07 Wong (2014) Expectation and Satisfaction of Underwater Wedding Tourist

8/12/2019 07 Wong (2014) Expectation and Satisfaction of Underwater Wedding Tourist

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International Hospitality and Tourism Student Journal 6 (1) 2014 71-85

An investigation of the consumer expectation and satisfaction of

underwater wedding tourists: A case study of Caribbean Islands.

Shun Kwan Wong

HTMi, Hotel & Tourism Management Institute, Srenberg, 6174 Luzern, Switzerland_____________________________________________________________________________________________________________________________

Abstract

Adventure tourism is one of the most active sectors within the tourism industry and it will potentially become a major market in the future.In fact, many existing contexts have untaken adventure tourism as investigations, but only certain research studies are touching part of theunusual events. Therefore, the researcher would like to find out the relationship through a broad range of academic sources, which are based on

consumer motivation, expectation and satisfaction by conducting the literature. In the case of Caribbean Islands, its attractive natural sceneryappeals to adventurers to explore, the study has been critically assessed the demographic characteristics of underwater wedding tourists.Additionally, the literature embraced push-pull theory, which is directly associated with individuals motivation (internal) and destination(external). Last but not least, the research also demonstrates a framework of consumer motivation, expectation and satisfaction on howconsumers make decisions to participate in unusual events. As the investigation mainly focuses on underwater weddings, a qualitative researchmethod has been used in the study to obtain a better prominence through the individuals experiences and their perceptions. The findings fromsecondary research show that disconfirmation is the most sufficient motivation to the participants. Nonetheless, the researcher strongly believesthat if the primary research has been done, the result would be more accurate and given an in-depth understanding of the effect behindunderwater wedding tourists. Recommendation for further academic research and possible interferences with underwater weddings arediscussed.

Keywords:Adventure tourism; Underwater wedding; Consumer motivation; Expectation; Satisfaction; Caribbean Islands

2013 International Hospitality Research Centre. All rights reserved.

_____________________________________________________________________________________________________________________________

1. Introduction

Adventure tourism is regarded as the fastest growingoutdoor tourism market, which is a combination of travel,sport and outdoor recreation (Williams and Soutar, 2009;Beedie and Hudson, 2003). According to Richards (2011),one of the major reasons why tourists participate inadventure tourism is solely for a thrilling experience. This canbe divided into fantasy and reality whereby fantasy holds the

principles and dedicated vacation while reality can bedepicted to making it happen. This conversion fromimagination to reality can be then described as an increasingassurance to choice (Decrop and Snelders, 2004). Touristmotivation is often proportional to its risk of activities(Weber, 2001). Buckley (2012) argues it is a particular type ofexperience motivates them indeed. To increase the possibilityfor new leisure experiences is based on new emotions andsensation different from daily routine (Carnicelli-Filho et al.,2010). In fact, Gyimthy and Mykletun (2004) remarkadventure tourism as a debate among tourism scholars whenconsidering that a tourism activity could be defined as

adventurous. Motivation is also affected by Freudian theory(Bowen and Clarke, 2009). It consists of conscious, rational

motivations (the superego); real, unconscious motivations(the id); and the subconscious mediator (the ego).Supported by Chen and Chen (2011), the opportunities oftravelling not only satisfy the need to escape but to re-establish a tourists ego.

In general, most studies have taken push and pull factorsas an element to form motivation in consumer behaviour,

which influence every step in decision-making process (Dan,1977 cited in Prayag and Ryan, 2011). Push and pull factors

can be generated diverse perceptions to different scenarioslike pharmaceutics, technovation, business research, and soforth (Malaterre et al., 2009; Brem and Voigt, 2009; Chiou etal., 2010). In this context, the framework of push and pull

would be based on personality characteristics, perceptions,experiences and attitudes (Schiffman and Kanuk, 2010).Furthermore, the aspect of push and pull is corresponding

with generic goals. Whereas pull factors attract individualstoward a destination refers a positive goal is one toward

which behaviour is directed. Likewise, push factors push theindividual away from home and travel somewhere else, it is anegative goal is one from which behaviour is directed away.

Although TAT news (2013) proves that underwaterwedding events are seen as a positive pull, it is believed they

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are still exotic to most people. Yet, at one of the worldspremier travel destinations, Caribbean Islands, a topicalparadise for vacationers and wedding tourism, underwater

wedding events is not cryptic (Frohlick and Johnston, 2011).Along with the rise of romanticism, international tourists areattracted by Caribbean Islands, which offer wildness andpassion as well as beautiful landscape. However, there is no

any answer to specify the future of Caribbean tourism(Duval, 2004). Seeking an unusual wedding instead of aclassic wedding, the adventure tourism industry is likely toendure. Regardless, classic weddings no longer fulfilsatisfaction anymore from a consumer perspective, or else, asan adventure tourist, it is doubtless to say having an unusual

wedding once probably is the biggest challenge but worth.From another way to support this statement, Frohlickand and

Johnston (2011) have conducted a research by criticallyexamining the product of a submerged wedding and how theritual is dependant on the natural landscape. In order tounderstand why the adventure wedding tourism is becoming

a trend, the present study focused on consumer expectationand satisfaction of underwater wedding tourists in a casestudy of Caribbean Islands. Heading to the literature review,it begins with a few questions: what are the major factors thatinfluence and still motivate underwater wedding tourists bytaking a risk? What do they want to gain from the experience?

Are underwater wedding events in Caribbean successful?The dynamics of consumer motivation will never be

understood (Schiffman and Kanuk, 2010). Albeit that thereare many studies have been undertaken adventure tourism,events and recreation activities (Villalobos-Cspedes et al.,2010; Patterson and Pan, 2007; Schott, 2007; Kaplanidou and

Gibson, 2010; Soteriades and Dimou, 2011). Researchers arenot able to ascertain what exact motivations influenceconsumers to participant in tourism activities. Hardly anystudies have been implemented within the area of underwater

wedding events; therefore the author was obliged to find outthe intimate motivations through consumer satisfaction andexpectation. As Gabriel and Lang (2006 cited in Bowen andClarke, 2009, pp.267-268) explain a theoretical conclusion oftourist behaviour,

As consumer, we can be irrational, incoherent andinconsistent just as we can be rational, planned andorganised. We can be individualist or may be driven bysocial norms and expectations. We can seek risk and

excitement or may aim for comfort and security. We canbe deeply moral about the way we spend our money orquite unfettered by moral considerations Suchfragmentations and contradictions should be recognised ascore features of contemporary consumption itself.

