title: The Role of Local Hospitality in Creating Memorable Tourism Experiences (MTEs)
Creators: name: Ahmad, Affan Ud Din
Publisher: name: Griffith University
Year: 2024
Subjects: subject: memorable tourism experiences
subject: local hospitality
subject: social exchange theory
subject: tourist motivation

description: Since the last decade, memorable tourism experiences (MTEs) have gained prominence as a topic of interest in tourism research (Hosseini, Cortes-Macias, &amp; Almeida-Garcia, 2024; Bai, Lai, &amp; Wong, 2023; Tung et al., 2017; Zhong et al., 2017) due to their importance in providing tourist destinations a competitive advantage and sustainability (Moliner-Tena, Monferrer-Tirado, Ferreres-Bonfill, &amp; Rodriguez-Artola, 2021; Pizam, 2010; Sthapit &amp; Jimenez-Barreto, 2018; Chen, Cheng, &amp; Kim, 2020) in today's fiercely competitive tourism industry. In the hospitality and tourism literature, various scholars have identified numerous factors that contribute to the formation of MTEs. Among many, is the hospitality of locals towards tourists visiting a destination (Kim, 2014; Chandralal &amp; Valenzeula, 2015). The local hospitality construct, despite having significance for tourists' MTEs, has not gained much attention from hospitality and tourism researchers (Aristides &amp; Efi, 2019; Christou &amp; Sharpley, 2019). Due to a dearth of research in this domain of hospitality, there exists ambiguity and lack of clarity as to what constitutes local hospitality. The current study, firstly, addresses this knowledge gap by exploring the aspects of local hospitality. This research also provides an opportunity to better understand the association of local hospitality and MTEs. Further, an investigation of the moderating role of tourist motivations on the relationship between local hospitality and MTEs was also part of this study. Social exchange theory was employed as a theoretical foundation for this study as it is concerned with the exchange of hospitality to tourists in return for gains such as sharing local culture, experiences, stories, financial gains, positive word of mouth, and social prestige for the local people (Coulson, Maclaren, McKenzie, &amp; O'Gorman, 2014). To address the overall aim and specific research objectives of this study, a mixed-method research design was adopted. The research is carried out in the context of Pakistan. The reason for choosing Pakistan lies in the fact that the country has emerged as a top tourist destination that offers beautiful landscapes, rich heritage, and diverse cultures and attracts visitors from around the globe with diverse travelling motivations and needs. Phase one of the study, aimed at addressing research question 1, comprised of a qualitative research approach for exploring and better understanding the local hospitality construct and its aspects. Semi-structured, in-depth interviews were conducted online with 20 tourists who have visited Pakistan and experienced local hospitality. Phase one is followed by a quantitative research approach in the second phase for an investigation of the aspects of local hospitality that contribute to the formation of MTEs. Phase two was aimed at addressing second and third research questions. A survey using questionnaire was carried out with 511 tourists who have visited Pakistan. This phase also investigated the moderating impact of tourist motivations on the relationship between local hospitality and MTEs. Due to the COVID-19 pandemic, data collection during both phases was carried out online. For analysing the results in Study 1, NVivo software was utilized. Findings of the study in phase one revealed five dimensions of local hospitality including care, generosity, sociability, helpfulness, and authenticity. Data collected from respondents in Study 2 was analysed using SPSS software. Results of Study 2 revealed a significant and positive impact of local hospitality on memorable tourism experiences. Interestingly, the moderating impact of tourist motivations on the relationship between local hospitality and MTEs was insignificant. This research has important theoretical implications. Based on the interviews conducted as part of Study 1, the findings revealed specific dimensions of local hospitality from tourists' point of view. This is among the first studies, exploring dimensions of local hospitality particularly, in the context of Pakistan. Thus, by providing a better understanding of local hospitality, this research adds to enriching theoretical debate on local hospitality. The current literature acknowledges the contribution of local hospitality in shaping memorable tourism experiences. However, the examination of the relationship between the two constructs is not explored extensively. Findings of Study 2 add discussion to the literature on what and how different aspects of local hospitality shape memorable tourism experiences. This also provides meaningful insights of the framework through which hospitality impacts memories of tourists. Another important theoretical contribution is the addition to the ongoing debate on the complex psychology of local-tourist interactions through an investigation of tourist motivations and its relationship between local hospitality and memorable tourism experiences. Moreover, the study also provides opportunities for practical implications valuable for destination managers and practitioners in providing memorable experiences for tourists.