Exploring The Determinants Of Memorable Tourism Experience In The Boating Sector. A Case Of Kariba,...

Researchjournali’s Journal of Hospitality Tourism Vol. 1 | No. 2 December | 2014

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Brighton Hurombo Travel and Recreation Department, School of Hospitality and Tourism, Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Getrude Kwanisai Travel and Recreation Department, School of Hospitality and Tourism, Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Kumbirai Mirimi Travel and Recreation Department, School of Hospitality and Tourism, Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Taonga Nyamandi Travel and Recreation Department, School of Hospitality and Tourism, Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Exploring The

Determinants Of

Memorable Tourism

Experience In The

Boating Sector. A

Case Of Kariba,

Zimbabwe


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ABSTRACT

The delivery of Memorable Tourism Experience has emerged to be one of the critical catalysts for destination

competitiveness and sustainability. While a notable growth in boat cruise activities is being recorded globally

there is an ironical silence by scholars on the subject; with minimal research having been conducted so far.

Using a qualitative methodological slant, this study therefore sought to explore the determinants of

Memorable Tourism Experience in the boating sector. The study concluded that provision of unique local

food, cultural based entertainment, opportunity for tourist‟s social interactions, beautiful scenery,

encountering wild animals, professionalism of crew members, opportunities for boaters‟ group involvement

and refreshment are important determinants of Memorable Tourism Experiences in the boating sector. Boat

operators should thus strive to facilitate the development of Memorable Boating Experiences through an

assortment of the above stated eight (8) determinants.

Keywords: Memorable Tourism Experience, boat cruise, Kariba, Zimbabwe

1. INTRODUCTION

The world‟s economy has changed drastically from a service based to an experience based in the

past few years, and will continue to change as our society changes (Pine and Gilmore, 1999 cited in

Sthapit 2013). In the fast growing experience economy, consumers look for experiences that dazzle

their senses, engage them personally, touch their minds and a focus on service quality alone is now

deemed to be inadequate and ineffectual (Mossberg, 2007; Spiller et al cited in Hosany and Withman

2009) as tourists‟ outcome factors of destination re visitation and word of mouth advertising are now

intimately associated with the delivery of memorable experiences (Woodside, Caldwell & Albers-Miller,

2004). This view is also supported by Azedevo (2009) and Sthapit (2013) who noted that experiences are now

viewed to be the latest economic progression and that the provision of experiences as opposed to provision of

goods or services represents the most advanced form of an organisation‟s competitiveness. Consequently, the

concept of Memorable Tourism Experience has thus become the focal point for modern tourism

research and management (Tung and Ritchie 2011) as their delivery has been positively observed to

correlate with destination competitiveness and sustainability (Ritchie and Crouch, 2003). It was thus the

study‟s purpose to explore those boating experiences that are mostly positively recalled; a process which

subsequently culminated in the establishment of the determinants of Memorable Tourism Experiences for the

aforementioned sector.

There is relatively limited scholarly research on the boat cruise industry and the subject is still at its infancy

(Dowling, 2006; Hosany and Witham, 2009). This is also compounded by the fact that the boat cruise sector ,

as compared to other tourism segments, has poor knowledge of its patrons (Petrick ,2004). Despite this,


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it has been observed that the boat cruise industry has witnessed a phenomenal growth in the past with

houseboat sailing proving to be one of the most popular recreational boating activity world wide (Shah

and Ali, 2013). The International Cruise & Excursions (2014) confirms the above view by pointing out that

boat cruising is the fastest growing segment of the Travel Industry and has seen a 2100% growth in

the United States of America since the 1970s . In Europe the cruise Industry remains an important economic

contributor with its total output impact having nearly doubled since 2005 from €8.4 BN to €15 BN in 2011

(Ashdown, 2012).

The IRN Research (2008) also noted that in terms of size, the world market for cruises has steadily

increased from 9.9 million in 2001 to 15.2 million passengers in 2006 and that cruising is one of the

most successful sector of the travel market having outperformed the market as a whole for many years. This

growth is corroborated by the ongoing „marvelous‟ technological development of modern cruise liners for

both sea and river cruising offering a highly viable and alternative form of holiday to many tourists

(Quatermaine and Peter, 2003). While a notable growth has been observed above, it is still evident that the

sector lacks scholarly attention especially on how Memorable Tourism Experiences can be created in the

sector, a gap which this research sought to fill.

