Diverse socializing patterns in rural tourist experiences – a segmentation analysis

Tourism is a social phenomenon and host–guest interaction has been identified as particularly relevant in the rural tourism experience. This paper extends previous research on social interaction, rural tourism and experience marketing, by analysing, via visitor survey (N?=?819), the contacts that visitors of three Portuguese villages establish with (a) residents and (b) other visitors during their stay. A cluster analysis based on interaction patterns identifies three distinct visitor groups: those showing little interest in interaction with others, those mainly interacting with other visitors and those intensely interacting with residents. Significant differences between segments reveal distinctly lived rural tourism experiences and a positive impact of socializing on these experiences. Destination management and marketing implications as well as suggestions for future research are also presented.     

Experiential and involvement effects on the Korean wine tourist's decision-making process

This study's core purpose is to understand the behavioural intention (BI) of wine tourists using the Extended Model of Goal-directed Behaviour (EMGB). Specifically, the Model of Goal-directed Behaviour (MGB), an advanced version of the Theory of Planned Behaviour (TPB), is extended to EMGB by incorporating experience and involvement towards wine tourism to better understand wine tourists' intention to participate in a tour. The sample was 211 Korean wine tourists. Results revealed that two constructs related to wine tourism, namely, experience of a wine tour and wine tourism involvement, formed positive and significant relationships with attitude towards participating in such a tour. Attitude, subjective norm, and positive anticipated emotion influenced tourists' desire to participate in a wine tour, which, in turn, influenced their BI. Contrary to expectations, the frequency of past behaviour does not have a significant effect on desire and BI, and perceived behavioural control has no significant effects on BI.     

Exploratory data analysis of activity diary data: a space-time GIS approach

Study of human activities in space and time has been an important research topic in transportation research. Limitations of conventional statistical methods for analysis of individual-level human activities have encouraged spatiotemporal analysis of human activity patterns in a space-time context. Based on Hägerstrand’s time geography, this study presents a space-time GIS approach that is capable of representing and analyzing spatiotemporal activity data at the individual level. Specifically, we have developed an ArcGIS extension, named Activity Pattern Analyst (APA), to facilitate exploratory analysis of activity diary data. This extension covers a set of functions such as space-time path generation, space-time path segmentation, space-time path filter, and activity distribution/density pattern exploration. It also provides a space-time path based multi-level clustering method to investigate individual-level spatiotemporal patterns. Using an activity diary dataset collected in Beijing, China, this paper presents how this Activity Pattern Analyst extension can facilitate exploratory analysis of individual activity diary data to uncover spatiotemporal patterns of individual activities.     

The Incorporation of Consumer Experience into the Branding Process: An Investigation of Name‐Brand Hotels

Given the growing number of hotel brands, improving consumer experience has become an increasingly important area of interest to industry practitioners. The purpose of this study is to investigate the relationship between hotel guests' brand experience, knowledge and loyalty to name‐brand hotels. Confirmatory factor analysis and structural equation modeling with the incorporation of a second‐order factor analysis were employed to achieve the research goals. The findings indicate that brand experience was represented as a holistic concept with sensory, affective, behavioral and intellectual aspects. While brand experience influences brand loyalty, its impact is partially mediated by brand knowledge. This is a pioneer study that combines consumer experience with branding in the hospitality industry and offers practical suggestions to facilitate hotel managers in their development of effective branding strategies. Copyright © 2015 John Wiley & Sons, Ltd.