Description
The purpose of this editorial is to introduce the International Journal of Culture, Tourism
and Hospitality Research
International Journal of Culture, Tourism and Hospitality Research
Integrating multidisciplinary perspectives: An editorial introducing the International
Journal of Culture, Tourism and Hospitality Research
Arch G. Woodside J ohn C. Crotts Rich Harrill
Article information:
To cite this document:
Arch G. Woodside J ohn C. Crotts Rich Harrill, (2007),"Integrating multidisciplinary perspectives",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 1 Iss 1 pp. 5 - 13
Permanent link to this document:http://dx.doi.org/10.1108/17506180710729583
Downloaded on: 24 January 2016, At: 21:58 (PT)
References: this document contains references to 24 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 2197 times since 2007*
Users who downloaded this article also downloaded:
Dorina Maria Buda, Alison J ane McIntosh, (2013),"Dark tourism and voyeurism: tourist arrested for “spying”
in Iran", International J ournal of Culture, Tourism and Hospitality Research, Vol. 7 Iss 3 pp. 214-226 http://
dx.doi.org/10.1108/IJ CTHR-07-2012-0059
Lan-Lan Chang, Kenneth F. Backman, Yu Chih Huang, (2014),"Creative tourism: a preliminary examination
of creative tourists’ motivation, experience, perceived value and revisit intention", International J ournal
of Culture, Tourism and Hospitality Research, Vol. 8 Iss 4 pp. 401-419http://dx.doi.org/10.1108/
IJ CTHR-04-2014-0032
Antónia Correia, Metin Kozak, J oão Ferradeira, (2013),"From tourist motivations to tourist satisfaction",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 7 Iss 4 pp. 411-424 http://
dx.doi.org/10.1108/IJ CTHR-05-2012-0022
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for
Authors service information about how to choose which publication to write for and submission guidelines
are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company
manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as
providing an extensive range of online products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee
on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive
preservation.
*Related content and download information correct at time of download.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
EDITORIAL
Integrating multidisciplinary
perspectives
An editorial introducing the International
Journal of Culture, Tourism and
Hospitality Research
Arch G. Woodside
Carroll School of Management, Boston College,
Chestnut Hill, Massachusetts, USA
John C. Crotts
School of Business and Economics, College of Charleston,
Charleston, South Carolina, USA, and
Rich Harrill
International Tourism Research Institute, University of South Carolina,
Columbia, South Carolina, USA
Abstract
Purpose – The purpose of this editorial is to introduce the International Journal of Culture, Tourism
and Hospitality Research.
Design/methodology/approach – The paper outlines the primary objective of IJCTHR.
Findings – The journal is designed to serve as a valuable platform for new theory and research
articles that integrate multidisciplinary perspectives in describing, explaining, predicting, and
in?uencing tourism and hospitality behavior within and across cultures.
Originality/value – The editorial describes the objectives of IJCTHR and, as the principal
publication for the International Society of Culture, Tourism, and Hospitality Research, invites
membership to the society, which is open to all scholars and individuals with professional or personal
interests in acquiring knowledge on topics relating to culture, tourism, and hospitality.
Keywords Tourism, Hospitality services, Culture, Publications
Paper type Viewpoint
The primary objective of International Journal of Culture, Tourism, and Hospitality
Research is to serve as a valuable platform for new theory and research articles that
integrate multidisciplinary perspectives in describing, explaining, predicting, and
in?uencing tourism and hospitality behavior within and across cultures. Too often the
advocating of the need to embrace a multidisciplinary perspective fails to lead to real-life
advances in useful theory and research. Even within the sub?elds of tourism, hospitality,
leisure, popular culture, and consumer culture, parallel streams of advances in theory and
research occur without researchers considering howtheir studies bene?t fromprior work
across these ?elds. Consequently, the IJCTHR seeks to encourage and to invite
multidisciplinary reviews on topics relevant for achieving the journal’s primary objective.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-6182.htm
Integrating
multidisciplinary
perspectives
5
International Journal of Culture,
Tourism and Hospitality Research
Vol. 1 No. 1, 2007
pp. 5-13
qEmerald Group Publishing Limited
1750-6182
DOI 10.1108/17506180710729583
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The IJCTHR champions the view that weak cultural and psychological ties
stimulate or inhibit tourism and hospitality behavior. Many of these ties are held
unconsciously by consumers, and some ties are retrievable automatically when
thinking about a tourism-related activity. In most cases, the presence of any one weak
tie is necessary but not suf?cient to result in a speci?c tourism behavior; the
conjunctive presence of three or more antecedent event-thought combinations affect
most behavior.
In his article aptly entitled, “Tourism is all about consumption,” Hoch (2002, p. 1)
emphasizes that:
. . . consumption behavior is a more salient aspect of touristical pursuits that it is of everyday
life. I think that this is especially the case when traveling to places where you don’t speak the
language, don’t quite understand the currency and what it buys you, and when one travels
solo. I remember visiting Japan several years ago on business and I have to say that my
biggest sense of accomplishment each day came from successfully ?guring how to buy three
meals a day without ever going back to the same restaurant.
Thus, developments in knowledge, theory, and practice of tourism and hospitality
behavior may bene?t from examining the consumer psychology occurring in planning
and doing such behavior.
Such an examination includes, but is not limited to, acquiring knowledge of how
consumers think consciously and unconsciously (Zaltman, 2003) about alternative
leisure destinations, hospitality options, leisure activities, and whether or not to travel,
stay home, or forego leisure time as much as possible.
This logic is worth nurturing in the study of tourism and hospitality behavior if
several psychologists, sociologists, and psychiatrists are correct:
In actuality, consumers have far less access to their own mental activities than marketers give
them credit for. Ninety-?ve percent of thinking takes place in our unconscious minds – that
wonderful, if messy stew of memories, emotions, thoughts, and other cognitive processes
we’re not aware of or that we can’t articulate (Zaltman, 2003, p. 9).
Consequently, consumers are only vaguely aware, if at all, of the conjunctive
combination of the multiple events and thoughts that were antecedent to their tourism
plans and behaviors.
Conjunctive event-thought paths causing consumer plans and behaviors:
branding Britain for Germans and vice versa
Weak psychological ties stimulate or inhibit tourism behavior. Many of these ties are
held unconsciously (Bargh et al., 1996), and some ties may be retrievable automatically
when thinking about a tourism-related proposal. Figure 1 shows what the previous two
sentences express.