1.1 THE BOATING SECTOR AT KARIBA, ZIMBABWE

In Zimbabwe; boat cruising at Lake Kariba started since the construction of the Lake in the late 1950s and

since then the resort town relies heavily on tourism (Scudder, 2001). Notwithstanding the above, the boating

industry in Zimbabwe in general and at Kariba in particular suffered heavily as tourism took a slump

during the 2008 to 2009 national economic down turn period (ZTA, 2012). This was evidenced by the

migration of prominent houseboats from the Zimbabwean to the Zambian shoreline of the Lake. Of particular

note is the Southern Belle houseboat which is arguably one of the largest houseboats in Southern Africa

which relocated to the Zambian shoreline in year 2010 (Chiinga, 2010). The sector is now characterized by a

shrinking market base that is evidenced by a plummeted population of houseboats in the Lake from 1500 in

2001 (Scudder, 2001) down to 41 in 2013 (ZTA, 2013). Those that remain plying on the Zimbabwe‟s Kariba

shoreline seem to be struggling for survival as evidenced by the recent listing for sale of the Zambezi Trader

Houseboat which is arguably the second biggest houseboat after the „Southern Belle‟ (The Herald, 2012).

Thus in spite of the houseboat sector registering a sustained growth globally outpacing both land-based

resorts and theme parks (Dickinson and Vladimir cited in Hosany and Witham (2009); the performance of the

sector remains ironically subdued at Kariba as has already been attested above.

2. LITERATURE REVIEW

2.1 EXPERIENCE


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There is no a universally agreed definition of experience (Jurowski as cited in Sthapit 2013) as there is a

lack of conceptual models that offer a common terminology and shared mindset when defining

experience (Gentile et al 2007). This is also compounded by the fact that experiences are subjective,

emotional states laden with emblematic meaning ( Morgan et al, 2009); multi-faceted (Plessis , Merwe

& Saayman, 2012) and influenced by many other aspects (Walls et al.,2011). For instance as observed by Ooi

(2003) tourists have different experiences even if they are doing the same thing in the same place, as their

different interests, backgrounds, moods and personal feelings at a particular moment affect their

interpretations of the experiences.

In spite of the above observations, notable attempts have however been made to define experience. Holbook

and Hirschman (1982) defined it as a reflection of an emotional state consisting of a steady flow of

fantasies, feeling, fun and interactions that engage people in a personal way and connect them with

place. This view is also echoed by Carlson (as cited in Wang and Pizam 2011) who defined experience as a

constant flow of thoughts and feelings that occur during moments of consciousness. From a psychological

point of view, Larsen (2007) postulated that “a tourist experience is a past personal travel-related event strong

enough to have entered long-term memory” meaning a more long term focus is required to understand the

tourist experience and also that the tourist experience concept includes events, memories and expectations.

Thus from the few preceding definitions, it can be deduced that an experience is a state that is, among other

attributes; subjective, emotional, personal and that includes events, memories and expectations. While

attempts have been made to explain the meaning of an experience above, it is now only logical to narrow

down the discourse by conducting a specific examination of the Memorable Tourism Experience concept, a

task which the subsequent section seeks to explore.

2.2 A MEMORABLE TOURISM EXPERIENCE

A Memorable Tourism Experience refers to a tourism experience that is positively remembered and recalled

after the event has occurred, (Kim, et al 2012). According to Kim et al (2012) it is selectively constructed

from tourism experience based on an individual‟s assessment of the experience. Uysal et al (2012) adds on to

say that one of the reasons that tourists frequently enjoy buying souvenirs from destination places is to

remember the enjoyment they had during the trip.

It seems however, from the above discourse, that when memorable experiences are being described and

defined, researchers tend to concentrate on the positive or pleasant events or feelings, as being memorable,

though negative experiences can also be remembered and may be equally or more far reaching in affecting the

tourist experience. Nonetheless the former approach seems to have obtained considerable support and

affirmation from scholars for example by Klaaren et al (1994), Mitchell (as cited in Kim, 2009) and Sthapit,

(2013) who noted that individuals will reconstruct their tourism experiences by forgetting disappointments.


