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An Assessment of Tourist Experience in Kamay Ni Hesus, Basis for Proposed

Tourism Action Plan.

An Undergraduate Thesis
Presented to
The Faculty of Trimex Colleges, Inc.

In Partial Fulfillment
of the Requirement for the Degree
Bachelor of Science in Tourism Management

by

Rossan B. Dela Pacion

Melody A. Empamano
Jonnathan F. Sulit

May 2020
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RECOMMENDATION FOR ORAL EXAMINATION

This thesis, entitled; “An Assessment of Tourist Experience in Kamay Ni

Hesus, Basis for Proposed Tourism Action Plan.”, prepared and submitted by
Rossan B. Dela Pacion, Melody A. Empamano, and Jonnathan F. Sulit, in
partial fulfillment of the requirements for the degree of Bachelor of Science in
Tourism Management, has been examined and is recommended for Oral
Examination.

Mr. Arveeh A. Aviles, MBA

Adviser
___________________________________________________________________

APPROVAL BY THE PANEL OF EXAMINERS

Approved by the Panel on Oral Examination with a rating of _________

%

THESIS COMMITTEE

___________________________________

Chairman

_____________________ ___________________________

Member Member

FINAL APPROVAL

Accepted and approved in partial fulfillment of the requirements for

the degree of Bachelor of Science in Tourism Management.

___________________________________

Dean
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ACKNOWLEDGEMENT

We would like to express our deepest appreciation to our panel members

who were more than generous with their expertise and precious time. A special

thanks to _____________________, _______________________, and

________________ for patiently listening to our thesis presentation and evaluation

of our study.

We owe a deep sense of gratitude to Mr. Arveeh A. Aviles, Course

Instructor. His dedication and keen interest above all his overwhelming attitude to

help his students had been a great help to complete our work.

We thank profusely Mr. Arveeh A. Aviles, MBA, Research Adviser for his

meticulous scrutiny, timely and scholarly advice and scientific approach have

helped us to a great extent to accomplish our task. His prompt inspirations, timely

suggestions with kindness, enthusiasm and dynamism have enabled us to complete

our thesis.

We wish to thank our Instructors Ms. Joanne Guillen and Ms. Mariel Capal

who have been understanding and very supportive on giving us time while we were

in the process of our study.

Lastly, our great appreciation to our co-researchers, classmates, friends and

everyone who helped us, support us spiritually, emotionally, physically and

morally. Thank you for accompanying us for long walks.

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DEDICATION

First of all we are dedicating this thesis to the Almighty God who gave us

strength, knowledge and will to finish this study. We would like to express our

gratitude to our beloved parents whose love for us knew no bounds and taught us

the value of hard work, to our family who have meant and continue to mean so

much to us. _____________________________, who have been our greatest

motivation.

We also dedicate this thesis to our friends and advisers who have supported

us throughout the process. We will always appreciate all they have done, especially

Mr. Arveeh A. Aviles for encouraging us to keep moving and strive for the better,

and for his patience in instructing us on what we were supposed to do, being his

advisees was such an honor and privilege, because we finished this thesis in due

time.

We also dedicate this thesis and give special thanks to our classmates for

being with us from the beginning until the end, you are all great. You have been our

best cheerleaders.
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ABSTRACT

Title : An Assessment of Tourist Experience in Kamay Ni Hesus in

Lucban, Quezon: Basis for ProposedTourism Action Plan

Authors : Rossan B. Dela Pacion, Melody A. Empamano,

Jonnathan F.Sulit

Degree : Bachelor of Science in Tourism Management

School : Trimex Colleges, Inc.

Academic Year : 2020 - 2021

Adviser : Mr. Arveeh A. Aviles, MBA

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TABLE OF CONTENTS

Title Page 1
Recommendation for Oral Examination 2
Approval Sheet 2
Acknowledgement 3
Dedication 4
Thesis Abstract 5
Table of Contents 7
List of Tables 9
List of Figures 10

Chapter 1 THE PROBLEM AND ITS SETTING

Introduction 11
Theoretical/Conceptual Framework 18
Operational Framework 23
Operational Model 24
Statement of the Problem 25
Statement of the Hypothesis 26
Assumptions of the Study 26
Scope and Delimitation 26
Significance of the Study 27
Definition of Terms 27

2 REVIEW OF RELATED LITERATURE AND STUDIES

State of the Art 29

Related Literature 29
Related Studies 36
Synthesis of the State of the Art 51
Gap/s Bridged by the Present Study 52