In saying so, the paradox of consumer behaviour andlimitation of underwater wedding events have stimulated theinterest of the author to gain more knowledge on thisinteresting concept. By analysing such adventure romanticismfrom the customers perspective.

The aim of this research is to explore motivations andexpectations of underwater wedding tourists: a case study of

Caribbean Islands. The aim will be reached by answering thefollowing three objectives: to assess the demographic

characteristics of tourists participating in underwater weddingevents in Caribbean Islands; to determine the level ofsatisfaction of underwater wedding tourists from CaribbeanIslands perspective; and to establish and explore the touristsmotivations while participating in underwater wedding eventsin Caribbean Islands.

2. Literature review

2.1. Experience Economy

An exploration of the event and tourism experience candisclose the attached meanings, which embody experience isdefined as the heart of an event. According to Manthiou et al.(2011) account of tourists often have varying motivations toattend a particular event instead of to any event in general.From a consumer perspective, the intention of experientialpurchases refers to the expectation of a memorable

experience (Jurowski, 2009). A question that arises at thispoint is twofold: which one is the first sways to another,experience or expectation? Each person has diversebackgrounds, beliefs, attitudes and values to create their ownexperience while participating in an event; thus experienceeconomy is a conceptual study (Sundbo and Darmer, 2008).

When Getz (2008) says in order to adopt new behaviours inthe future, individuals will change beliefs, values or attitudesin the transformation of event tourism experiences. Besides,due to the differentiation between consumption experienceand consumer experience cited from Walls (2013), the author

would like to state that clearly this investigation only focuses

on the consumers side.With regard to the components of consumer experience,it is a subjective complexity of motivations, expectations,perceptions and meanings (Kastenholz et al., 2012). In thiscase, events would be the core resource to shape the tourismexperience by helping tourists to discover and enjoy anintensive experience. An event is associated with feelings, self-expression, achievement and accomplishment; its motivetherefore becomes internalised and take on greater meaningfor participants (Coghlan and Filo, 2013). Yeoman et al.(2007) also state that consumers dedicate their increasingaffluence to travel and tourism products with the growth ofexperience economy. Nonetheless, Cohen (1979 cited in Li,

2000, p.864) supposes classically, this experience reflectssome stable patterns of motivations both differentiating andcharacterising various modes of tourists activities. In thisrespect, Ziakas and Boukas (2013) apply phenomenology inanalysing the event tourism experiences. By critical ponderingon conscious experience rather than subconsciousmotivation, this conceptual and methodological line ofthought can potentially appear a powerful gap when it hasfurther researched.

In terms of understanding the essence of experiences,Tung and Ritchie (2011) have examined satisfaction iscommonly as the outcome of tourism experiences.

Additionally, by minimising expectation can inversely increasesatisfaction with the experience (Ritchie et al., 2011). Taking a

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step further, Pine and Gilmore (2000) describe theprogression of economic value on how goods, services andexperiences have been customised (see figure 1). From thisframework, it is a need to understand the general needs ofones customer base as the foundation first. In fact, it doesnot work in reality although satisfaction measurement iscounted. Paradoxically, an overflow of choices in ordinary

tourism products can cause tourists make no choice at all,especially suppliers often lean towards on intangibility,tourists novelty seeking behaviour and considerable risktaking (Park and Jang, 2013). By then, companies do notactually gain a true insight into customer specific wants andneeds; rather, they produce what they believe is suitable forthe customers.

Figure 1:The Progression of Economic Value (Pine and Gilmore, 2000, p.19)

2.1.1. The Concept of Consumer Motivation

Hallmann et al. (2012) construe consumer motivations asthe influence on travel behaviour and it is a complex subjectin tourism. Cited in Schiffman and Kanuk (2010), consumerbehaviour consists of purchasing, using, evaluating anddisposing of products and services. It mainly focuses on howconsumers spend their time, money and effort to make apurchase, which is based on their needs, wants and desires toform such motivations. Due to every tourist having differentpurposes of travelling, motivations are classified as escapism,relaxation, pursue a hobby, find new friends and see a specificsite (Kinley et al., 2012). Additionally, Kozak and Decrop

(2009) have distributed motivations into content theories andprocess theories. Content theories are a justification betweenindividual needs and how these needs will change whileprocess theories focus on the interaction among variablesinfluence motivation and how they influence behaviour. Inorder to acknowledge between two theories, Zan (ca.2011)lists out the studies from Maslow, Alderfer, Herzberg andMcCelland are from a content perspective; and the studiesfrom Vroom, Porter & Lawler, Adams and Locke are from aprocess perspective. Taking Herzbergs two-factor theory(1959) as an example (see figure 2), hygiene factors will createdissatisfaction if individuals perceive them insufficient, it canbe also defined as external/pull factors that determine

dissatisfaction. Motivators regard as push factors such as

sense for achievement, affiliation and power that determinesatisfaction. To the contrary, figure 3 shows the expectancy-

value theory as an example of process theories (Vroom, 1964cited in Mackay, 2007; Berger and Brownell, 2009). It signifiesthe idea of motivation is measured by expectancy,instrumentality and valence. In short, these psychologicalinteractions force individuals to maximise the pleasure and

minimise the punishment.

