New Journal Article in ANATOLIA

Today I received the hardcopy of the paper published in ANATOLIA: An International Journal of Tourism and Hospitality Research. The paper, entitled "The determinants of intention to purchase leisure travel over the Internet", was publised in Vol. 20, Number 2, pp. 345-358. This paper is still based on my PhD thesis.

ABTRACT: More than 10 years on since the launch of the Internet, there are clear differential levels of adoption of the Internet for purchasing leisure travel across countries. In some countries, such as Portugal, only a minority of travel purchasing is conducted over the Internet. This paper aims to contribute to a greater understanding of adoption of purchasing over the Internet by evaluating the determinants of intention to adopt the Internet for purchasing leisure travel. A number of variables are used to assess which factors influence intention, including the attributes of purchasing over the Internet (relative advantage and complexity), involvement, and the stage in the e-commerce adoption path. Kruskal-Wallis and logistic regression were employed and the results indicated that relative advantage, involvement and stage in the e-commerce adoption path were important predictors of the intention to purchase leisure travel over the Internet, while complexity was not.

A note on current times...

Trying to make sense of the world where we live is one of my ongoing interests. My emphasis is trying to understand the reasons for the current economic (and social) situation. To be able to do this, one needs to take a step back and look at history. I am a firm believer that history repeats itself to a great extent. From time to time I come across certain sentences that are a great help to put things in to perspective. The first one, by Alexander Tyler, a Scottish historian, certainly gives you food for thought. If one accepts his view, which stage are we in? If you answer the question correctly, you know what is coming next... I have made my mind...

"A democracy is always temporary in nature; it simply cannot exist as a permanent form of government. A democracy will continue to exist up until the time that voters discover that they can vote themselves generous gifts from the public treasury. From that moment on, the majority always votes for the candidates who promise the most benefits from the public treasury, with the result that every democracy will finally collapse due to loose fiscal policy, which is always followed by a dictatorship. The average age of the world's greatest civilizations from the beginning of history has been about 200 years. During those 200 years, these nations always progressed through the following sequence: from bondage to spiritual faith, from spiritual faith to great courage, from courage to liberty, from liberty to abundance, from abundance to selfishness, from selfishness to complacency from complacency to apathy, from apathy to dependency, from dependency back to bondage."

The second one is by Mahatma Gandhi

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“The things that will destroy us are, politics without principle, pleasure without conscience, wealth without work, knowledge without character, business without morality, science without humanity, and worship without sacrifice"

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Ask youself this questions about the western society:

* Do our politics have principles?

* Do we have pleasure with conscience?

* Is our wealth based on work?

* Do our businesses have a high moral standard?

* Is our science based on humanity principles?

MSc Events Management @ BU

The School of Services Management @ Bournemouth University holds the largest Tourist Masters in the UK. We have been at the top for more than a decade and each year we host around 120 students from more than 30 countries. Following the successful launch of the BA (Hons) Events Management in 2005 and the recruitment of a number of staff (including myself) since then, the school launched a MSc in Events Management in 2007. Starting this September I was also made the pathway leader for this Masters.

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I am pleased to say that the MSc Events Management is already a tremendous success. This year we saw the number of students growing to 40 (from 23 last year and 13 in the first year), which makes it the largest Events Masters in the UK. The 40 students originate from 17 different countries, with half the students coming from Asian countries (mainly China, Thailand and Taiwan) and the other half from Africa (Kenya) and Europe. The group of students is very enthusiastic, which makes teaching them so much more interesting. I am looking forward to continue working with such an engaged and culturally diverse set of students.

III International Congress Leiria and West

Next week I am presenting a paper at the III International Congress Leiria and West (Peniche, Portugal). My paper, co-authored with Nuno Ricardo Dias from the Estoril Higher Institute for Hotel and Tourism Studies (ESHTE), focuses on the satisfaction of golf tourists’ in the Lisbon Promotional Region (Portugal). During my stay in Portugal, I am also delivering a guest lecture at the school where I graduated and later worked for 10 years (ESHTE).

The "Bournemouth Matrix"

The new academic year is under way, in fact we are already half way through the first term! This has been a pretty hectic term and I cannot complaint of lack of work... I am unit tutor for three undergraduate units:

• Leisure Innovation (Year one; BA (Hons) Leisure Marketing)
• Event Innovation (Year one; BA (Hons) Events Management)
• Consumer Experience & Behaviour (Year two; BA (Hons) Events Management)

I am also the leader for the Events Principles and Practice unit for the MSc in Events Management.