Figure 1 is a causal map (Huff and Jenkins, 2002) that includes a characteristic in the
national character of Germans (box 2) that affects the automatic image retrieval of the
tourist brand, Britain, by Germans – the positive, multiple-surface, image of Britain
helps to stimulate lots of holiday visits to Britain by Germans. The actions of ZDF
(box 5) nurture this image as well as help keep the brand easily retrievable (box 4)
among Germans. Note that three separate nodes appear that help stimulate leisure trips
to Britain by Germans – nodes 2, 3, and 5.
IJCTHR
1,1
6
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The impact of national character is one of those background factors that often go
unnoticed in identifying inhibitors and drivers affecting tourism behavior. For
example, the Economist (2003, p. 49) points out that the British “don’t mind the BMWs,
the Volkswagens, and Miele dishwashers, but they are not much interested in the high
culture so important to the German middle class.”
In comparison, the causal map of the British thinking about a holiday trip to
Germany is discouraging (Figure 2). The automatic thoughts about the brand,
Germany, among the British still include “Hitler, WWII, and emotional darkness”
(box 2 in Figure 2). This automatically retrieved image is nurtured by three
environmental forces (box 6) and the much lower interest in high culture by the British
middle class compared to the Germans (box 3). This national character trait among the
British negative affects the attempts to build a new, positive, cultural image of
Germany (box 4 and arrow from box 3). The Economist concludes, “Selling Germany in
Britain will be a tough slog.”
Such mapping of strategic knowledge is helpful for identifying what needs to be
done for affecting cultural and psychological changes among tourists. For example,
eliminating the continuing focus in British TV and school curricula on Nazi Germany
and WWII is a necessary pre-condition. Such mapping is helpful for identifying the
unique and valuable bene?ts of a tourism brand; for example, Germans’ experiencing
British pageantry and liberating chaos.
Developing and studying causal maps provides a gestalt view of what is happening
and why it is happening in the minds of leisure travelers and nontravelers. Such
mapping helps us consider a holistic-case research approach rather than relying only
on a variable-by-variable analysis of tourism psychology and behavior. Mapping
Figure 1.
Tourism exporting
behavior of Germans
visiting Britain
Note: Thick arrows indicate dominant influence
•
•
•
3. Image of Britain
held by Germans:
Tradition
Pageantry
Liberating chaos
1. Germans
5. Marketing / environmental force affecting visits:
ZDF, German state-owned TV, puts out 20
stories a week on British news and
culture
6. Visiting Britain:
2.5 million Germans
visit Britain annually
+
+
+
4. Top-of-mind
awareness of Britain
as foreign holiday
destination
+
+
2. Relevant national
characteristic:
high culture important
to German middle-class
+
+
Integrating
multidisciplinary
perspectives
7
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
research suggests the need to identify unconscious thoughts that consumers may be
unaware and unable to report on as in?uences on their leisure travel behavior.
Consequently, culture-tourism-hospitality needs an eclectic toolkit that permits
research on the unconscious and conscious thoughts and actions of consumers when
focusing on tourism-related plans and behaviors. The conscious (and hopefully
unconscious) intention is for the IJCTHR to serve in stimulating your creative energy
to contribute useful multidisciplinary applications using such an eclectic toolkit.
Advancing culture, tourism, and hospitality theory
Culture is the accumulation of shared (unconscious and conscious) meanings, rituals,
norms, and traditions among the members of an organization or society (Solomon, 2004,
p. 526). Culture includes bothabstract ideas, suchas values andethics, andmaterial objects
and services, such as the automobile, clothing, food, art, and sports that are produced or
valued by a society. The tourism mapping of Germans-to-Britain and Brits-to-Germany
illustrate mostly unconscious cultural in?uences supporting or blocking the conscious
preferences for such origin-destination associations. Such interpretations, in part, re?ect
Rapaille’s (2006, p. 13) “Principle 1: You can’t believe what people say”:
The reason for this is simple: most people do not know why they do the things they do . . .
Therefore, we give answers to questions that sound logical and are even what the questioner
expected, but which don’t reveal the unconscious forces that precondition our feelings
(Rapaille, 2006, p. 14).
Rapaille’s proposals and research into unconscious thinking and emotions that drive
behavior supports prior work on socio-historical explanations of behavior (e.g., Allen’s
Figure 2.
Tourism exporting
behavior of British
visiting Germany
Note: Thick arrows indicate dominant influence
2. Current dominant image of
Germany held by British:
• Hitler
• World War II
• Horror & dark glamour
1. British
6. Marketing/environmental
force affecting visits:
• Cheaper air flights
• 80% of history British
A- level students study
Nazi Germany
• 12 programs on TV per
week about WW II
8. Visiting Germany:
.6 million Brits
visit Germany annually
+
_
_
5. Prior dominant image of
Germany held by British:
• Home of Romanticism
• Land of Schiller, Goethe,
and Thomas Mann
-
+
9.
Brits visiting France:
7.4 million annually;
Brits visiting Spain:
8.2 million annually
+
3. Relevant national
characteristic: Brits
much lower interest in
high culture compared
to Germans
+
4. Marketing /
Environmental
Force
Affecting
Visits:
German
Exhibitions
In London,
e.g., Albrecht
Durer
+
-
7. Brand imprinting:
First foreign package
holiday a tour of
Germany organized
by Thomas Cook
In 1855
+
+
-
IJCTHR
1,1
8
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
(2002) ?t-like-a-glove (FLAG) model). Rapaille’s work is particularly relevant for
decoding cultural in?uences that underlay observable behavior while the earlier work
of Ernest Dichter (1964) is particularly relevant for decoding Freudian in?uences that
underlay the same behavior. A separate stream of research that provides a third
theoretical for explaining unconscious thinking in?uencing behavior builds from
Jung’s archetype collective unconscious theory, for example, an older woman takes her
young cousin to Paris to ful?ll the fairy-godmother myth and mother-of-goodness,
archetype (Hirschman, 2000; Weretime, 2002; Woodside and Sood, 2007).
Figure 3 is an attempt to build general propositions fromexamining the speci?c cases
of cross-cultural antecedents and behavior in Figures 1 and 2 and the multiple
paradigms onunconscious andconscious thinking. Eachenclosure andarrowinFigure 3
illustrates a general proposition. These propositions include the following examples:
P1. A substantial number of socio-historical, cultural antecedent factors in?uence
tourism and hospitality behavior in ways that are usually unconscious to
informants.
