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    Narrative analysis for decoding marketer-customer interactions in hospitality contexts

    Access Status
    Fulltext not available
    Authors
    Woodside, Arch
    Coleman, L.
    Date
    2011
    Type
    Journal Article
    
    Metadata
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    Citation
    Woodside, A. and Coleman, L. 2011. Narrative analysis for decoding marketer-customer interactions in hospitality contexts. Advances in Culture, Tourism and Hospitality Research. 5: pp. 223-231.
    Source Title
    Advances in Culture, Tourism and Hospitality Research
    DOI
    10.1108/S1871-3173(2011)0000005012
    ISBN
    9780857248534
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/53839
    Collection
    • Curtin Research Publications
    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-toface encounter. The enactment includes face-to-face conversations between two actors and within selves.

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