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Consumer studies drawing on interpretative approaches have tended to rely on sedentary interviews, which the authors argue are ill-equipped to capture the embodied, tacit and pre-reflexive knowledge that conditions routinized practices. This paper aims to provide practical and theoretical framing of the walking-with technique, in particular, with reference to practice theories. Specifically, this paper draws on Bourdieu’s concept of the “habitus” to illustrate the “workings” of the habituated body in performing routine consumption.

This paper used the walking-with technique to elicit “mobile stories” with senior executives in Hong Kong. This paper explored how walking to and from work/lunch/dinner can open up culturally and historically embodied narratives that reflect evolving consumption practices throughout participants’ professional trajectories.

This paper demonstrates the uses of the walking-with technique by illustrating how embodied narratives foreground the pre-reflexive practices of mundane consumption. This paper illustrates how walking as a “mobile mundane practice” can expand a researcher’s horizon of understanding, enabling them to “fall into the routines of participants’ life”, “get into grips with participant’s temporal (time travel portal) and cultural conditioning” and “co-experience and empathise with participants through bodily knowing”. The authors argue that walking-with necessarily implies an inter-subjective sharing of intermundane space between the researchers and the participants. Such a method is therefore conducive to engendering co-created embodied understanding-in-practice, which the authors argue is accomplished when there is a fusion-of-habituses. Future applications in other consumer contexts are also discussed.

The walking-with technique embeds data collection in the day-to-day routes taken by participants. This does not only ease the accessibility issue but also render real-life settings relevant to participants’ daily life.

Despite receiving growing attention in social science studies, the walking-with technique is under-used in consumer research. This paper calls for the need to mobilise walking-with as a method to uncover practical and theoretical consumer insights in a way that allows for embodied and performative knowledge (know-how) to emerge.

Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors.

The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies.

The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people.

The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

Most fairy tale narratives have a hero, a damsel in distress and the ever-present opposing villain. The villains, or antagonists, share several commonalities across the various narratives as well as one over-arching trait of evil. However, as television viewers have become more intuitive, and demand for more sophisticated narratives have increased, contemporary portrayals of villains, as in the television series Once Upon a Time (Horowitz & Kitsis, 2011–2018), have shifted away from presenting villains as one-dimensional and restricted characters.

Instead, the construct of evil is depicted as a multifaceted and evolutionary trait of the character. Whereas previously evil was the fundamental core of the character it is now presented as a fluid concept. This chapter investigates how the construct of evil, and therefore the villain, has been redefined through a contemporary television narrative.

The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media influencers (SMIs). These narratives and content of tourism website of Pakistan have been comparatively analyzed to disentangle the voluntary and involuntary branding eventualities.

Qualitative research strategy has been adopted. Using the interface of NVivo 12, thematic analysis on the narratives of foreign influencers and content of tourism website has been performed. Eventually, influencer’s videos and website’s content have been transcribed and integrated into inductive themes.

The findings implies that multiple halt points exist in tourism branding of Pakistan. Stigmatized image as a dangerous place for visitation, superficial/exaggerated branding by the influencers, colonial mindset to marginalize the domestic influencers, domestic branding through foreign influencers and veiled tourism potential are the various dimensions emerged during analysis phase.

Given the limitations of the qualitative research approach, the current study lacks statistical avenues of quantitative or mix-method studies. Selection of a single event and website further limits this study and calls for the necessity of future studies having wider units of data collection and other portals of social media.

For policy makers, academia and supply sector, this study offers touchpoints to be emphasized in the strategic, legal and theoretical fronts of destination branding.

Despite the hegemony of SMIs in destination branding, there is scarcity of research on the paybacks of such branding campaigns. This endeavor in response to this call, accentuated the destination branding via foreign social media activists regarding the tourism potential of Pakistan. Findings provides novel insights and branding ethos deemed necessary to be considered in destination branding strategies/campaigns.

This chapter focusses primarily on the short-term measures and policy reactions of transport operators and regulators to the COVID-19 pandemic throughout 2020/2021 (such as the introduction of physical distancing and mask wearing) but also considers those policies which directly influence public transport (such as parking management and working from home). Emphasis is placed on the experience in a number of jurisdictions to identify the influence of varying governmental level responses to the pandemic. The approaches of different jurisdictions are compared using a narrative approach to help identify policy narrative elements by policy actors as the pandemic unfolded. Such an approach enables us to focus on how decision-makers can learn from the COVID-19 experience to better react to future unexpected incidents. In identifying the future policy implications and challenges, the chapter suggests that strategic planning will need to respond to both the ‘current normal’ and the ‘next normal’, and will require flexibility and tight integration between urban planning and public transport planning, as well as private transport and long-distance transport. The chapter also highlights the importance of learning from the experience of other jurisdictions and disciplines (such as disaster management) and offers suggestions for further research.

This study aims to explore how people bodily narrate and use collective memory to clarify their embodied experiences regarding a city which they memorise.

Drawing on 1,359 short stories collected by the online travel portal Visit Turku about ‘How the city feels’, the fine-grained embodied experiences of people are represented through descriptions of their feelings towards the city of Turku.

Based on the analysis, two aspects through which the respondents narrated their embodied experiences of cities have been identified: (1) the sociomaterial entanglements with the city and (2) the humane relationship with the city.

This study is limited to short stories acquired online, raising questions of anonymity and representativeness. Thus, these narrations are constructions which have to be interpreted as told by specific people in a certain time and place.

Tourist agencies should pay attention to the value of looking at written stories as bodily materialisations of people’s experiences of city destinations. Understanding this would strengthen the cities’ competitiveness.

By empirically highlighting how people memorise a city through narrations, the study offers novel viewpoints on the embodied experiences in cities as well as the cultural constructs these narrations are based on, thus broadening our understanding of how cities become bodily entangled with us.