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These four units account for 340 undergraduate students and 40 Masters students! Fair enough, I am noyt teaching them alone - that would be impossible. The Event/Leisure Innovation units are co-taught with Pearl Morrison and the EPP unit with Caroline Jackson and Debbie Sadd.

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The content of the units is pretty much the same as in previous years, however I had to create something new for the LI/EI units. As I have reported in previous entries, in these units students have to develop a new leisure product/event for a real organisation. As part of the process, students need to examine the organisation’s product portfolio. One of the most methods employed to analyse an organisation’s product portfolio is the Boston Matrix. The focus of the Boston Matrix is on the relationship between the product and its market. Yet, sometimes it is not possible to clearly define the market for certain products. Recognising some weaknesses in the Boston Matrix, notably the fact that other variables than market share and market growth may be important means of analysing product portfolios, the General Electric (GE) matrix was developed. This matrix analyses each product based on market attractiveness (a measure of industry attractiveness) and business position (a measure of competitive position).

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The currently existing product planning matrices were formulated for business with clearly identifiable business units (SBUs). However, some businesses/organisations might not contain a range of clearly identifiable SBUs. In many cases, one businesses contains only one SBU – the business itself. Yet, the product offered by that business could be made up of different sub-products, that together contribute to the organisation’s competitiveness.

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One category where one SBU might consist of a number of products is service-based experiences. Experiential products are different from other types of products in that for a single price the person consumes a range of products (or sub-experiences). For example, visitor attractions are made up of a number of product propositions. These could include one core product (entertainment) and two supporting products (food and retail opportunities). The entertainment product, in turn, is usually made up of several components. If Farmer Palmers, a farm themed attraction for children under 8, is used as an example, its entertainment consists of pedal tractors, milking the cow, forest walk and straw mountain (just to name a few). In a similar vein, a fitness centre is made up of, for example, three products: Gym (core product), Spa/Beauty Centre and Café (Supporting products). The Gym, in turn is made up of several components, including group classes, weights and cardio fitness. Some of these components could even be further divided. For example, the cardio fitness component consist of different sub-components, such as treadmills, exercise bikes and rowing machines.

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This indicates that often:

• leisure products consist of several components which are consumed at a single price. These individual components do not generate income independently of others (at least objectively) given the pricing structure. Together, they contribute to generate income through the single price charged for the consumption of the core product. Yet, existing matrices focus on a clearly identify business unit, capable of generating income independently of other products. They have not been designed to perform product analyses when it is not possible to establish revenues or units sold.
• no information is available as to the size of the market (entire demand or supply) for each of these products/components. It is virtually impossible to establish the market for pedal tractors, straw mountains, treadmills and rowing machines. It is also difficult (if not impossible) to establish the market size of supporting products (such as retail and food)

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Thus, product portfolio analyses within the service-based leisure industries should be based on a different anchor that the notion of ‘market’. What I suggest as an alternative is to adopt an experiential ‘anchor’ as the basis for undertaking product portfolio analyses in the service-based leisure industries. The resulting matrix is tentatively called the “Bournemouth Matrix”. The proposed matrix analyses products (or their components) in relation to two areas: consumer appeal and development potential.

· Consumer appeal refers to how much a product (or component) contributes to the overall experience provided by the leisure organisation. Another way of looking at consumer appeal is to examine to what extent the withdrawal of that product (or component) would impact on how appealing the organisation would be to actual or potential consumers. Evidence to plot products (or components) along this axe could include: actual usage and consumer feedback (including consumer surveys).

· Development potential refers to the extent to which a particular product (or component) can be changed to enhance the customer experience (in terms of appealing/satisfying consumers more or satisfying a larger number of consumers). Establishing the development potential of products and components could result from an analysis of factors internal and external to the product or component.

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A more complete version of the matrix has been developed and an 8 page support document produced. Students are now applying the matrix to their allocated organisation and if the matrix proves to be useful to a wide range of organisations within the leisure industries, then I will ‘formally’ publish it.

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PS: As this is working in progress, no reference to the Bournemouth Matrix should be made without my previous consent. If you wish to discuss its use, contact me mmoital@bournemouth.ac.uk.

