Sustainable Tourism Not Sustaining
Tourism
Claire Beach
Department of Marketing, University of Auckland Primary Supervisor: Michael S W Lee
Secondary Supervisor: Sitong Michelle Chen
Overview
• Examples
• Theory
• Conceptual Model
• Future Research
• Feedback
Cognitive Dissonance
• Inconsistencies in beliefs and behaviour results in psychological discomfort (Festinger, 1957)
• Dissonance is increased for:
• high-involvement and pre-planned purchases (George & Edward, 2009)
• hedonic services (Bawa and Kansal, 2008)
Paradox Theory
• Paradox – “persistent contradiction between interdependent elements that exist simultaneously and persist over time”
(Smith & Lewis, 2011, p. 382)
Paradox Theory
• Performing Tensions (Chen & Eweje, 2022; Hahn et al., 2018)
• Managing different stakeholder groups & goals (Smith &
Lewis, 2011)
• Temporal difference (Hahn et al., 2015; Slawinski & Bansal,
2012)
Dissonance Decreased Dissonance
Increased Demarket
No
Dissonance Reduction Build Loyalty
Business Model
Perceived by Consumer
Yes
Tolerable
Yes No
Change Perception of Action
Change Belief Change Action
Cognition Control Cognition Change
Derogate
Tensions
Employee
Performing Tensions
Manager
Employee
Consumer
Performing Tensions
Manager
Employee
Consumer
Research Questions
How do employees navigate performing tensions in sustainability?
Do employees communicate performing tensions
in sustainability to consumers, and if so, how?
Methods Shadowing
Justification
• Supplements interview method (Ciesielska et al., 2018; Seaton and Bennett, 1996)
• Insight into context and separation of stated vs. real practices
(McDonald & Simpson, 2014)
• Richer data, stronger conceptual model
Operationalized
• Shadowing of primary function (tour, housekeeping)
• Multi-sited approach to observe ideas (Marcus, 1995)
Analysis
• Intensive Realist Evaluation
(Context – Mechanism – Outcome)
• Semi-structured interviews + Shadowing (Nykiel, 2007)
• 7-10 eco-tourism firms in New Zealand
• Based on theoretical saturation (Adams, 2015)
• Conditional Ethics Approval from
UAHPEC
Intended Contribution:
Theory
• Extend the application of paradox theory in marketing to
• Focus on employee navigation and communication of
performing tensions
Feedback on…
• Context – generalised to services or products?
• Methodology
• Data collection
Thank
You!
Adams, W. C. (2015). Conducting semi-structured interviews. In K. E. Newcomer, H. P. Hatry, &
Wholey (Eds.), Handbook of Practical Program Evaluation (pp. 492–505). John Wiley & Sons, Ltd.
https://doi.org/10.1002/9781119171386.ch19
Bawa, A., & Kansal, P. (2009). Cognitive dissonance and the marketing of services: Some issues.
8(2), 31–51.
Chen, S., & Eweje, G. (2022). Managing tensions in sustainable development in Chinese and New Zealand business partnerships: Integrative approaches. Business Strategy and the
Environment, 31(5), 2568-2587.
Ciesielska, M., Boström, K. W., & Öhlander, M. (2018). Observation Methods. In M. Ciesielska & D.
Jemielniak (Eds.), Qualitative methodologies in organization studies (pp. 33–52). Springer International Publishing. https://doi.org/10.1007/978-3-319-65442-3_2
Festinger, L. (1957). A theory of cognitive dissonance. Row, Peterson.
George, B. P., & Edward, M. (2009). Cognitive dissonance and purchase involvement in the consumer behavior context. IUP Journal of Marketing Management, 8(3/4), 7–24.
References
Hahn, T., Figge, F., Pinkse, J., & Preuss, L. (2018). A paradox perspective on corporate sustainability:
Descriptive, instrumental, and normative aspects. Journal of Business Ethics, 148(2), 235–248.
https://doi.org/10.1007/s10551-017-3587-2
Harrell, M. C., & Bradley, M. A. (2009). Data collection methods. Semi-structured interviews and focus groups. National Defense Resarch Institute.
Koller, M., & Salzberger, T. (2009). Benchmarking in service marketing – a longitudinal analysis of the customer. Benchmarking: An International Journal, 16(3), 401–414.
https://doi.org/10.1108/14635770910961407
Marcus, G. E. (1995). Ethnography in/of the world system: The emergence of multi-sited ethnography. Annual Review of Anthropology, 24, 95–117.
McDonald, S., & Simpson, B. (2014). Shadowing research in organizations: The methodological debates. Qualitative Research in Organizations and Management: An International Journal, 9(1), 3–
20. https://doi.org/10.1108/QROM-02-2014-1204
References
Nyer, P. U. (2000). An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17(1), 9–19.
https://doi.org/10.1108/07363760010309500
Nykiel, R. A. (2007). Handbook of marketing research methodologies for hospitality and tourism.
Routledge.
Oliver, R. L. (1987). An investigation of the interrelationship between consumer (dis) satisfaction and complaint reports. Advances in Consumer Research, 14(1), 218–222.
Slawinski, N., & Bansal, P. (2012). A matter of time: The temporal perspectives of organizational responses to climate change. Organization Studies, 33(11), 1537-1563.
Smith, & Lewis, M. W. (2011). Toward a theory of paradox: A dynamic equilibrium model of organizing. The Academy of Management Review, 36(2), 381–403.
