Visitor Economy Research Group | Research Seminars and Public Engagements
Research Seminars and Public Engagements
Airport Boarder-Crossing Experiences of Non-Resident Citizens
Dr Samira Zare
Abstract
Wednesday 29th May 2024
Although freedom of movement has been recognised as a fundamental human right, inequalities exist unchallenged in many settings, including airport borders, for various groups of travellers, such as non-citizen residents of a country. The 'guilty until proven innocent' attitude at the borders creates a sense of unwelcome and never-quite-belonging for the residents. In this seminar, I deconstruct the predominant airport border experiences of non-citizen residents in the UK in the hope of challenging and changing the status quo.
Dr Samira Zare is a Senior Lecturer in Marketing and Advertising at the Department of Marketing, Languages and Tourism at the University of Lincoln. Her current research interests lie within mobility injustice in tourism, airport border experiences, academic mobility, tourists' pro-environmental behaviours, and sustainable experience design.
Harmonising Yoga Philosophy in Yoga Tourism Research: A Reflective Journey and a Small Step Toward Decolonization(?)
Dr Rajesh Nautiyal
Abstract
1st May 2024 - 3-4pm
Despite being nascent, the literature on yoga tourism is shaped by the business-oriented, Anglo-Saxon hegemony akin to any other sub-field within tourism studies. Moreover, given the multiplicity of perspectives to explicate a phenomenon, it becomes imperative for me, as an inquirer, to introspect on my position within the inquiry of my research inquiry in the field of yoga tourism. Consequently, through this seminar, I will reflect upon my practice of researching yoga tourism to explain the intersection of yoga philosophy, ontology, and epistemology while interrogating (or not?) established research paradigms.
Rajesh Nautiyal is a lecturer at the Department of Marketing, Languages, and Tourism, University of Lincoln, United Kingdom. His primary research is within the domain of yoga tourism, folklore, and indigenous research paradigms.
Sustainability Content, Tourist Voice Assistant Engagement, and Adoption Intention: Moderating Effects of Cultural Orientation and Purpose of Use
Dr Wesley Yuen
Abstract
Tuesday 16th April 2024 - 4-5pm
Voice Assistant (VA) has been widely used to facilitate interaction with tourists and furnish travel recommendations. Despite the escalating embrace of environmental sustainability practices and tourist consciousness, there is a notable lack of research on the effectiveness of VA in advancing sustainable consumptions in tourism. This research posits that customising environmental content within VA has an impact on user engagement with VA, thereby affect the adoption of VA recommendations. A scenario-based experiment (n = 649) unveils that the incorporation of environmental sustainability content into VA recommendations significantly amplifies tourists' inclination to adopt eco-conscious products/services through the enhanced user engagement with the VA. Such effects can be moderated by cultural orientations of tourists and purpose of VA utilisation. These findings contribute to the managerial and theoretical dimensions of the discourse.
Dr Wesley Yuen is currently a lecturer in Marketing at Royal Holloway, University of London. His main research areas are brand management, integrated marketing communications and consumer psychology (mainly in personality, cognition and emotion).
Wesley has published in internationally-recognised journals and conferences, such as Journal of Business Research, International Journal of Contemporary Hospitality Management, Resources, Conservation & Recycling, Journal of Marketing Communications, European Academy of Marketing Conference (EMAC), Global Marketing Conference (GMC), and American Marketing Association Conference (AMA).
Creating Sustainable Workplaces: Attracting, Growing and Retaining Talent in Lincolnshire
Dr. Agnieszka Rydzik
10th April 2024
LIBS Connect event on ‘Creating Sustainable Workplaces: Attracting, Growing and Retaining Talent in Lincolnshire’.
‘Gender, Sport & Society: What is Happening and Why?’
Prof. Hanya Pielichaty
20th March 2024
This public lecture was organised for the LIBS EDI Committee event series to celebrate the publication of Prof Pielichaty’s latest book, ‘Gender, Sport and Society: An Introduction’. It discussed the complex relationship between gender, sport and society, using props and visual aids to better understand why the current sporting landscape exists as it does.
