It has been argued that being able to utilize expertise in discourse is as important as having expertise (C. Candlin and S. Candlin 2002). From a constructivist perspective, knowledgeability does not exist outside of social interaction: being expert involves performing knowledge and skills effectively in social practices (cf. Butler 1990; Lave and Wenger 1991). It is, then, crucial that novice professionals develop the interactional competence to construct themselves as experts in interaction. This study brings together perspectives from research on expert-lay communication, social interaction, and situated learning to examine how a pharmacy intern performed his professional knowledge in the practice of patient consultation over time. Using conversation analysis complemented by the interactional competence framework (Hall 1995; Young 2002), I demonstrate that as the novice pharmacist gained more experience over the course of one internship, he was able to employ professional knowledge in ways that were sensitive to the sequential organization of talk, and to share the patients' lifeworld perspectives (Mishler 1984) more effectively, thus successfully managing the transactional and interpersonal functions of the consultations. This study contributes to research on expert-lay interaction, particularly in pharmacy, and to the under-studied area of interactional competence development in the professions.
PurposeThis study examines the impact of perceived value, materialism and tourist intention on willingness to pay a premium for ecotourism (WTPP).Design/methodology/approachData were collected and conducted in Vietnamese National Parks. The dataset consists of 927 valid responses by domestic travelers. Structural equation modeling (SEM) was used to test the proposed relationships among perceived value, materialism, tourist intention and tourists' WTPP.FindingsThis study found a significant positive effect of perceived value on both tourist intention and their WTPP. The results also indicated that materialism is revealed to have a totally negative influence on WTPP for ecotourism; its indirect effect is transmitted through tourist intention. These findings highlight that tourists are mainly attracted when they received unique information about eco-destination. Therefore, they tend to participate in ecotourism and decide to pay for ecotourism.Research limitations/implicationsFirst, the study findings contribute strategies for tourism providers in their marketing activities by segmenting the target market which can be based on tourists with materialistic and nonmaterialistic. Second, ecotourism marketers need to focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Third, ecotourism providers might increase the prospective customer base among consumers who have materialistic behaviors. Furthermore, they can provide ecotourism promotion materials for targeting customers. Finally, government needs to consider strategies designed to enhance the eco-destination places and environmental intention.Practical implicationsFirst, the study has not compared the efficacy of two different measures which are affective and cognitive items in perceived value construct. Second, this research does not discuss about the interrelationships among other factors influencing tourists' WTPP. Third, the customers' demographic characteristics in this study did not explore because the difference on gender may be perceived differently in analyzing advertising. Fourth, this study was conducted in Vietnam, not in different countries and other different cultures.Originality/valueThis study investigates the impact of perceived value and materialism on ecotourism intention and tourists' WTPP for ecotourism. This study reveals the understanding of how individuals' concern about the value of ecological sites and influences their intention to actual behavior in engaging ecotourism. Significant practical implications are also provided for ecotourism providers, marketers and government. In general, government needs to consider strategies designed to enhance the eco-destination places and environmental intention. Ecotourism marketers need to focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Otherwise, ecotourism providers might increase the prospective customer base among consumers who have materialistic behaviors. Furthermore, they can provide ecotourism promotion materials for targeting customers.
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