Blog Updates

Dear Readers
Thanks for visiting my blog! Apologies for not updating it more frequently, but these have been very busy times. I've just 'survived' the beginning of another academic year. I am now trying to catch up. I have finished posting my 'Going East' journey (III- New Zealand; IV The Cook Islands) and will in the next few days post about other topics, including the Cancer Research UK 10k Run and the beginning of the new academic year. I've also got two sets of good news, but I will not spoil the surprise. You'l have to wait a few more days! Ok, one involves travelling East again :-)!
Cheers
M

Going East IV - The Cook Islands

Two years ago, after attending the Event Research Conference in Melbourne, I travelled to Fiji for a holiday. The Pacific Islands are beautiful and an excellent location to relax as well as to have some fun. This time I wanted to change location and after much consideration I decided to go to the Cook Islands (the initial plan was Tonga). I’ll never know if Tonga would have been better, but the CI choice was certainly a good one! I loved my week there J.

First, I travelled through the time line. That means departing from AKL on a Wednesday and arriving in Rarotonga on Tuesday! Confused? I was too...

I decided to stay in basic accommodation – as I was travelling alone the last thing I wanted was to end up in a luxury hotel full of honeymooners! (with me holding the candle J). So I joined the backpackers lot and stayed at Vara’s Beach Resort after reading good reviews on tripadvisor. The accommodation is very basic, but the crowd was fantastic! Sharing a room might be unimaginable for some, but if you want to meet people and socialise it is the best thing. In Fiji I had stayed in a dorm with 114 beds at Beachcomber Island!! This one was much smaller – 5 beds only and thus more private. While I was there, I had four girls as roomies (lucky me!): One Scottish, one Irish and two English (so long for me having a few days away from ‘Britishness’). They were good fun and we laughed a lot.

Arriving in Avarua, Rarotonga, Cook Islands

View of Muri Lagoon

View of Muri Lagoon from Vara's Resort Deck

Roomies Jenn, Mandy and Hannah, plus Stephen (in black)

The hostel was right in from of Muri Lagoon, in the most beautiful part of the Island. To wake up to this view for 7 days is an amazing experience. Nor surprisingly there was a lot of partying going on. There were two organised parties, one was a fancy dress party and the other a ‘pub crawl’. Mind that there are only 3 or 4 bars/nightclubs in Rarotonga, so you know where you’ve to go... The first party was the fancy dress party. Matt is an Australian who runs Vara’s Shack. He organises deep sea fishing trips (he’s also the skipper of a boat) as well as many other types of entertainment (including the organised parties). There’s a theme for every week – a letter of the alphabet. The week I was there the letter was G (some people were lucky enought to be there for the E, F, G and H parties!!!). The rule is that you need to produce your own costume – you cannot buy one (but you can buy some ‘ingredients’ to design yours). I dressed up as Global Warming (and the proof that it exists). There was a geek, a gladiator, two gipsies, guns & roses, just to name a few. The interesting thing is that the experience of the event starts much earlier, the day before the event Matt and others (including me) sat down and brainstormed ‘things’ starting with G. Needless to say that some people were very ‘inspired’... The other party was a pub crawl (on the Friday). Both parties were very good I (alcohol is not expensive there, which helped!), though I’ll refrain from making comments about the next day...

Fancy Dress Party

The crowd was so entertaining and sociable that I spent most days around Muri Beach. On Sunday I attended a religious service (mass), which is something unique and recommended to anyone who visits the island. The natives sing (both in English and Maori) and the whole experience is quite interesting. They even offer you biscuits and coffee at the end! Hannah (Irish) and Jenn (Scottish), two of my roomies, were my fellow churchgoers.

Before I left, I had the chance to dedicate one day to water activities. In the morning I went deep sea fishing and in the afternoon scuba diving. The deep sea fishing was very good. We caught to yellow fin tuna (part of one tuna was my dinner that day! Had half a kilo of tuna sashimi...)! But the best part was that the fishing trip turned in to a whale watching trip. Humpback whales hang around the island during the winter in south pole, and we were lucky to see 7 or 8 of them, a couple of which were very close to the boat!

The two yellow fin tunas that we caught (I pulled one... hard work and these are small fish, around 5/6kg each)

Humpback Whale, very close to the boat (no zoom used!)

Needless to say, the Scuba diving was also amazing. Lots of colourful fish! It is so peaceful down there! I am becoming a big fan of scuba diving and am looking forward to get PADI accreditation soon so that I can dive up to 20/30 meters.

I spent an amazing week in the Cook Islands, and when I look back what made it, most of all, was the people I met! The island is beautiful, the locals friendly, but it was the group of people who were at Vara’s Resort that made is an amazing week. I shall go back one day!