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Earlier studies by Ritche and Ritche (1998) also seem to confirm the above observations by pointing out

that a Memorable Tourism Experience serves to consolidate and reinforce the collection of pleasurable

memories of the destination.

The provision of memorable experiences has thus been identified to be at the heart of what tourism is all

about today (Ritchie et al 2011) and to embrace this new paradigm, players in the tourism industry are

recognising the need to lift the nature of their tourism products and services to the level of a memorable

experience. Pine and Gilmore (1998) point out that organisations must orchestrate memorable events for their

customers; and this position has achieved considerable support from scholars for example from Berry and

Bendapudi; Gupta and Vajic and Schmitt (as cited in Stuart & Tax, 2004).

Memorable experiences are thus increasingly being popularized. This is because memory has been seen to be

the single most important source of information when one intends to make a decision on whether to revisit a

location or not (Kozak, 2001; Lehto, O‟Leary & Morrison, 2004; Mazursky, 1989; Wirtz, Kruger, Scollon &

Diener, 2003). Thus it can be noted, in line with the above observations, MTEs are considered to be very

strong predictors of future destination selection as tourists can choose to return to a destination based on the

extent to which they positively remember their previous experience of that given destination. Research also

associates tourists‟ memorable experiences with other positive outcome factors such as spreading positive

word-of-mouth (Woodside et al, 2004). Therefore it is clear that the ability to provide memorable experiences

has become very pivotal in today‟s tourism marketplace and destinations need to concomitantly adapt

themselves in order to attain optimum competitiveness.

Given this emerging importance of memorable experiences, it is thus critical for tourism researchers to

identify and interrogate antecedent factors that facilitate formation of these Memorable Tourism Experiences.

While it is therefore the study‟s intention to explore the determinant factors for the formation of Memorable

Tourism Experiences in the boating sector, it is also crucial for one to note that the tourist provider cannot

provide the experience for the tourist but only provide a set of circumstances or environment in which tourists

can actually have an experience (Mossberg, 2007). It is therefore vital that a tourism provider knows how to

provide circumstances that will enhance the experience of the tourist.

2.3 DETERMINANTS OF A MEMORABLE TOURISM EXPERIENCE

Relatively few researchers have developed models to measure tourists‟ experience in a bid to try to outline

what customers perceive as memorable. At present there are, to the best knowledge of the researcher, at least

two frameworks that have been developed for measuring Memorable Tourism Experience (MTEs) and these

are Kim et al (2012) and Sthapit (2013) Memorable Tourism Experience (MTEs) scales. The main constructs

in Kim et al (2012)‟s model identified to be the determinants of Memorable Tourism Experience are

hedonism, novelty, local culture, refreshment, meaningfulness, involvement and knowledge. However,


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Sthapit (2013) extended the conceptualization of Memorable Tourism Experiences by Kim et al (2012) by

including negative experiential factors into the model „Adverse Feelings‟ as another determinant to make

them eight. Although Sthapit (2013) seemed to had found basis from several scholars for example (Wirtz et al

(2003) and Larsen & Jenssen (2004) for the addition of „Adverse Feelings‟ to the previous Memorable

Tourism Experience scale developed by Kim et al (2012), he however later discovered in his study that

the added „Adverse Feelings‟ factor and Memorable Tourism Experience were not positively

associated. Hence the failure of this additional element to take a center stage in the conceptualization

of MTEs thus leave us with the conclusion, at least for now, that of the two instruments, Kim et al (2012)‟s

seminal study arguably remains the yardstick in conceptualizing the determinants of a Memorable Tourism

Experience.

3. METHODS

This study adopted an exploratory research design due to the paucity of studies around the boating sector in

Zimbabwe. The study involved a series of face-to-face in depth interviews with 25 boaters that were

conveniently selected. This sample size is arguably justifiable considering past research of autobiographical

memories that consisted mainly of in-depth interviews with less than 20 respondents (i.e. Falk and Dierking,

1990 (12 respondents). Data were collected as boaters where disembarking from their morning, sunset and

dinner cruises from the Zambezi Traders, Royal Game and Drifter House boats based at Lake Kariba

during a period of 3 days. Prior arrangements had been made with the house boat authorities. Data was

analyzed using the grounded theory approach.

