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Both marketing executives and consumers engage in a combination of automatic and strategic (i.e. controlled) thinking and doing processes when they become aware of problems/opportunities. Similarities and departures in these processes among executives and consumers occur through all stages of their decisions. This article includes a paradigm describing similarities (S_i) and departures (D_i) in the stream of thinking and behaviors of executives and consumers. For example, both executives and consumers apply simplifying categorizing rules for defining decision contexts; for repetitive decision‐making contexts, categorization rules are more often formalized in writing by executives but not by consumers. The extant literature on the quality of decision processes offers several easy‐to‐apply, but often unknown rules helpful for both executives and consumers for improving the quality of their decisions; these rules are examined briefly within the framework of similarities and departures. Formal study by all marketers of such similarities and departures of consumer/business buying decisions may be helpful for recognizing nuances critical in selling‐buying processes for achieving desired outcomes – such as getting a sale or building a marketing relationship. The article describes “direct research” studies of decision processes implemented by executives and consumers; direct research studies hold particular promise for uncovering similarities and departures when comparing the two areas of study.

The purpose of this editorial is to introduce eight training exercises developed for tourism executive decision making.

The paper introduces the papers in this special issue and discusses the need for experiential learning techniques for adult learners.

It was found that applied learning exercises are more effective than cognitive learning experiences in adult education.

The paper provides an introduction to experiential learning exercises for tourism and hospitality training.

Urry’s model of Tourism Gaze as described by Woodside is problematic, in that tourist participant observers change the phenomenon they observe. The purpose of this study is to present an alternative model that better represents the dialectic between tourists and the destination culture.

A story-telling technique, based upon personal experience and introspection that matches the story told by Woodside, is used to illustrate the theory development and formulate an alternative model.

A new model is proposed that acknowledges that the more a tourist lives their tourism experience and becomes immersed in the destination culture, the greater the affect he/she has upon the destination. The issue of authenticity is discussed in relationship to this new model, as – in a sense – the experience of a one-time traveler is as authentic as those of a long-term stay tourist.

The practical implications are both for tourist operators and policymakers. Cultures change, regardless of any tourism activity; but, such activity is a major change-agent, especially so as the emerging Asian countries discover the pleasures of “globe-trotting”. Although the cultural experience of tourists will remain authentic, large-scale tourism projects will inevitably change the culture the tourists sought to experience in the first place. The value of alternate tourism strategies based on the tourist’s impact upon the host culture is becoming increasingly critical.

The new model is simple but effective, and is more pragmatic and accurate than the original tourist gaze model of Urry. The introspective, story-telling, methods used are more typical of academic marketing than tourism research, but serve the purpose here well by making the conceptual idea readily available to the reader.

This article proposes a theory of direct and indirect inf luences of the Olympic Games on international tourism behavior and presents test results of the theory using a quasi-experimental research design and visitor exit data (n = 3,875 useable surveys). Key finding: among prior visitors to Australia, the share searching for information nearly doubles (from 30 to 59 per cent) in comparing visitors reporting no change in awareness to substantial increase in awareness of Australia as a vacation destination due to hosting the Olympics. Conclusion: hosting international mega-events may result in substantial increases in activities and expenditures by visitors but such impacts occur through increases in visitors' search for information.

This introductory paper aims to offer a rudimentary model that describes the antecedent recipes for creating native-visitors. The paper describes what is unique and valuable about the seven articles that follow in their descriptions and explanations of the behavior of native-tourists. This special issue is to honor the originality and value of the contributions of tourism research’s leading critic, John Urry.

The paper presents a paradigm that includes eight profiles of tourists identified by low/high conjunctions of knowledge, training and authentication of performances of tourism places. The study calls for a normative stance that tourists should develop a sense of obligation to learn before visiting to enrich understanding of what they are seeing and to reduce the negative outcomes of the tourist gaze. The method includes describing the unique and valuable contributions in each of the seven following articles in the issue.

The analysis and outcomes are viewable best as propositions from a thought experiment. The seven articles that follow the introduction are appropriate data for a meta-review of the development of new meanings of tourism generated from the concept of native-tourist.

This study may spur necessary additional work to confirm that native-tourists do interpret performing tourist places differently and more richly than naïve tourists.

The article is high in originality in establishing the benefits from studying native-tourists as unique contributors to clarifying and deepening the meanings of tourism drama enactments.

This paper aims to explore tourism consumer’s perceptions of cultural, emotional and behavioural differences. The subjective personal introspection (SPI) approach is used to investigate specific cultural differences which impact tourism satisfaction. It aims to identify the key attributes of cultural tourism satisfaction by comparing three European cities. The cultural attributes are synthesised into a confirmatory personal introspection (CPI), and a provisional research model is proposed.

The research data of the cultural experiences are based on SPI data of “native-visitors” to London and ordinary visitors to Venice and Barcelona. The duration and the travel arrangements are the same for all three cultural experiences. The CPI uses thought experiments to formulate new research propositions.

