Survival theory: tourist consumption as a beneficial experiential process in a limited risk setting

Abstract

This body of research developed over a number of individual but linked studies, predominantly carried out in the Bournemouth environs in the South Coast of England as well as on the islands of the Isle of Wight and Guernsey. The focus of these studies has been to examine the process, meaning and sought outcomes of the consumption process of individuals while on holiday. The relationship of noneveryday setting and increased desire for interpersonal and intrapersonal significance within holiday consumption experiences are shown to be pivotal in generating a perceived developmental event for the consumer away from the routine of everyday living. An explanation for this is considered within risk-based consumer models as well as within humanist developmental and post-modern identity/experience choice orientations. Within holiday consumption there was found to be a high proclivity to discover, learn and reflect on the developing self, and close social unit (as well as social interactions in general) while on holiday within a non-everyday cultural experience; with inherent alteration of consumer behaviour when in the holiday 'state of mind'. The generally more affective, rather than cognitive, basis of tourist retail consumption is considered relating to the 'risky' nature of individual learning and socialisation processes and consumption behaviour within the limited risk environment of a holiday setting. In further considering risk-based models of adventure holiday consumption, the herein proposed Survival Theory of tourist consumption offers a more general beneficial human development role (individual and social) for most tourist interactions which contrasts with much tourist literature (and popular cultural beliefs) which assumes tourism to be a selfish, destructive or harmful process within the sphere of human behaviour. Differentially across the sample, a tentative typology of tourist consumers is also proposed, with some reference to potential life-stage association and applications to experiential-based marketing of holidays to various consumer groups. Copyright © 2007 John Wiley & Sons, Ltd. Received November 2005; Revised November 2006; Accepted December 2006Keywords: affect; experiential marketing; health; learning and development; insight theory; limited risk; risk theory; risky consumption; survival theory; tourist consumption; tourist retail; tourist typology. INTRODUCTIONT he focus of this paper is the nature of the consumption process for tourists while on holiday. Tourists and non-tourists are, of course, the same people, only at different times. The study therefore explores situational and cultural 'setting' effects of being in a tourist role within the consumption experience as it relates to experiential marketing and the 'experience economy' (Pine and Gilmore, 1999 effect of a variation of the consumer's standard socio-cultural behaviour in a non-everyday setting in integration with their socioeconomical behaviour? Is there a discernable state of mind that can be regarded as 'tourist' as oppos...

Museum and art gallery experience space characteristics: an entertaining show or a contemplative bathe?

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