Search results

This study aims to identify the sensory inputs that tourists use to shape their nightlife experiences.

The situations in three Southeast Asian cities, Bangkok, Kuala Lumpur and Singapore were examined, using tourist reviews posted on tripadvisor.com. A total of 460 data units concerning Bangkok, 373 data units concerning Kuala Lumpur and 453 data units concerning Singapore were compiled and manually analyzed to reveal the frequency of the primary sensory inputs used by the reviewers. Bivariate correlation analysis was additionally performed to reveal the co-occurrences of the sensory inputs that tourists used to form their impressions of each city.

The findings suggest that gustatory inputs were powerful yet unspecific, while visual inputs were vivid and conspicuous. Audio inputs added certain meaningful contributions to some extent for some tourists. However, the distribution of the sensory inputs differed across the three cities. Moreover, the contributions of the olfactory and tactile inputs are largely missing.

With the management of nightlife businesses (small or micro servicescapes), a thoughtful selection for the drink menu is necessary. When possible, a signature drink should be invented and promoted for each place. With the projection and promotion of tourist destinations as nightlifescapes, a sensory marketing approach should be considered. For example, nightlifescapes could be presented and promoted with unique drinks, good views of the city’s landmarks and interesting local music.

Prior to this study, little research has been carried out to investigate tourists’ nightlife experiences and their impressions of nightlifescapes. In addition, little has been done to identify the sensory inputs that tourists use to explain their experiences and impressions.

The purpose of this study is to examine the adoption of the active learning and teaching methods by university lecturers, taking into account the contribution of certain important factors, including trust, empowerment, thinking styles and emotional intelligence. In addition, this study further reveals the diverse nature of university lecturers with regards to their tendencies to adopt active teaching methods using the segmentation technique of marketing.

A structured survey was implemented with university lecturers in Hanoi (Vietnam), obtaining a sample of 218 respondents from six universities. Descriptive analysis was carried out to identify the extent of the adoption of these methods. In addition, cluster analysis and analysis of variance were computed to extract and define the segments of university lecturers.

The findings show that the lecturers, on average, had a tendency to apply active teaching methods. However, the extent of the application of these methods differed among four clusters: “conservatives,” “liberals,” “junior conservatives” and “junior liberals.” In addition, it was found that the degree to which active methods were applied may have been affected by the lecturers' trust in and their empowerment of the students. The application of active methods may also have been influenced by various covert characteristics of the lecturers, including thinking styles (cognition-based) and emotional intelligence (affect-based). The lecturers' overt characteristics, such as age, education and experience, may also have affected their application of active methods, while biological sex seems not to have been a significant factor.

The results of this study expand the literature by explaining the diversity of university lecturers from the perspective of the active teaching and learning methods. They also provide implications for the management of education reform based on the varied implementation of the said methods that has already taken place.

The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.

The study synthesizes the existing literature to build up an integrative conceptual framework of sensory marketing from the supply-side perspective. An observational study then follows to demonstrate how sensory marketing has been implemented in an outdoor out-store shopping environment in Japan.

The study has proved that there is an outdoor out-store marketing environment where marketers use sensory cues to provide the information about their shops and products/services to their potential customers. When looking at each shop separately, the dominant sensory cues are the visual ones; however, in the outdoor out-store marketing environment of a shopping street as a whole, the combination of visual, audio, and tactile cues is a popular practice. In addition, it is observed that some outdoor out-store marketing practices are oriented toward the local cultural values.

Implications for shopping environments management are discussed.

The study extends the theories on shopping environments to an outdoor out-store context, and supports the implementation of experiential marketing and context marketing.