Figure 2:Herzbergs two-factor theory (Zan, ca.2011)

Figure 3:The expectancy-value theory (Vroom, 1964 cited in Zan, ca.2011)

Regarding back to the topic, consumers past experiencewill affect their attitude by eventually forming an expectationof a future product (see figure 4). Yet, Katona (1960) testifiesthat experiences do not change the allocation of attitudesobtained. Inversely, attitudes influence both expectations andthe intentions of purchasing (Juster, 1964). Then, it is anecessity to add intention/action within the framework, whilethose three components are not specific enough to determine

whether consumer will take any action based on them.

Figure 4:Motives and travel behaviour (Wiswede, 1965 cited in Zehrer and Siller,2007, p.40)

Initially, Trendwatching.com (2008) announces theexpectation economy, which captures the significance ofdemanding consumer arena. Once high(er) expectationshave been set, they are bound to go largely unmet, since the

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majority of brands still choose not to keep up with the bestof the best (Trendwatching.com, 2008, p .2) .Notwithstanding, the dynamics of motivation has explained

why human activity will never be ceased, because consumersare never fully satisfied; new needs will emerge; human willset new and higher goals (Schiffman and Kanuk, 2010).

2.1.2. Expectation Formation

From a theoretical perspective, consumer expectationsformulation has been contributing for many studies indifferent contexts. Licata et al. (2008) assign expectations arethe guidelines for product evaluations. Hence, expectation hasindicated as predictive expectations, idea expectations, desiredexpectations and experience-based norms as the basicstandards in the judgements of consumer satisfaction(Bosque et al., 2006). Still, predictive expectations provoke anargument. Which the capture from totality of ones needs,desires and values are pre-existent, it is effortlessly to translate

the consumer expectations for the product or servicepurchase experience (Oliver, 1997 cited in Burke et al., 2003).

Also, attitudes are considered as an influential factor to thelevel of expectations on consumer intentions to use or reject(Gnoth, 1997). Mason and Simmons (2012) conclude thatconsumer expectations are shaped by their prediction,characteristics, attitudes as well as preferences. As Hitchcock(1903 cited in Coye, 2004, p.56) had another point view bystating that, expectation is a mental process or attitude in

which certain ideas or images are regarded as substitutes fordefinite sensational contents which are to be experiencedlater. Despite this, Seabra et al. (2007) declare if tourists have

more information, they are able to create more realisticexpectations. Apparently, referring to the relationshipbetween push and pull and expectation, Wong and Dioko(2013) confirm satisfaction is determined by customerexpectations, perceived performance, and perceived value ofa service. Therefore, satisfaction is a consequence ofcustomer expectations and expectancy disconfirmation.

When Zeithaml et al. (1993) discuss the experience as asource of expectation norm; again, the question goes back tothe experience economy. In a sense, consumers expectationsbecome more cognisant as they evolve over time (Fay, 2008).

By applying the Assimilation Theory, it explains the directeffect of expectations, which consumers are apt to adjust

perception to their expectations by minimising thepsychological conflict when they perceive discrepanciesbetween performance and prior beliefs (Sherif and Hovland,1961 cited in Bosque and Martn, 2008). Beyond that, theexpectation-disconfirmation paradigm is about consumerscompare prior expectations against the perceivedperformance to calculate satisfaction of a product (Rojas andCamarero, 2008). In sum, figure 5 can clarify precisely what isexpectation formation about. Gelb and McKeever (2006)notice it is easier to recall and articulate consumersexpectations before, during, and after phases of theirexperiences. As a result, Johnson and Mathews (1997) suggest

a consumer may have a difficulty to evaluate a pre-purchaseservice while the current state of knowledge is limited

regarding to the underwater wedding events. Hence,consumers cannot expect more until they have participated.

Figure 5:Expectancy disconfirmation model (Woodruff and Gardial, 1996 citedin Grigoroudis and Siskos, 2004, p.337)

However, Gnoth (1997) argues that expectation formationis more complex than that (see figure 6). Two aspects, thepersistence and intensity, express the expectations aretemporary embodiments of future events or unfinishedlearning process. Moreover, he says,

Both feelings and cognitions contained in expectationsdirect perception and behaviour in that objects aretargeted according to their instrumentality to satisfy the

values underlying the expectations. Subsequent learningprocesses that seek to find fulfilment of theseexpectations are characterised by prior motivations, theshape and form of the expectational attitude, the processof stabilising and integrating prior tentative neural ormental representations, and by a reduction of drivesresulting in a feeling-state of awareness of their absenceand/or the confirmation of cognitive structures ofattitudes (Gnoth, 1997, p.298)."

Bamah and Puad (2010) affirm push and pull factors arebased on the inner motives, individuals often build their ownperception and expectation towards a product or adestination before purchasing, and it is depending on howindividuals receive and process information to have positiveor negative satisfaction. Consequently, if the actualperformance is greater than consumers expectation, it leansto be a positive transition by leading a satisfied consumer tohave a willingness-to-pay again. Tourists overall satisfaction isalso influenced by the attributes and factors from thedestination (Enright and Newton, 2004 cited in Seubsamarn,2009). Through the investigation of push and pull, it actuallyinvolves as a part of decision-making process (Martn and

Bosque, 2008). Theoretically, Yoon and Uysal (2005) arguetourist behaviour is not only based on their needs and wantsbut further than that.

It is important that an empirical examination of touristmotivations is undertaken since it helps identify the attributesthat are to be promoted to match tourist motivations, or toidentify markets in which destination features and resourcesmatch tourist motivations (Lam and Hsu, 2006, p.590).Martn and Bosque (2008) have then adopted the means-endchain theory by exploring the relationship between thepsychological variables. It consists of attributes,consequences and values; in short, individuals attributes

indicate the means whereas they obtain distinct consequencesand enhance their personal values. Similarly, another concept

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of emphasising on such components would be the Attitude-Behaviour-Context model (Stern, 2000 cited in Ozaki andSevastyanova, 2011). When it is based on individual attitudestowards a value and it often influences by the interpersonalmotives. The synthesis of both theories above is looking atthe importance of how individuals perception, expectationand attitude may affect the consequences of making a

decision, meanwhile it also create their own values,underscored satisfaction.