The SPI results show that the tourism gaze focus can be the cognitive-affective experiences of cultural holidays. Tourism consumer satisfaction is dependent on the quality of natural and man-made attractions and the social-emotional interactions between the hosts and guests in a destination. The three cities in our research, London, Venice and Barcelona, have different micro-cultures and levels of social-emotional interactions vary considerably between them. Overall tourism satisfaction is hypothesised to be influenced by the degree of social interaction and micro-cultural differences.

The findings support the usefulness of SPI in tourism consumer research. SPI research findings produce in-depth understandings of the cultural tourism product attributes which cannot be captured in any other way. The personal insights are valuable to marketing professionals because they provide first-hand feedback of consumer’s perceptions over a longer period than a focus group session. The confirmatory introspections are valuable hypotheses to be tested empirically with specific tourism segments to identify product strengths and weaknesses as well as opportunities and threats.

The use of SPI and CPI produces original hypotheses of the cultural tourism attributes which influence tourism satisfaction. The paper demonstrates that the tourism gaze can be expanded to investigate the cognitive-affective observations which have a direct effect on tourism satisfaction and decision-making.

This article provides a new definition for case study research. Achieving deep understanding of processes and other concept variables (e.g. actors’ perceptions of their own thinking processes, intentions and contextual influences) is identified as the principal objective of case study research. Using multiple methods to “triangulate” (i.e. confirm and deepen understanding by using multiple sources all focusing on the same process/event) within the same case is described. The article outlines the core criticisms made by case study researchers of large sample surveys. A need exists for a paradigm shift in research on organizational behavior (including modeling the antecedents of new product performance). The article outlines the telling weaknesses of case study research as seen by other researchers. The article examines Senge’s core propositions related to the “mental models” of decision participants. Details illustrate the use of specific research methods for case studies to achieve different research objectives and the combination of objectives. Finally, the article illustrates basic concept variables in a case study and 12 propositions are reviewed briefly. This report reviews classic and recent contributions in the literature on case study research.

This study aims to apply confirmatory personal introspection (CPI) to illuminate the experiences of the authors as partial native-visitors to Western Australia. The native-visitor is the tourist who is able to see beyond Urry’s shallow conception of the Tourist Gaze through their lengthy immersion as “insiders” in the destination’s culture. In this paper, the experiences of two immigrants, the authors, to Western Australia illustrate the different perspectives of the Tourist Gaze 4.0.

The paper uses CPI, as this is a more reliable method of uncovering a traveler’s experiences than subjective personal introspection because CPI uses additional data sources such as written historical records and photographs for confirming the researcher’s accounts. In this study, accounts of both authors alongside photographs are used to both confirm and contrast their individual experiences.

The paper demonstrates the varied forms of the tourist gaze, with an emphasis on that of the native visitor. The findings illustrate how individuals’ both maintain aspects of their original cultural identity and adopt those of the new country after an extended time living in that country. This enables individuals to see attractions and destinations from an insider perspective.

This study shows how even after an extended period of time living in a new country, visitors may not have the cultural confidence to behave as local residents at tourist attractions and destinations, which could limit their engagement and enjoyment of these experiences. Marketers should take this into account in designing and promoting tourist experiences to visitors.

CPI provides a valuable means for illustrating the range of perspectives within the Tourist Gaze 4.0. The method enables individuals’ rich experiences to be uncovered but at the same time uses multiple data sources to provide additional rigour.

This paper aims to demonstrate deep gaze using a Japanese Shinto wedding ceremony as an example. Some long-term tourists develop an intimate understanding of the host country’s culture by gaining access to authentic experiences typically limited to the locals. These native visitors experience a deep gaze.

Combing subjective personal introspection (SPI) and confirmatory personal introspection (CPI), the author’s 76 wedding photographs are examined critically.

Results demonstrate how a native visitor uses SPI and CPI analyses of native gaze. While the Shinto wedding ceremony’s authenticity mixes traditional and evolutionary elements, the ceremony is best viewed as a Gestalt experience. The evidence suggests authenticity need not have deep roots in the culture.

The findings serve as only one configuration of many possible gazes. Tourist Gaze 4.0 is a set of complex antecedent conditions and multiple configurations.

Using photographs taken by native family members, this paper demonstrates how SPI and CPI identify deep gaze through a different lens.

The purpose of this paper is to show how to identify red flags in letters responding to customer complaints and demonstrate elements of effective response letters.

Using actual form letter responses, the paper shows how to identify weaknesses in form letters and remedies for improving their credibility. Measurement criteria follow the concept of fairness which has roots in Kant's moral idealism theory.

The paper identifies key elements that should be included in credible form letters. A combination of distributive, procedural, and interactional justice is required for an effective response.

Tourism and hospitality managers issuing effective template responses (form letters) have the opportunity to improve consumer trust, loyalty, and future complaint intentions.

The training exercises provide examples for managers and consultants to teach employees how to develop effective responses to customer complaints.