3 RESEARCH METHODOGY
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Research Design 53
Sources of Data 53
Population of the Study 54
Instrumentation and Validation 54
Evaluation and Scoring 55
Data Gathering Procedures 58
Statistical Treatment of Data 58
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LIST OF TABLES

Tables Page

1
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LIST OF FIGURES

Figure Page

1 The Quality Tourist Experience Expectations 13

2 Research Paradigm 15
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CHAPTER 1
THE PROBLEM AND ITS SETTING

Introduction

The number of travelers in the world is increasing year by year. According

to the United Nations World Tourism Organization (2008), Last 2008 the number of

tourists was up to 800 millionperson/times, and by 2020, there will be 1.6 billion

person/times. Thus, tourism studies, which sociologists neglect, have attracted

attention in recentyears. As traveling is a social activity that involves various

dimensions, related studies may take different perspectives, while research subjects

or targets include tourists, organizations (e.g. travel agencies), institutions, systems,

and cultures.

Quality tourism experiences is a term repeatedly used by destinations and

organizations involved in tourism research, planning, policy, management,

marketing and delivery. Its meaning is usually implicitly or tacitly assumed rather

than defined. Despite wide usage, quality tourism experiences remains a term,

which eludes a definitive meaning.

Since the number of travelers is increasing rapidly, the quality of their

experience might decrease due to the number of tourist and the capacity of the

tourist site. Because of the increase of travelers the researchers would like to to

define the quality of touris experience in Kamay ni Hesus, Lucban Quezon. This
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also aims to recognize the inclination of Faith Tourism Industry and foresee

possible ways to improve the growing market of the said industry.

Background of the Study

Quezon Province is located in the CALABARZON region of Luzon,

Philippines. Its capital is Lucena City. The province is known for its coconut

industry and products i.e. copra, tuba and lambanog. The province is blessed with

beautiful beaches ideal for all kinds of water sports. Places to see when in town are:

Polillo Island, Quezon Provincial Capitol, the centuries-old Malagonlong Bridge,

Mt. Banahaw, Quezon National Park and don't miss the colorful, Pahiyas Festival in

May.Quezon, officially the Province of Quezon is a province of the Philippines in

the CALABARZON region located in the south of Luzon Island. The province was

named after Manuel L. Quezon, the second President of the Philippines.

The Municipality of Lucban is a 2nd class municipality located at the foot of

Mount Banahaw in the Province of Quezon. Lucban is a place where you’ll be

immersed in a peaceful and colorful provincial life rooted in rich Catholic culture.

Among the famous religious landmarks that the Quezon Province offer is

located at Lucban, Quezon. This is the Kamay Ni Hesus Healing Church. Kamay ni

Hesus is located at Barangay Tinamnan, Lucban, Quezon. It is situated on the top of

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the hill established in February 2002 amid testimonies of GOD’s Gracious Healing

through Fr. Joseph Faller, the Kamay Ni Hesus Healing Church could be considered

a “Miracle” in itself.

Apart from the retreat houses and various structures of spiritual significance,

Kamay ni Hesus is also popular for its Via Dolorosa (consisting of 310 steps on the

left ascent and 278 on the right) where a 50-foot statue of the Risen Christ

welcomes the devotees.

Kamay ni Hesus has been a popular Holy week destination and is well-

frequented by pilgrims – from places within and outside the country – who

arduously seek physical healing and spiritual renewal.

Theoretical/Conceptual Framework

According to Schmitt’s (1999), Understanding tourist experiences may be difficult

as experiences involve various elementsthat co-exist, including emotional, physical,

intellectual, and spiritual, feelings of individuals,as well as mixture of feelings.

This study will conduct a factor analysis and found that quality tourism experience

expectations include five factors:

1. Experience expectations of easiness and fun;

2. Cultural entertainment;

3. Personal identification;

4. Historical reminiscences; and

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5. Escapism.

In addition to these factors, this study reorganized travel diaries to extract

representative texts for narrative analysis in order to develop the situational factors

of quality tourist experiences.

The findings revealed that during a trip, appropriate situational factors, including

satisfying tourists’ curiosity, and intimate locations or events that trigger tourists’

active participation, resulted in pleasant experiences for tourists and could possibly

lead to future experience expectations.