The Good Student Employer Charter
Dr Agnieszka Rydzik
2nd November 2023
Launch of the Good Student Employer Charter, at Double Tree by Hilton. The Good Student Employer Charter is a free initiative for student-friendly visitor economy businesses. It engages industry stakeholders, universities and employers in bringing change for working students, and helping local businesses grow talent, address labour shortages and increase staff retention.
Toxic Personalities in Hotels
Dr Alisha Ali
26 October 2023
Abstract
Toxic Personalities in Hotels
Destructive workplace behaviours are having debilitating impacts on hospitality organisations. Whilst research as tended to concentrate on the more adverse types of deviant behaviours such as violence, harassment and alcoholism, more knowledge is required to understand a more subtle kind of deviancy that many employees experience: toxic personalities. These employees portray behaviours that usually involve intimidation, backstabbing, condescension, and marginalising colleagues. The law or HR policy does not easily address these types of behaviours.
This talk will focus on current research on now resort managers cope with toxic personalities and develop an understanding of whether COVID-19 has led to more significant toxicity in the workplace.
Dr Alisha All is a Principal Lecturer and PhD Programme Leader in the Sheffield Business School Sheffield Hallam University. Her research interests are in sustainable development, ICT, innovation, operations management, corporate social responsibility, destination management, hospitality and tourism, consultancy, employability and how students' learn.
She has published over 30 publications in peer reviewed journal articles, books, book chapters, conference papers, book reviews and articles in the trade press. She is the Regional Editor - Europe - Journal of Hospitality and Tourism Technology (JHTT).
Tourism Management Institute (TMI) Annual Convention
12th October 2023
We hosted a successful Tourism Management Institute (TMI) Annual Convention.
The Redundancy of Space in Place-making
Thomas Kitchen
11 October 2023
Abstract
This study underscores the pivotal role 'place plays in contemporary societal discourse, serving as a grounding concept amidst a sea of ambiguous and abstract place-making keywords such as 'space'. He argues that 'place', with its definable and tangible qualities, offers a navigable platform for structuring social relations, thereby providing clarity in the context of socio-cultural communication. The need for a more discerning use of 'space' in place-making discourses is also highlighted.
Thomas Kitchen is a Senior Lecturer in Tourism and Events Management/Programme Leader in the University of Lincoln. He delivers to students from across a range of programs, including Events Management, International Tourism Management, International Hospitality Management, Sports Business Management, and Fashion Management, at both undergraduate and postgraduate levels.
Concurrently, Thomas is pursuing a PhD in Culture and Heritage Management, focusing on the concept of Contested Place making.
Engaging students in Prevention of Modern Slavery & Human Trafficking
Ray Nolan
27 June 2023
Abstract
Ray Nolan is a Senior Lecturer in the Business School at Sheffield Hallam University.
Previously he was Research & Development Manager at the United Kingdom Trafficking Centre developing partnerships between public, private and voluntary sector bodies to combat human trafficking.
This role includes developing projects and programme management with commercial companies, government agencies and non-government organisations in Europe, Southeast Asia, the Mediterranean, North Africa and North America.
Modern slavery and human trafficking is frequently pervasive throughout international tourism, hospitality and events where criminal exploitation of the sectors' business structures is employed to perpetuate nefarious activities. The complexity of the sector and especially vulnerability to negative publicity ensures 'prevention' becomes a 'commercially sensitive' subject and so limits access and engagement of the industry.
However, integrating relevant awareness and prevention learning into modules for University students can lead to de-stigmatisation of such issues and facilitate a greater acceptance of prevention work within the industry by graduates own professional practice.
Exploring stakeholder contribution to maintaining an online community: A case study of a home gym community
Dr Victoria Ellis-Vowles
17 May 2023
Abstract
Dr Victoria Ellis-Vowles is a Senior Lecturer in Marketing who is the Programme Leader for the MSc Digital Marketing.
While her research interests centre on pubs, beer and music, she continues to work as a marketing consultant for external clients.
Victoria teaches services, digital and relationship marketing subjects where she uses her ongoing industry experience co support and inform her teaching practice.