Figure 6:The process of motivation and expectation formation (Gnoth, 1997, p.297)

2.1.3. Consumer Satisfaction

Consumer satisfaction can be divided into three domains(see figure 7). Although the literature tends to concern onhow travel/trip experience affects the level of consumersatisfaction, it is still an assumption whether trip reflectionsmay bias tourists judgment of the travel (Neal et al., 1999).Indeed, the literature indicates that the overall life satisfaction

will somehow affect the satisfaction in various life domains.For instance, if someone is always being dissatisfied in hislife, he will probably create a negative perception orassumption on everything. This is the reason why consumers

will adjust their perception in order to make them satisfy.Lewin (2009) mentions the ancestor of satisfaction advises tothe past, current and future of customer anticipation,contemporary levels of product/service quality, andcustomers understandings of value received. Kotler et al.(2010) simplify it as relying on a products perceivedperformance in delivering value relative to a buyersexpectations.

Figure 7:The hierarchy model of life satisfaction (Neal et al., 1999, p.155)

Surprisingly, Esbjerg et al. (2012)s study is analogous tothis research structure, and they have come up with aconclusion by saying that satisfaction results from thecustomers comparison of expectations with experiences,through attributions regarding responsibility, control, andexpected recurrence of causes of a confirmation/disconfirmation moderate this relationship between theconfirmation/disconfirmation of expectations andsatisfaction (p.453). It seems hard to understand, but insome ways it can be defined as the extent of the multipleattribute disconfirmations and mediates their effects on

behavioural intentions (Finn et al., 2009). Brown et al. (2008)assent to the level of disconfirmation will influencesatisfaction as well. Specifically, Mokonyama and Venter(2013) sum up those attributes are basic, performance,attractive, indifferent and reverse; meanwhile, it is required toclassify satisfaction into transaction and cumulative.

Transactional satisfaction alludes to a specific purchaseoccasion to make an evaluative judgement, whereascumulative satisfaction is an overall evaluation in reference tothe total experience (Spiteri and Dion, 2004). However,

Austen et al. (2012, p.974) have gathered some researchersstandpoints and argue that,

Customer satisfaction should be understood as arelationship-specific construct rather than a transaction-specific construct, because transaction satisfactionmeasures a particular product or service encounter byproviding specific diagnostic information but overallcustomer satisfaction is a fundamental indicator of thefirms past, current and future performance.Besides, Lin (2007) points out consumers can face several

services encounters during purchase and includes remoteencounter, indirect personal encounter and direct personalencounter. In order to gain an in-depth insight of this study,figure 8 illustrates the changing satisfaction process. It is

always starting from perceived quality and expectations toform a perceived value of things. Even though the value has

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not delivered yet, consumers will still create their ownassumptions on a product. Satisfaction appraisals result ineither more dissatisfied (complaints) or more satisfied(loyalty), it is depending on what customer is receiving andhow they receive, no matter that is a positive or negativeindicator.

2.2. Review of Existing Empirical Research

2.2.1. The Motivation of Adventure Tourism

Adventure tourism, a type of niche tourism, involvesexploration in unusual, exotic, remote, or wilderness settings(Heneghan, 2006). The motivators related to this form oftourism are interpreted as excitement, challenge, risk,uncertainly, danger, novelty, escapism and stimulation (Page etal., 2005). However, Bentley and Page (2008) ultimatelyconclude the major element driving adventure tourists toparticipate in adventure activities is the perceived risk.

Correspondingly, the Adventure Experience Paradigm hasbeen created by giving tactic for enjoyment in experienceaccording to flow, in autotelic activities, is the most readilyexperienced (Priest and Bunting, 1993 cited in Cater, 2006;Damian, 2001). The Adventure Experience Paradigm is basedon the level of risk and individuals competence to elucidatehow perceived risk pulls them towards a particular adventureactivity. Thus Stremba and Bisson (2009) confirm theenthusiasm might wane when individuals have alreadypredicted the success or failure of its forthcoming. Theperceptions of risk and competence therefore stronglyinfluence the flow experience.

Further, Carnicelli-Filho et al. (2010, p.953) argue emotionbeing one of the most overriding elements by saying,adventure itself will generally provide the participant with acertain degree of physiological, physical, and psychologicalreactions that influence his/her perception, learning, andperformance of the activity. For this reason, emotionaltheories are deliberated as significant to the study. Likearousal theory, adventurers as anticipated in seeking challengein order to test their strength and achieve high arousal(Gyimthy and Mykletun, 2004). At this point, contrastingemotions are integral to adventure experiences and form amemorable part of participants emotional journeys (Pomfret,2012, p.147). However, Finn (2011) carries out attractive

attributes surprise and arouse inversely in providingsomething customers do not expect.

Referring to most researches conducted a very cleardisputation between the idea of flow and emotion, it isbecause when people are involved in the flow state, theirattention is attracted by the activities and activity goals, andthe tools required to accomplish them will not be sensed bythe participants (Vitters et al., 2001 cited in Wu and Liang,2011, p.318). Due to emotions confronted during adventurefocuses on positive emotions and on the flow concept, therelationship between both has actually provided a limitedpicture (Pomfret, 2012; Gyimthy and Mykletun, 2004). Alam

(2008) proves that the flow experience could positivelyinfluence the consumers emotions. Additionally, it renders

phenomenal experiences as typified by high levels ofemotional intensity with the experience narrative revealedover time (Csikszentmihalyi, 1997 cited in Dalton, 2009).

2.2.2. The Consumer Satisfaction of Unusual Events

In the context of unusual events, consumer satisfaction is

delineated as a function of evaluating the pre-travelexpectations and travel experiences (Hill, 1986). From

Truong and Foster (2006) and Armario (2008)s point ofview, it explains as a comparison between tourists experienceof the event (after) and expectations about the event (before).

