Research Methods for the Service Sector

This document explores various research methods used in the service sector, including qualitative and quantitative approaches. It covers topics such as interview checklists, participant observation, visual methodologies, interview coding, and research proposals. The content provides insights into the factors that promote tourism in an attraction site in the UK, as well as perceptions and experiences related to travel and car ownership. The document is relevant for students studying research methods in the service sector.

TLH251 Assessment Research Methods for
the Service Sector

Table of Contents
Qualitative Portfolio.........................................................................................................................1
Part 1: Interview Checklist...............................................................................................................1
Part 2: Participant Observation........................................................................................................2
Research diary Extract................................................................................................................2
Short Commentary......................................................................................................................2
Part 3: Visual methodologies...........................................................................................................3
Part 4: Interview Coding..................................................................................................................4
Part 5: Research proposal.................................................................................................................7
Introduction.................................................................................................................................7
Rationale.....................................................................................................................................7
Research aim and objectives.......................................................................................................7
Research methodology................................................................................................................7
Research analysis........................................................................................................................8
Quantitative Portfolio.....................................................................................................................10
REFERENCES..............................................................................................................................11

Qualitative Portfolio
Part 1: Interview Checklist
Research project: Evaluating the factor that promote tourism in an Attraction site in UK
Introduction
Demographic  Age
 Gender
 Occupation
Favorite holidays place  Dream place to go
 Recently visited
 Trip do they prefer?
Motivation for visit  Sight seeing
 Vacation or holidays
 Business conventions
Best experience  What
 When
 Best place to visit? why
Importance value of destination
attributes
 Personal safety
 Are variety of cultural events and attractions
 Like Quality of overall tourism?
 Like to visit historical and cultural attractors
 Find any communicator facility and lifestyle
similarity.
Traveling rate  How they choose source of information for
choose a place?
 Average length to stay
 Number of travels last 3 years
1

Part 2: Participant Observation
Research diary Extract
The place of observation is train station and the length of entire observation is around 3
hours. The main purpose of this observation is to analyze the routine of all people sitting in the
train station and to observe people who belongs to different culture. Railway station is that
platform where people come across from different part of the country in different fashion and
colors. I saw a long queue in front of booking window and everyone seemed to be big hurry.
Then suddenly a passenger pocket was picked but that man was caught red-handed and then he
handed over to the police. The overall scene was very interesting and some were sitting on
benches or reading newspaper. A few were pacing up and down the platform, while vendor were
having a busy time. There was a rush at tea- stall. On the other side, coolies in red handed
uniform were sitting in a line.
Then a train stamped in. there was a noise and disturbance everywhere such that the
whole platform was full of noise. I observe that there was no interaction between people because
all belongs to different culture. Suddenly I saw an old age couple was suddenly fell down due to
slippery floors. I rush towards them and helped. Then I sit beside them till their train was not
come. Then couple start talking with me and I observe that they belongs to different culture.
Such that their language and dress-ups is quite different from others. As a result, I was unable to
understand their words. Then in sign language, I try to make them understand that I am unable to
understand their words. Then, they start using the same sign language and said that their train
was 2 and half hour late so will you please stay with us till then. I immediately nodded my head
and leave platform after their train arrival. It was such a great moment where I spend most of my
time to old couple who belongs to totally different culture.
Short Commentary
Yes, I participate somewhere in between during the whole observation when a old couple
fell down on a floor. But it does not have any negative impact upon my data, rather this
experience creates a positive impression upon my life where I learn how to interact with people
who belongs to totally another culture and I also learn and enhance my knowledge while talking
with them. The setting of the research project is open because I totally observe the entire
scenario where people were in great hurry and many of them got down and many more got in.
yes, many part were inaccessible because I am bounded with time and due to shortage of time I
2

