Journal Article

Explaining the embodied hospitality experience with ZMET


Purpose. Scholars have rarely applied an embodied perspective when studying hospitality experiences. They have given even less attention to methodological considerations. The present study introduces Zaltman’s Metaphor-elicitation Technique (ZMET) to explore various domains of the embodied experience. Design/methodology/approach. In demonstrating the applicability of the ZMET procedure to understanding embodied hospitality experiences, the researchers present a study of emotional encounters that involve the dining experiences of Chinese tourists with western cuisine. The focus of the paper is on data collection, i.e. detailing the stepwise procedures of ZMET that have received minimal scholarly attention. Findings. Through the medium of this empirical study, the ZMET example uncovers deep metaphors and answers previously unanswered questions about embodied experiences. The detailed information and nuanced insights that are generated through this ZMET application offer the prospect of enhanced understanding of the hospitality experience. Practical implications. Practitioners can acquire deeper insights into the embodied hospitality experience through ZMET, particularly in the case of hospitality service/product design, branding and effective marketing communications. Originality/value. This investigation contributes an innovative research method to the embodied experience in the hospitality and tourism context.

Attached files


Ji, Mingjie
King, Brian

Oxford Brookes departments

Oxford Brookes Business School\Oxford School of Hospitality Management


Year of publication: 2018
Date of RADAR deposit: 2018-04-05

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

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