According to Nisco and Warnaby (2012), the emotionalreactions do affect the evaluation of quality and the characterof the environment, so as the same logic applying to theevent itself. Beyond question, Robinson and Clifford (2012)come up with the statement that critical consumer sensibilityis the becoming of when corporate worlds realisation reflectsit. Their study is to investigate how medieval festival visitors

seek the foodservice authenticity experience in the tourismindustry. Moreover, it scrutinises the increase of touristsatisfaction with a product through perceived authenticexperience, highlighted event experience, authenticity can beconsidered as a part of the event product, because it issomething that can motivate certain tourists, and it is abenefit that can at least be partially controlled by organisers(Getz, 1994 cited in Robinson and Clifford, 2012, p.573).

Yet, Alba and Williams (2013) believe consumers not only tryto obtain memorabilia or souvenirs of meaningfulexperiences with the strong desire of unusual events, but alsoabstain from experiencing the special events again so as not

to damage to their remembrance.Notwithstanding, Rivero (2009) remarks that the sense ofunusual experience becomes a part of the attraction referringunderwater wedding as the one-time event. As a result,although tourists are satisfied with the unusual events, it doesnot mean there is a high overall satisfaction since it includesindividual elements/attributes by forming up the whole tripexperience, for instance accommodation, weather, naturalenvironment and so on (Chi and Qu, 2008; Bowie andChang, 2005). As Hyfte (2009)s opinion stands oppositelythose attributes are not the major factors that influenceconsumers, rather, the more important a factor is to anindividual, underlined underwater wedding itself, the

narrower the zone of tolerance is likely to be. Hence, unusualevents play a significant role within the trips indeed.

2.3. Review of Key Case Studies

Due to a lack of research about underwater weddingevents, and there is no specific answer to define underwater

weddings. Thus it becomes the spotlight of the primaryresearch focus. In this regard, the author is going to thedirection, which associates with other types of extreme

weddings in tourism, namely bungee jumping, skydive, hot airballoon and zero gravity (MelisBuzzFeed, 2011). With the

process of gathering information of unusual wedding events,the author is able to conduct a brief review as the ground for

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future researchers. In this section, unusual wedding eventswill be examined by given an overview and estimated where isits position and what is its direction in the tourism industry.Moreover, tourism in Caribbean is extremely important as itcan determine if its underwater wedding events will besuccessful in the future. Nonetheless, looking at theunderwater wedding itself in Caribbean, it seems to have a

doubt for that. The section also concerns wedding providersin order for them to understand their customers as well as thedirection of the trend.

2.3.1. Unusual Wedding Events in Tourism Industry

With the demand of international wedding market isslightly growing in the tourism industry, people are willing totravel abroad and get married or for honeymoon (Swarbrookeand Horner, 2007). As Mont (2011, p.1) says brides andgrooms have already been adding wrinkles to thelongstanding matrimonial blueprint, ranging from the quaint

to the unusual. Who does not want to have a uniqueexperience on the big day? In some ways, it is the symbol forthe entire relationship (Moir, 2011). Similar to, people oftenchoose the most unique themes, outfits, dates instead of

venues in order to create their own memorable experience(Migdol, 2013; Childers, 2013; Quinn, 2009; McDermott,2012; Lai, 2012). Further, there are an increasing number ofcouples to incorporate their wedding ceremony into travelsthat they have already planned (Anon, 2012). Kaufmann andKaufmann (2012) support that it is even less stressful thangetting married at home, if everything works well, couplesonly have to turn up and say, I do. Getting married abroad is

a combination of celebrity of wedding, relaxation ofhoneymoon, and much cheaper as well (Lander, 2010). Whentime passes, its no longer just about the exotic location as itappears that the more extreme, the better (Crown, 2012, p.1).

2.3.2. Tourism in Caribbean

Duval (2004) mentions earlier on, tourism would bring agreater financial affair to Caribbean and its growth would bein parallel to worldwide patterns. However, the Caribbean isnot expected to crave out a large piece of the travel andtourism industry over the next 10 years said Thame (2013, p.

1). Although Caribbean Tourism Organisation has put aneffort on promoting its region by launching a new website(Breaking Travel News, 2013), it is still indecisive to

determine increases in Caribbean tourism, whereas NorthAmerica is one of the most difficult to access sub-regions.Therefore, Hartnell (2012) points out Caribbean is actuallylosing its market share even though the US and Canadianmarkets are expected to perform well in the tourism industry,since they are non-restricted tourists obviously (CTO, 2013).Gayle and Goodrich (1993) initially remark its market share

was already low since 1986 due to the cost was relatively highand with a lack of marketing.

Notwithstanding, the Caribbean is one of the mostfamous destinations with the symbol of geologic andgeographic characteristics in the world (Nelson, 2012). Inaddition, the Caribbean mainly focuses on mass and cruisetourism but there are some potential tourism products stillimmature (Zappino, 2005). Unfortunately, its governmentrealised that along with the natural endowment comparativeadvantage does not pledge consumer demand for tourismindeed (ECLAC, undated). In terms of tourism development,Caribbean has been facing inadequate problems without any

proper steps for changes, underlined economic, social as wellas environmental. Perhaps, Caribbean should execute plansthat could accommodate the issues it has been facing in orderto improve the tourism industry in Caribbean.

2.3.3. Underwater Weddings in Caribbean

Getting married in an unusual way becomes fairly popularand institutionalised regard as the most remarkable andmemorable experience (Abubakr, 2009; Mylonas, 2013).

While Caribbean Islands are seen as one of the mostoutstanding wedding destinations, the unique nature has given

the couples an opportunity to customise their ceremonies(Jeanish, 2010; Jones, 2011). As Shannon (undated) notes thata unique wedding trend would tend to be the unconventional

wedding locations, whereby the natural settings are preferred.Caribbean therefore has a significant pull in the concept ofunderwater wedding events. Yet, Caribbean does notemphasis so much on the underwater weddings but the all-inclusive packages and cruises instead (Strauss, 2012;USATODAY, 2011; Gabbadon, 2013). Besides, there is noclear differentiation of underwater weddings amongdestinations throughout the world. According to Djoki(2012), with such Trang, Fiji and Dubai as the nature-baseddestinations to compete with the Caribbeans underwater

weddings, the author has a doubt if Caribbean can besuccessful in the business.