was not able to access many parts. No, researcher did not have to negotiate access to the field
because I only observe the things and when the incident of pocket picked happen, I did not
participate and negotiate with others. Yes, accessibility have implications upon the researcher
because it helps to me to determine the trend of people in train station. Also, it assist me to
identify the cultural creates impact upon the people movements. It is so because when old people
fell down, I realized that due to language barrier (cultural difference) I was not able to
understand the words.
During the participant observation, I feel good because it was a good experience where I
learn how to interact with others cultural people and also learn new things. This feeling affect the
project in positive manner such that it motivate me to be a multiliguistic and study on cultural
differences so that it will help to enhance knowledge as well.
Part 3: Visual methodologies
The visual image represents that it is the place which attract those people who want to
stay comfortable in the luxurious place, where individual feel like a home because it provide
exactly those facilities which a person desire to be in their dream house. The same is provided by
Moxy who is a sub- brand of Marriott. Further, the image shows that recently, Moxy introduce
room concert within a place which was not happened before on 15th July. The ambiance and
furniture are so attractive. Overall the image reflect that it is a place where an individual may
have fun with their partner and live comfortably.
Moxy hotel use basically social media to communicate the message to the people In
which they use Facebook, Twitter. On the other side, company also set a hoarding in a public
place so that people may easily come to know about new service. Company post image and then
comment interested people please share your number for contact. Therefore, through this way,
company come to know about whether the message is conveyed to range of public or not.
Moreover, the message is conveyed through a You tube, TV and its own application which
attract customers.
This visual representation is intended for the customers and youngsters whose age is in
between 20 to 35 who want to enjoy live room concert in Moxy. The prime audience for this
advertisement are Youngsters, couples and high class families who may easily afford and enjoy
the place. These target audience also assist to maintain the decorum and live comfortably.
3

There is a positive impact of this advertisement upon the audience because the image
clearly represent that there is a live room concert in Moxy where singing lover people may enjoy
the place. On the other hand, another image represents that people may have fun because Moxy
provide a luxurious home environment to the customers. Also, the designs of furniture is so
attractive as it looks in picture that attract customers to at least stay for a night. Even another
image reflect that the customer service quality is up to the mark which also surprised people.
Yes, signs may also be used for this image. Even signs represent more better rather than
these images such that for live concert, company may also use Headphones, sound system set
that helps to easy understand about the motive.
Two types of human activity is presented in this image i.e. a girl enjoying a music under
which a not is written of room concert that was held in Moxy. Another, a boy and a girl fully
enjoy and have fun because hotel provide range of fun activities for their customers. Thus, this
image helps to attract families who have children so that they may enjoy at Moxy. Moreover,
Another image of girl who reflect her surprising expression that also signifies that Moxy have
outstanding building which makes people surprised. Therefore, this human activities clearly
show or signifies that hotel provides range of facilities such that parties, bar, room concerts and
fun activities which attract customers and also, force them to visit once in the place in order to
enjoy the facilities.
Part 4: Interview Coding
Theme 1: Reasons of owing VW Capmervan
 Comfortable journey
 Portable Campervan
 Easy to talk
Theme 2: Prefer to use different cars
 Retirement van
 VW Campervan
 Car
Theme 3: Idea of Camping
 from family
 Because of wife convincing
 From school
4

Theme 4: Perception of boy and girl during outing
 Girls do not enjoy outing while boys do
 Boy want to be dirty and like to getting in a mess but girls do not.
 Girls want relaxed holiday atmosphere
Theme 5: Experience related to tour
 Relaxing
 Relaxing for others not for me
 Relaxing but its full of responsibility for me
Theme 6: Experience related to car
 Quite negative for a car when purchased
 then fall in love with it.
 Helps me to bought range of things for my home.
Theme 7: Things like about the VW Campervan
 Beautiful car
 its design attract everyone
 provide me a comfortable journey because I have a 7 week old child
Theme 8: Mood while driving
 Relaxing
 Ridiculous
 Nightmare.
Theme 9: Affection for a car
 Like only bike
 No, don't like it
Theme 10: people perception for owing a car
 Freedom, comfort and style
 if other have it then I must buy a car
Theme 11: Stick with the idea of traveling
 yes
 No
Theme 12: hard decision to sell
5

 No, it was not that hard
 could not afford another
Theme 13: Prefer to travel again in future
 yes, but when George will grow only
 Only use VW Caravan for traveling
Theme 14: Factor that provide memorable experience of traveling
 Children (George)
 positive environment
 one wrong incident
Theme 16: Reason of not attending VW meetings and festivals
 Time constraints
 to stay In countryside and chill & relaxing
 spending a hour in festival is waste rather than going for a trip is better.
Theme 17: Parental duties which will be done at 55
 lose the aesthetic qualities with a house
 fulfilled basic need
 free from imagination world.
Theme 18: Reasons to like VW campervan
 own control
 helps to solve the problems in crisis
Theme 19: worst experience in a van
 all around midge flies
 have to stay for a whole night because of midge flies
 Wrong weather
Part 5: Research proposal
Topic: “To determine the perception and factors that attract tourism to visit London Eye”
Introduction
Tourism plays an important role in the growth of UK economy that is why, it is quite
important to determine their perception with regards to specific destination. UK is well known
for having natural and attractive tourist destination such that London Eye, Science Museum, and
6

