Narrative Analysis for Decoding Marketer–Customer Interactions in Hospitality Contexts

Abstract

Drama enactments by trainees (DETs) include verbal and contextual exchanges by two or more trainees in customer–server dramas usually in the presence of trainee observers and trainers. DETs' objectives include nurturing the conscious, decoding unconscious thinking and action, and informing learning of customer–server exchanges. Training in DETs provides an opportunity to practice which increases knowledge and skills necessary for performing customer–server exchanges accurately and achieving high customer satisfaction. This chapter is a case study report on an in-class drama enactment of a hotel guest and receptionist face-to-face encounter. The enactment includes face-to-face conversations between two actors and within selves.

Citation

Woodside, A.G. and Coleman, L.J. (2011), "Narrative Analysis for Decoding Marketer–Customer Interactions in Hospitality Contexts", Woodside, A.G. (Ed.) Tourism Sensemaking: Strategies to Give Meaning to Experience (Advances in Culture, Tourism and Hospitality Research, Vol. 5), Emerald Group Publishing Limited, Leeds, pp. 223-231. https://doi.org/10.1108/S1871-3173(2011)0000005012