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River Magic: Extraordinary Experience and the Extended Service Encounter

River Magic: Extraordinary Experience and the Extended Service Encounter Abstract This article explores the provision of extraordinary hedonic experiences on commercial, multiday river rafting trips in the Colorado River basin. White water river rafting provides a dramatic illustration of some of the complex features of delivering an extraordinary experience. Multiple methods were employed over two years of data collection to articulate the lived meaning of this experience from both the guides' and the consumers' perspectives. Robust quantitative measures were developed from rich qualitative data. Participant observation and interview data enriched the interpretation of quantitative results. Experiential themes of personal growth and self-renewal, “communitas,” and harmony with nature are evidenced across the data; they evolve and are woven together over the course of the trip. Together they are significant in explaining overall satisfaction. There is a complex relationship between client expectations and satisfaction. The narrative of the rafting experience rather than relationships between expectations and outcomes is shown to be central to its evaluation. Implications for other services and consumption activities are discussed. This content is only available as a PDF. Author notes * Eric J. Arnould is associate professor of marketing, Department of Marketing, School of Business, at California State University, Long Beach. Linda L. Price is associate professor of marketing, College of Business Administration, University of Colorado, Boulder. Our names are listed in alphabetical order to reflect equal contribution to the manuscript. We wish to thank Bill and Jaci Dvorak, Patrick Tierney, Lisa Penaloza, Rick Perdue, and four reviewers for their useful recommendations. We dedicate this article to the memory of Colin Lucas Price, February 7, 1992–March 27, 1992, and thank the editor and many readers of JCR for their sympathy and support. © 1993 by JOURNAL OF CONSUMER RESEARCH, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

River Magic: Extraordinary Experience and the Extended Service Encounter

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References (74)

Publisher
Oxford University Press
Copyright
© 1993 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209331
Publisher site
See Article on Publisher Site

Abstract

Abstract This article explores the provision of extraordinary hedonic experiences on commercial, multiday river rafting trips in the Colorado River basin. White water river rafting provides a dramatic illustration of some of the complex features of delivering an extraordinary experience. Multiple methods were employed over two years of data collection to articulate the lived meaning of this experience from both the guides' and the consumers' perspectives. Robust quantitative measures were developed from rich qualitative data. Participant observation and interview data enriched the interpretation of quantitative results. Experiential themes of personal growth and self-renewal, “communitas,” and harmony with nature are evidenced across the data; they evolve and are woven together over the course of the trip. Together they are significant in explaining overall satisfaction. There is a complex relationship between client expectations and satisfaction. The narrative of the rafting experience rather than relationships between expectations and outcomes is shown to be central to its evaluation. Implications for other services and consumption activities are discussed. This content is only available as a PDF. Author notes * Eric J. Arnould is associate professor of marketing, Department of Marketing, School of Business, at California State University, Long Beach. Linda L. Price is associate professor of marketing, College of Business Administration, University of Colorado, Boulder. Our names are listed in alphabetical order to reflect equal contribution to the manuscript. We wish to thank Bill and Jaci Dvorak, Patrick Tierney, Lisa Penaloza, Rick Perdue, and four reviewers for their useful recommendations. We dedicate this article to the memory of Colin Lucas Price, February 7, 1992–March 27, 1992, and thank the editor and many readers of JCR for their sympathy and support. © 1993 by JOURNAL OF CONSUMER RESEARCH, Inc.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 1993

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