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Wednesday 7 May 2014

Louise Hunt publishes paper on tourism marketing

A senior lecturer at Southampton Solent University who explored the use of nostalgia in tourism marketing has been highly commended for her published paper by a major academic publishing house.

Louise Hunt with photographs of stations used in her nostalgia research

Through the research, a series of evocative images were shown to a small group of men and women to see how differently they experienced nostalgia, and how age affects what we choose to remember.

Image, place and nostalgia in hospitality branding and marketing, will appeal to both hospitality managers and entrepreneurs, who want to improve the effectiveness of their branding and advertising.” says Louise Hunt, Senior Lecturer in Retail Marketing.

The British railway station – which has always held a special place in the nation’s psyche – is considered to be a particularly powerfully evocative source of nostalgia.

Her research found that men were more likely to comment on their adolescence and recall life-changing or first-time moments from their teens, while women tended to reflect on more emotional bittersweet experiences.

The most interesting part of the research was the emergence of two new concepts; pseudo-nostalgia -whereby some of the interviewees displayed an emotional attachment for experiences they had not lived personally – and future nostalgia.

“It is clear that something in the present – a sight, a sound, a smell, a feeling – can remind someone of the past in the most powerful manner. But using images that evoke nostalgia must be done so with caution; such a practice does not always lead to happy memories.” added Louise.

Simon Linacre from the publisher Emerald said: “Emerald’s Literati Network Awards for Excellence recognise members for their contribution to academic research. The awards are of great importance to Emerald as they enable us to celebrate research advancements and support the wider academic community in achieving their research goals.”

The paper was written in conjunction with Nick Johns from The School of Tourism at Bournemouth University.

The paper is available to view on the Emerald website until the end of May 2014.