Online community research typically views them as a source of open innovation and market research for external stakeholders, although this overlooks their contribution in sustaining the community as a member in their own right. With the permission of the client, this session will be reporting on the market research undertaken on a home gym online community.
Reflections on the Legacies of Hull UK City of Culture 2017: The On-going Role of Volunteers in a Lasting Cultural Legacy for the City
Dr Nigel D Morpeth
28 March 2023
Abstract
Dr Nigel D Morpeth is currently an Associate Lecturer at the International Business School at the University of Lincoln and is a Visiting Lecturer at Ostfalia University in Germany.
He previously worked as a Senior Lecturer in Tourism at three UK universities and three local authorities where he worked in community leisure and events organisations. His work as Research Fellow at the University of Hull's Culture, Place and Policy Institute (CPPI), as part focussed on a range of evaluations Hull City of Culture 2017.
Hull UK City of Culture, 2017 saw the city of Hull become the second of three UK cities to receive this accolade. During the 12 months duration of the UK City of Culture event, Hull hosted 4 'cultural seasons', with over 2,800 events, cultural activities, installations and exhibitions, watched by an audience of 5.3 million people, with 9 in 10 residents engaged in at least one cultural activity and 2,400 volunteers.
Three main aims of the seminars:
1. To discuss the contribution made by volunteers in creating a legacy from the event.
2. To explore the motivations for volunteering and why people are still engaged as volunteers five years later.
3. To consider the role of volunteers in place-making and acting as cultural ambassadors for the city.
Degrees of Change: Activating Philosophic Practitioners
Brendan Paddison
01 March 2023
Abstract
Tourism and hospitality degrees produce students with subject expertise, and generally useful employability skills. But is that it?
We think students want more from their degrees and that they can be active advocates for better tourism. There are so many ways that students could take the lead in change for better tourism, from the global to the local. This research project builds on and develops the theory of the 'philosophic practitioner' and presents a model of how the tourism curriculum could embed critical thinking and practical application skills to make the next generation of tourism professionals more prepared to address the global challenges the world faces.
Uncovering knowledge on travel behaviour during COVID-19: a convergent parallel mixed methods study in the context of Italy
Dr Ilenia Bregoli (Universita degli Studi di Brescia)
Friday 24th February 2023
Abstract
Dr Ilenia Bregoli is Associate Professor in Management at the Università degli Studi diBrescia (Italy).
Her research interests are in destination marketing and management; destination branding studied from the supply-side perspective; and sustainable consumption.
She has published articles in the Journal of Travel Research, Tourism Analysis and the International Journal of Tourism Research.
'Against the background of uncertainty and crisis generated by COVID. 19, academics and practitioners have struggled to envision how travelling behaviour will be transformed by the pandemic and when it will resume. Despite its relevance to both theory and practice, current research devoted to this research strand is still in its early stages.
This study, reliant on Protection Motivation Theory, was conducted in order to assess the ways in which travellers' preferences are changing as a result of the coping strategies they adopt to protect themselves from the health crisis.'
Authenticity Revisted
Richard Voase - Visiting Fellow
8th February 2023 - 3-4pm
Abstract
'Authenticity' has received copious attention from tourism scholars. It receives this attention despite the fact, or maybe because of the fact, that it is an imprecise term in the English language. The purpose of the seminar is to elucidate what 'authentic' can mean in English; and consider what greater precision can be brought to our understanding by considering the German term used by Martin Heidegger, Eigentlichkeit. It will be argued that authenticity, like beauty, as the saying goes, 'is in the eye of the beholder'.
Richard Voase is a Visiting Fellow with the University of Lincoln, having retired from a salaried academic post in 2019.
Richard joined the University of Lincoln when the tourism and events studies degree portfolio was first established. Before that, he enjoyed a practitioner career in the local government service. His career included marketing positions at two coastal resorts and responsibility for arts and entertainment for one of England's central metropolitan authorities.
Richard holds a first degree in archaeology and a postgraduate degree in the sociology of contemporary culture. His twin research interests are consumer culture and the nature of enjoyment.
