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- Reisen (1)
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- Fakultät Management und Technologie (2) (entfernen)
The question whether representation of travel experience actually leads to personal prestige enhancement has been widely neglected so far. The study of prestige benefits of travel is a necessary endeavour to develop suitable methodological approaches toward the concept, in order to close critical knowledge gaps and enhance scientific understanding. The present thesis lays out the rationale and results of three research projects which shed light onto the relationship between touristic self-presentation and its effects on personal prestige evaluations of the social environment. The empirical studies conclude in the following main findings: (1) Leisure travel is a useful means for people to self-express in a positive way, and material representations of travel are frequently displayed to others. Tourists make use of travel experience to self-present in a positive way by uploading photos on social media, collecting and displaying souvenirs, wearing jewellery and clothing from their last trip, or talking about their trips to others. They express positive self-messages about personal character traits, affiliation to social in-groups and proof of having travelled somewhere. The findings ascertain the utility of travel representations for positive self-expression, showing that travel experience is an effective vehicle for conspicuous consumption and self-expression as an antecedent for personal prestige enhancement. (2) Personal prestige is an element of social relations, and holds capacity to affect perceptions of social inclusion and social distinction, so it has to be conceptualised as a multidimensional construct. In a tourism context, personal prestige is reliably measurable along the four dimensions of hedonism, social inclusion, social distinction and prosperity. The herein developed Personal Prestige Inventory (PPI) is a valid, reliable and parsimonious measurement tool which substantially enhances methodological approaches toward empirical research into personal prestige. (3) The way in which people represent travel experience to others measurably affects how their personal prestige is evaluated by social others. Empirical evidence of a series of experimental studies provides support for the assumption that representation of travel experience has an effect on the social evaluation of tourists' personal prestige. Experimental variance suggests small to moderate effects on personal prestige depending on the amount of leisure information given about a person, participation in tourism, and the destination and type of travel represented. This evidence is reasonable basis to conclude that whether and how people travel, and whether and how they share travel experience with others, does measurably affect social other's evaluation of their personal prestige.
Destination websites, which are maintained by destination marketing/management organisations (DMOs), are a key source of information for tourists in the pre-trip phase. DMOs are increasingly applying experiential marketing on their websites to support positive pre-travel online destination experiences (ODEs) and make the vision of the holiday as vivid as possible. However, research into technology-driven travel experiences is still in its infancy. In particular, a theoretical understanding of the nature of ODEs arising from destination websites is still lacking. Therefore, this dissertation is dedicated to an extensive investigation of ODEs on destination websites in the pre-travel phase. The aims were to analyse the influences of experiential design on ODEs, explore the ODE dimensions, and develop and validate a measurement tool for assessing the ODE values of destination websites. In the first qualitative multi-method study (eye-tracking, retrospective think-aloud protocols, semi-structured interviews, and video observations), the objective was to gain an in-depth understanding of the ODE facets in the travel inspiration phase. It was found that the experience dimensions adopted in previous research regarding the product-brand context (sensory, affective, intellectual, social, and behavioural dimensions) also occurred in the ODE context but exhibited some particularities, such as a future-oriented affective component (affective forecasting). Moreover, a supplementary spatio-temporal experience dimension was identified. An online field experiment was subsequently conducted and aimed at assessing the effects of applying experiential marketing on destination websites on ODEs in the travel inspiration phase. Based on the findings of Study 1, an initial attempt at developing an ODE measurement instrument was made and the ODE dimensionality tested. The results showed the theoretically relevant experience dimensions to be less differentiated compared to the product-brand context; instead, they merged into a holistic ODE encompassing several experience facets. Furthermore, it was shown that the application of experiential design enhanced ODEs; however, considering the subjectivity of experiences, the effect was rather small. Accordingly, complex multi-media elements do not automatically increase the experiential effect. In the third study, a quasi-online field experiment was conducted, simulating the travel information phase (higher involvement than Study 2) to re-assess the ODE dimensions and develop and validate a measurement instrument. The results showed the overall ODE to be reflected by two interrelated dimensions that aligned with the dual process theory: hedonic and utilitarian experiences. The facets identified in the first study were largely reflected in these two overarching components. Moreover, a reliable, valid, and parsimonious second-order measure for assessing ODEs was proposed. Overall, the results yielded by this dissertation enhance the scientific understanding of the technology-empowered tourist experience in the currently under-researched pre-travel experience phase. In addition, by proposing a new scale for the measurement of ODEs, this dissertation provides useful methodological advancements that can pave the way for further research in this field.