P2. The relevancy of domestic tourism behavior varies substantially among
cultures. For example, Americans devote more hours per year to work and
less to leisure travel compared to Europeans.
P3. Binary opposition (unconscious-to-conscious perceiving of opposing ends of
some dimension) often is a driving force for cross-cultural tourism. Levi-Strauss
(1977) notes that many informant stories involve binary oppositions in which
two opposing ends of some dimension are represented in the story. Witness the
Figure 3.
Culture, tourism, and
hospitality research
Culture A Culture B
Domestic Tourism
Behavior in A
Domestic Tourism
Behavior in B
B to A Inbound
Tourism
Behavior
A to B Inbound
Tourism
Behavior
Non tourism
leisure behavior
in Cultures A and B
Hospitality
behavior in
Cultures A and B
Notes: Two cultures in Exhibit 1 may be nation states (e.g., France and Canada) or two cultural regions in one country (e.g., U.S. South
and North). The exhibit illustrates several propositions. P1: export tourism behavior in culture B (A to B inbound tourism) is substantially
larger than export tourism behavior in Culture A, that is, absolute and relative sizes of export tourism vary substantially among cultures;
P2a: outbound and domestic tourism behavior competes with nontourism leisure behavior; P3: hospitality behavior varies for domestic
versus inbound visitors and in nontourism contexts; P4: cultural antecedents affecting tourism and hospitality differ substantially for A and B.
Hospitality research includes studying customer behavior relating to airlines, beverages, cruise ships, foodservice, golf,
gambling, lodging, skiing, real estate, theme parks and attractions, time share, vehicle rentals, meetings and conventions
Culture A
Antecedents
Culture B
Antecedents
Integrating
multidisciplinary
perspectives
9
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
attractions of British “liberating chaos” to German orderliness that Figure 1
implies. Binary opposition is a relevant general principle for tourism and
hospitality – going away fromhome-and-bed to experience something different
implies some amount of (un)conscious noting of differences.
P4. Share of leisure export trips to other cultures varies dramatically. Witness the
rate of Brits to France is more than ten times the rate of Brits to Germany in
Figure 2 – certainly the weather and beaches of France re?ect some of this
dramatic variance. The point here is to illustrate the general proposition that
export tourism shares vary dramatically for all cultures and not expound on
the rationale for such variances.
P5. A combination – interaction – of factors affect the direction and magnitude of
cross-cultural tourism and hospitality.
P6. The interaction effect includes both unconscious and conscious in?uence
factors.
P7. The study of the importance of alternative antecedent variables is an
off-the-mark, less useful approach, than examining causal paths or streams of
antecedent-to-antecedent paths that result in changing the strength and
contents of tourism and hospitality.
P8. A multidisciplinary mixed-theory and mixed-method strategy – an eclectic
approach – is more useful than relying on the dominating logic of empirical
positivismalone for research on describing and understanding culture, tourism,
and hospitality behavior.
Figure 4 depicts some mixed theory and mixed methods that are relevant for testing
the eight propositions in this discussion as well as others. The overlapping ovals in
Figure 4 serve to illustrate the point that most thinking occurs unconsciously in ways
usually left unidenti?ed by researchers using only one theoretical view. Cognitive task
analysis (CTA) (Crandall et al., 2006) – or information processing and decision
making – is the dominating theoretical approach for most studies that include
interviewing individuals. CTA implicitly assumes that most thinking is done
consciously, people are able to examine their thinking processes, and people are willing
to report these processes to a researcher. Figure 5 illustrates the (over) dominance of
the CTA paradigm in research on culture, tourism, and hospitality research.
The four principal ovals overlap in Figure 4 because of the possibility that a speci?c
study may embrace a mixed theory and mixed method approach to the study of
culture, tourism, and hospitality research. Through the use of unconscious thinking
exercises, concepts and associations may surface for informants that they or a
researcher may interpret – thus suggesting the use of mixed method approach to
learning both unconscious and conscious thinking (e.g. the Zaltman Metaphor
Elicitation Technique, ZMAT, see Zaltman (2003)).
The other three principal ovals in Figure 4 build from the proposition that most
thinking occurs unconsciously and that individuals have no, or only vague, knowledge
of the forces that in?uence their conscious thinking and behavior. Research building
fromFreudian systems, archetype theory, and culture theory often rely on interpretative
(qualitative) methods for collecting data on unconscious thinking that receives criticism
IJCTHR
1,1
10
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
for lacking reliability/con?rmability – yet useful breakthroughs in establishing the
con?rmability of ?ndings that build on unconscious theories are available (Woodside,
2006). Also, given the practical value and rich insights available from moving beyond
relying on only one theoretical paradigm supports the call for correcting the imbalance
and inaccurate view that informants are capable of providing accurate and complete
answers relevant for culture, tourism, and hospitality researchers.
Figure 4.
Mixed theory and mixed
method approach in
culture, tourism, and
hospitality research: four
theories, principal
proposition, literature
exemplars
Archetype
Theory
Cognitive Task
Analysis
Freudian
Systems
Culture
Theory
Much of one’s adult personality stems
from a fundamental conflict between
a person’s desire to gratify his or her
physical needs and the necessity to
function as a responsible member of
society (see Dichter 1964; Durgee 1991).
Cultures differ in their emphasis on individualism versus
collectivism; in collectivist cultures, people subordinate
their personal goals to those of a stable in-group; consumers
in individualist cultures attach more importance to personal
goals (see Hofstede 2003).Cultural influence on individuals
mostly occurs unconsciously(see Rapaille 2006).
Archetypes are forms or images of a collective nature [across
generations via our DNA] which occur practically all over the
earth as constituents of myth and at the same time as autochthonous
(i.e., biologically-based unconscious thinking) individual products
of unconscious origin (Jung 1916/1959; Weretime 2002; Woodside
and Sood 2007).
Individuals identify/face and solve opportunities/problems in
specific contexts—people think, reason, and make decisions;
Implemented strategies often differ from planned strategies
(see Payne, Bettman, & Johnson 1993; Crandall,
Klein, & Hoffman 2006)
Figure 5.
The dominating logic in
culture, tourism, and
hospitality research
Archetype
Theory
Cognitive Task
Analysis
Freudian
Systems
Culture
Theory
Integrating
multidisciplinary
perspectives
11
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Consequently, this editorial represents a call to embrace mixed theoretical and
mixed method approaches to the study of culture, tourism, and hospitality research.