Richard's publications and conference papers can be found in his staff directory.
Does the Order of Visiting Destinations Affect Their Recall and Evaluation?
Dr Samira Zare
Wednesday 14th December 2022 3-4pm
The multifaceted and complex connection between memory and tourist experiences is the subject of investigation in this research presentation. The remembered experience and the perception that it creates, provide a foundation for future decision-making, recommendation, and evaluation. Therefore, staging memorable and engaging experiences is key to creating competitive advantage for the businesses in the experience economy world. Contemporary studies of memorable tourism experiences have, however, emphasised the connection between memory and behavioural intentions and given less attention to the heuristic biases involved in experience recall and evaluation tasks. This study, therefore, draws attention to a ubiquitous yet overlooked memory bias: the order of presentation. The research goal was to examine the existence and the nature of order effects on the recall and evaluation of destinations that were visited in a sequence. The findings, published in the Journal of Travel Research, contribute to the studies of experience design in tourism.
Engaging in Informal and Commercial Ride Sharing Platforms
Dr Abigail Ehidiamen
Wednesday 16th November 2022 3-4pm
‘The role of sharing culture and consumers’ willingness to engage in informal and commercial ride sharing platforms: An emerging market perspective'
In response to a rapidly changing world, the emergence of shared mobility which is an umbrella term used to categorise the sharing of different modes of transport has experienced significant growth and attention over the last decade. Ride sharing as a form of shared mobility has existed informally for many years and predates dynamic, real time, commercial ride sharing platforms. While academic literature on commercial ride sharing has grown significantly, little is known about informal ride sharing or the dynamics between the two. Using a consumer centric research approach, this research explores the relationship between sharing culture and ride sharing by examining how cultural factors shape consumers’ attitudes and participation norms in informal and commercial forms of ride sharing. Using a theory-driven thematic analysis approach for 45 semi-structured interviews from participants who reside in Lagos, Nigeria, the study identities five core themes that emerge from consumers’ socio-cultural environment which consequently influences their willingness to participate in informal and/or commercial ride sharing. This research contributes towards the knowledge of sharing within the context of ride sharing by proposing a conceptual and attitudinal framework which extends understanding in respect of the role of sharing culture in influencing consumers’ attitudes and participation in sharing and in informal and commercial ride sharing. It also contributes towards the development of managerial and relevant policies specifically relating to the diffusion of commercial ride sharing in markets that share similar socio-cultural factors as the one examined in this study. Furthermore, the findings from the study provide sustainable implications for the uptake of ride sharing.
Dr Abigail Ehidiamen is a Lecturer in Marketing and Advertising in Lincoln Business School with a special interest in sustainable and collaborative consumption specifically relating to consumer transport behaviour. Her other area of interest includes branding and consumer identity, relationships between markets and society, culture and emerging markets.
The 6th MICaRD Research Network Conference
28-30th September 2022
We hosted the 6th Regional Studies Association Migration Inter-Connectivity and Regional Development (MICaRD) Research Network Conference on ‘Hospitality, Community and Welcome: Researching working lives, representations and everyday realities of migrants’.
Role Of Captions In Social Media Engagement In The Context Of Sustainability Advertising
Ms Nuzhat Neury
8 June 2022
Abstract
In recent times, brand’s reputation and sales are significantly influenced by social-media-users’ opinion. This paper used ‘self-consumption-vision’ (SCV), theory of emotion, and social influence theory to explores how consumers’ sustainable product purchase intentions and other sustainable-behavioural intentions are influenced by the social-media-users’ positive/negative captions with a sustainability-ad. 279 respondents participated in a 2 (positive vs negative caption) x 2 (high vs low source expertise) between-subject experiment. The result shows that, consumers can visualise themselves consuming the advertised sustainable product more vividly for positive captions than negative captions. This higher level of consumption vision produces higher level of emotion and affect subsequent social-media-engagement with the sustainability-ad, purchase intentions and other sustainable-behavioural intentions. Types of captions and level of source expertise have significant interaction effect on social-media-engagement. More specifically, the users will engage more for positive caption than the negative caption for low source expertise is low, but people will engage more for negative caption than positive caption, when souse-expertise is high. Future research may assess the acceptability of sustainability-ad depending on social dynamics of the social-media platforms.
