Applied Marketing Research Group (AMRG)

Dr Chen Chen’s recently completed PhD studies hyperreality at cultural attractions. While there has been a focus on the impact of digital productions and their benefits to the tourism industry, there has been very little research into what types of technologies can provide visitors with the most immersive experience. Dr Chen’s study addresses this issue … Continue reading "Visitor Experience and Perceptions of Hyperreality at Cultural Attractions"

This blog is written by Dr Dan Knox and Dr Ed Little Special-Interest Holidays in the Experience Economy We all need a break now and again, but why? And what do we do when we get one? We undertook a research project designed to understand the motivations for the consumption of special-interest tourism and events … Continue reading "Experiencing Events and Tourism Products and Services"

The latest blog post is written by Martin Williams, a member of UWE’s Applied Marketing Research Group. In 2012, I was the Sales & Marketing Director at the ecological attraction and charity the Eden Project. I wrote an email to my colleagues on the Leadership Team proposing we do some market research. My boss, co-founder … Continue reading "Is Marketing The Devil’s Art?"

Alan Tapp, Professor of Marketing at Bristol Business School, UWE Bristol, is currently advising local government on how behavioural science and social marketing theory can be applied in response to the COVID-19 pandemic. In February 2021, Professor Tapp was briefed by South Gloucestershire Council Public Health & Wellbeing Division, and Public Health Dorset which serves … Continue reading "Applying behaviour change techniques to the COVID-19 pandemic"

Professor Tim Hughes’s experience of playing and performing blues music got him thinking about how an individual’s happiness or subjective well-being is often co-created with many other people. Given a long-term interest in co-creation of value Tim, together with Associate Professor Mario Vafeas, have recently been examining co-creation of happiness as an area that is … Continue reading "Playing the blues- the cocreation of happiness"

In the recent furore around Cambridge Analytica’s political marketing, much of the attention focused on ethics.  Yet, the company’s approach was based on some really interesting academic studies examining differences in consumers’ personality traits.  There are many ways of describing a person – or in marketing terms ‘a consumer’.  Often we use demographic descriptors such … Continue reading "Why personality matters"

In a survey I conducted a few years ago, I was keen to discover what agencies thought about the quality of the briefing process. The results were disconcerting, though not surprising. For example, asked to score the statement ‘Clients are good at writing briefs’, with 7 as strongly agree and 1 as strongly disagree, the … Continue reading "Successful Client-Agency Briefing: Mission impossible?"