Hospitality environmental factors: a study of the consumption experience of homosexuals in the Northeast of Brazil
DOI:
https://doi.org/10.25145/j.pasos.2012.10.039Keywords:
Consumption experience, Hospitality, Homosexuals, Experiential marketing, Consumer subcultureAbstract
The overall goal of this research is identifying environmental factors in hospitality that lead the interviewed homosexuals to memorable consumer experiences at hotels and inns. This research was conducted under descriptive qualitative approach. According to this perspective, gays from two states of the northeast of Brazil were interviewed. The narratives were presented in order to enhance the formation of categories. Regarding results, it was observed that the expe- rience of consumption is memorized as positive or negative due to the performance of factors related to service provision and infrastructure. Therefore, it was noticed that the hospitality servicescape influences the consumption experience of the interviewed homosexuals to a point that it becomes memorable.
Downloads
References
Albandes-Moreira, L. A. 2002 “An Exploratory Study on the Nature of the Representations of Organization, manager and management within a group of teachers of a business school”. Tese (Doutorado) – École des Hautes Études Commerciales, Montreal, Quebec.
Baddeley, A. 1994 “The magical number seven: still magic after all these years?” Psychological Review, 101(2): 353-356.
Bacha, M. de L.; Strehlau, V. I. y Romano, R. 2006 “Percepção: termo freqüente, usos inconseqüentes em pesquisas?” En: Anais... EnAnpad, Salvador.
Bayton, J. A. 1958 “Motivation, Cognition, Learning: Basic Factors in Consumer Behavior” The Journal of Marketing, 22(3): 282-289, Jan.
Berry, Leonard L.; Carbone, Lewis P. y Haeckel, Stephan H. 2002 “Managing the total customer experience” MIT Sloan Management Review, 43(3): 85-89.
Bitner, Mary Jo, Faranda, William T., Hubbert, Amy R. y Zeithaml, Valarie A. 1997 “Customer contributions and roles in service delivery” International Journal of Service Industry Management, 8(3): 193.
Bogdan, Roberto C. y Biklen, Sari K. 1994 Investigação qualitativa em educação. Porto: Porto Editora.
Butcher, Ken. 2005 “Differential impact of social influence in hospitality encounter” International Journal of Contemporary Hospitality Management, 17(2): 125-135.
Delozier, Wayne M. y Rodriguez, Jason. 1996 “Marketing to homosexual (gay) market: a profile and strategy implications” En: Wardlow, D. L. (Org.). Gays, lesbians and consumer behavior: theory, practice and research issues in marketing. (pp. 203-211). New York: Harrington Park Press.
Dube, Laurette; Le Bel, Jordan y Sears, Donna. 2003 “From Customer Value to Engineering Pleasurable Experiences in Real Life and Online” Cornell Hotel and Restaurant Administration Quarterly, 44(5/6):124-131. Fugate, Douglas L. 1993 “Evaluating the Us Male Homosexual and Lesbian Population as a Viable Target Market Segment” Journal of Consumer Marketing, 10(4): 46-57, 1993.
Gutiérrez, Melissa Rodriguez. s/d Mercadotecnia emocional. Disponível em: <http://www.gestiopolis.com/recursos2/documentos/fulldocs/ mar/mktemocio.htm>. Acesso em: 20/jul/2006.
Haslop, Craig; Hill, Helene y Schimidt, Ruth A. 1998 “The gay Lifestyle- Spaces for a Subculture of Consumption” Marketing Intelligence & Planning, 16(5): 318-326.
Hirschman, Elizabeth C. y Holbrook, Morris B. 1986 “Hedonic consumption: emerging concepts, methods and propositions” Journal of Marketing, 46: 92-101.
Holbrook, Morris B. y Hirschman, Elizabeth C. 1982 “The experiential aspects of consumption: consumer fantasies, feelings, and fun” Journal of Consumer Re- search, 9(2): 132-140, Sep.
Hooley, G. J.; Saunders, J. A. y Piercy, N. F. 2005 Estratégia de marketing e posicionamento competiti vo. São Paulo: Pearson.
Hughes, Howard L. 2002 “Marketing gay tourism in Manchester: new market for urban tourism or destruction of “gay space”?” Journal of Vacation Marketing, 9(2): 152-163.
Jacoby, J. 1977 “Information load and decision quality: some con- tested issues” Journal of Marketing Research, 14(4): 569-573, Nov. Jacoby, J.
“Consumer Research: A state of the art review”. The Journal of Marketing, 42(2): 87-96, Apr. Jones, David A.1996 “Discrimination against same-sex couples in Hotel” En: Wardlow, D. L. (Org.). Gays, lesbians and consumer behavior: theory, practice and research issues in marketing. (pp. 153-159). New York: Harrington Park Press.
Kates, Steven M. 1998 Twenty million new customers! Understanding gay men’s consumer behavior. New York: Harrington Park Press.
Knutson, Bonnie J. y Beck, Jeffrey A. 2003 “Identifying the dimentions of the experience construct: development of the model” Journal of Quality Assurance in Hospitality & Tourism, 4(3/4): 23-35.
Lally, A. M. y Fynes, B. 2006 “Articulating service concept to enhance tourism experience design”. Annual Conference of the Irish Aca- demy of Management: 1-25.
Lukenbill, Grant. 1999 Untold millions: secret truths about marketing to gay and lesbian consumers. New York: Harrington Park Press.
Malhotra, N. K. 1982 “Information load and consumer decision making” The Journal of Consumer Research: 8(4): 419-430, Mar.
McDaniel, Carl y Gates, Roger. 2005 Pesquisa de marketing. São Paulo: Thomson.
Merriam, Sharan B. 1998 Qualitative research and case study applications in education. San Francisco: Jossey-Bass.
Miller, G. 1956 “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information” The Psychological Review, 63(2): 81-97, Mar.
Mowen, J.C. y Minor, M. S. 2003 Comportamento do consumidor. São Paulo: Pearson.
Newman, P. J. y Nelson, M. R. 1996 “Mainstream legitimization of homosexual men through valentine’s day gift-giving and consumption ritual” En: Wardlow, D. L. (Org.). Gays, lesbians and consumer behavior: theory, practice and research issues in marketing (pp. 57-69). New York: Harrington Park Press.
Nunan, Adriana y Jablonski, Bernardo. 2002 “Homossexualidade e preconceito: aspectos da subcultura homossexual no Rio de Janeiro” Arquivos Brasileiros de Psicologia, 54(1): 21-32.
Nunan, Adriana. 2003 Homossexualidade: do preconceito aos padrões de consumo. Rio de Janeiro: Caravansarai.
Oakenfull, G. K. y Greenlee, T. B. 2005 “Queer eye for a gay guy: using market-specific symbols in advertising to attract gay consumers without alienating the mainstream” Psychology & Marketing, 22(5): 421–439, May.
Oliveira, Luciano Amaral. 2002 Turismo para gays e lésbicas: uma viagem reflexiva. São Paulo: Rocca, 2002.
Oliveros, M. E. G. y López, V. G. A. 2006 “Compra impulsiva en el homosexual masculino Estudio exploratorio en la ciudad de Barranquilla (Co- lombia)” Pensamiento y Géstion, 20: 125-164.
Patton, Michael Quinn. 2001 Qualitative research and evaluation methods. California: Sage Publication.
Penãzola, L. 1996 “We’re here, we’re queer, and we’re going shopping! A critical perspective on the accommodation of gays and lesbians in the U.S. marketplace” En: Wardlow, D. L. (Org.). Gays, lesbians and consumer behavior: theory, practice and research issues in marketing. (pp.9-41). New York: Harrington Park Press.