Exploring the Utilisation of Chatbots in Tourism
Aditya Verma
11th May 2022
Abstract
The research aims to explore the impact of emerging chatbots in the tourism sector. A chatbot is gaining tremendous popularity in various sectors such as banking, energy, and telecommunication. Similarly, tourism companies also adopted chatbots as a primary communication medium through tourism websites and social networking websites. This research investigates the changing communication trends such as man and machine interaction and explores the adoption and implementation challenges of chatbots in tourism support services. Furthermore, the study investigates consumers' expectations from the emerging chatbots comparative to the traditional customer support methods such as email, phone and manual chat support. The research will also review the chatbot's adoption and its benefits after coronavirus pandemic customer support services. In tourism 4.0, productive utilisation of technology for the growth of tourism is a primary focus, and hence, chatbots have the potential for strengthening customer support services. However, understanding consumer insight about chatbots clarifies consumer expectations and adoption challenges which is a guideline in the future development of hybrid tourism chatbots using artificial intelligence and machine learning for higher consumer engagement, satisfaction, and personalised communication.
Academia, Ambition and Adventure: How Foucauldian diagnosis can contribute to criticality
Richard Voase
30th March 2022
Abstract
The current climate for academics is challenging. Full fees engender a student-consumer mentality; smartphones give students ever-present access to the distractions of social media; institutions are relentless in digital innovation. Confronted with these challenges, how does an academic ensure that materials are adventurous as well as accessible, animating rather than inert, and meet the needs of humans rather than the demands of software?
A Foucauldian diagnosis – Foucault’s choice of word - does not of itself solve the problem, if problem it be. However, Foucault’s methods enable us to view a circumstance in a new light. The results can be disarmingly revealing. Michel Foucault (1926-184), social theorist, was circumspect regarding the concept of ‘authorship’. For much of the time, says Foucault, human subjects recycle sets of messages and terms – ‘discourses’ – encountered elsewhere.
In this seminar, I set out to explain Foucault’s argument, and the conditions under which this recycling-of-the-familiar takes place. Foucault helps us to understand what we are and are not doing when we generate discourse. Foucault’s writing may appear opaque, but his methods are elegantly simple. To illustrate the utility of his approach, reference to some close-to-home examples will be made. References to Foucault’s work will be provided.
"This tour was an exceptional surprise”: slavery heritage tourism and the embodied absence of the past
Emmanuel Akwasi Adu-Ampong
Assistant Professor in Cultural Geography at Wageningen University & Research, The Netherlands, a co-Editor-in-Chief of the international peer-reviewed Tourism Planning and Development journal published by Routledge (Taylor & Francis) and a Research Associate at the School of Tourism and Hospitality, University of Johannesburg, South Africa.
26th January 2022
Abstract
Across many European countries there is an ongoing struggle with telling the contentious stories of slavery and colonialisation. Tourism practices and performances can play a transformative role in this process of telling the stories of history and heritage. In this presentation I examine a slavery-related heritage tour: Black Heritage Amsterdam Tours (BHAT), using a framework that stresses the narrative power and transformative work of tourism in the politics of slavery heritage. BHAT is a guided walking, sightseeing and boat tour that explore Amsterdam to make visible the ‘hidden histories’ of the African Diaspora and colonial history of the Netherlands from the 17th-century history. The tour weaves around the Dam Square through to the historic De Wallen neighbourhood along some of Amsterdam’s oldest streets and buildings, and involves a stopover at the Rijksmuseum.
