A thesis submitted in partial fulfilment of the requirements of the University of Wolverhampton for the degree of Doctor of Philosophy

Since the advent of the contract culture, the reduction in museum budgets, and the implementation of performance measures based on customer satisfaction management, museums have faced increasing pressure to attract wider audiences. This requires an understanding of visitor expectations, and...

Aims to explore the nature of authenticity as defined and constructed by visitors to sites of heritage. The concept of authenticity is explored through the literature relating to the commodification of the past and also in the context of postmodern theories regarding the blurring of the...

This paper looks at “dance” or “rave”, a phenomenon usually associated with youth culture. It suggests that there is a hidden consumer who falls into the 30‐40 age group. The paper examines the emergence of dance/rave, and the process of commodification of a sub‐cultural movement. It...

Purpose – Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means that they are more difficult to manage....

The 1980s and 1990s have witnessed a growing application of qualitative methods, particularly in the study of consumer behaviour. This has led to some division between researchers on the basis of methodological orientation, or a positivist/interpretivist split. Much of the criticism regarding...

Focuses on one leisure activity enjoyed by a number of elderly consumers, heritage visiting. Drawing on the findings of a study of consumer behaviour at a recreated living industrial museum, the analysis focuses on the behaviour of elderly visitors to the site, with a particular emphasis on how...

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis...