Within a field that has prioritized ideas of a global tourism industry impacting on a local environment, less attention has been given to regional, cultural, and geographic differences and parallels. A problematic concern in the study of tourism was perhaps the lack of contextualization and the integration of the units of analysis (e.g., tourist destinations) to the larger regional structures and societal processes. We wish to take up the challenge to further disturb the foundations of the field and, more importantly, to participate in the advancement of a more pluralist discourse. A central component in this article is a 5-day study visit in Siem Reap, Cambodia as part of an Asia-based fieldwork of bachelor students in tourism development at NHTV University of Applied Sciences in Breda, The Netherlands. This study visit serves as an illustration of the contextual education approach developed in the tourism course and facilitated by the international classroom setting. This fieldwork's philosophy and the inspirational encounters made possible by it is an attempt to address the challenges posed by the study of the dynamism and changing character of destinations. To conclude we will bring forward selected student experiences as well as dimensions of Cambodian history and society that have enriched our understanding of Siem Reap as a destination. This experience will fuel a discussion on knowledge production in tourism and on the added value of this contextual education approach. The repeated opportunity for our students to meet, think, and reflect on what they were confronted with created a possibility to uncover more than would have been possible via standard research methods using surveys and interviews.
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Purpose – Set in the newly emerging hybrid product research stream, and reflecting trends towards multi-national production and sourcing, this paper aims to present a three-country study on perceived quality and image of automobiles “made in and for” Southeast Asia. Design/methodology/approach – The authors used a multiple cue design in the stimulus definition, reflecting assembly and component origin plus warranty level. Actual car owners were targeted, thereby adding to a relatively low number of studies requiring actual prior purchase. The related face-to-face interviews in the local languages resulted in 720 usable questionnaires. Findings – Country-of-assembly is shown to affect perceived quality as well as perceived image. Warranty extension can moderate the quality effects to some extent, whilst buyers of luxury models display a smaller positive home bias in terms of perceived image than those of non-luxury models. Such home region bias is not demonstrated to be significant for country-of-components. Research limitations/implications – The paper contributes towards ongoing theory-building, especially with regards to an optimum level of origin cue decomposition. It also establishes the importance of adding image perception measurement to the arsenal of origin researchers normally focused on quality effects. Practical implications – Managers need to make strategic decisions on the decomposition of product origin cues, reflecting consumers' abilities to notice several such cues. The selected product origin cues must then be supported with appropriate communications strategies. Originality/value – For the first time, origin effects are demonstrated for the Southeast Asia region. The paper establishes the significance of country-of-target and contributes to research on the ever more complex product origin construct.
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