Tower of London, Kew Garden etc. Moreover, the current research proposal also helps to
determine the factors that affect tourist mindset while visiting London Eye (Garau-Vadell,
Gutierrez-Taño and Diaz-Armas, 2018.).
Rationale
The rationale behind this topic is such that by analyzing the mindset of tourist,
government take action in order to enhance tourism more. Further, the study also assist to
determine different perception and factor which affect tourist to choose destination by their own.
Or else, study on this particular topic will assist researcher to raise knowledge as well.
Research aim and objectives
Aim:
To determine different factors that affect the perception of tourism to choose destination:
A case study on UK attraction point, London Eye,
Objectives:
 To identify the perception of tourist while choosing tourist destination
 To determine the factor that change mindset of tourist.
 To ascertain the positive and negative impact of factor upon the tourist decision while
visiting London Eye.
Research methodology
Research type: In order to conduct the research, researcher chooses qualitative research
method in which researcher gather observation using non- numerical data. Through this type,
researcher also identify the views of selected respondents so that it will help to meet the defined
aim and objectives as well (Schabenberger and Gotway, 2017). This method helps researcher to
provide in-depth detail and creates openness as compared to quantitative data type, however it is
critically analyzed that this is not a statistical representation form of data collection in which
result may varies.
Research Philosophy: For this, researcher will chooses Interpretivism research
philosophy which help researcher to interpret the element of the study and it also integrate
human interest into study (Edson, Henning and Sankaran, 2016). Then this method also
determine the factors that affect the perception of tourism to choose destination. On contrary, its
disadvantages is to replicate the results and sometimes creates misleading conclusion.
7

Data Collection: In this current report, researcher will chooses both primary and
secondary data collection method. Such that in primary data collection method, researcher uses
survey under which questionnaire is used that helps to determine the mindset of selected
respondents that assist to determine the factors that affect the perception of tourism to choose
destination (Glesne, 2016). For secondary research, researcher also uses books, articles and
Journals under secondary data collection method in which researcher uses different author's point
of view related to topic.
Sampling: In this current report, researcher uses simple random sampling method in
which 30 travelers are chosen to identify their perception and assist to conduct research in more
precise manner (Etikan, Musa and Alkassim, 2016). Simple random sampling method is less
consuming which leads to exact information, while chances of bias creates difficulties for
researcher.
In order to ensure the research is done fairly, researcher collect information from books
(published in 5 years) related to topic only and through primary data collection method,
researcher also come to identify the views related to topic. Further research is conduct in the
premises of University. Therefore, by using valid and reliable sources, researcher meet
objectives and also make sure that without any bias, researcher will reach to exact conclusion
and also attain the defined aim and objectives.
Research analysis
Data analysis is the process of inspecting and cleaning the gathered information with the
goal of discovering useful information and it also help to take better decision. In order to analyze
the collected information, researcher use thematic data analysis method under qualitative
research method that helps to conduct the research in more precise manner. Further, this method
also assist researcher to present the findings in more presentable way such that by presenting
charts and tables which helps the researcher to conduct in more better manner.
Moreover, through data analysis, researcher involves critical analysis and interpretation of
figures and numbers in order to find rationale behind the emergence of main findings. Therefore,
in order to present the views of selected respondent, researcher uses data analysis section in
which scholar compare primary research findings to the literature review section that assist to
determine the perception and factor to determine the mindset of people.
8

Quantitative Portfolio
Frequencies
First visit
Frequency Percent
Valid
No 72 71.3
Yes 28 27.7
Total 100 99.0
Missing System 1 1.0
Total 101 100.0
9

Interpretation
On basis of chart it can be said that that there are 28 respondents who says yes and 72 says
no which means that only 27% of respondents are visiting first time.
How often visited before
Frequency Percent
Valid
Weekly 16 15.8
Monthly 28 27.7
Once or twice per year 27 26.7
Rarely 19 18.8
Total 90 89.1
Missing System 11 10.9
Total 101 100.0
10

