Assessing humour use in accommodation establishments: the Estonian context

• Authors: Marit Piirman , Stephen Pratt , Melanie Smith , Heli Tooman
• Languages of publication: EN

Abstracts

EN

This paper studies the use of humour in Estonian accommodation establishments. The purpose of this study is to gain a better understanding of how humour is used in the marketing communication and service processes in accommodation establishments. A range of methods were used to answer the research aim, including desktop research on how humour is currently used in accommodation settings, a focus group consisting of international participants, and two online surveys with both accommodation providers and accommodation guest. The results indicate that overall humour is beneficial for accommodation establishments. Respondents mentioned the multiple ways in which humour was used to inform guests about certain accommodation features. This study proposes a decision support model to guide accommodation establishments in how humour could be applied more effectively in their marketing communication and service processes.

Keywords

EN

humour, marketing communications, accommodation, Estonia

• Publisher: Cracow Tertium Society for the Promotion of Language Studies
• Journal: The European Journal of Humour Research
• Year: 2019
• Volume: 7
• Issue: 3

Dates

published

2019

online

2019-11-22

Contributors

author

Marit Piirman

author

Stephen Pratt

author

Melanie Smith

author

Heli Tooman

Identifiers

DOI

10.7592/EJHR2019.7.3.piirman