Nostalgia research highly commended
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.
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.
One place that is considered to be a particularly powerful evoker of nostalgia is the British railway station, which has always held a special place in the nation's psyche.
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 nostalgia paper is available to view on the Emerald website until the end of May 2014.
Notes to editors:
Louise Hunt is available for interview.
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of over 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.
FOR FURTHER INFORMATION CONTACT THE MEDIA OFFICE ON 023 8031 9642 or email press.office@solent.ac.uk
About Southampton Solent University
Southampton Solent University offers more than 23,000 students over 200 qualifications ranging from HND to PhD, in subjects such as maritime education and training, fashion and design, media and television, music, health, sport and leisure, business, IT and technology. The university was awarded the 2013 Quality Assurance kitemark for quality and standards of teaching and learning. Solent was voted one of the most creative universities in the UK in a Which? University 2013 poll of students. It has been awarded ‘Gold approval’ by the Association of Chartered Certified Accountants (ACCA).
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