Interpretation
Results indicate that 16 respondents visit weekly, 28 visits on monthly basis. Apart from this, 27
respondents once or twice per year and 19 respondents rarely visit tourist place. Thus, it can
be said that majority of respondents visit place monthly once or twice a year.
Main motivitation to visit
Frequency Percent
Valid Education 22 21.8
Culture 16 15.8
Sightseeing 14 13.9
Family activity 31 30.7
Special event 5 5.0
Other 12 11.9
11

Total 100 99.0
Missing System 1 1.0
Total 101 100.0
Interpretation
Family activity and sightseeing are the one of the prominent reasons due to which people visit
places. 31 and 14 respondents come in this category. Number of people in education is 22,
culture 16, special event 5, other 12. Thus, it can be said that family activity and sightseeing
are the one of the main motivation to visit for the people.
Visiting today with
Frequency Percent
Valid Children 17 16.8
Family 27 26.7
Friends 21 20.8
Partner 14 13.9
On my own 5 5.0
Groups 15 14.9
12

Total 99 98.0
Missing System 2 2.0
Total 101 100.0
Interpretation
Mixed response is received as some people prefer to visit with family, friends, children’s and
group. Less number of people prefer to travel alone. Number of respondents in case of
Children are 17, family 27, friends 21, partner 14, groups 15 and alone 5.
Experience - Winter Gardens
Frequency Percent
Valid Excellent 53 52.5
Good 41 40.6
13

Average 5 5.0
Total 99 98.0
Missing not visited today 2 2.0
Total 101 100.0
Interpretation
Experience of individuals in respect to winter gardens is 53 for excellent, 41 for good and 5 for
average which means that majority of respondents assumed experience at winter gardens
excellent and good.
Experience - Art Gallery
Frequency Percent
Valid Excellent 31 30.7
14

Good 56 55.4
Average 7 6.9
Total 94 93.1
Missing
not visited today 4 4.0
System 3 3.0
Total 7 6.9
Total 101 100.0
Interpretation
In case of individuals experience at art gallery it is observed 31 state that they have excellent
experience at art gallery. 56 state that they have good experience at art gallery. Apart from
this, 7 state that they have average experience at art gallery. It can be said that majority of
respondent’s state that they have good experience at art gallery.
15

Experience - Museum displays
Frequency Percent
Valid
Excellent 43 42.6
Good 46 45.5
Average 9 8.9
Total 98 97.0
Missing
not visited today 1 1.0
System 2 2.0
Total 3 3.0
Total 101 100.0
Interpretation
16

Results are indicating that there are 43 respondents who think that there experience at museum
was excellent and 46 believed that their experience at museum was good. Only 9 state that
they have average experience at museum display. It can be said that most of respondents
either have excellent or good experience at museum displays.
Experience - Cafe
Frequency Percent
Valid
Excellent 19 18.8
Good 59 58.4
Average 15 14.9
Below Average 1 1.0
Poor 1 1.0
Total 95 94.1
Missing
not visited today 3 3.0
System 3 3.0
Total 6 5.9
Total 101 100.0
Interpretation
17

Only 19 respondents state that they have good experience at café followed by 59 respondents
who state that they have good experience at café. 15 state that they have average experience
and 1 state that they have below average and poor experience at café. It can be said that most
of respondents have positive experience.
Experience - Shop
Frequency Percent
Valid
Excellent 22 21.8
Good 49 48.5
Average 19 18.8
Below Average 1 1.0
Total 91 90.1
Missing
not visited today 4 4.0
System 6 5.9
Total 10 9.9
Total 101 100.0
18

Interpretation
22 respondents state that they have excellent experience at shop followed by 49 respondents that
have good experience shop. 19 respondents state that they have average experience. It can
be said that most of respondents have good shopping experience.
Experience - Staff
Frequency Percent
Valid
Excellent 31 30.7
Good 57 56.4
Average 7 6.9
Total 95 94.1
Missing
not visited today 1 1.0
System 5 5.0
Total 6 5.9
Total 101 100.0
19

