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The purpose of the paper is to present and critically discuss the findings of the ESRC-funded HS2020 project. The aim is to discuss the retail-led change that has happened to the High Streets that participated to the project that, in some cases, is revolutionary and is leading to the reinvention of the place. To do so reference is made to various retail change theories discussing both institutional and consumer-led change.

This is a discussion paper on the findings of the HS2020 project.

The major finding reported in this paper is that the reinvention is a natural learning process that involves the comprehension of change and the development of knowledge that will lead to the reinvention of the High Street.

The findings of the research are based on data that were collected from a total of ten towns across the UK.

The paper suggests that to reinvent the High Street the stakeholders that are involved in the place decision-making processes they should embrace the change as a natural development and try to understand and learn from it rather than resisting to it. The HS2020 project provides a comprehensive guide of the areas that change can be managed and if it happens it can facilitate the reinvention.

The paper is relevant to the academic community, as it offers insight to the theories of retail change, and to the practitioners, as it provides evidence as to how to deal with the change that happens to the High Streets.

The purpose of this study is to test Kim et al.’s (2012) seven-dimension memorable tourism experience (MTE) scale in a new context and with a new sample. In addition, the study aims to test for causes or relationships between satisfaction, MTE dimensions, co-creative tourism experiences and memorability, as well as the mediating effect of memorability on tourists’ behavioural intention.

This study uses a cross-sectional survey design using a questionnaire to collect data. Three trained interviewers questioned international travellers in the boarding area in Olbia-Costa Smeralda Airport while they were waiting to board their flights home. The interviewers also distributed and administered the questionnaires. The questionnaire was in English. Data collection was carried out from August to October 2017.

In terms of the theoretical implications of this study, its findings result in a different MTE construct than that of Kim et al.’s (2012) study. Although they discuss seven important experiential tourism factors that are likely to affect the memorability of a person’s experience, what emerges from the present research is that satisfaction, novelty, refreshment, involvement and knowledge significantly influence the memorability of a tourist’s experience.

This study has some limitations. First, it is highly site-specific and based on a convenience sample, rendering the findings non-generalizable to either the destination under investigation or any other tourism destination. Further studies should be conducted in other Mediterranean cities to generalise the significance of these findings. Although English can be considered the primary international language, the fact that the survey has been written only in English could have excluded non-English speakers from participating in the study. In addition, the study has not considered national domestic tourists. In the future, translating the survey into different languages and interviewing domestic tourists visiting the island might be useful.

Tourism service providers could gather feedback forms from tourists to measure and improve their satisfaction. Additionally, the multiplicity of actors involved in the tourism sector should coordinate and cooperate with one another to create tourism experiences that result in high overall visitor satisfaction. Tourism service providers could also offer new and diverse encounters, for example, the chance to attend local festivals to arouse curiosity, as studies suggest that such novel activities make the experiences particularly memorable. Public officials should also focus on site rejuvenation to appeal to novelty seekers who have visited previously.

Overall, the study highlights the discrepancies in the effects of satisfaction, MTE dimensions and co-creative tourism experience on the memorability of a trip experience in relation to previous studies. The results of the analysis refute the assumption that the seven MTE dimensions are representative across a variety of destination-specific tourist experiences. Besides the identified five dimensions, opening up the discussion on other factors that might influence the memorability of tourists’ experiences presents an updated agenda.

本研究的目的是在新的环境中用新的样本测试Kim等人（2012年）的七维MTE量表。此外, 该研究旨在测试满意度、MTE 维度、共同创意的旅游体验和纪念品之间的原因或关系, 以及纪念品对游客行为意图的中介作用。

本研究采用横截面调查设计, 使用问卷收集数据。三名经过培训的采访者在奥尔比亚-科斯塔斯梅拉达机场的登机区询问等待登机回家国际旅客。面试官还负责分发和管理英文问卷。数据收集工作于2017年8月至10月进行。

就本研究的理论意义而言, 其发现得出了与Kim等人（2012年）研究不同的MTE结构。虽然他们讨论了七个重要的体验旅游因素, 可能影响一个人的体验的纪念性, 从目前的研究得到的是, 满意度, 新奇, 精力恢复, 参与和知识显著影响游客体验的纪念性。

这项研究有一些局限性。首先, 它高度基于特定的地点, 并且基于便利样本, 使得调查结果无法与此次调研的目的地或其他旅游目的地通用。未来应在其他地中海城市进行进一步的研究, 以概括这些发现的重要性。虽然英语被认为是主要的国际通用语言, 但仅以英文编写的调查问卷可能使非英语使用者无法参与研究。此外, 该研究没有考虑国内游客。未来研究可以将调查翻译成不同的语言并采访访问该岛的国内游客。