The ?eld is moving beyond only asking questions and relying on informants’
answers – hopefully. Reading the relevant literature on unconscious thinking and
research methods is a useful starting point for overcoming the tunnel vision inherent in
the reliance on ?xed-point scales in survey research – a CTA research method; for
reviews on unconscious thinking research theory and methods (Wilson, 2002;
Woodside, 2006; Zaltman, 2003). This Editorial does not include a call to end the use of
survey research methods but does suggest the necessity of going beyond merely
recognizing the severe limitations of relying only on informants answers to questions.
A ?nal precaution is warranted for researchers attempting to understand tourism
and/or leisure behavior across national cultures. As national borders become porous
and nations become multi ethnic, researchers should expect to ?nd segments of society
who were born in one national culture, reside in another, and perhaps hold citizenship
in yet another. The concepts of acculturalization and deculturalization becomes
apparent as to their affects on unconscious thought and ultimately behavior. Time and
depth of immersion in a host culture need consideration when attempting to isolate the
affects cultural in?uences on ex-patriot behaviors (Crotts and Litvin, 2003).
This ?rst issue of the IJCTHR includes ?ve articles representing diverse research
approaches. Future issues of the journal will include article relating to special research
themes including inbound-outbound and domestic tourism and culture in China; a
similar special issue on Japan; decoding culture, tourism, and hospitality in the US
South. Each volume of the IJCTHR will include one to two special issues with the hope
that such issues will serve as a major source of references in these speci?c sub?elds of
culture, tourism, and hospitality.
The IJCTHR is the principal publication for the International Society of Culture,
Tourism, and Hospitality Research. The society is open for membership to all scholars
and individuals with professional or personal interests in acquiring knowledge on
topics relating to culture, tourism, and hospitality. For further information about the
society and to become a member of the society, please go to the International Tourism
Research Institute’s web site (www.hrsm.sc.edu/tourismresearch/orgs.html). Please
accept our invitation to join the society and share your research reports and insights in
advancing the society’s objectives.
References
Allen, D.E. (2002), “Toward a theory of consumer choice as sociohistorically shaped practical
experience: the ?ts-like-a-glove (FLAG) framework”, Journal of Consumer Research,
Vol. 28, pp. 515-32.
Bargh, J.A., Chen, M. and Burrows, L. (1996), “Automaticity of social behavior: direct effects of
trait construct and stereotype activation on action”, Journal of Personality and Social
Psychology, Vol. 71 No. 2, pp. 230-44.
Crandall, B., Klein, G. and Hoffman, R.R. (2006), Working Minds: A Practitioner’s Guide to
Cognitive Task Analysis, Bradford Book/MIT Press, Cambridge, MA.
Crotts, J.C. and Litvin, S. (2003), “Avoiding a potential pitfall in cross-cultural research:
are researchers better served by knowing respondents’ culture of birth, culture of
residence, or culture of citizenship?”, Journal of Travel Research, Vol. 42 No. 2, pp. 186-90.
Dichter, E. (1964), Handbook of Consumer Motivations, McGraw-Hill, New York, NY.
IJCTHR
1,1
12
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Economist (2003), “Germany and Britain: bringing back the romance”, Economist, Vol. 368
No. 8331, p. 49.
Hirschman, E. (2000), “Consumers’ use of intertextuality and archetypes”, Advances in Consumer
Research, Vol. 27, pp. 57-63.
Hoch, S.J. (2002), “News from the president: tourism is all about consumption”, ACR News,
Winter, pp. 1-4.
Huff, A.S. and Jenkins, M. (2002), Mapping Strategic Knowledge, Sage, London.
Levi-Strauss, C. (1977), Structural Anthropology, Peregrine, Harmondsworth.
Rapaille, C. (2006), The Culture Code, Broadway Books, New York, NY.
Solomon, M.R. (2004), Consumer Behavior, Pearson Prentice-Hall, Upper Saddle River, NJ.
Weretime, K. (2002), Building Brands & Believers: How to Connect with Consumers Using
Archetypes, Wiley, Singapore.
Wilson, T.D. (2002), Strangers to Ourselves: Discovering the Adaptive Unconscious, Belknap
Press of Harvard University Press, Cambridge, MA.
Woodside, A.G. (2006), “Overcoming the illusion of will and self-fabrication”, Psychology &
Marketing, Vol. 23 No. 3, pp. 257-72.
Woodside, A.G. and Sood, S. (2007), “When consumers and brands talk”, Psychology &
Marketing, Vol. 24 No. 7, pp. 1-23.
Zaltman, G. (2003), How Customers Think, Harvard Business School Press, Cambridge, MA.
Further reading
Durgee, J.F. (1991), “Interpreting Dichter’s interpretations: an analysis of consumption
symbolism”, in Hartvig-Larsen, H., Mick, D.G. and Alstead, C. (Eds), Handbook of
Consumer Motivation, Marketing, and Semiotics: Selected Papers from the Copenhagen
Symposium, Copenhagen School of Economics, Copenhagen.
Hofstede, G. (2003), Culture’s Consequences: Comparing Values, Behaviors, Institutions and
Organizations across Nations, Sage, Thousand Oaks, CA.
Jung, C.G. (1959), “The archetypes and the collective unconscious”, in Read, H., Fordham, M. and
Adler, G. (Eds), Collective Works, Vol. 9, Princeton University Press, Princeton, NJ, Part 1.
Payne, J.W., Bettman, J.R. and Johnson, E.J. (1993), The Adaptive Decision Maker, Cambridge
University Press, Cambridge.
Ragin, C.C. (1987), The Comparative Method: Moving Beyond Qualitative and Quantitative
Strategies, University of California Press, Berkeley, CA.
Senge, P. (1990), The Fifth Discipline, Double-Day, New York, NY.
Woodside, A.G. and King, R.I. (2001), “An updated model of travel and tourism
purchase-consumption systems”, Journal of Travel & Tourism Marketing, Vol. 10 No. 1,
pp. 3-27.
Corresponding author
Arch G. Woodside can be contacted at: [email protected]
Integrating
multidisciplinary
perspectives
13
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
This article has been cited by:
1. Keith G. Brown, Jenny Cave. 2010. Island tourism: marketing culture and heritage – editorial introduction
to the special issue. International Journal of Culture, Tourism and Hospitality Research 4:2, 87-95.