Interpretation
31 state that they have excellent staff experience and 57 state that they have good staff experience.
Only 7 respondents state that they have average experience. It can be said majority of respondents
have good experience with staff members.
Experienhce - Signage
Frequency Percent
Valid
Excellent 23 22.8
Good 51 50.5
Average 17 16.8
Total 91 90.1
Missing not visited today 1 1.0
System 9 8.9
20

Total 10 9.9
Total 101 100.0
Interpretation
23 respondents state that they have excellent experience at signage and 51 state that they have
good experience at signage. 17 respondents state that they have average experience at
signage. It can be said that most of respondents have good experience at signage.
Experience - Facilities
Frequency Percent
Valid
Excellent 29 28.7
Good 53 52.5
Average 14 13.9
Below Average 2 2.0
Total 98 97.0
Missing System 3 3.0
Total 101 100.0
21

Interpretation
29 respondents state excellent and 53 states good on experience that they have about facilities
provided to them. 14 respondents state that they have average experience on facilities provided to
them. Thus, it can be said that most of respondents have good experience on facilities.
Experienhce - opening hours
Frequency Percent
Valid
Excellent 20 19.8
Good 58 57.4
Average 18 17.8
Total 96 95.0
Missing System 5 5.0
Total 101 100.0
22

57% respondents state good which means that most of respondents have good experience at
opening hours.
Experience - Special activities
Frequency Percent
Valid
Excellent 15 14.9
Good 60 59.4
Average 12 11.9
Total 87 86.1
Missing
not visited today 11 10.9
System 3 3.0
Total 14 13.9
23

Total 101 100.0
59.4% respondents state good which means that most of respondents have good experience at
special activities.
Expectation of visit
Frequency Percent
Valid
Less than expected 3 3.0
As expected 64 63.4
Better than expected 33 32.7
Total 100 99.0
Missing System 1 1.0
24

Total 101 100.0
63.4% respondents state good which means that most of respondents have expectation of visit as
expected.
Recommend
Frequency Percent
Valid
yes 90 89.1
no 10 9.9
Total 100 99.0
Missing System 1 1.0
Total 101 100.0
25

90% respondents state yes which means that most of respondents will recommend firm to others.
Overall satisfaction with the visit
Frequency Percent
Valid
a little satisfied 9 8.9
neutral 9 8.9
satisfied 51 50.5
very satisfied 32 31.7
Total 101 100.0
26

50% respondents are satisfied which means that most of respondents have satisfaction with visit.
Influenced mood in the following way
Frequency Percent
Valid
Didn't influence mood 15 14.9
Favourable 58 57.4
Very favourable 25 24.8
Unfavourable 1 1.0
Very unfavourable 1 1.0
Total 100 99.0
27

Missing System 1 1.0
Total 101 100.0
57% respondents are satisfied which means that most of respondents have satisfaction with visit.
Where are you from
Frequency Percent
Valid
local 56 55.4
regional 10 9.9
national 5 5.0
international 30 29.7
Total 101 100.0
28

55% respondents are local.
Gender
Frequency Percent
Valid
male 50 49.5
female 51 50.5
Total 101 100.0
29

Male and female have equal proportion.
Age group
Frequency Percent
Valid
18-25 years 36 35.6
25-35 years 27 26.7
36 - 45 years 18 17.8
46-55 years 6 5.9
56-65 years 6 5.9
Over 65 years 7 6.9
Total 100 99.0
Missing System 1 1.0
Total 101 100.0
30

Majority of respondents are in 18 to 45 group.
Education
Frequency Percent
Valid
Primary Education 2 2.0
Secondary Education 17 16.8
Further Education 19 18.8
Higher Education 62 61.4
Total 100 99.0
Missing System 1 1.0
Total 101 100.0
31

Majority of respondents have higher education,
Regional or Tourists
Frequency Percent
Valid
local/regional 66 65.3
national/international 35 34.7
Total 101 100.0
32

Majority of tourist are local.
Descriptive statistics
Descriptive Statistics
N Minimu
m
Maximu
m
Mean Std.
Deviation
First visit 100 1 2 1.28 .451
How often visited
before 90 1 4 2.54 1.018
Main motivitation to
visit 100 1 6 3.17 1.621
Visiting today with 99 1 6 3.08 1.639
Experience - Winter
Gardens 99 1 3 1.52 .595
33

