Volume 3 examines how research tools affect theory advances in culture and tourism research. Using visual narrative art to explicate unconscious thinking that shapes trip plans and visits, building tree diagrams of streams of antecedent conditions associating with extreme behavior (e.g., road rage, chronic casino gambling), and research methods that go beyond quantitative/qualitative taxonomies are examples of the unique themes covered in this volume. The papers focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior.

This book presents research conducted on the validity of hospitality education and training degrees in Macau in the period preceding the explosive growth in tourism precipitated by the regulation of its lucrative gaming industry. The Macau Special Administrative Region (SAR) is a major regional tourist destination principally because of its reputation as a gaming haven and is known as the "Las Vegas of the East." With the high volume of inbound tourists into a tiny territory, the hotel industry plays a key role in the success of tourism per se and the local hospitality industry patronised by the local populace. The provision of high quality personnel is therefore critical and the challenge faced by Macau is to wean itself from the dependence on expatriate human resources and to nurture local expertise. This book provides an historical account of hospitality management education and explores the impact of healthy education-industry linkage on meeting education goals in hospitality management.

The paper-based guest questionnaire, also commonly known as "comment card," is an old hotel tradition that is the mainstay of guest feedback elicitation. Primarily used to measure satisfaction, the questionnaire is a faulty survey instrument that can yield inaccurate and unreliable data. The trend for e-questionnaires adoption necessitates re- evaluation of the role of the paper questionnaire in contemporary hotel management. Using a 'service innovation' approach, questionnaire functionality is explored in a way not previously considered in the hospitality management literature, namely as a vehicle and catalyst for enhanced customer satisfaction via remote service encounters. The questionnaire is appraised in terms of the antecedents and consequences of its usage. This innovative research on the main hotel business stakeholders in Asia Pacific uses both qualitative and quantitative methods such as content analysis, focus groups and in-depth interviews. This book has practical applicability and implication for customer communication in the hotel industry and the wider services industry, and extends the discourse on service encounters.