This paper explores the concept of customer satisfaction in relation to the scuba-diving consumption experience. It investigates the myriad of tangible and intangible elements of the experience, from which scuba-divers derive a sense of meaning and/or satisfaction. The results indicate that satisfaction is gained from a complex array of consumers' perceptions of the dive itself, but also from a range of associated peripheral experiences surrounding the dive such as the service provided by the operator, the ‘communitas’ from the social interaction with other divers and the functional aspects of the dive. The study takes an ethnographic approach using qualitative methods of inquiry, since the purpose of the study was to develop a deeper understanding of the inter-relationships between the levels of service provided; customer satisfaction of scuba-divers; and the dive consumption experience. The findings illuminate the diversity and complexity of dive consumption experiences themselves and the perceptual cues used by customers for determining customer satisfaction and longer term behavioural intentions.

This article issues a challenge for interpretive tourism researchers to consider the trove of online data currently disavowed by aficionados of Netnography. Non-dyadic social media data is used by researchers but has been devalued as lacking legitimacy. However, by combining ‘lifeless’ non-dyadic social media with lesser-engaged ethnographic methods a lived proxy can be achieved. Nethnography is a two-part qualitative praxis of spending enough time with the phenomenon to discern meanings with confidence, which is then used to interpret non-dyadic textual discourse. Lesser-engaged ethnographic methods include participants as observers, observers as participants and complete observers. A fourth legitimizer of online interpretation are researchers or the cooperation of consultants who have previously immersed themselves in the phenomenon but were not researchers at the time. Sustainable advantages of Nethnography include (1) legitimizing [marginalized] non-dyadic secondary data. (2) Transferring researcher bias downstream. (3) Enhanced insight and subsequent truthfulness when analysing Big Data and, (4) Nethnography is less time-consuming than Netnography. It is not proposed that Nethnography competes with [traditional] Netnography, but instead intended to complement it as an alternate online qualitative research method of equivalent veracity.

This exploratory study examines experience engineering at select tourist sites of the D-Day landing area in Normandy, France. Using Holt’s 1995 typology of symbolic consumption as an interpretive frame, a number of significant museums, cemeteries, gun batteries, beaches and plinths were examined. Interactions with the public at these sites including the introspection of five academics were compiled, compared and interpreted. The experiences of D-Day visitors were then considered in relation to the range of consumption metaphors afforded by Holt’s model. The results are consistent with Holt’s explanation of symbolic consumption. These rich and nuanced examples of experiential consumption are typified by the four consumption metaphors of Holt’s model; namely, Experience, Integration, Play and Classification. By doing this the widespread practise, scale and techniques of experience engineering by site managers/curators is evident. The differing and inconsistent staged authenticity by stakeholders and curators invites implicational consideration.

In this exploratory study the symbolic aspects of heritage tourism are considered from a consumer behaviour perspective. A qualitative study was conducted of key tourist sites in the Normandy D-Day landing region of France. Museums, cemeteries, gun batteries, beaches and plinths comprise the key significant sites of tourist visitation to the region. Using two seminal consumer behaviour models, Holt’s four metaphors of consumption and Belk, Wallendorf, and Sherry’s ‘Sacred and Profane’ dichotomy experiences and perceptions of five academics and their interaction with site visitors were compiled, compared and interpreted using key concepts of authenticity and verisimilitude favoured by MacCannell. The result confirms the a priori hypothesis that economic imperatives are at odds with perceptions of quality and sacredness, leading to the commodification of otherwise venerable sites. A number of ‘quality determinants’ used to determine experience were also gleaned, namely historical significance, gravitas, ambience, number of exhibits, quality of exhibits, authenticity of exhibits, aesthetics in display and perceived respect in display. With due consideration to the criteria visitors used to determine experience quality, experience engineering can to some degree counter what appears to be an inversely proportional economic/quality dynamic.

This study explores visitor experience at the National Anzac Centre in Western Australia using multiple qualitative methods. Initially, Nethnography is used to assemble a blend of lived experience and online non-dialogical commentary. Nethnography (an alternative to Netnography) is used here as a mechanism for data grooming. Three data sets inform this study: 500 Trip Advisor comments, 500 Visitors’ Book comments and four days of participant observation. The data are then analysed using Reflexive Thematic Analysis and Leximancer in the unsupervised mode. This methodological collage is designed to improve the veracity of interpretation through both lived experience and triangulation across data sources. Findings suggest a significant visitor-thirst for the positive aspects of commemoration. By the same token no respondent reported being motivated by schadenfreude, mortality salience or death. If a certain fascination with, and commodification of death defines popular dark tourism then commemorative tourism’s relegation of death indicates exception. It would seem commemorists relegate death and darkness to mere context, while gravitas, ritual and cultural validation transcend the superficial and the kitsch. Meanwhile, visitors to the National Anzac Centre concentrate on more endearing traits including sacrifice, love, loss and the nobility of caritas.