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Assessing humour use in accommodation establishments: the Estonian context

Piirman, Marit and Pratt, Stephen and Smith, Melanie and Tooman, Heli (2019) Assessing humour use in accommodation establishments: the Estonian context. European Journal of Humour Research, 7 (3). pp. 63-83. ISSN 2307-700X

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This paper contributes to a relatively under-researched area of humour studies in hospitality by analysing the use of different forms of humour in accommodation establishments. The main purpose of the study was to gain a better understanding of how humour is used in marketing communication and service processes, and the ways in which it contributes to the guest experience. A range of research methods were used including desktop research on how humour is currently used in accommodation settings, a focus group consisting of international participants, and two online surveys with both accommodation providers and accommodation guests. The latter was undertaken in Estonia. The results indicate that multiple forms of humour are used in accommodation establishments to provide information and enhance the guest experience, however, it was also clear that many humorous events happen spontaneously rather than being planned for or 18staged 19. This study also proposes a decision support model to guide accommodation establishments in how humour could be applied more effectively in their marketing communication and service processes.

Item Type: Journal Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics (FBE) > School of Tourism and Hospitality Management
Depositing User: Stephen Pratt
Date Deposited: 03 Apr 2020 00:26
Last Modified: 03 Apr 2020 00:26

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