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This chapter examines how hospitality and tourism researchers can use ‘expressive text’ (or writing) to express the lived quality of an experience in order to ‘show what an experience is really like’ rather than ‘tell what it is like’. Expressive text refers to written language forms such as narrative, poetry and metaphor that can be used as tools in research to vividly represent the meaning and feeling conveyed in an experience. The expressive text-based approach to researching lived experience provides a textual link between experience and its expression. For this reason, it is especially useful when working with lived experience accounts of phenomenological and hermeneutic research.

The expressive text-based approach suggested here is still a relatively under explored arena within hospitality and tourism research. As a relatively under explored arena, the rich insightful knowledge that can be gained from understanding practitioner experience is rarely a central focus of scholarly writings about the workplace in hospitality and tourism contexts. However, in order to be fully appreciated as a discipline in its own right and to advance knowledge of the field, understanding the typical and significant attributes of hospitality and tourism work will be decidedly helpful.

One of the difficulties of working with lived experience accounts is finding a suitable research approach that helps to both retain the lived elements of the experience and ensure the rigour of the inquiry. An expressive text-based methodological framework that has a phenomenological and hermeneutic philosophical underpinning is argued to be suitable for this purpose. Therefore, the focus of this study is to discuss such a methodology and explain the reasons for its content, style and structure in researching lived experience. The approach that is proposed here consists of a five-tiered textually expressive methodology that is employed to contextualise, portray and interpret the lived experience meanings in order to understand the significance of the experience in relation to relevant discourses in hospitality and tourism studies, and to consider implications for policy and professional practice. The guiding questions of the five-tiered framework cover the following issues: (1) What is the context of the lived experience? (2) What is the lived experience of this practice like? (3) What is the meaning of this experience for the practitioner? (4) What is the significance of the experience in contributing to the advancement of knowledge within the field? (5) What are the implications for practice and professional development?

To illustrate uses of this methodology in research, the study here includes an example showing portrayals and interpretations of the typical and significant lived nature of hospitality reception work. This shows and communicates the full meaning of the episode, circumstances or situation. The chapter then concludes with some reflections on benefits as well as tensions in working within an expressive text-based phenomenological and hermeneutic framework.

The focus of this chapter is firstly, to introduce the theoretical framework of an expressive approach that is suitable to research workers’ lived experience and secondly, to demonstrate through a practical example how this approach can be used to uncover ethical/moral concerns. In hospitality and tourism, research on ethics is still evolving; hence explorations of workers’ lived experience in search of ethical/moral concerns are limited. Perspectives of all stakeholders’ in the production and consumption of hospitality and tourism are necessary to advance knowledge in the field and strengthen the practice and pedagogy; but whilst representations of customers’ and managers’ perspectives abound that of workers are limited. Also, research approaches suitable to study lived experience are under explored. The expressive approach introduced herein draws on the philosophical tenets of phenomenology to portray the lived quality of the experience and hermeneutics to uncover its meanings and significance. This approach can textually expresses and evoke the lived quality of an experience using stories, poetry and metaphor. Its ability to evoke empathy through these media can be a powerful tool to persuade policy makers to care and attend to prevailing ethical/moral issues. The chapter begins by reviewing research into ethics in the context of hospitality and tourism practice and discussing the paucity of research representing women receptionists’ lived experiences concerning moral issues. It introduces an expressive research approach and provides a practical application of this approach in hospitality receptionists’ work. The chapter concludes by highlighting the strengths and weaknesses of the expressive approach.

In the United States, a significant number of primary grade students struggle to achieve fluency in reading. Research indicates that achieving proficiency in the foundational reading competencies is a common difficulty manifested in a majority of these students. We will explore approaches for helping younger students develop proficiency in word recognition, reading fluency, and ultimately comprehension. A number of the research-based strategies can be used with the whole class which creates a context for inclusive literacy education.

Heightened levels of emotions, often negative, accompany the prospect and implementation of organizational changes. The failure to manage the emotions of change is cited as a reason for implementation problems and resistance to change. In this chapter, we examine the influences and consequences of emotions in the context of a large merger. Specifically, we examine the relationships between three cognitive assessments of the merger and the emotional reaction of pleasure toward the merger. With regard to consequences, we explore how pleasure with the merger relates to the length and affective tone of written suggestions for organizational improvements and postmerger attitudes of job satisfaction and turnover intention. Implications of our results are drawn for both scholars and organizational change agents.

This chapter takes inspiration from Eve Kosofsky Sedgwick’s artistic work and academic writing to attend to some of the under-utilised dimensions of her work to date, that of making. Using unconventional methodologies from Sedgewick, I present my own unconventional methodologies to queer CMS. In this way through theory and making, we can queer CMS anew.