Figure 1. The Quality Tourist Experience Expectations

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Operational Framework

This study focuses on the assessment of tourist experience of Kamay Ni

Hesus in Lucban Quezon. The independent variables may be intervened by their

profile variables as it leads to the assessment of tourist on their experience in the

said tourist site. These are illustrated in Figure 2. Accessibility of the Important

Facilities, Security, Spiritual Relevance, Impact of the Place, Overall Experience

served as the measured variables in the survey questionnaire. Association between

the assessments on these variables and the profile variables of the resident was

determined. This leads to the current status of tourism in Kamay ni Hesus, Lucban

Quezon.

Operational Model

INPUT PROCESS OUTPUT

1. What is the profile of
the respondents in  Initial data
terms of: gathering thru
1.1 Age
1.2 Gender
library research
1.3 Civil  Construction and
Status validation of
1.4 Frequency research instrument Proposed
of Travels  Administration of Tourism
2. Respondents’ survey
Perception of the site
questionnaire Action Plan
in terms of:
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Feedback

Figure 2 Research Paradigm

Statement of the Problem

This study will determine the tourist experience in Kamay ni Hesus in

Lucban Quezon.

Specifically, this will seek answers to the following problems.

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1. What is the profile of the respondents in terms of:

1.1 Age

1.2 Gender

1.3 Civil Status

1.4 Frequency of Travels

2. Respondents’ Perception of the site in terms of:

2.1 Accessibility of the Important Facilities

2.2 Security

2.3 Spiritual Relevance

2.4 Impact of the Place

2.5 Overall Experience

3. Is there a significant difference between the respondents experience and

their profile?

4. Based on the findings of the study, what tourism action plan can be

proposed?

Statement of Hypothesis

Based on the problems presented in the study, the hypotheses were formulated and

stated:
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1. HO: There is no significant difference between the respondents experience

and their profile

Assumption of the Study

In order to present the view of the study the researcher proposed, it is assumed that;

1. Tourist Experience has an effect on the resource sustainability and

environmental impact of the tourism site.

2. Tourist Experience has an effect on the capacity of the tourism site.

Scope and Limitation

The study involved only the quality of tourist experience in Kamay

ni Hesus in Lucban Quezon. A self-made questionnaire served as the

research instrument will be use to gather data from the tourists regarding the

topic. The respondents of the study will be limited only to the tourists of

Kamay ni Hesus, Brgy Tinamnan, Lucban, Quezon.

Significance of the Study

This study is envisioned to benefit the following:

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Local tourism authorities may be able to identify means for sustained efforts in

promoting tourism in Lucban, Quezon.

Local government will be able to foster more interest to the promotion and

conservation of local culture as well as provide additional means of faith.

Tourism planners may be able to strike a balance between protecting the integrity

of the local culture and environment and ensuring the destinations’ continuing

commercial viability.

Future Researchers may use the findings of this study to raise further awareness of

the current status of tourism in Lucban, Quezon and provide an avenue to extend

this study towards sustainable tourism development.

Definition of Terms

The following terms are defined both conceptually and operationally.

Accessibility of the Important Facilities – Refers to the availability and ease of

access of the facilities.

Faith Tourism - is a type of tourism with two main subtypes: pilgrimage, meaning

travel for religious or spiritual purposes, and the viewing of religious monuments

and artefacts, a branch of sightseeing.

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Faith based Travel - travel to a sacred destination for a spiritual purpose or for a

group of faith based travelers looking to vacation together. 

Frequency of Travel - The number of travel by a given airline or other carrier on a

given route during a given period of time.

Impact of the Place - A definition of place that recognizes the importance of

location or territory and people has implications for the interpretation of livability

and for the kind of data needed for place-based decision making.

Overall Experience - The entirety of the interactions a customer has with a

company and its products

Security - freedom from, or resilience against, potential harm caused by others.

Beneficiaries of security may be of persons and social groups, objects and

institutions, ecosystems or any other entity or phenomenon vulnerable to unwanted

change. 

Spiritual Relevance - involves the recognition of a feeling or sense or belief that

there is something greater than myself, something more to being human than

sensory experience, and that the greater whole of which we are part is cosmic or

divine in nature.
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Tourism Administration - is a well-defined, regulatory and legal framework

for tourism. It is a governmental organization, which ensures the

proper administration of tourism in an area, region or nation.