I start by developing the conceptual notion of the embodied absence of the past to refer to the physical presence but narrative absence of the shared history and role of people of African descent in European societies. I then focus on how tourism practices and performances such as the BHAT makes visible and challenges this embodied absence of the past. This study seeks to highlight the transformative work of tourism by exploring what visitors take away from their tour of slavery and colonial heritage in Amsterdam. Specifically, it examines visitors’ thoughts about the representation of Dutch slavery and colonial heritage during the tour and their views on the physical remnants of such heritage in the built environment. Data for this study comes from 147 visitor review comments posted on the travel website TripAdvisor under the BHAT page between April 2013 – August, 2020. A thematic analysis methodological approach is utilised in gaining an understanding of what visitors learn about Dutch slavery and colonial history during the tour. This study shows how the cultural imagination of slavery is negotiated in the context of the slavery heritage tourism practices seen as leisurely pursuit as well as seen as transformative memorial of the past.
Innovation in agricultural and county shows: conceptualising the e-eventscape.
Prof. Gary Bosworth (Northumbria University) and Dr Barry Ardley
10th December 2021
Abstract
In response to the cancellation of a host of events during the summer of 2020, the purpose of this paper is to examine the rapid innovation that created an online County Show. County Shows are traditionally associated with agriculture and the wider rural economy of a region and provide a range of visitor experiences alongside business networking and trading opportunities. The case of the online Lincolnshire Show sought to replicate many aspects of a physical show, and this paper evaluates its effectiveness by applying a newly developed e-eventscape model. A mixed-methods approach generated data from businesses, visitors and the show organiser. Surveys and social media feedback from attendees captured overall satisfaction levels and suggestions for improvements. Participation in the online Business Breakfast event along with an interview with the chief executive officer (CEO) of the Show provided deeper understanding of the innovation occurring. The nature of innovation was strongly rooted in place, despite creating a virtual product. Local networks and supporters were critical to staging the online Show. The proposed e-eventscape model allowed an effective appraisal of the online Show, identifying many strengths in terms of the user interface and aesthetics as well as opportunities for improvement, especially linked to greater interactive engagement. The impacts of coronavirus disease 2019 (COVID-19) have accelerated digital innovation in a range of events and festivals. This provides an opportunity to examine the evolving role of Shows in the rural economy and the innovation processes that have emerged. As well as presenting original insights into rural innovation, the paper develops and tests a new e-eventscape model applicable to the growing field of online events and festivals. Findings indicate that there is considerable scope for organisers to embed online content into the future of many live Shows and festivals, far beyond the COVID-19 pandemic.
Innovative methodologies: ‘Walking-with’ method
Dr. Connie Mak
6th October 2021
Abstract
The en-route consumer-practices have long been overlooked in consumer research, even though lifestyles, tastes and consumption practices are omnipresent on the street, on route to home and to places of work. Applied to a study of impression management and construction of professional identity, the rather new ‘walking-with’ method seeks out inquisitive conversations with research participants while accompanying them to and from work. Capitalizing on the sense-stimulation effect and resonant validity generated from the physical surroundings and bodily movement, the new approach is found to be a desirable alternative or complement to the traditional sit-down narrative interviews and other research methods.
Exploring the relationship between tourism and poverty using the capability approach
Dr. Theres Winter
16th June 2021
Abstract
Tourism has been regarded as a tool for development and poverty alleviation over many decades. Yet tourism research on poverty to date largely focuses on the income-based poverty analysis and does not fully consider the multidimensional nature of poverty or the views of poor people. Applying the capability approach, this paper examines the opportunities provided by tourism development and their contribution to achieving well-being from the perspectives of people living in poverty. The study was undertaken in a small coastal tourist destination in the Northeast of Brazil using a mixed- methods approach that combined quantitative value chain analysis and qualitative interviews with photo-elicitation. The findings show that participants value opportunities associated with both monetary and non-monetary tourism resources and these opportunities help them achieve diverse aspects of well-being. This study demonstrates how the capability approach can help investigate the impacts of tourism development on poverty reduction and well-being of poor people in a more holistic and nuanced way by considering the plural and relative nature of poverty and well-being.