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Figure 8: Fornells satisfaction model (Vavra, 1997 cited in Grigoroudis and Siskos, 2004, p.337)

3. Methodology

3.1. Approach

Acknowledging the essentiality for deeper insight for thecomplicated objectives on the case of underwater weddingtourists in a famous destination, Caribbean Islands, theauthor decides to adopt qualitative approach as the most

appropriate method for this paper. It is strongly supported byBryman and Bell (2007) that the qualitative approach isconcerned with detailed information rather than numbers;thus it can bring an in-depth cognition of the mainmotivators. In this study, individuals understanding on areality based manner is essential as it is associated withconcepts and characterised by their richness and fullnessbased on the opportunity to explore a subject (Saunders et al.,2009). On the other hand, it is referring to the belief thatpeople involve personally in a particular situation and explaintheir experiences or feelings in their own words (Veal, 2006).

At this point, Bryman (2008) believes it could be related toemotionalism with the indication of the way human being is

observed, which is taken into consideration during theresearch. To attain and in-depth understanding about thenotion of underwater wedding tourists in Caribbean, usingqualitative approach is ideally in designing the findings in anadaptable way and notably, participants have a right toexpress their perceptions and experiences as well (Silverman,2010). Marshall and Rossman (2006) expound it isappropriate for current literature that has not been identifiedclearly for any research. Plus, qualitative method is mainly forcollecting data of activities, events, occurrences andbehaviours (Phillimore and Goodson, 2004).

Regarding to the case, since the author could not find any

secondary data about underwater weddings and most of thestudies about consumer expectation and satisfaction are

adopted under quantitative way. Such as, Ziegler et al. (2012)swork about tourists motivation, satisfaction and experience inwhale shark tourism industry in Mexico intimate to the issueof consumer behaviour, yet use quantitative practice.Equipotential to this paper, Reynolds and Braithwaite's (2001)study on finding the authenticity experience in wildlifetourism, but the study tends to hint at adventure tourism.Hence, the data of qualitative research will be acquired andassessed carefully with the participants from underwater

wedding events or anyone previous experience so as toprovide a more critical panorama of the roots and resultsprocess in analysing the truth behind unusual events. Overall,through using a qualitative approach, it is possible for theresearcher to answer the objectives that she proposes in thispaper, which will lead to a better comprehension in the field.

3.2. Sampling and Data Collection

As mentioned above, the researcher is trying to find outthe relationship between tourists motivation and theunderwater wedding events (Veal, 2006). Therefore, thepopulation in this study is more likely to be married or

couples who consider unusual weddings as their firstpreference and those who have experienced underwater

wedding events before. To validate results and eliminate theerror, young couples will be taken into consideration, too.Due to underwater wedding events still being underestimatedin reality and the contribution that young couples have thestimulus when seeking these adventurous motives(Whitelocks, 2013). In this study, snowball sampling will beapplied in the selection of all the respondents as it canidentify cases of interest from people who know which caseshave the richest information (Marshall and Rossman, 2006).

Although most people do not have the experience of

underwater wedding events, they may know who is able torespond the questions. Moreover, it is defined as interviewees

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used as source of suggestions for additional contacts (Veal,2011). The purposive sampling would be appropriate for thestudy as well.

According to Silverman (2010), interviews are separatedinto three categories, which are the informal conversationalinterview, the semi-structured interview and the standardisedopen-ended interview. By collecting information from

different perspectives can reduce participants bias and gainmore reliable data, the author will choose in-depth interview

with the underwater wedding providers as her data collectionmethod, with a cluster of 8 to 10 interviewees being invitedto converse about what they have observed from theunderwater wedding tourists behaviour. The author canacquire the volumes of quality data by asking specificquestions through interaction, and observing their emotions,tones as well as body languages. Marshall and Rossman (2011)regard an in-depth interview as a conversation betweenindividuals who have experienced the wonder of interest.Denzin and Lincoln (2011) state that researchers treat an

understanding of storytelling practices of constructingmeaningful selves, identities as well as realities. To adopt in-depth interview as the most appropriate method, its dataemphasises on a specific case in order to find out providersperceptions, assumptions, prejudgments and presuppositions(Miles and Huberman, 1994).

The interview questions are bend toward the inclinationof open-ended discussion. Regarding the areas of thefieldwork, the researcher believes such types of suspicionscan provide clear-cut information (Saunders et al., 2009). Incontrary, Jordan and Gibson (2004 cited in Phillimore andGoodson, 2004) indicate the accuracy of the findings

obtained during the interview is still questionable as it isdependant on the straightforwardness of tourists respondingto the authors questions. Still, the researcher has decided topursue the focus group in order to obtain obligatoryintelligence (Marshall and Rossman, 2006). The mainprominence of this academic work is the investigation ofunderwater wedding participants perspective in standingfrom a point that how underwater weddings appeal to them.

An agreement with providers will be done beforehand byasking a permission that allows the researcher can have aninterview with participants afterwards for 30 minutes. Itrequires a minimum of 3 selected participants whom will joinand engage in the interview schedule. The length of the

group interviews discussion will be arranged according to thetime permitted of the participants to the research.

3.3. Data Analysis

The next step of collecting data is to analyse them but thatrequires time and skills (Veal, 2011). As Lancaster (2005)supposes data analysis consist the steps of data reduction,data display, and conclusion drawing and verification. First ofall, CAQDAS assists the researcher in undertaking the routinequalitative data management instead of manually, and she haschosen NVivo as the technique (Saunders et al., 2009).