[Abstract] [Full Text] [PDF]
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
doc_255134037.pdf
The purpose of this editorial is to introduce the International Journal of Culture, Tourism
and Hospitality Research
International Journal of Culture, Tourism and Hospitality Research
Integrating multidisciplinary perspectives: An editorial introducing the International
Journal of Culture, Tourism and Hospitality Research
Arch G. Woodside J ohn C. Crotts Rich Harrill
Article information:
To cite this document:
Arch G. Woodside J ohn C. Crotts Rich Harrill, (2007),"Integrating multidisciplinary perspectives",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 1 Iss 1 pp. 5 - 13
Permanent link to this document:http://dx.doi.org/10.1108/17506180710729583
Downloaded on: 24 January 2016, At: 21:58 (PT)
References: this document contains references to 24 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 2197 times since 2007*
Users who downloaded this article also downloaded:
Dorina Maria Buda, Alison J ane McIntosh, (2013),"Dark tourism and voyeurism: tourist arrested for “spying”
in Iran", International J ournal of Culture, Tourism and Hospitality Research, Vol. 7 Iss 3 pp. 214-226 http://
dx.doi.org/10.1108/IJ CTHR-07-2012-0059
Lan-Lan Chang, Kenneth F. Backman, Yu Chih Huang, (2014),"Creative tourism: a preliminary examination
of creative tourists’ motivation, experience, perceived value and revisit intention", International J ournal
of Culture, Tourism and Hospitality Research, Vol. 8 Iss 4 pp. 401-419http://dx.doi.org/10.1108/
IJ CTHR-04-2014-0032
Antónia Correia, Metin Kozak, J oão Ferradeira, (2013),"From tourist motivations to tourist satisfaction",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 7 Iss 4 pp. 411-424 http://
dx.doi.org/10.1108/IJ CTHR-05-2012-0022
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for
Authors service information about how to choose which publication to write for and submission guidelines
are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company
manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as
providing an extensive range of online products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee
on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive
preservation.
*Related content and download information correct at time of download.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
EDITORIAL
Integrating multidisciplinary
perspectives
An editorial introducing the International
Journal of Culture, Tourism and
Hospitality Research
Arch G. Woodside
Carroll School of Management, Boston College,
Chestnut Hill, Massachusetts, USA
John C. Crotts
School of Business and Economics, College of Charleston,
Charleston, South Carolina, USA, and
Rich Harrill
International Tourism Research Institute, University of South Carolina,
Columbia, South Carolina, USA
Abstract
Purpose – The purpose of this editorial is to introduce the International Journal of Culture, Tourism
and Hospitality Research.
Design/methodology/approach – The paper outlines the primary objective of IJCTHR.
Findings – The journal is designed to serve as a valuable platform for new theory and research
articles that integrate multidisciplinary perspectives in describing, explaining, predicting, and
in?uencing tourism and hospitality behavior within and across cultures.
Originality/value – The editorial describes the objectives of IJCTHR and, as the principal
publication for the International Society of Culture, Tourism, and Hospitality Research, invites
membership to the society, which is open to all scholars and individuals with professional or personal
interests in acquiring knowledge on topics relating to culture, tourism, and hospitality.
Keywords Tourism, Hospitality services, Culture, Publications
Paper type Viewpoint
The primary objective of International Journal of Culture, Tourism, and Hospitality
Research is to serve as a valuable platform for new theory and research articles that
integrate multidisciplinary perspectives in describing, explaining, predicting, and
in?uencing tourism and hospitality behavior within and across cultures. Too often the
advocating of the need to embrace a multidisciplinary perspective fails to lead to real-life
advances in useful theory and research. Even within the sub?elds of tourism, hospitality,
leisure, popular culture, and consumer culture, parallel streams of advances in theory and
research occur without researchers considering howtheir studies bene?t fromprior work
across these ?elds. Consequently, the IJCTHR seeks to encourage and to invite
multidisciplinary reviews on topics relevant for achieving the journal’s primary objective.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1750-6182.htm
Integrating
multidisciplinary
perspectives
5
International Journal of Culture,
Tourism and Hospitality Research
Vol. 1 No. 1, 2007
pp. 5-13
qEmerald Group Publishing Limited
1750-6182
DOI 10.1108/17506180710729583
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The IJCTHR champions the view that weak cultural and psychological ties
stimulate or inhibit tourism and hospitality behavior. Many of these ties are held
unconsciously by consumers, and some ties are retrievable automatically when
thinking about a tourism-related activity. In most cases, the presence of any one weak
tie is necessary but not suf?cient to result in a speci?c tourism behavior; the
conjunctive presence of three or more antecedent event-thought combinations affect
most behavior.
In his article aptly entitled, “Tourism is all about consumption,” Hoch (2002, p. 1)
emphasizes that:
. . . consumption behavior is a more salient aspect of touristical pursuits that it is of everyday
life. I think that this is especially the case when traveling to places where you don’t speak the
language, don’t quite understand the currency and what it buys you, and when one travels
solo. I remember visiting Japan several years ago on business and I have to say that my
biggest sense of accomplishment each day came from successfully ?guring how to buy three
meals a day without ever going back to the same restaurant.
Thus, developments in knowledge, theory, and practice of tourism and hospitality
behavior may bene?t from examining the consumer psychology occurring in planning
and doing such behavior.
Such an examination includes, but is not limited to, acquiring knowledge of how
consumers think consciously and unconsciously (Zaltman, 2003) about alternative
leisure destinations, hospitality options, leisure activities, and whether or not to travel,
stay home, or forego leisure time as much as possible.
This logic is worth nurturing in the study of tourism and hospitality behavior if
several psychologists, sociologists, and psychiatrists are correct:
In actuality, consumers have far less access to their own mental activities than marketers give
them credit for. Ninety-?ve percent of thinking takes place in our unconscious minds – that
wonderful, if messy stew of memories, emotions, thoughts, and other cognitive processes
we’re not aware of or that we can’t articulate (Zaltman, 2003, p. 9).
Consequently, consumers are only vaguely aware, if at all, of the conjunctive
combination of the multiple events and thoughts that were antecedent to their tourism
plans and behaviors.
Conjunctive event-thought paths causing consumer plans and behaviors:
branding Britain for Germans and vice versa
Weak psychological ties stimulate or inhibit tourism behavior. Many of these ties are
held unconsciously (Bargh et al., 1996), and some ties may be retrievable automatically
when thinking about a tourism-related proposal. Figure 1 shows what the previous two
sentences express.