Pubs. Selling third places by the pound: Landlords, loyalty and a labour of love
Victoria Ellis-Vowles
26th March 2021
Abstract
Oldenburg (1989) proclaims the ‘great British pub’ is a third place which is described as a home away from home set in a commercial outlet where customers create an environment of belonging, restoration and rejuvenation. However, the landlord assumes a role that is one of participation and integration where they take on a social supportive and community role in addition to that of a commercial manager. While Oldenburg (1989) renders the role of management invisible, the landlord is considered socially significant. This complete membership ethnography positioned the researcher backstage for 16 months to explore the role of the landlord through the lens of management to unpack the complexities and difficulties of managing a pub as a third place. The research introduces the Third Place Dependency Model which conceptualises third places as emerging from social stability which acts as a facilitator of business sustainability. It re-conceptualises the third place as a fragile socio-spatial manifestation of a feeling or a sentiment within a given place and time where the landlord’s role at its most basic, is to introduce and maintain social stability. The difficulty emerges when social stability is threatened by deviant customer behaviour further complicated by an embedded social servicescape. It introduces Customer Equilibrium Management (CEM) as a framework promoting ongoing positive customer experiences in a service environment through the maintenance of social stability.
Making impact with your research
Prof. Heather Hughes
11th March 2021
Abstract
Impact is more than a REF exercise. Increasingly, funding bodies require evidence that impact planning has been embedded in funding applications. This session will look briefly at the visitor economy case study for the current REF but will also investigate what impact means in a broader research context, how to plan for it and how to make the most of impact that may happen by chance.
Consumers’ Responses to Brand Extensions: An Emotional Perspective
Tsunwai Wesley Yuen
2nd December 2020
Abstract
‘Brand extension (BE) strategy involves the use of an established brand to introduce similar (high fit) or dissimilar (low fit) new products in relation to the parent brand’s original offerings, such as product category or class. For example, Colgate’s electric toothbrush and Colgate’s ready meal represent high and low product category fit BEs, respectively. While this strategy can capitalise on the parent brand’s equity to grow market share, it does not always succeed. This research proposes that consumers’ emotional responses to BEs can hinder adoption. A growing number of marketing studies have indicated that product attributes can elicit consumers’ emotional responses, which influence their attitudinal and behavioural responses towards the product. While previous BE research has investigated how affective dimensions influence consumers’ evaluation of BEs, no research has been conducted on the effects of consumers’ emotional responses towards BEs. This research deploys the cognitive appraisal theory to understand how: (1) individual’s interpretation of a BE situation (appraisal dimensions) precedes their emotional response, and (2) consumers’ emotional responses affect behaviours. Hence, the current research proposes that the BEs product category fit is the BE appraisal situation, which influences the consumer’s cognitive appraisal process. Then, the research draws on the consumer’s emotional brand attachment as a personal factor and brand name structure as a branding factor in the BE appraisal situation. These factors interact with product category fit and influence consumers’ emotional responses to BEs. To address these hypotheses, this research developed a scale for measuring emotions in the BE context (n = 1617). This scale is used in subsequent studies. Study 1 (n = 353) confirms that appraisal dimensions can predict consumers’ emotional responses in BE consumption situations. Study 2 (n = 393) demonstrates that product category fit can affect consumers’ emotional responses through the cognitive appraisal process, and consumers’ emotional brand attachment positively moderates their emotional responses through appraisal dimensions. In Study 3 (n = 370), it is found that a sub-branding strategy can weaken the negative effect of product category fit on consumers’ negative emotional responses. Study 4 (n = 353) replicates all results from the previous studies. Each of these studies confirms that emotional responses can influence consumers’ attitudinal and behavioural responses to BEs. The practical implications of these findings are also discussed’
Gender, diversity and inclusion in the UK events industry
Dr. Kate Dashper (Leeds Beckett University)
28th October 2020
Abstract
The events industry provides approximately half a million full-time equivalent jobs in the UK across a range of sectors from MICE, to sports events, to arts and cultural events. Despite being female dominated in numerical terms, there is a clear ‘glass ceiling’ in the industry, with women and minority groups under-represented at senior levels. This presentation reports on survey research conducted just before the pandemic plunged the events industry into uncertainty and turmoil, and interviews from the first half of the lockdown. Results illustrate the lack of diversity in the events workforce, and show clear gender differences in career success (based on pay, promotions, level of seniority) and career satisfaction. Findings are discussed in the context of the COVID-19 crisis that risks pushing diversity and inclusion off the agenda and entrenching inequality in the UK events workforce.