Tourism Experience - This is a set of activities in which individuals engage on

their personal terms, such as pleasant and memorable places, allowing

each tourist to build his or her own travel experiences so that these satisfy a wide

range of personal needs, from pleasure to a search for meaning

Tourism Plan relates to the same basic concepts and approaches as general

planning; however, it is adapted to the specific characteristics of the tourism system.

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CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the information gathered from different books,

undergraduate thesis, websites and studies both local and foreign origin which

sustained the facilitation of this research. This chapter also includes filling of gaps

which contributed to the theory building of this study. At the end of this chapter,

synthesis of related literature and studies stated the summary of what others have

researched so that they may help in the improvement of the present study.

State of the Art

The literature and studies that were reviewed were found to have bearing on

the present study. They serve as bases for conceptualization the study’s problem,

research design and methodology.

Related Literature

Tourist Experience

According to Cohen (2018), although tourist have been long neglected by

sociologists, there are more recent studies in this field. In the past, tourist studies

focused on Western tourists; however, with the rise of globalization, types of

tourists have become more diverse, withmore non-Western tourists, and even post-

tourists or postmodern tourists. For postmoderntourists, travel is not only a local

trip, but may be a virtual tour on computers or a drive-through through the windows
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of buses. They tend to identify with local cultures, and may not visit high-class

cultural areas as they believe that they can experience the pleasure of travel by

experiencing local life.

As Stated by Larsen and Mossberg (2017), with the changing

compositions of tourists, the contents of tourism experiences change. indicates that

experiences are subjective and personalized processes, and are related to social

cultures and varied systems. Therefore, studies of tourist experiences should be

based on flexible and diverse multi-discipline perspectives, such as psychology,

sociology, anthropology, or marketing, and could even be interdisciplinary.

According to O’Dell (2017), agreed that tourist have been neglected, and

should focus on multiple perspectives. He also suggested that there are various

types of tourists who travel for different purposes, such as leisure, returning to

home towns, or immigration. Past research has rarely distinguished the differences

among such tourists, and differentiating between the types of experiences will be

difficult. O’Dell indicates that in postmodern society, tourists are no longer mere

receivers, observers, or interpreters of the trip; instead, they are active

experientialists, and may even assume the role of meaningful creators and actors.

Thus, tourism researchers should conduct their studies at tourist sites, ‘‘be there’’

and be close to tourists in order to participate in activities rather than observing

from a distance.
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As per Joseph and Gilmore (2018), states that tourists’ experiences can be

divided into active and passive experiences based on tourists’degree of involvement

that both experiences are possible. Active experiences include educational or

escapist experiences, as peopleactively participate and are involved in traveling

situations, and can even create variousexperiences in the process. Passive

experiences include esthetic and entertainmentexperiences.

According to Joseph and Gilmore (2018), indicated that active and passive

experiences canexist concurrently; in other words, there is an interaction between

tourists and the tourism system. When tourists receive materials that are

‘‘provided’’ they can actively participate, forming experiences in the process.

As Stated by Larsen (2017), indicates that tourist experiences are a kind of

accumulated psychological phenomenon, as seen from the perspective of

psychology, which includes expectations before the trip, perceptions during the trip,

and memories after the trip. The three factors accumulate and create tourists’

overall feelings toward the trip. Moreover, Larsen indicated that expectations,

perceptions, and memories form a kind of circulating process. In other words, after

the trip, tourists’ experiences are generated upon expectations, perceptions, and

memories, and would influence their expectations for the next trip.

Tourist Experience Expectations

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As per Larsen (2017), states that complete tourist experiences should

include expectations, perceptions, and memories, which is consistent with the multi-

phasic nature. However, studies of tourist experiences remain limited to tourist

experiences of perception, including various experiences of specific events or daily

life during the trip.

According to Mossberg (2017), divides tourist experiencesinto peak

experiences and daily experiences. ‘‘Peak experiences’’ refers to processes

significantly different from daily lives, such as bungee jumping; while ‘‘daily

experiences’’ refers to food, housing, transportation, etc and also proposed an

interactive structure, which indicates that tourist experiences are the outcome of the

interactions between peak experiences and daily experiences.

As per Chiou (2018), states that tourist experience expectations are the

output between tourists and tourism systems before the trip. Different kinds of

interaction occur; for example, tourist brochures or virtual experiences can result in

tourist experience expectations, as well as different advertising effects, which in

turn influence tourists’ actual traveling decisions. In addition, tourist experience

expectations can influence tourists’ perceptions during the trip, memories of the

trip, and loyalty to the location.