4. DATA PRESENTATION AND DISCUSSION

60% of the boaters interviewed were males while 40% were female. 56% of the boaters are closely

distributed around the age group of 41-50 years. 50% of the respondents travelled to Kariba for pleasure. The

majority of the respondents (40%) originated from South Africa. In addition it could also be noted that the

boating market seems to be more dominated by foreigners (80%) while locals only constitute 20%. 60% of

the respondents partook in dinner cruise while only few respondents 24% and 16% partook in sunset

and morning cruises respectively.

4.1 TYPES OF BOATING EXPERIENCES MOST FREQUENTLY RECALLED AS MEMORABLE

Below is a discussion of the types of boating experiences most frequently recalled as memorable by the

respondents. These experiences will be discussed under thematic headings.

4.1.1 UNIQUE LOCAL FOOD


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Local food emerged to be the most common theme cited by boaters as it was mentioned by 80% of the

respondents. Under this theme related terms such as „delicious‟, „strange‟ and „different‟ were mentioned

to explain the memorability of the food consumption experience during their boating cruises at Kariba. To

support this theme, an example can be drawn from interviewee 20 who recalled his food consumption

experience by pointing out that ``I remember the waiter serving a plate of Mopani worms, the food

was so delicious, I really enjoyed myself ``. Recent studies by Charndralal and Valenzuela (Anon)

argued that perceived opportunity to taste local foods is a determinant of Memorable Tourism

Experience. This observation also resonates well with Kim et al (2012)‟s observation that novelty is a

determinant of MTEs. Moreover strangeness of the local food was deemed to be a component of

Memorable Boating Experience by participants. Considering (Interviewee 12) who said

``uniqueness of the local food is most likely the component of my Memorable Boating Experience and I still reflect about it

over and over again``.

Basing from this theme it can be noted that local food can result completely in engrossment and

absorption of boaters in the cruise. This also confirms observations by Yarnal and Kerstetter (2005)

that the opportunity to encounter local foods in a cruise vacation allows tourists, for short period of

time to, escape their daily routine and to be in a different environment.

4.1.2 CULTURAL DANCE ENTERTAINMENT

Cultural dance entertainment was the second theme among the Memorable Boating Experiences to emerge

from the study‟s findings. Cultural dance entertainment refers to ceremonies hosted by local residents to

entertain tourist. 70% of the respondents mentioned that cultural dance performance was the most

salient aspect of their previous Memorable Boating Experience in Kariba. As one participant said

``dancing with one of the members of Simunye cultural dance group at the harbor was incredible, I

was overwhelmed with pleasure`` (Interviewee 16). This observation corroborates findings of Hosany and

Withman (2009) that entertainment is one of the strongest dimension of cruisers` experiences,

satisfaction and intention to recommend. This shows that tourists recall their interactional experience

with the locals thus local cultural entertainment plays important role in the creation of memorable

boating experience.

4.1.3 OPPORTUNITY FOR SOCIAL INTERACTIONS

Opportunity for social interactions refers to happy interactions with various strange people met during

trip. A reasonable number of 68% respondents also commented very positively on this theme and

recalled a number of memorable social interactions during the interviews. For instance one respondent

(Interview 14) narrates experiences he had encountered onboard Zambezi Traders :

``the dinner cruise was marvelous and I got the opportunity to get familiar with new individuals that may perhaps become

confidantes in the future``.


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This theme also confirms observations by Kim et al (2012) and Charndralal and Valenzuela (Anon) that

opportunity for social interactions is a determinant of Memorable Tourism Experience. While Gibson

(2008) observed that cruise ships have high staff guest ratios and intensity of contact between guests

and workers are more prolonged. Therefore, this circumstance offers greater opportunities for

interactions.

