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Identification of Service Attributes of All-Inclusive Holidays

Project Description

3-year Institute of Travel and Tourism PhD Impact Bursary (1 post)

Start Date: 1st February 2020
Deadline for Application: 30th September 2019

The project outlined below has been developed with the Institute of Travel and Tourism (ITT). It is indicative of the kind of research they would be prepared to support. Alternative novel proposals are also welcome so long as they are likely to be of interest to a practitioner audience.

Project Description: Identification of Service Attributes of All-Inclusive Holidays

We are seeking to appoint a highly capable and enthusiastic candidate to work on a unique research collaboration between the Institute of Travel and Tourism (ITT) and Leeds Beckett University. Within the School of Events, Tourism and Hospitality Management, projects supported by ITT PhD Impact Bursaries are differentiated from other research projects by their design, which should support the policies and practices of partners. The collaboration in question is a research project that will aim to identify the service attributes of all-inclusive holidays and to measure the asymmetric impact of each service attribute on overall tourist satisfaction. The joint research project will have access to the digital and physical resources on travel and tourism held by the ITT and to publications by the International Centre for Research in Events, Tourism and Hospitality, Leeds Beckett University.

Over the last decade, all-inclusive holidays have experienced an extraordinary boom in the most popular sun and beach tourism destinations in Europe. The literature provides reasons for the implementation of all-inclusive holidays, but little research has been undertaken to identify the asymmetric impact of each service attribute on overall tourist satisfaction. Some attributes cause dissatisfaction if they are not provided, but do not induce satisfaction even when supplied. Such differential effects cannot be captured by linear and symmetric models, as evidenced by the tourism literature. Disregarding asymmetric associations between attributes and satisfaction may result in model misspecification and poor predictive power. An understanding of asymmetric associations would enable tour operators to strategically prioritise the attributes of all-inclusive holidays. However, such asymmetric relationships have not been empirically explored in the travel and tourism literature. Therefore, the aims of this project will be to examine the asymmetric effects of the attributes of all-inclusive holidays and resorts on tourist satisfaction, based on impact range performance analysis and impact asymmetry analysis, and to prioritise the attributes to enable travel and tourism operators to make strategic management decisions.
The outcome of the project will be a better understanding of the asymmetric effects of attributes of all-inclusive holidays on tourist satisfaction. The classification and prioritisation of these attributes will allow practitioners to understand their relative importance and priority from the perspective of target tourists, thereby leading to sustainable strategic management.

We expect the project to use a mixed methods approach with a questionnaire and focus group interviews with stakeholders in all-inclusive holidays, including tourists. The candidate’s approach should be innovative, multi-method and interdisciplinary, aiming at an in-depth critical analysis combining theoretical and empirical research.

It is intended that the successful applicant will work under the supervision of Dr Miju Choi () and Dr Peter Robinson (). Potential applicants are encouraged to make informal enquiries to the above in advance of application.

You can find the application form here:

Additional Information

Closing date: 30th September 2019
Interviews: Week commencing 4th November 2019

For all enquiries regarding the application process, please contact or telephone: +44 (0)113 812 5385.

Funding Notes

The PhD bursary is for a period of 3 years full-time study and is aimed to start on 1st February 2020. An annual stipend of £14,773 (pro-rata in 12 monthly payments) is provided. The stipend is exempt from UK Income Tax and National Insurance. Tuition fees will also be paid by the School. The successful applicant will be based full-time at our Headingley Campus, Leeds, UK. The closing date for the applications is midnight on 30th September 2019.

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