广、旅游环境、基础设施和服务水平等角度提出了台湾在今后旅游产品深度开发方面的对策建议。     

Indian food in the UK: personal values and changing patterns of consumption

This qualitative study examined the consumption of Indian foods among groups of English and Indian people living in the UK. Both convenience and freshly made Indian foods were included in the research. The aim was to explore attitudes (based on ethnicity) towards, and the consumption of, Indian foods. The means–end model and laddering methodology were used in interviews with 24 respondents, 12 from each group (English and Indians). The personal values ‘social life’, ‘health’, ‘adventure’, ‘enjoyment’ and ‘savings’ were found to be the most important for English respondents whereas ‘enjoyment’, ‘good life’, ‘health’, ‘religion’ and ‘culture’ were the most desirable value ends for Indians. The results provide an insight into English and Indian peoples’ perceptions of Indian food that can be used in promotion and marketing positioning of branded Indian foods, sauces and accompaniments.     

Export Crop Marketing in Tropical Africa

Abstract

Recent developments at the consumer and at the farm level have resulted in a renewed interest in short market channels for fresh food. This paper focuses on consumer valuation of purchasing fresh food from short channels in general and on differences between two distinct types of short channel initiatives, i.e., farmers' markets and food teams as examples of supply- and demand-side driven initiatives respectively. The research methodology builds on the Means-End-Chain theory. Data are collected through laddering interviews with 100 respondents. The general hierarchical value map largely supports classical theories of value structures. “Security” is the predominant value type with “Health” as the major value. Further, a distinct “Hedonism” and “Universalism” cluster are discovered, with the first being built on the attribute “Freshness,” the consequence “Taste” and the value “Pleasure,” and the latter including environmental, animal welfare and regional development concerns. Specific motivation structures dealing with farmers' markets versus food teams are reported. Recommendations pertain to organizational and marketing issues, more specifically product positioning, innovation and communication based on the revealed Means-End-Chains or motivational structures.     

Using Means-End Analysis to Test Integrated Marketing Communications Effects

This article describes a study testing key aspects of the Integrated Marketing Communications (IMC) concept, employing means-end analytical techniques. Although the hypothesized effects were not observed, the study is timely and ground-breaking because it contributes a new empirical approach to the IMC body of literature. It may also serve as a catalyst for additional research in the field.     

梯级洞察方法在饭店营销中的应用

梯级洞察方法是一种与典型的购买者（消费者）进行层层深入的谈话从而发现其购买或消费的真正原因和深层动机的技术，利用梯级洞察技术所获得的资料可以为新饭店开发，饭店营销评估和重新定位，饭店广告策略的制度以及市场细分提供人益的启示。