4.1.4 BEAUTIFUL SCENERY

Beautiful scenery was the fourth theme to emerge. 60% of the respondents commented that the most

memorable aspect of their previous boating cruise was admiring the calmness and greenness of

vegetation on islands in Kariba. In a view of this theme one participant confessed that, `` it was my

first time to witness African spectacular sunset setting whilst the boat was docking on a beautiful

island, I captured as many photos as possible, that was really striking`` (Interviewee 1). Such findings

are in line with Bonn et al (2007); Gibson ,(2008) and Charndralal and Valenzuela, ( Anon) who noted

that natural environments plays a vital role in the creation of memorable tourism experience. As a

result beautifulness of landscape is also a component of a Memorable Boating Cruise Experience.

4.1.5 ENCOUNTERING WILD ANIMALS

Encountering wild animals during boat cruise was also reported as one of the most salient aspects of

memorable experiences. A considerable number of 52% respondents referred viewing wild animals

whilst cruising as the most memorable aspect of their previous boating cruise. Considering (

Interviewee 9) which said, ``it was my first time to see hippos displaying their teeth, while taking a

sip of amarula wine, I shot beautiful photos``. Therefore for boaters, the level of Memorable

Tourism Experience may be greater if they encounter variety of wild animals.

4.1.6 PROFESSIONALISM OF CREW MEMBERS

Another theme emerged as contributing factor to memorable boating cruise experience was

professionalism of crew members. For instance one respondent avowed that,

``truly the friendliness of crew members, how the food was served to guests symbolizes high level of professionalism, it

was superb and I really enjoyed myself`”.

This theme matches up with the observation by Bharwani and Jauri (2013) that technical competence

of frontline staff can lead to more guest interaction and hence contribute to a memorable guest

experience. This theme also coincides with findings of Canadian Tourism Commission (2004) that roles

and skills of tour guides are depicted as determinant of MTEs.

4.1.7 GROUP INVOLVEMENT

A number of participants (64%) highlighted that cruising as a family was an important factor

contributing to their previous memorable boating experience. Group mentality refers to tourism


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experience that boaters experience as a member of a group with family members, friends and boat

cruise companions. Therefore the level of excitement, pleasure and enjoyment is better when

something is experienced as a group with close companions than it is experienced individually. One

of the respondents (Interview 12) commented that

``We had a memorable experience with our family, Our children had never boarded a houseboat before, they had a

wonderful day”.

In another study of exploring the determinants of memorable tourism experience by Charndralal and

Valenzuela (Anon) experiencing something as a group was found to be a determinant of memorable

tourism experience of travelers. Hence it can be noted that group mentality is a memorable boating

experience.

4.1.8 REFRESHMENT

Refreshment was the last but not least theme to emerge as a determinant of Memorable Boating

Experience at Kariba. 40 % of the respondents mentioned that opportunity to refresh their minds and

feeling depth experimental engagement was a determinant of their Memorable Boating Experience at

Kariba. This is best illustrated in ( Interviewee 5) who narrated that, “As I got onboard, I could feel

the cool breeze from the waters , I was mentally and physically soothed, I felt a sense of freedom the

cruise was really refreshing.`` This finding tallies with the observations by Kim et al (2012) and Ellis

as cited in Ooi (2003) that refreshment concentrate on the state of mind and the depth of

experimental engagement. Hence this highlighted that boaters needs a sense of liberation and ultimate

escape from monotonous daily routine way of life.

5. CONCLUSIONS AND IMPLICATIONS OF RESULTS

The main purpose of this study was to investigate the determinants of Memorable Tourism

Experience (or Memorable Boating Experiences) of the boating sector .The study concluded that provision

of unique Local food, Cultural dance entertainment, Opportunity for social interactions, Beautiful scenery,

Encountering wild animals, Professionalism of crew members, opportunities for Group Involvement and

Refreshment are important determinants of Memorable Tourism Experiences in the boating sector. Thus in

view of the above conclusions, the study recommends that boating operators place more emphasis and

attention on facilitating the environment in which these identified factors are experienced as they lead to the

development of Memorable Boating Experiences. The study should thus be used as a baseline for

improving Memorable Tourism Experience in the tourism industry in general and the Boating sector in

particular. The study focused mainly on boaters visiting Lake Kariba, Zimbabwe. Future studies should

replicate the study in other geographic regions and among different populations and/or from participants in


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different leisure activities in order enhance the understanding of determinants of Memorable Tourism

Experience. Different research methodologies should also be used to test the scope of results.

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