Figure 1 is a causal map (Huff and Jenkins, 2002) that includes a characteristic in the
national character of Germans (box 2) that affects the automatic image retrieval of the
tourist brand, Britain, by Germans – the positive, multiple-surface, image of Britain
helps to stimulate lots of holiday visits to Britain by Germans. The actions of ZDF
(box 5) nurture this image as well as help keep the brand easily retrievable (box 4)
among Germans. Note that three separate nodes appear that help stimulate leisure trips
to Britain by Germans – nodes 2, 3, and 5.
IJCTHR
1,1
6
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The impact of national character is one of those background factors that often go
unnoticed in identifying inhibitors and drivers affecting tourism behavior. For
example, the Economist (2003, p. 49) points out that the British “don’t mind the BMWs,
the Volkswagens, and Miele dishwashers, but they are not much interested in the high
culture so important to the German middle class.”
In comparison, the causal map of the British thinking about a holiday trip to
Germany is discouraging (Figure 2). The automatic thoughts about the brand,
Germany, among the British still include “Hitler, WWII, and emotional darkness”
(box 2 in Figure 2). This automatically retrieved image is nurtured by three
environmental forces (box 6) and the much lower interest in high culture by the British
middle class compared to the Germans (box 3). This national character trait among the
British negative affects the attempts to build a new, positive, cultural image of
Germany (box 4 and arrow from box 3). The Economist concludes, “Selling Germany in
Britain will be a tough slog.”
Such mapping of strategic knowledge is helpful for identifying what needs to be
done for affecting cultural and psychological changes among tourists. For example,
eliminating the continuing focus in British TV and school curricula on Nazi Germany
and WWII is a necessary pre-condition. Such mapping is helpful for identifying the
unique and valuable bene?ts of a tourism brand; for example, Germans’ experiencing
British pageantry and liberating chaos.
Developing and studying causal maps provides a gestalt view of what is happening
and why it is happening in the minds of leisure travelers and nontravelers. Such
mapping helps us consider a holistic-case research approach rather than relying only
on a variable-by-variable analysis of tourism psychology and behavior. Mapping
Figure 1.
Tourism exporting
behavior of Germans
visiting Britain
Note: Thick arrows indicate dominant influence
•
•
•
3. Image of Britain
held by Germans:
Tradition
Pageantry
Liberating chaos
1. Germans
5. Marketing / environmental force affecting visits:
ZDF, German state-owned TV, puts out 20
stories a week on British news and
culture
6. Visiting Britain:
2.5 million Germans
visit Britain annually
+
+
+
4. Top-of-mind
awareness of Britain
as foreign holiday
destination
+
+
2. Relevant national
characteristic:
high culture important
to German middle-class
+
+
Integrating
multidisciplinary
perspectives
7
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
research suggests the need to identify unconscious thoughts that consumers may be
unaware and unable to report on as in?uences on their leisure travel behavior.
Consequently, culture-tourism-hospitality needs an eclectic toolkit that permits
research on the unconscious and conscious thoughts and actions of consumers when
focusing on tourism-related plans and behaviors. The conscious (and hopefully
unconscious) intention is for the IJCTHR to serve in stimulating your creative energy
to contribute useful multidisciplinary applications using such an eclectic toolkit.
Advancing culture, tourism, and hospitality theory
Culture is the accumulation of shared (unconscious and conscious) meanings, rituals,
norms, and traditions among the members of an organization or society (Solomon, 2004,
p. 526). Culture includes bothabstract ideas, suchas values andethics, andmaterial objects
and services, such as the automobile, clothing, food, art, and sports that are produced or
valued by a society. The tourism mapping of Germans-to-Britain and Brits-to-Germany
illustrate mostly unconscious cultural in?uences supporting or blocking the conscious
preferences for such origin-destination associations. Such interpretations, in part, re?ect
Rapaille’s (2006, p. 13) “Principle 1: You can’t believe what people say”:
The reason for this is simple: most people do not know why they do the things they do . . .
Therefore, we give answers to questions that sound logical and are even what the questioner
expected, but which don’t reveal the unconscious forces that precondition our feelings
(Rapaille, 2006, p. 14).
Rapaille’s proposals and research into unconscious thinking and emotions that drive
behavior supports prior work on socio-historical explanations of behavior (e.g., Allen’s
Figure 2.
Tourism exporting
behavior of British
visiting Germany
Note: Thick arrows indicate dominant influence
2. Current dominant image of
Germany held by British:
• Hitler
• World War II
• Horror & dark glamour
1. British
6. Marketing/environmental
force affecting visits:
• Cheaper air flights
• 80% of history British
A- level students study
Nazi Germany
• 12 programs on TV per
week about WW II
8. Visiting Germany:
.6 million Brits
visit Germany annually
+
_
_
5. Prior dominant image of
Germany held by British:
• Home of Romanticism
• Land of Schiller, Goethe,
and Thomas Mann
-
+
9.
Brits visiting France:
7.4 million annually;
Brits visiting Spain:
8.2 million annually
+
3. Relevant national
characteristic: Brits
much lower interest in
high culture compared
to Germans
+
4. Marketing /
Environmental
Force
Affecting
Visits:
German
Exhibitions
In London,
e.g., Albrecht
Durer
+
-
7. Brand imprinting:
First foreign package
holiday a tour of
Germany organized
by Thomas Cook
In 1855
+
+
-
IJCTHR
1,1
8
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
(2002) ?t-like-a-glove (FLAG) model). Rapaille’s work is particularly relevant for
decoding cultural in?uences that underlay observable behavior while the earlier work
of Ernest Dichter (1964) is particularly relevant for decoding Freudian in?uences that
underlay the same behavior. A separate stream of research that provides a third
theoretical for explaining unconscious thinking in?uencing behavior builds from
Jung’s archetype collective unconscious theory, for example, an older woman takes her
young cousin to Paris to ful?ll the fairy-godmother myth and mother-of-goodness,
archetype (Hirschman, 2000; Weretime, 2002; Woodside and Sood, 2007).
Figure 3 is an attempt to build general propositions fromexamining the speci?c cases
of cross-cultural antecedents and behavior in Figures 1 and 2 and the multiple
paradigms onunconscious andconscious thinking. Eachenclosure andarrowinFigure 3
illustrates a general proposition. These propositions include the following examples:
P1. A substantial number of socio-historical, cultural antecedent factors in?uence
tourism and hospitality behavior in ways that are usually unconscious to
informants.