The increasing importance and proliferation of text data provide a unique opportunity and novel lens to study human communication across a myriad of business and marketing applications. For example, consumers compare and review products online, individuals interact with their voice assistants to search, shop, and express their needs, investors seek to extract signals from firms' press releases to improve their investment decisions, and firms analyze sales call transcripts to increase customer satisfaction and conversions. However, extracting meaningful information from unstructured text data is a nontrivial task. In this chapter, we review established natural language processing (NLP) methods for traditional tasks (e.g., LDA for topic modeling and lexicons for sentiment analysis and writing style extraction) and provide an outlook into the future of NLP in marketing, covering recent embedding-based approaches, pretrained language models, and transfer learning for novel tasks such as automated text generation and multi-modal representation learning. These emerging approaches allow the field to improve its ability to perform certain tasks that we have been using for more than a decade (e.g., text classification). But more importantly, they unlock entirely new types of tasks that bring about novel research opportunities (e.g., text summarization, and generative question answering). We conclude with a roadmap and research agenda for promising NLP applications in marketing and provide supplementary code examples to help interested scholars to explore opportunities related to NLP in marketing.

This research analyzes how ad formats are incorporated into the structure of radio programming and provides a scheme for classifying advertisements in light of the overall organization of the radio programming schedule.

This chapter consists of three parts. The first part presents the main ad formats aired on the radio. The second discusses the challenges for classifying ad formats based on the characteristics usually employed in most studies. Finally, the third part of the chapter proposes a new taxonomic basis for the classification of radio advertising. Scholars from Spain and the United States provide the theoretical framework that serves as a main foundation for this work. However, Brazilian data forms the empirical basis for the classification of the ad formats in this research.

The approach moves the description of ad formats from an individual definition of each type of announcement – the ad formats – toward a broad analysis of radio advertisements, which groups the set of compositions in ad meta formats. The meta formats are distinguishable by the distribution mode or insertion mode of the ads in the radio programming.

The chapter presents an original taxonomy, which allows the development of a general framework regarding the advertising typology aired on the radio.

Future research could use this taxonomy to attend to the new landscape created by the changing electronic media and its influence on the analog radio programming.

In this chapter, we describe how a rubric-style observation instrument for observing classroom writing instruction was used to focus and optimize collaborative video analysis sessions among teachers and researchers spread across six states. As part of a three-year Institute of Education Sciences (IES) development grant, we used videos of classroom instruction both as data for researchers studying the nature and impact of a specific instructional approach, Strategic and Interactive Writing Instruction (SIWI), and as a vehicle for collaborative teacher professional development – for both teachers and teacher leaders.

By tying video analysis to a shared observation instrument, we were able to target video clip selection for discussion and focus our analysis to support teachers across several states and school settings implementing a new approach to writing instruction. After a brief overview of the project for which videos were used, we describe the tools and protocols developed over time to ensure the efficient and powerful use of collaborative video analysis. We also share our experiences on the nature and outcomes of these collaborative sessions both in terms of teachers’ involvement and changes in practice over time.

We argue that the use of a common rubric to guide video clip selection, discussion, and analysis allowed teachers to strategically engage in “data reduction” – that is, not be overwhelmed by the amount of video data – and to use the videos as catalysts for conversations as well as evidence of what works well for individual students. As researchers, these sessions allowed us to ensure collaborative video analysis sessions were focused, efficient, and growth-oriented as well as sources of data for understanding trends in challenges and trajectories of growth for teachers implementing a new approach to instruction.

This work illustrates how researchers can use video for dual purposes – to conduct literacy investigations and to provide teachers with professional development involving video review and reflection.

The Field Guide opens with a series of chapters addressing somewhat disparate issues – touristification of the countryside, emotions experienced in a secular pilgrimage, assessment of museum performance, tourists’ packing for travel and the role of the hospitality receptionist. Yet, what these chapters hold in common is their broad approach to case study research. Each chapter presents findings based on the analysis of texts. Here we use the term texts in its broadest sense, to mean the written word, spoken word or visual image intended to express meaning. Thus, amongst these chapters we see research findings generated from the analysis of words and images in tourism promotional materials; analysis of the diaries of tourists; computer software analysis of concepts generated from focus group discussions amongst museum stakeholders; verbal protocol analysis and videotape analysis of a tourist packing for travel; analysis of story, poetry and metaphor used by hospitality reception staff to express their lived experiences of their jobs. Each of the chapters concludes with comment on lessons learned about the processes of data gathering and analysis.