Experience - Art
Gallery 94 1 3 1.74 .585
Experience - Museum
displays 98 1 3 1.65 .644
Experience - Cafe 95 1 5 2.01 .707
Experience - Shop 91 1 4 1.99 .707
Experience - Staff 95 1 3 1.75 .583
Experienhce - Signage 91 1 3 1.93 .663
Experience - Facilities 98 1 4 1.89 .716
Experienhce - opening
hours 96 1 3 1.98 .632
Experience - Special
activities 87 1 3 1.97 .559
Expectation of visit 100 1 3 2.30 .522
Recommend 100 1 2 1.10 .302
Overall satisfaction
with the visit 101 2 5 4.05 .876
Influenced mood in the
following way 100 1 5 2.15 .716
Where are you from 101 1 4 2.09 1.342
Gender 101 1 2 1.50 .502
Age group 100 1 6 2.40 1.518
Education 100 1 4 3.41 .842
Regional or Tourists 101 1.00 2.00 1.3465 .47824
Valid N (listwise) 53
Interpretation
Results reflect that respondents have good experience on all factors that are taken to
evaluate firm performance. Standard deviation value is low which means most of
respondents give response in same direction. In most cases mean value is nearby to 2 which
validate above given statement. Most of respondents visit once or twice a year for purpose
of sightseeing.
Chi square
H0: There is no significant relation between frequency of visit and motivating factors.
H1: There is significant relation between frequency of visit and motivating factors.
34

How often visited before * Main motivitation to visit Crosstabulation
Count
Main motivitation to visit Total
Education Culture Sightseeing Family
activity
Special
event
Other
How often
visited
before
Weekly 1 1 1 7 1 5 16
Monthly 5 6 2 12 1 1 27
Once or
twice per
year
5 5 4 9 1 3 27
Rarely 6 3 3 2 2 3 19
Total 17 15 10 30 5 12 89
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 17.352a 15 .298
Likelihood Ratio 18.574 15 .234
Linear-by-Linear
Association 3.913 1 .048
N of Valid Cases 89
a. 18 cells (75.0%) have expected count less than 5. The
minimum expected count is .90.
Value of level of significance is 0.298>0.05 which means that there is no statistically significant
relationship between people visiting frequency and their motivation to visit any tourist place.
Null hypothesis accepted.
35

36

REFERENCES
Books and Journals
Edson, M. C., Henning, P. B. and Sankaran, S. eds., 2016. A guide to systems research:
Philosophy, processes and practice (Vol. 10). Springer.
Etikan, I., Musa, S. A. and Alkassim, R. S., 2016. Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics.5(1). pp.1-4.
Garau-Vadell, J. B., Gutierrez-Taño, D. and Diaz-Armas, R., 2018. Economic crisis and
residents’ perception of the impacts of tourism in mass tourism destinations. Journal of
destination marketing & management. 7. pp.68-75.
Glesne, C., 2016. Becoming qualitative researchers: An introduction. Pearson. One Lake Street,
Upper Saddle River, New Jersey 07458.
Schabenberger, O. and Gotway, C. A., 2017. Statistical methods for spatial data analysis.
Chapman and Hall/CRC.
37

Appendix
What attracted you to the idea of owning a VW
campervan?
Michael: Well for me it was more like a holiday home, a
portable camp and chill with the family. The VW aspect was
more to talk Amanda into it. My partner just for the record.
(Laughs) Basically she thought it was cool and they are cool
and all of those things, but it was more a vehicle to go on
holiday in so like looking at caravans well didn’t appeal, and
I could see it as a second vehicle.
So what you’re saying is you wouldn’t have liked a
different type of vehicle?
No it would have to be something that could be used as a car
as well.
So not the big American retirement van?
No well the VW’s my mate had one and it’s a car and a van
and its cool and exciting isn’t it. It’s that whole thing, there’s
a buzz about it. People talk about it, so that would be the
initial reason.
Does the idea come from research, or just off the top of
your head to get it?
Well we went on a caravan holiday and we sat in this
caravan and we thought this is cool; we will just have
barbeques and just drink beer. Just chill out George (Their
son) was only 7 weeks old and everything was dead easy
going and slow the pace reminded us of when we went
travelling to Asia and this was the life, but on the doorstep.
Somewhere we could go on a weekend, every weekend just
to get away from the city. Then Amanda wanted something
mobile and then the VW was a compromise.
Did you give it a name?
It didn’t have a name when we got it. Our initial idea in the
July 2009 and we didn’t get it for 10 months of waiting,
painstaking waiting and it didn’t have a name we thought
Ulysses or, the registration was UCU34l. It was a TV
program, Ulysses (Pronounced dramatically). Most of them
38