P2. The relevancy of domestic tourism behavior varies substantially among
cultures. For example, Americans devote more hours per year to work and
less to leisure travel compared to Europeans.
P3. Binary opposition (unconscious-to-conscious perceiving of opposing ends of
some dimension) often is a driving force for cross-cultural tourism. Levi-Strauss
(1977) notes that many informant stories involve binary oppositions in which
two opposing ends of some dimension are represented in the story. Witness the
Figure 3.
Culture, tourism, and
hospitality research
Culture A Culture B
Domestic Tourism
Behavior in A
Domestic Tourism
Behavior in B
B to A Inbound
Tourism
Behavior
A to B Inbound
Tourism
Behavior
Non tourism
leisure behavior
in Cultures A and B
Hospitality
behavior in
Cultures A and B
Notes: Two cultures in Exhibit 1 may be nation states (e.g., France and Canada) or two cultural regions in one country (e.g., U.S. South
and North). The exhibit illustrates several propositions. P1: export tourism behavior in culture B (A to B inbound tourism) is substantially
larger than export tourism behavior in Culture A, that is, absolute and relative sizes of export tourism vary substantially among cultures;
P2a: outbound and domestic tourism behavior competes with nontourism leisure behavior; P3: hospitality behavior varies for domestic
versus inbound visitors and in nontourism contexts; P4: cultural antecedents affecting tourism and hospitality differ substantially for A and B.
Hospitality research includes studying customer behavior relating to airlines, beverages, cruise ships, foodservice, golf,
gambling, lodging, skiing, real estate, theme parks and attractions, time share, vehicle rentals, meetings and conventions
Culture A
Antecedents
Culture B
Antecedents
Integrating
multidisciplinary
perspectives
9
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
attractions of British “liberating chaos” to German orderliness that Figure 1
implies. Binary opposition is a relevant general principle for tourism and
hospitality – going away fromhome-and-bed to experience something different
implies some amount of (un)conscious noting of differences.
P4. Share of leisure export trips to other cultures varies dramatically. Witness the
rate of Brits to France is more than ten times the rate of Brits to Germany in
Figure 2 – certainly the weather and beaches of France re?ect some of this
dramatic variance. The point here is to illustrate the general proposition that
export tourism shares vary dramatically for all cultures and not expound on
the rationale for such variances.
P5. A combination – interaction – of factors affect the direction and magnitude of
cross-cultural tourism and hospitality.
P6. The interaction effect includes both unconscious and conscious in?uence
factors.
P7. The study of the importance of alternative antecedent variables is an
off-the-mark, less useful approach, than examining causal paths or streams of
antecedent-to-antecedent paths that result in changing the strength and
contents of tourism and hospitality.
P8. A multidisciplinary mixed-theory and mixed-method strategy – an eclectic
approach – is more useful than relying on the dominating logic of empirical
positivismalone for research on describing and understanding culture, tourism,
and hospitality behavior.
Figure 4 depicts some mixed theory and mixed methods that are relevant for testing
the eight propositions in this discussion as well as others. The overlapping ovals in
Figure 4 serve to illustrate the point that most thinking occurs unconsciously in ways
usually left unidenti?ed by researchers using only one theoretical view. Cognitive task
analysis (CTA) (Crandall et al., 2006) – or information processing and decision
making – is the dominating theoretical approach for most studies that include
interviewing individuals. CTA implicitly assumes that most thinking is done
consciously, people are able to examine their thinking processes, and people are willing
to report these processes to a researcher. Figure 5 illustrates the (over) dominance of
the CTA paradigm in research on culture, tourism, and hospitality research.
The four principal ovals overlap in Figure 4 because of the possibility that a speci?c
study may embrace a mixed theory and mixed method approach to the study of
culture, tourism, and hospitality research. Through the use of unconscious thinking
exercises, concepts and associations may surface for informants that they or a
researcher may interpret – thus suggesting the use of mixed method approach to
learning both unconscious and conscious thinking (e.g. the Zaltman Metaphor
Elicitation Technique, ZMAT, see Zaltman (2003)).
The other three principal ovals in Figure 4 build from the proposition that most
thinking occurs unconsciously and that individuals have no, or only vague, knowledge
of the forces that in?uence their conscious thinking and behavior. Research building
fromFreudian systems, archetype theory, and culture theory often rely on interpretative
(qualitative) methods for collecting data on unconscious thinking that receives criticism
IJCTHR
1,1
10
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
for lacking reliability/con?rmability – yet useful breakthroughs in establishing the
con?rmability of ?ndings that build on unconscious theories are available (Woodside,
2006). Also, given the practical value and rich insights available from moving beyond
relying on only one theoretical paradigm supports the call for correcting the imbalance
and inaccurate view that informants are capable of providing accurate and complete
answers relevant for culture, tourism, and hospitality researchers.
Figure 4.
Mixed theory and mixed
method approach in
culture, tourism, and
hospitality research: four
theories, principal
proposition, literature
exemplars
Archetype
Theory
Cognitive Task
Analysis
Freudian
Systems
Culture
Theory
Much of one’s adult personality stems
from a fundamental conflict between
a person’s desire to gratify his or her
physical needs and the necessity to
function as a responsible member of
society (see Dichter 1964; Durgee 1991).
Cultures differ in their emphasis on individualism versus
collectivism; in collectivist cultures, people subordinate
their personal goals to those of a stable in-group; consumers
in individualist cultures attach more importance to personal
goals (see Hofstede 2003).Cultural influence on individuals
mostly occurs unconsciously(see Rapaille 2006).
Archetypes are forms or images of a collective nature [across
generations via our DNA] which occur practically all over the
earth as constituents of myth and at the same time as autochthonous
(i.e., biologically-based unconscious thinking) individual products
of unconscious origin (Jung 1916/1959; Weretime 2002; Woodside
and Sood 2007).
Individuals identify/face and solve opportunities/problems in
specific contexts—people think, reason, and make decisions;
Implemented strategies often differ from planned strategies
(see Payne, Bettman, & Johnson 1993; Crandall,
Klein, & Hoffman 2006)
Figure 5.
The dominating logic in
culture, tourism, and
hospitality research
Archetype
Theory
Cognitive Task
Analysis
Freudian
Systems
Culture
Theory
Integrating
multidisciplinary
perspectives
11
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Consequently, this editorial represents a call to embrace mixed theoretical and
mixed method approaches to the study of culture, tourism, and hospitality research.