According to Larsen (2017), suggests that part of tourist experience

expectations is related to personal traits and states, and part is associated with
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personal expectations for future trips. Tourists’ expectations for future trips are

usually related to their imagery, which are their expectations for and impressions of

the destination, which will influence their tourism considerations and cognition.

When the locations are special or involve some activities, tourists’ imagery would

be more significant. They can be associated with tourists’ expectations of future

trips and become the main parts of tourist experience expectations.

Related Studies

Tourist Experience

Based on the study of Ek. (2018), that tourist experiences are a kind of

dynamic framework, where tourists are active performers and producers. Thus, this

study adopted tourists’perspectives, and developed a tourist experience expectation

questionnaire according tothe emotional states and events recorded by tourists. It is

expected that the questionnairecan serve as a useful tool for future studies, in order

to better understand tourist expectationsbefore a trip, and even probe into the

relationships among perceptions during the trip, memories after the trip, and

tourism experience expectations.

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According to the study of Otto, & Ritchie (2016), The experience

of leisure and tourism has been described as "a subjective mental state felt

by participants" (While products are tangible and services intangible,

experiences represent events that commit people in a particular manner

and, as such, are memorable. While services end with the performance, the

value of the experience is cognitively stored by the individual. Th e

experience felt by visitors begins before arrival at a destination and ends

with recollections of the experience and plans for future visits.

Based on the study of Moro (2017), for consumers, perception of

their experience is built from many social interactions (get-togethers, social

gatherings), an array of services and chain of events, rather than based on

the specifi c products or isolated services. It is clear that tourists inevitably

consume a composite or holistic tourism experience, which integrates the

value of the entire service chain. Regardless of specifi c quality

assessments and perceptions, tourists evaluate the tourism experience as a

whole. Th is suggests that what is consumed and evaluated in a holistic way

must also be produced and managed holistically.

According to the findings of Uriely (2015), The process by which

tourists perceive, consume and remember an experience of a destination is

complex and multifaceted because of the large number of actors involved in

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providing that experience. Consequently, the overall experience of

destination is derived from the tourism experience, separated by time and

space, from initial departure to the return home. At a conceptual level, the

experience of the tourist consists of a continuous fl ux of related and

integrated services which are acquired during a limited period of time, often

in diff erent geographical areas. Th e majority of businesses that supply

tourism products or services tend to provide package deals, which include a

mix of physical items, services, interactive experiences and images.

Based on the findings of Crouch (2017), A package is the total

sum of goods, services and processes that a tourist receives at diff erent

stages and retains in memory in terms of tourism experience. Increasingly,

the way packages are conceived and carried out infl uences the tourist

experience at the destination.

According to the study of Martin (2015), tourists expect to obtain

operational and symbolic benefi ts as well as life experiences through the

activities and services that comprise the tourism experience. Indeed, all

tourism experience represents a continuum of reality, capable of achieving

quality when reality co-occurs with consumer expectations. However,

consumers are diff erent and hold diff erent expectations, making the
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concept of quality a relative attribute. Th ere is not a single quality, but

several qualities for diff erent market segments.

According to Yu and Goulden (2016), "understanding tourist's

levels of satisfaction with and reaction to their experience in the destination

is thus essential to destination managers for improving products and

services, and eff ectively promoting to target markets for new and repeat

tourists." Satisfaction may be defined as "a judgment that a product or

service feature, or the product or service itself, provides a pleasurable level

of consumption-related fulfi lment".

Based on the findings of MacKay and Crompton (2016), define

satisfaction in a similar way by focusing on the "psychological outcome

which emerges from experiencing the service". Although there are many

defi nitions of satisfaction it is frequently perceived from a cognitive

perspective, that is, as a post-purchase construct that is related to how

much a consumer likes or dislikes a service or product after having

experienced it.

According to the recent study of Bosque & Martine (2018), in the

tourism area, satisfaction is understood as "an individual's cognitive-aff

ective state derived from a tourist experience". Th is state result from the

judgments and emotions developed during the tourist experience.

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Synthesis of the State of the Art

The review of related literature and studies has an implication on the present

study. All reviews focused on tourist experiences.