are girls names so we decided in the end to call it Jenny
because that’s what Forrest Gump (the movie) calls his boat.
Does that represent travelling or something?
Just liked the name.
Did giving it a name help with attachment to it?
Well they are mostly girls and it’s like naming a ship. I
thought there was a slight cultural difference of the people
who got them; the Dubbers who had names were different
from those who hadn’t.
In what way?
I don’t know.
You’re allowed to say what you think?
It seems that if you really knew VW then you didn’t name it.
So at first we didn’t name it, we haven’t had anything and
called it a name. Even George’s teddies, his rabbit are rabbit.
Not a sentimental old fool then? (researcher laughs)
So where you brought up with camping?
Yes well we had definitely camped, with cubs and stuff like
that and school camp at the lakes which was cool. Err then
with the lads trying to get in campsites when we were 16,
sleeping in fields. Walking through fields of bulls and
swampland and stuff and waking up in the morning with this
guy on his quad going get off my field and we were like oh
no. We went camping then, we went walking then. We had a
break then returned to it with mates and realised that you
could just sit and eat and drink as much as you wanted and it
was great, you could just get as drunk as you wanted and that
was fine. We didn’t really go camping me and Amanda but
then when we had a kid; it really seemed to make sense and
still does. That is the lifestyle that I want my family to have.
Do you think that’s more a boy thing or just general?
What with camping, I guess stereotypically yes. Like its
roughing it and Amanda doesn’t want to rough it, whereas
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maybe when she was younger she would of, but she’s 30. I
liked mucking in, getting wet, getting dirty whereas Amanda
didn’t like that about the camping. There will be girls that
don’t enjoy it and girls who do, but as a general rule boys
like getting in a mess and most girls don’t. The idea of
getting wet and sitting in a leaky tent brings out survival
instincts in me. My cousin and his wife goes camping, well
glam ping actually they put a carpet in their tent. I suppose
you’re forced to make you own entertainment in a way.
You’re forced as a couple to be together, well not forced but
you’re on a campsite and it’s a relaxed ‘holiday’ atmosphere.
So do you think it’s a relaxing experience?
Relaxing?
Well it’s an idea that you go camping to relax and people
do.
Yes but it’s full of tasks to get to the relaxing bit. Like
relaxing is over there but you have to do a lot to get to it.
Like the whole alphabet. To get to the z. Then when you sit
down it’s like right what do I do now. So everything’s done,
all you need to do is just do the dishes. But there’s actually
nothing to do. Not like at home.
Is it trying to get away from that?
Yes for me it is actually. That’s still why I would like a static
caravan as well. Somewhere to go, to chill out and get drunk
(laughs)
In terms of feelings about the van, can you describe that?
Over the massive and ridiculous 10 months it took to procure
the van and we even got a loan to get it. Then when it did
arrive we were like this is a mistake because we had been so
long waiting and we had to find extra money too. At first I
was a bit negative about it, although Manda was excited and
I was oh I don’t know what this is going to be like. That was
my feeling all the way up to getting it, but then when I got it
I did fall in love with it. Very much fell in love with it. It
only took sitting in it, driving in it and having a glass of wine
in it to think this is brilliant. This is cool you know it
belonged to us and I had never owned anything quite like it,
that was worth that much. I don’t own a house I just have a
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mortgage. Yeah it was mine and I fell in love with it. We
would obsess about buying things for it. It was like a person.
Strange that. But it had its own character which is probably
why people name them. If a name had come to us we
probably would have named it but it was like what does it
need? George our son had a lot of needs and so did it. Things
you could get for it like accessories. We bought everything,
the curtains, the pans and the electrics. I thought about it,
went and looked at it on the street when I woke up in the
morning. Go and just sit in it, it’s yours you can be
possessive over it.
Is ownership part of it or could you have just hired one?
No, when it’s yours you look in other peoples vans and go
how practical is it, where would you sleep all of these
questions. As soon as you had your own it was like this is
brilliant, I don’t care where I am going to sleep. It was more
look at this I am in my van. There’s an excitement and
something I really enjoyed.
Did this feeling stay with you for the duration of having
the van?
Yeah definitely, just very attached to it.
Do you think it’s an aesthetic thing? I mean I know