"Nine iconic addresses, nine extraordinary hotels, one unique collection” – stylistic analysis of the language of luxury in the marketing materials of The Dorchester Collection
Dr. Malgorzata Drewniok
30th September 2020
Abstract
The Dorchester Collection (DC) is a group of 9 luxury hotels located across the globe. The hotels, the locations, and the particular buildings are chosen meticulously to create this unique collection. The word ‘collection’, an obvious borrowing from the language of fashion and design, has been chosen on purpose – to invoke carefully curated art rather than bring to mind a run-of-the-mill hotel chain. The Collection is consistent in how it presents itself, in general marketing materials, in the promotion of particular hotels, and in how its representatives speak about it. As a linguist with interest in branding and advertising, in this talk I will explore how this self-proclaimed language of luxury is employed to create a certain brand image for the Dorchester Collection. My data will be the DC booklet briefly presenting each of the hotels, the history of the specific hotels available on their websites (so-called media kits), as well as the websites themselves. I will apply stylistic analysis to these texts, with particular interest in the vocabulary and grammar choices. My aim is to find what exactly the language of luxury is – is it quantifiable at all? This area has been under-researched so far, but I will draw on the brand linguistics framework, the existing work on tourism discourse, and the examination of similar luxury hotels.
Contested heritage, colliding narratives: the visitor economy of NE Italy
Alessandro Pesaro
1st July 2020
Abstract
Located at the intersection of Latin, Germanic and Slavic cultures, this region has been deeply affected by war, shifting borders, totalitarian regimes and conflicting territorial claims. These events have shaped memories, narratives and an array of controversial memorials about dramatic events in the past. The presentation will explore this landscape and the implications for the local visitor economy
Can Being Dissimilar in Product Category be an Opportunity for Cross-gender Brand Extension?
Tsunwai Wesley Yuen
17th June 2020
Abstract
Leveraging cross-gender brand extensions (new product offerings under the same brand name to customers of the opposite sex) by gendered brands can present a way to meet the need for brand growth. However, how to implement such strategies remains a challenge. The most common approach is to launch a brand extension in the same or similar product category (high product category fit). However, in the context of cross-gender brand extension, the issue can be more complicated. Instead, using low product category fit strategy can have some advantages due to its ability to distance the extension from the parent brand. Two experimental studies confirm that introducing low (versus high) product category fit cross-gender brand extensions mitigate the parent brand’s brand personality dilution (i.e., masculinity or femininity), bringing more positive evaluations to the parent brand amongst existing customers and higher purchase intention amongst new target customers on the cross-gender brand extension.
Towards a theoretical framework on Internal Destination Brand Strength
Dr. Ilenia Bregoli
27th May 2020
Abstract
This seminar presents and discusses a theoretical framework on Internal Destination Branding developed on the basis of analysis of marketing and tourism literature, as well as data collected through semi-structured interviews with destination stakeholders working in four UK cities.
Reflections on eclecticism, applied and translational research in tourism studies
Dr Phil Long (Bournemouth University)
8th April 2020
Abstract
This seminar considers topics that connect tourism with substantive areas of academic research with critical policy implications. Examples from Phil's work, including alcohol and public health; 'soft power' and public diplomacy; creative industries and places and; active ageing and social prescribing will be outlined. Seminar participants will be invited to contribute their own research interests into the discussion.
'Nowt much to look at': How a Piece of Mediaeval Vellum Conquered the World
Richard Voase and Barry Ardley
22nd January 2020
Abstract
Drawing on the content of their 'highly inspiring' article (Medieval Histories online), the authors entertain you with the story of the Magna Carta, what it means to the people who come to see it, and how it gave them something to write about.
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Lincoln International Business School, University of Lincoln, Brayford Wharf East, Lincoln, LN5 7AT, UK
Telephone: +44 (0)1522 835509 | Email: libs@lincoln.ac.uk