Travel Reference
In-Depth Information
metaphor and appears to examine how improved customer experiences can be
achieved through various possibilities of customer involvement. Carù and
Cova (2003) provide a critique of the consumption experience concept and
suggest Pine and Gilmore's perspective strives for every experience to be
extraordinary (i.e. it is unrealistic). Drawing on sociology and psychology
approaches, they suggest experience implies learning and development. Such a
perspective has more relevance to slow travel, where experiences are not
staged and where participants may have to invest time organizing trips and are
likely to learn from their closer engagement with places. In this respect Carù
and Cova note the need for pauses, and slow travel may be a reaction to the
perceived need to fill free time with seemingly astonishing experiences. Slow
travel might instead provide contemplative time, which Carù and Cova sug-
gest is disappearing in recreation and tourism. Walking, for instance, gives
back time to think (Carù and Cova, 2003).
In one of the few studies to explore the tourist transport experience,
Rhoden and Lumsdon (2006) have explored the nature of the tourist involve-
ment in the transport experience and have developed a typology of
transport-tourist experience (Table 3.1). They make a distinction between
'transport as tourism', where transport is a desired component of the tourist
experience, and 'transport for tourism', where transport takes on a more func-
tional role. However, both 'transport as tourism' and 'transport for tourism'
are relevant to slow travel. While the former is clearly particularly relevant to
the slow travel experience, the latter, 'transport for tourism', also has a role
to play and is an area that has been overlooked. In Rhoden and Lumsdon's
typology, two groups are relevant: the passive transport tourist; and the active
transport tourist. Rhoden and Lumsdon (2006, p9) explain the distinction as
follows:
Active transport is defined as transport that requires the active
involvement of the tourist (e.g., powering a bicycle), whereas
passive transport is defined as transport situations in which the
tourist has a less involved role (e.g., cruises).
Experience will be different depending on mode and context of use and will
therefore be judged differently by users (Lumsdon, 2006). The socio-
psychological benefits of engagement with travel and modes of transport are
not well researched. In general, utility networks are adapted to suit tourism
and are therefore not designed for the experience sought (Lumsdon, 2006).
Dickinson (2008) has explored the slow travel experience and found there
was much positive re-evaluation of the experience during the recollection
period, in common with Arnould and Price's (1993) evaluation of white water
rafting. She also found evidence of co-creation through the interaction of slow
travellers, particularly cyclists, with place.
Salomon and Mokhtarian (1998) discuss the potential for 'excess travel',
where, rather than minimizing travel, people choose to travel further than they
need to in their everyday lives. They question the axiom that travellers (for
both utility and leisure purposes) seek to save travel time. For instance, as
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