Experiential marketing and the quest to create memorable and extraordinary customer experiences have become central to tourism. However, implementing the concept of experiential marketing has been problematic due to a lack of knowledge regarding what makes experiences memorable, as well as inattention to the subjective and personal nature of experiences. This study explores the nature of individual experiences, particularly with regard to personal outcomes, emotions and meanings, by investigating tourists' experiences of the same activity in three different consumption contexts. The influence of consumption context as well as significant differences in personal outcomes were evident, and more profound and meaningful than previous research suggests. Findings point to a need to understand tourist consumption experiences beyond hedonic enjoyment of the moment, and consider their broader implications on well-being and quality of life. Implications for tourism providers and experiential marketing are discussed.

Purpose – The purpose of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Drawing from a three-year, multi-method ethnographic research process, the authors explore how contemporary Asian consumers construct, negotiate and enact family identity through meal consumption. The authors particularly focus on the ways in which Asian consumers negotiate values, norms and practices associated with filial piety during new family formation. Building on the influential framework of layered family identity proposed by Epp and Price (2008), the authors seek to develop a framework which enables us to better understand how Asian consumers construct and enact their family identity through mundane consumption. Design/methodology/approach – As most of the identity negotiation in the domestic sphere takes place within the mundanity of everyday life, such as during the routines, rituals and conventions of “ordinary” family meals, the authors adopted an interpretive, hermeneutic and longitudinal ethnographic research approach, which drew from a purposive sample of nine Sri Lankan couples. Findings – The authors present the finding in three vivid narrative exemplars of new family identity negotiation and discuss three processes which informants negotiated the layered family identity. First, Asian families negotiate family identity by re-formulating aspects of their relational identity bundles. Second, re-negotiating facets of individual identity facilitates construction of family identity. Finally, re-configuring aspects of collective family identity, especially in relation to the extended family is important to family identity in this research context. The authors also propose filial piety as a fundamental construct of Asian family identity and highlight the importance of collective layer over individual and relational family identity layers. Research limitations/implications – The aim of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Even though exploring Sinhalese, Sri Lankan culture sheds light on understanding identity and consumption in other similar Asian cultures, such as Indian, Chinese and Korean; this paper does not suggest generalisability of findings to similar research contexts. On the contrary, the findings aim to present an in-depth discussion of how identities are challenged, negotiated and re-formulated during new family formation around specific consumption behaviours associated with filial piety in a collectivistic extended family. Social implications – As this research explores tightly knit relationships in extended families and how these families negotiate values, norms and practices associated with filial piety, it enables us to understand the complex ways in which Asian families negotiate identity. The proposed framework could be useful to explore how changing social dynamics challenge the traditional sense of family in these collectivistic cultures and how they affect family happiness and well-being. Such insight is useful for public policymakers and social marketers when addressing family dissatisfaction–based social issues in Asia, such as increasing rates of suicide, divorce, child abuse, prostitution and sexually transmitted disease. Originality/value – Little is known about the complex ways in which Asian family identities are negotiated in contrast to Western theoretical models on this topic. Particularly, we need to understand how fundamental aspects of Asian family identity, such as filial piety, are continuously re-negotiated, manifested and perpetuated during everyday life and how formulations of Asian family identity may be different from its predominantly Western conceptualisations. Therefore, the paper provides an adaptation to the current layered family identity model and proposes filial piety as a fundamental construct driving Asian family identity.

This paper contributes to the discussion about Corporate social responsibility (CSR), competitiveness and trade policies, and how trade barriers emerge between countries already committed to CSR and those for whom CSR is still gaining ground. The authors describe the development of CSR within Europe and explain its role in shaping trade relationships. Gaining access to the European market, and obtaining the ‘licence to operate’ in light of strengthening commitment to CSR, is an issue for many companies. For countries outside the EU it is important to understand what CSR means in the European context and to recognize its implications for conducting business in the region. Further, through its economic power and resources, the EU sets standards and influences international trade norms. The authors conclude that the EU establishes CSR as a trade barrier for non‐complying companies in the terms of organizational culture, communication, capabilities and compliance. Copyright © 2009 John Wiley & Sons, Ltd.

Purpose The purpose of this paper is to illustrate the methodological significance and potential of integrating Facebook in ethnographic research. The authors discuss how friendly relationships with participants could be initiated, fostered and managed by incorporating Facebook in ethnographic data collection and how such relationships deepen ethnographic interpretation. Design/methodology/approach This paper focuses on the methodological implications of adopting “friendship as method” during ethnographic research. The discussion is premised upon a longitudinal, multi-method ethnographic research process exploring new family identity formation in Sri Lanka and New Zealand. Findings Building on friendship theories, the authors suggest that Facebook engagement helps overcome three challenges inherent to ethnographic research: gaining access and immersion, capturing multiple perspectives, and developing rich and thick interpretations. The findings illustrate that adopting Facebook as a platform to strengthen friendships with research participants expands the researcher’s field by enabling him to follow the ethics and pace of conventional friendship and by inspiring dialogical interaction with participants. Thus, it is suggested that Facebook helps diluting the power hierarchy in the participant–researcher relationship and encourages participants to reveal more subtle details of their mundane lived experiences. Originality/value Even though researchers have often used social media interactions in ethnographic research, there is no theoretical foundation to understand how such interactions could better inform the depth and richness of research phenomena. Particularly, considering the emerging significance of social media in personal identity construction, sustenance and enactment, it is import to understand how such mediums enable researchers overcome inherent methodological complexities. Therefore, this paper contributes to literature on conventional ethnography, netnography and friendship theories by presenting a theoretical framework to understand how Facebook interaction contributes to overcome challenges in conducting ethnographic research.

Purpose A sustainable future requires that we empower our children to not only make green consumer choices but also consider the wider issues of sustainable consumption. This paper aims to investigate suitable measures to evaluate children’s sustainable consumption and production (SCP) knowledge, attitudes and behaviour and develop and test intervention content aimed at improving literacy in this area. Design/methodology/approach A mixed method approach was adopted to develop measurement and intervention materials for SCP. 21 Year Eight (12-13-year-old) New Zealand children participated in one-hour focus groups where they completed scales to measure their sustainable consumption attitudes two major environmental values, behaviours The middle school environmental literacy survey and knowledge and participated in discussions to evaluate the SCP knowledge intervention content and questions developed. Findings A qualitative analysis of group discussion was used to test the understandability, perceived usefulness and level of difficulty of the intervention booklet to inform its further development. The results show children’s (prior) knowledge score was highly correlated with their attitudes, and attitudes were highly correlated with both intention and behaviour scores. The paired t tests demonstrated significant differences in the pre- and post-intervention knowledge scores. Research limitations/implications The measures and intervention content piloted in this study fill an important gap in existing literature, addressing the lack of appropriate measures and resources to encourage and enhance children’s important role in contributing to a sustainable consumption future. Originality/value The development of a measurable intervention will enable the establishment of a platform for the continued and participatory development of sustainable consumption and production resources for children.