Regarding both in-depth interview and focus group areaudio-recorded and subsequently transcribed, the researcher

will then reproduce a written account with the actual words,record what was said and by whom, also to give an indicationof the tone. Based on each separated word-processed file, sheis able to find out what respondents have mentioned a lot toframe a broader theme but that might not relate to theliterature (ibid). However, in finding the central theme canlead a classification of each of the answer that is always

related to the literature. As a result, the process of re-categorising the existing data can confirm if these themes,patterns and relationships are current. Qualitative dataanalysis is used as inductively by summarising, categorisationand structuring of meanings (Saunders et al., 2009). Throughdeveloping categories and unitising data, the researcher willbegin to recognise relationships and continuously quest forcrucial themes and patterns in the rearranged data. The finalstep will be to structure data using narrative, such research isbased on individuals chronicles of their experiences, themanners in which they describe and relate them toconstitution of the social world in which they live.

3.4. Credibility and Confirmability

Trustworthiness and authenticity are defined as the radicalcriteria for determining a qualitative study and it is made upof credibility, confirmability, transferability and dependability(Bryman and Bell, 2007). Firstly, Marshall and Rossman(2006) identify credibility relies on its validity in describing aprocess or a pattern of interaction. In a means that onlyparticipants can judge the credibility of the results becausethe credibility criteria depend on the perspective of theparticipants, referring to Slevitch (2011, p.77) says, Truth is a

matter of credibility. As Bryman and Bell (2007) note thatthe formation of the credibility of findings requires theresearch is accomplished in line with the canons of goodpractice while the research findings should be submitted tothe member of the social world who was studied forconfirmation and has correctly understood that social world.Due to most people not having experience underwater

wedding events, the findings therefore show a deeperunderstanding from the participants viewpoints. However,in-depth interview may cause a couple of errors such aslanguage barriers or a lack of skill, the responses may notanswer properly leads the results are not fully truthful either.

One of the constructs in qualitative research is

confirmability. As every researcher comes up with his/herown perspective to the study, it refers to the findings that canbe confirmed by other researchers (Marshall and Rossman,2006). The author may compare hers to the other researchersby ensuring or confirming if the studies come up with similarresults. In fact, it is recognised that to complete objectivity isalmost unattainable in doing business research, the researchercan be then shown to have executed in good faith.

Apparently, she has not overtly allowed personal values ortheoretical inclinations manifestly to sway the conduct of theresearch and findings deriving from it (Bryman and Bell,2007).

3.5. Dependability and Transferability

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According to Trochim (2006), dependability is similar tothe concept of reliability from traditional quantitativeapproach. Researcher attempts to account for changingconditions in the phenomenon chosen for study and changesin the design created by an increasingly refined understandingof the setting (Marshall and Rossman, 2006, p.203). To

maintain the dependability of the study, each element withinthe unusual events is important because it can occur anyconsumer dissatisfaction to the result. Transferability tends tobe useful that can generalise or transfer to other contexts(Trochim, 2006; Marshall and Rossman, 2006). Yet, Marshalland Rossman (2006) find that the transferability of aqualitative study to others becomes a problem, regarding tothe external validity like populations. The structure of thestudy may change while it normally applies to the researcher

who would like to transfer the contexts with the originalresearcher, known as second decision span (Kennedy, 1979cited in Marshall and Rossman, 2006). Thus in order to assess

if the cases described can be generalised for new researchpolicy and transferred to other settings, the responsibility willaccord as the investigators who make policy or designresearch studies within the same benchmarks (Marshall andRossman, 2011).

3.6. Ethical Issues

Ethical issues are uncontrollable and generically directaffect to the results (Marshall and Rossman, 2006). It canimpact negatively on the voluntary respondents with nounfavourable issues such as psychological, financial or social

impairment. Hence, the researcher has to be sensitive withthe ethical considerations, which can avoid any unexpectederror for the study. The purpose of this study is using in-depth interview method; it does not touch on any sensitivequestion, but a set of broader open-ended questions.Participants may feel stressful in a way during the interviewsor any interruption can also affect their responses but aproper interaction within the process is necessary (Finn et al.,2000). In order to minimise the ethical issues, the authorshould be aware of reciprocity concerns. To provide anappropriate environment for interviews, the author shouldcreate an interview guide even though it is an open-endedinterview; a guide helps the researcher in advance to shape

step-by-step during the interview duration. An appropriatelocation is needed whereby comfort the respondents such ascoffee shop. Asking questions in a friendly way, enable themto have a conversation with no tension. Last but not least,the author has to keep the anonymity of the respondents.

3.7. Limitations

A primary research still leads to an abundance of severallimitations in conducting this research. The accuracy maydrop since the author is not able to do the primary research

whereby all information is taken from secondary research. In

fact, undertaking secondary data from the other researchersmay not be neutral as different purpose (Finn et al., 2000).

Accordingly, data are hard to analyse due to the open-endedcomments, every respondents will come up with differentscenarios. Another barrier would be the possibility ofdifferent languages, which causes a problem of translation.Limited amount of participants in Caribbean Islands is alsoone of the considerations, if the participants are too less, thedata will not be enough for the author. Besides, the data

recordings will be time-consuming to the individualinterviews. Finally, the author is lack of familiarity with thedata since she has not experienced underwater wedding eventbefore, all the data that she obtains is from the others, theauthor somehow cannot ask deeper as she has limitedinformation.

4. Discussion

The intention of this paper is to determine the consumerexpectation and satisfaction of underwater wedding events in

Caribbean Islands, as both a provenance of inducement totourists and as a contributory element to the satisfactionderived from events. Correspondingly, the author believesthat she can make the best use out of three objectives toexamine the phenomenon of analysing consumer behaviour.

A couple of recommendations for its development arehighlighted as well. Due to the primary research has not beenconducted yet, thus the secondary studies will be used toevaluate and appraise the three preceding objectives.

4.1. To assess the demographic characteristics of tourists

participating in underwater wedding events in Caribbean Islands.