旅游服务提供者可以从游客那里收集反馈表, 以衡量和提高他们的满意度。此外, 旅游活动的多方参与者应相互协调和合作, 创造旅游体验, 使游客的总体满意度达到较高水平。研究表明, 新颖的活动可以使旅游经历特别令人难忘, 因此, 旅游服务提供者也可以提供新的和多样化的接触, 例如, 有机会参加当地节日以唤起好奇心。政府官员还应关注网站活力, 以吸引访问网站的新奇探索者。

总体而言, 该研究强调了满意度、MTE 维度和共同创意旅游体验对旅行体验的影响与之前研究相比的差异。分析结果驳斥了七个 MTE 维度在各种特定目的地的旅游体验中具有代表性的假设。除了讨论发现的五个维度外, 此研究对可能影响游客体验的可纪念性的其他因素展开了讨论, 推动并更新了现有的研究议程。

El propósito de este estudio es probar la escala MTE de Kim et al. (2012) y sus siete dimensiones, en un nuevo contexto y con una nueva muestra. Además, el objetivo del estudio es evaluar las causas o las relaciones entre, satisfacción, dimensiones MTE, experiencias co-creativas de turismo y la memorabilidad, así como el efecto mediador de la memorabilidad, en la intención de comportamiento de los turistas.

Este estudio emplea un diseño de encuesta transversal y utiliza un cuestionario para recopilar los datos. Tres entrevistadores interrogaron a viajeros internacionales en el área de embarque en el aeropuerto Olbia-Costa Smeralda, mientras esperaban en el embarque de sus vuelos de retorno. Los entrevistadores también distribuyeron y administraron los cuestionarios. El cuestionario estaba en inglés. La recolección de datos se realizó de agosto a octubre de 2017.

En términos de implicaciones teóricas del estudio, los resultados desprenden una construcción MTE diferente a la del estudio de Kim et al. (2012). Si bien, discuten los siete factores del turismo experiencial, que probablemente afecten a lo memorable de la experiencia de una persona. Lo que surge de la presente investigación es que, la satisfacción, la novedad, el refrigerio, la participación y el conocimiento influyen significativamente en en todo lo memorable de la experiencia de un turista.

Este estudio tiene algunas limitaciones. Primero, es altamente específico del sitio y se basa en una muestra de conveniencia, lo que hace que los hallazgos no sean generalizables, ni para el destino, bajo investigación, ni para ningún otro destino turístico. Se deben realizar más estudios en otras ciudades mediterráneas para poder generalizar la importancia de estos resultados. Aunque el inglés puede considerarse el principal idioma internacional, el hecho de que la encuesta se haya escrito solo en inglés podría haber excluido a los que no hablan inglés a la hora de participar en el estudio. Además, no se ha considerado a los turistas nacionales. En el futuro, podría ser útil traducir la encuesta a diferentes idiomas y entrevistar a los turistas nacionales que visitan la isla.

Los proveedores de servicios turísticos podrían recopilar formularios de comentarios de los turistas para medir y mejorar su satisfacción. Además, la multiplicidad de actores involucrados en el sector turístico debe coordinarse y cooperar entre sí para crear experiencias turísticas que resulten para una alta satisfacción de los visitantes. Los proveedores de servicios turísticos también podrían ofrecer nuevos y diversos encuentros; por ejemplo, la oportunidad de asistir a festivales locales para despertar curiosidad, ya que los estudios sugieren que actividades novedosas hacen que las experiencias sean particularmente memorables. Los funcionarios públicos también deberían centrarse en el rejuvenecimiento del sitio para atraer a los buscadores de novedades que hayan visitado anteriormente.

En general, el estudio destaca las discrepancias entre los efectos de la satisfacción, las dimensiones de MTE y la experiencia turística co-creativa en la memorabilidad de una experiencia de viaje en relación con estudios anteriores. Los resultados del análisis refutan la suposición de que las siete dimensiones MTE son representativas en una variedad de experiencias turísticas específicas del destino. Además de las cinco dimensiones identificadas, abrir la discusión sobre otros factores que podrían influir en la memorabilidad de las experiencias de los turistas presenta una agenda actualizada.

As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of companies in the competitive market is to undertake social co-creation with the help of customers. Although the use of social media for the development of social interactions has expanded, very little attention has been paid to how the concept of social co-creation is formed on social media by users. Therefore, this study aims to investigate the effect of personality traits and website quality on social co-creation, with the mediating role of trust in tourism websites.

This research, in terms of purpose, is practical, and in terms of information collection, it is a descriptive survey. The research statistical population is all users of active tourism sites in Iran. The sampling method is non-probability and available sampling. The questionnaire was designed based on the Likert scale and was distributed electronically among the statistical sample. After collecting and reviewing the questionnaires, 203 were used for analysis. The data analysis method in this study is hierarchical multiple regression.

The results indicated that personality traits and website quality are correlated with trust and social co-creation. The dimensions of website quality, including quality of information, quality of system and quality of service on tourism websites, have considerable and positive effects on trust. Also, all dimensions of the personality traits, except extraversion and neuroticism, have a considerable and positive effect on trust. Moreover, the correlation between trust and social co-creation is positive.