The ?eld is moving beyond only asking questions and relying on informants’
answers – hopefully. Reading the relevant literature on unconscious thinking and
research methods is a useful starting point for overcoming the tunnel vision inherent in
the reliance on ?xed-point scales in survey research – a CTA research method; for
reviews on unconscious thinking research theory and methods (Wilson, 2002;
Woodside, 2006; Zaltman, 2003). This Editorial does not include a call to end the use of
survey research methods but does suggest the necessity of going beyond merely
recognizing the severe limitations of relying only on informants answers to questions.
A ?nal precaution is warranted for researchers attempting to understand tourism
and/or leisure behavior across national cultures. As national borders become porous
and nations become multi ethnic, researchers should expect to ?nd segments of society
who were born in one national culture, reside in another, and perhaps hold citizenship
in yet another. The concepts of acculturalization and deculturalization becomes
apparent as to their affects on unconscious thought and ultimately behavior. Time and
depth of immersion in a host culture need consideration when attempting to isolate the
affects cultural in?uences on ex-patriot behaviors (Crotts and Litvin, 2003).
This ?rst issue of the IJCTHR includes ?ve articles representing diverse research
approaches. Future issues of the journal will include article relating to special research
themes including inbound-outbound and domestic tourism and culture in China; a
similar special issue on Japan; decoding culture, tourism, and hospitality in the US
South. Each volume of the IJCTHR will include one to two special issues with the hope
that such issues will serve as a major source of references in these speci?c sub?elds of
culture, tourism, and hospitality.
The IJCTHR is the principal publication for the International Society of Culture,
Tourism, and Hospitality Research. The society is open for membership to all scholars
and individuals with professional or personal interests in acquiring knowledge on
topics relating to culture, tourism, and hospitality. For further information about the
society and to become a member of the society, please go to the International Tourism
Research Institute’s web site (www.hrsm.sc.edu/tourismresearch/orgs.html). Please
accept our invitation to join the society and share your research reports and insights in
advancing the society’s objectives.
References
Allen, D.E. (2002), “Toward a theory of consumer choice as sociohistorically shaped practical
experience: the ?ts-like-a-glove (FLAG) framework”, Journal of Consumer Research,
Vol. 28, pp. 515-32.
Bargh, J.A., Chen, M. and Burrows, L. (1996), “Automaticity of social behavior: direct effects of
trait construct and stereotype activation on action”, Journal of Personality and Social
Psychology, Vol. 71 No. 2, pp. 230-44.
Crandall, B., Klein, G. and Hoffman, R.R. (2006), Working Minds: A Practitioner’s Guide to
Cognitive Task Analysis, Bradford Book/MIT Press, Cambridge, MA.
Crotts, J.C. and Litvin, S. (2003), “Avoiding a potential pitfall in cross-cultural research:
are researchers better served by knowing respondents’ culture of birth, culture of
residence, or culture of citizenship?”, Journal of Travel Research, Vol. 42 No. 2, pp. 186-90.
Dichter, E. (1964), Handbook of Consumer Motivations, McGraw-Hill, New York, NY.
IJCTHR
1,1
12
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Economist (2003), “Germany and Britain: bringing back the romance”, Economist, Vol. 368
No. 8331, p. 49.
Hirschman, E. (2000), “Consumers’ use of intertextuality and archetypes”, Advances in Consumer
Research, Vol. 27, pp. 57-63.
Hoch, S.J. (2002), “News from the president: tourism is all about consumption”, ACR News,
Winter, pp. 1-4.
Huff, A.S. and Jenkins, M. (2002), Mapping Strategic Knowledge, Sage, London.
Levi-Strauss, C. (1977), Structural Anthropology, Peregrine, Harmondsworth.
Rapaille, C. (2006), The Culture Code, Broadway Books, New York, NY.
Solomon, M.R. (2004), Consumer Behavior, Pearson Prentice-Hall, Upper Saddle River, NJ.
Weretime, K. (2002), Building Brands & Believers: How to Connect with Consumers Using
Archetypes, Wiley, Singapore.
Wilson, T.D. (2002), Strangers to Ourselves: Discovering the Adaptive Unconscious, Belknap
Press of Harvard University Press, Cambridge, MA.
Woodside, A.G. (2006), “Overcoming the illusion of will and self-fabrication”, Psychology &
Marketing, Vol. 23 No. 3, pp. 257-72.
Woodside, A.G. and Sood, S. (2007), “When consumers and brands talk”, Psychology &
Marketing, Vol. 24 No. 7, pp. 1-23.
Zaltman, G. (2003), How Customers Think, Harvard Business School Press, Cambridge, MA.
Further reading
Durgee, J.F. (1991), “Interpreting Dichter’s interpretations: an analysis of consumption
symbolism”, in Hartvig-Larsen, H., Mick, D.G. and Alstead, C. (Eds), Handbook of
Consumer Motivation, Marketing, and Semiotics: Selected Papers from the Copenhagen
Symposium, Copenhagen School of Economics, Copenhagen.
Hofstede, G. (2003), Culture’s Consequences: Comparing Values, Behaviors, Institutions and
Organizations across Nations, Sage, Thousand Oaks, CA.
Jung, C.G. (1959), “The archetypes and the collective unconscious”, in Read, H., Fordham, M. and
Adler, G. (Eds), Collective Works, Vol. 9, Princeton University Press, Princeton, NJ, Part 1.
Payne, J.W., Bettman, J.R. and Johnson, E.J. (1993), The Adaptive Decision Maker, Cambridge
University Press, Cambridge.
Ragin, C.C. (1987), The Comparative Method: Moving Beyond Qualitative and Quantitative
Strategies, University of California Press, Berkeley, CA.
Senge, P. (1990), The Fifth Discipline, Double-Day, New York, NY.
Woodside, A.G. and King, R.I. (2001), “An updated model of travel and tourism
purchase-consumption systems”, Journal of Travel & Tourism Marketing, Vol. 10 No. 1,
pp. 3-27.
Corresponding author
Arch G. Woodside can be contacted at: [email protected]
Integrating
multidisciplinary
perspectives
13
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
This article has been cited by:
1. Keith G. Brown, Jenny Cave. 2010. Island tourism: marketing culture and heritage – editorial introduction
to the special issue. International Journal of Culture, Tourism and Hospitality Research 4:2, 87-95.
[Abstract] [Full Text] [PDF]
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
1
:
5
8
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
doc_255134037.pdf