Pereira, Bill Nunes; Ayrosa, Eduardo André Texeira y Ojima, Sayuri. 2005 “Consumo entre gays: compreendendo a construção da identidade homossexual através do consumo”. En: Encontro Anual Da Anpad, 29. Anais... Brasília: ANPAD.
Pine, J. y Gilmore, J. H. 1998 “Welcome to the experience economy” Harvard Busi- ness Review, 76(4): 97-105.
Poria, Yaniv. 2006 “Assessing Gay Men and Lesbian Women’s Hotel Experiences: An Exploratory Study of Sexual Orien- tation in the Travel Industry” Journal of Travel Re- search, 44(3): 327-334.
Pullman, Madeleine E. y Gross, Michael A. 2003 “Welcome to your experience: where you can check out anytime you’d like, but you can never leave” Jour- nal of Business and Management, 9(3).
Reiss, M. C. y Webster, C. 1997 “Relative influence in purchase decision making: married, cohabitating, and homosexual couples” Ad- vances in Consumer Research, 24: 42-47.
Ruangwanit, N. y Wattanasuwan, K. 2009 “Living in double world: harmonizing homosexuali- ty and masculinity through symbolic consumption in private space” Advances in Consumer Research, VIII: 137-143.
Saura, Irene G.; Pérez, Manuel S.; Contrí, Gloria B. y González-Gallarda, Martina. 2005 “Encuentro de servicio, valor percibido y satisfacción del cliente en la relación entre empresas” Cuadernos de Estudios Empresaeiales, (15): 47-72.
Schmitt, Bernd H. 1999 “Experiential marketing” Journal of Marketing Management, 15: 53-67.
Schmitt, Bernd H. 2002 Marketing experimental. São Paulo: Nobel.
Shimp, T. A. 2003 Propaganda e promoção: aspectos complementares da comunicação integrada de marketing. 5. ed. São Paulo: Bookman.
Solomon, M. R. 2008 O comportamento do consumidor. 7. ed. Porto Alegre: Bookman.
Visconti, L. M. 2008 “Gays’ market and social behaviors in (de)construc- ting symbolic boundaries”. Consumption Markets & Culture, 11(2): 113–135, June.
Taylor, Steven J. y Bogdan, Robert. 1984 Introduction to qualitative research methods: the search for meanings. (pp. 123- 145). John Wiley & Sons. 2. ed.
Turley, L. W. y Fugate, Douglas L. 1992 “The multidimensional Nature of service facilities:viewpoints and recommendations” The Jour- nal of Services Marketing, 6(3): 37-46.
Turley, L.W. y Milliman, R. E. 2000 “Atmospheric Effects on Shopping Behavior: A re- view of the Experimental Evidence” Journal of Busi- ness Research, 49: 193-211.
Waitt, Gordon y Markwell, Kevin. 2006 Gay tourism: culture and context. New York: Haworth Hospitality Press. Wikström, Solveig. s/d When products and service are not enough. Disponível em: <http://www.ecr-academics.org/journal/archive/ pdf/when%20products%20and%20services.pdf>. Aces- so em 19/jul/2006.
Woods, W. A. 1960 “Psychological dimensions of consumer deci- sion” The Journal of Marketing, 24(3): 15-19.
Zaichkowsky, J. L. 1985 “Measuring the involvement construct” The Journal of Consumer Research, 12(3): 341-352.
Downloads
Published
How to Cite
Issue
Section
License
I confirm that the work is original (of my/our authorship), and that it will not be submitted to other journals or publications until the final resolution of the review process in PASOS, RTPC.
I authorize the publication of my work by PASOS, PSTN of free and open access in any of the formats that I deem appropriate, for an indefinite period of time and as a non-remunerated collaboration.
Likewise, the author(s) understands that the published work may be linked or deposited on any server or included in other publications (republication), provided that the new place and/or new edition references the original publication and acknowledges the authorship and copyright ownership of PASOS RTPC publications.
Authors understand that a plagiarism-self-plagiarism check will be performed, and the article may be removed at any time from the editorial flow.