According to the review of the digital marketing literature, some researchers examined the influential factors in co-creation, but there is little research about how the interaction of these three concepts (personality traits, website quality and trust) enhances co-creation. This study contributes to the existing literature with empirical evidence of how personality traits and website quality influence co-creation by mediating the role of trust.

Nova Paint Club held its tenth annual general meeting and conference in Switzerland from 13 to 18 September and agreed a number of initiatives to puts its administration on a firmer footing, partly in view of an anticipated expansion in membership.

This paper aims to explore the impact of the experience of a winery visit to the visitor’s emotions and the effect of these emotions on visitor’s intention to revisit and recommend a winery as consequences of visitor satisfaction.

The study adopted a multi approach of customer experience, suggesting that visitors base their experience perception on the servicescape attributes, other visitors’ suitable behaviours and their own yearn for cognitive learning and fun. Path analysis is adopted to measure the impact of these constructs on visitor’s emotions and the role of these emotions in predicting visitor’s satisfaction and behavioural intentions. Data are collected through a self-administered highly structured questionnaire, self-completed by respondents at each winery. A total of 615 usable responses are obtained from eight wineries.

The results indicate that emotions are arisen – in a context of wine tourism – as a result of visitor’s evaluation of winery environment (especially Atmospherics, Signage and Facilities), other visitors’ appropriate behaviour and visitor’s desire to learn something new and to have fun during the winery experience. Also, it is revealed that visitor’s emotions positively impact on his/her satisfaction, which in turn seems to be a significant predictor of his/her intention to revisit the winery and give positive word-of-mouth.

The findings broaden the knowledge on visitor’s winery experience and its impact on visitor’s satisfaction and future behavioural intentions. However, because the study focuses only on winery visitors in Greece, the research results may lack generalizability. The application of the study to other wineries would allow for wider generalisations to be made from the results obtained.

The overall findings may have significant implications for wine tourism industries. Also, it might be beneficial for wineries in their effort to provide a more valuable experience to wine tourists and in increasing wine tourists’ loyalty.

The paper’s originality lies in providing information to clarify the relationships between the constructs of experience, visitor’s emotions, satisfaction and future behavioural intentions in a winery setting. Also, this study provides new and practical insights of winery experience in the Greek context, an area where very limited research has been conducted. Finally, this is one of the few studies that focus on more than two servicescape elements and their impact on visitor’s emotions.

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

通过提供信息, 明确了游客的个性在两种体验构建（即服务场景和其他来访者行为）中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

trabajo de investigación

This study aims to understand how traveling Instagrammers should be characterized by bridging socio-psychological concepts with Instagram usage and travel typologies.

Using analysis of variance, differences between non-Instagrammers and passive and active users were identified with regard to their personality traits and human values; traveling Instagrammers and their travel types were characterized in more detail using k-means clustering, and, finally, posting behavior was examined using multiple regression.

The results demonstrate significant differences between the user groups in terms of their personality traits, their human values and their travel behavior. The multiple regressions provide deeper insights into tourists’ Instagram posting.

This study was conducted on 1,100 German travelers, meaning that the results are only valid for this cultural context. All data were collected using an online panel and participants received incentives, and thus extrinsic rewards, instead of using merely intrinsic motivation to take part in the survey.

This study contributes to a better understanding of Instagram usage behavior when traveling and adds valuable insights to this field of research. At the same time, the results are relevant for tourism businesses wishing to optimize their communication and marketing strategies.

The paper aims to investigate materialism as one of the retail shopping motives along with utilitarian/hedonic motivations in the Indian context. It aims to identify the key shopping motivations, which explain the shopping value in the context of malls. Furthermore, it intends to develop a shopping motivations-based typology of Indian mall shoppers, and to profile the motivational and demographic characteristics of the discerned segments.

The data were collected through a mall intercept survey. The shopping motivations were identified through literature, and established scales were utilised to collect data. Exploratory factor analysis was used to understand the underlying structure of mall shopping motives. Hierarchical and K-means clustering were used to cluster the consumers. Additionally, ANOVA along with post hoc tests were used to explore the mean differences between the various clusters. Cross-tabulation along with the chi-square statistic was used to understand the demographic characteristics of the clusters.

Indian mall shoppers are motivated by hedonistic, materialistic and utilitarian motives. They can be primarily classified into four clusters, namely, balanced shoppers, materialist shoppers, hedonistic shoppers and value shoppers.

Knowledge of distinct consumer segments will aid marketers in formulating marketing and promotional strategies for augmenting mall footfalls.

Although past research has accentuated hedonic and utilitarian motivations as the primary shopping motives, little research has been conducted to examine materialism as a shopping motive. Rise of materialism in the emerging Indian market has metamorphosed the consumer behaviour. The study examines the utilitarian, hedonistic and materialistic dimensions of shopping and unfolds a typology of mall shoppers. It contributes to the repository of cross-national research on shopping behaviour by unravelling the shopping motivations of Indian consumers.