The investigation reconfirms past work that can be foundin other unusual wedding events. With the regard ofunderwater wedding events are seen as tourism products,instead of those from the mass market groups, Bailey (2013)declares the purpose of underwater weddings is tocomprehend and meet the needs and wants of individualtourists. Therefore, the demographic characteristics oftourists are very significant in this investigation. It is expectedthe characteristics will change over time of participating inunderwater wedding events. Perhaps, from the study ofbungee jumping weddings, it is found that participants are 20to 30 years old European (Anon, 2008). Another extreme

wedding, which is skydive wedding and it mainly appeals toEuropean and American (Gardner, 2012; Paulin, 2013).Besides, one of the most famous destinations for underwater

weddings, Trang, is more attractive for Asian. In fact, unusualwedding events are not legal for some destinations, thus itdepends on which regions provide underwater weddings. It isassumed that income is not a matter for participating inunderwater weddings since it is inversely cheaper than theclassic one. While the demographic characteristics tend toconsider on the age as well as the nationality, underwater

wedding participants are therefore estimated to be middle-class, young, and outward looking people. As a result,

Caribbean appeals to Canadian and US market, but not really

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to Asian because it consumes time and money for the visarequirement; instead, they may travel to Thailand.

4.2. To determine the level of satisfaction of underwater wedding

tourists from Caribbean Islands perspective.

In Caro and Garca (2007) study, it results customer

satisfaction is positively influenced by both disconfirmationand arousal as independent factors, and the emphasis on therelationship between arousal and satisfaction is stronger thandisconfirmation. Hence, it is suggested the level ofsatisfaction of underwater weddings is somehow indirectlymediated to the relationship between service qualitydimensions and behavioural intentions (Theodorakis et al.,2013). Yoshida et al. (2013) verify consumers overallassessments of sport event innovativeness will have a positiveeffect on their satisfaction with event experiences. There are99% participants are satisfied with wildlife safari. Thefindings provide a contention about underwater wedding

event is not simply about getting married. Perhaps, this mayrefer to Orams's (2000) thought that it has given thearguments presented earlier regarding the complexity ofhuman motivation and the diverse range of influences onhuman satisfaction. In this respect, underwater weddingtourists will have a higher satisfaction on underwater weddingevents, as it is the first time that they participate; it isregarding when the level of disconfirmation increases,participants are more satisfied with the outcome (Akama andKieti, 2003). In addition to that, Yu (2012)s study has 89%participants are satisfied with adventure tourism. By then, itdeems underwater wedding events may also get as high

tourists satisfaction as the previous studies.

4.3. To establish and explore the tourists experience while

participating in underwater wedding events in Caribbean Islands.

The relationship between adventure activities and touristsexperience is always referring to excitement, new challenges,

while it is argued that they actually feel anxious in terms ofarousal theory. These kinds of water-based activities do notliterally provide any new experience but from anotherperspective, it derives that maybe the first time by linkingmarriage with adventure activity. So it is assumed participantsare seeking for new romanticism by testifying to their

marriage, or finding the refresh moment in their relationships.Besides, it presumes extreme sports have a possibility to leadparticipants relationships to have some positive changes withthe natural world as well (Kerr and Mackenzie, 2012).Highlighted Caribbeans underwater weddings, participantscan customise their weddings with dolphins, fish, or evensharks, at this unique selling point, which allows participantsan opportunity to feel and explore the world of underwaterplus increases participants awareness of environmentindirectly. More so, underwater wedding events represent adeep insight of a ceremony of life and death to theparticipants (ibid).

Regardless, they may have a sense of superiority amongthe others who do not have an adventure and unusual

wedding. In this context, it significantly allows participants toget married with partner and the nature as well. Moreover, itis expected underwater wedding events are seen as the art ofexceptional living from the tourists perspective (Luxergy,2009). Last but not least, it definitely a new experience forcouples because the way of underwater wedding event is stilluncommon while the ceremony takes place underwater

instead of at a church. Although the current study determinesthe satisfaction from consumers respected opinion, anemphasis on attention will be granted to the leverage ofdemographic aspects. Despite the high probability consumersatisfaction plays a pivotal role in the overall process ofconsumer behaviour, the researcher assumes that, throughfree disclosure stories and events from Caribbean Islandsperspective, there will be findings exposed in the areas whichCaribbean Islands can improve upon promoting underwater

wedding events in the consumer satisfaction context.

5. Conclusion and recommendations

As with previous research, many of the constructsassociated with experience, motivation, expectation andsatisfaction in a tourism context are difficult to measure.

While researchers assume they have well understood thecomplexity of consumer behaviour, in fact, they do not. Bydemonstrating which one initially influenced the others, theliterature has critically investigated the empirical studiesamong researchers. Furthermore, the cross-sectional designof the study creates opportunities for replication,comparative studies and longitudinal analyses in a multitude

of adventure contexts. Regrettably, the relative primaryresearch in the present adventure unusual events has not beendone, thus it needs further investigation. This would help

validate the present studys main findings and establish thegeneralisability of the multidimensional value framework.Expectation and disconfirmation have been found to be keyaspects of functional value and to be related to satisfaction.However, in the present study, functional value did notpredict satisfaction or intentions.

Further research is also needed to explore the underwaterwedding dimension in more detail. As the value frameworkused in the present study was contextualised towardsadventure tourism, there may be other specific value

dimensions relevant to adventure consumption. Theconstructs such as risk and challenge are difficult to defineand measure but they are important components ofadventure, thus they need to be examined and incorporated inthe value model. Perceptions of risk from driving down asteep sand dune differ considerably among consumers. Byasking only underwater wedding tourists within CaribbeanIslands does not increase the reliability of the investigation, itshould be then commence with the organisations that involve

with underwater weddings outside Caribbean such as Japanand Thailand. Although the data may not be what researchersexpected, it shows indirectly why underwater weddings are

successful in other destinations.

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Admittedly, Caribbeans government should put an efforton safety management when having such adventure activitiesdefinitely exist a certain level of risk. Maintaining andimproving the quality of safety issue is required, to keepadventure couples in a fear but a safety condition. Last butnot least, the author attempts to observe adventure packagesfrom any travel association or agency, and to analyse how

they boost adventure tourism in the industry. The next stepof this study is to continue engaging with the adventuretourism industry, government agencies, travel agencies as wellas international adventure travellers to develop a strongrelationship and seek more about other motivations or factorsthat influence underwater wedding tourists.

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