The set of relationship emerging from the literature and studies

review in terms of tourist experience and tested on the sample of arade

tourists lead us to the following refl ections. Firstly, it is important to bear in

mind that the tourism product depends on an adequate and effi cient link to

resources and facilities. Th is will determine satisfaction levels of the tourist

experience. Secondly, the quality of the environment and territory of tourist

destinations like arade are decisive elements in articulating fundamental

factor in the tourism market, such as those related to promotion, distribution

and price. In fact, it is important to consider that the best promotion of a

destination is a testimonial on the part of tour operators and tourists. Thirdly,

the tourist product is understood as a whole in terms of demand. Tourists

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purchase concrete off ers but expect experiences and benefi ts of resources

(what to see? what to discover?), services, facilities (what facilities are

available?) and activities. Tourist quality experience that is achieved from

this product is the key to tourism competitiveness. Besides the analysis of

the satisfaction with the tourism experience, this study explores the

relationship between this construct and destination loyalty intention. In fact,

through multiple group analyses, we concluded that the relationship between

the two constructs is moderated by socio-demographic characteristics and

by motivations.

Gaps Bridged by the Present Study

From the above review of the related literature and studies, the following

gaps were determined:

1. There were no studies related to the tourist quality experience of kamay

ni hesus.
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CHAPTER 3
RESEARCH METHODOLOGY

This chapter presents the procedures adapted by the researchers about the

details on the researcher design, sources of data, population of the study,

instrumentation and validation, data gathering procedure, and statistical treatment of

data applied in order to come up with this study.

Research Design

The researchers utilized the descriptive-correlational method of research that

describes the nature of the situation, as it exists at the time of the study and

correlation method of research (Bermudo et al., 2005). It aimed at determining the

respondent’s quality of tourist experience of in Kamay ni Hesus in Lucban, Quezon.

Sources of Data
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The study had two sources of data namely; primary and secondary sources,

the primary sources of the data will be the selected tourist of kamay ni hesus in

lucban quezon. Secondary sources of the data were the books, thesis, internet,

journals, periodicals, magazine, and other reference materials deemed necessary to

gather the needed information of the study.

Population of the Study

The study aimed at determining the respondent’s tourist experience in

Kamay ni Hesus, Lucban, Quezon. The respondents of the study were composed of

100 Tourist of Kamay ni Hesus in Lucban Quezon. Convenient sampling technique

will be use in this study.

Instrumentation and Validation

The researchers used non-standardized questionnaire consisting of three

parts. Part one focused on the respondent’s profile; part two was on the quality of

tourist experience.

Since the questionnaire was non-standardized, it will be subjected to the

face and content validity. It will be presented to the panel of experts.

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Evaluation and Scoring

To determine the quality experience of tourist in Kamay Ni Hesus, Lucban

Quezon, the following measures were used:

Assigne Numerical Categorical Verbal Issues and Proposed

d Points Ranges Responses Interpretation Concerns Measures

4 3.51 – 4.00 Strongly Very High Not Very Not

Agree Quality (LQ) Serious Recommended

3 2.51 – 3.50 Agree High Quality Not Moderately

(MQ) Serious
Recommended

2 1.51 – 2.50 Disagree Low Quality Serious Recommended

(Q)

1 1.00 – 1.50 Strongly Very Low Very Highly

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Disagree Quality (HQ) Serious Recommended

Data Gathering Procedure

The researchers will administer the survey instrument to the respondents

through on;ine. First, the researchers asked the Local Government of Lucban

Quezon office to provide them the numbers of tourist per day, per peak and off

season. Second, the researchers searched the name of the tourist using their profile

and email address. Third, The researcher will create a google form and distribute the

form and link to the tourist.

Statistical Treatment of Data

The following statistical tools were used to the gathered data:

1. Frequency will be use to determine the respondents profile.

2. Weighted mean was used to determine the quality of tourist experience.

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Reference

Anto´ nia, C., Patricia, O.V. and Cla´udia, M. (2007), ‘‘Why people travel to exotic
places’’, International Journal of Culture, Tourism and Hospitality Research, Vol. 1
No. 1, pp. 45-61.

Birgit, L. (2001), ‘‘Image segmentation: the case of a tourism destination’’, Journal

of Service Marketing, Vol. 15 No. 1, pp. 49-66.

Borrie, W.T. and Roggenbuck, J.W. (2001), ‘‘The dynamic emergent, and multi-
phasic nature of one-site wilderness experiences’’, Journal of Leisure Research,
Vol. 33 No. 2, pp. 202-28.

Chiou, W.B., Wan, C.S. and Lee, H.Y. (2008), ‘‘Virtual experience vs. brochures in
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