there’s more to it than that but....
Yes it’s the age of it, that its original, it’s got a history and it
looks nice but it’s quite simple. It’s got eyes on the front, a
face. Whoever designed it thought I want to live in this I will
put a sink there, I will put the beds there etc, it’s clever and a
lot of thought has gone into it. It’s like you feel like you have
got something special and whether it’s done through the
perception of it. People say they fall in love with them and
that’s what happens. I suppose if I had a Ferrari I would fall
in love with that but not necessarily in the same way.
Are you in love with your car?
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No. I don’t really like it. When I first got it I thought oh its
okay, I have a new car. Now I dislike it. I wouldn’t be
bothered if it was nicked, albeit for financial reasons. The
van (whoa) I left it somewhere and thought I hadn’t locked
the door and just panicked about it and couldn’t think about
anything else until I got back to the van and the door was
locked. Then I love my bike at the minute so maybe I am a
bit like that. The campervan did stay with me.
When you say history, do you mean cultural history or its
own history?
It hadn’t any improvements really so, so it’s original so you
imagine what people were like who used to live in it and
there is that whole community. You don’t go anywhere
without someone speaking about it. That makes the cycle of
you enjoying it, being part of something the reason you think
it is special is because you drive along the road and kids
smile at it and people look at it and wave at you. You drive
past everyone in their normal cars and it doesn’t matter that
its costing a fortune to drive or goes really slow (Laughs0
or really noisy or stinks of oil, when your sat at the lights
and someone else in their car that’s probably cost 20 grand
and you just go HA!
Do you attribute the features of the van to yourself, your
personality?
I think the van is the van itself and it’s just that you, like I
was the driver of that van. You do personalise them over
time. But we didn’t have ours long enough. Eight ball gear
stick or whatever. Got a little fire extinguisher. We didn’t
want to put flowers on it or change the look as it was a recent
resprays so it looked lush. I felt like a bus driver. It is
strange but you do feel on show when you drive them
Does it create an atmosphere for your life?
For the time you spend in them. I think that’s the appeal of
them that when you in them you relax, something changes
like it’s not the only thing that that happens with. Especially
if it’s yours. It’s like you look at a fire and you think that’s
beautiful it gives you a certain feeling, or looking out into the
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ocean gives you a certain feeling. Like the campervan you
just chill out it’s your domain.
When you’re driving do you feel relaxed?
Not always when I am driving. It can be a nightmare. You
can’t get it in gear or anything like that can you? You can’t
get stressed or lose you temper with it either or it won’t let
you drive it. When you stop its relaxing. It depends where
you are driving of course. I tried to use mine for work. It
was to see if I could do it, use it for work but it was
ridiculous in the winter in the campervan. So it was just a
joke. I had a fleece blanket, jacket, hat and gloves. Start the
engine; clean all the snow off and the ice. Condensation
breath, then when I get there, South Shields is a 40 minute
drive and it’s still freezing.
So it didn’t affect how you thought of the van?
No it was just my little relationship with the van. It was good
having it working in a school. Some of the kids were is that a
hippy van sir? Others were like why do you drive that and
couldn’t understand it. Some who knew about them really
liked it. People like them that is the thing.
I hear people say you either love them or hate them and
it’s just trying to put my finger on what that means. Any
thoughts?
It’s basically the way that they look and it’s what they offer.
Freedom, comfort and style and there’s an impression that
other people want them as well.
So if other people want it then you want it, then you have it
so you have what other people don’t have so you have
something special. In theory you could have that with a
bongo or whatever but with the VW it is the je ne suis
qu’une. It’s the same reason why people like for example
old houses. Certainly now it has gone into popular culture.
Yes now you can buy a campervan key ring even if you
haven’t got a van.
Like with a lot of popular programs like Lost, they are just in
things that are cool. So that image is just instilled.
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I am interested in how people overcome the problems to
get to the freedom that it is allegedly going to offer.
Do you mean the fact of the way they are made and they
breakdown a lot?
Maybe
Well its irrational isn’t it? If you think about the way that
they are made, the gears I mean your pulling these rods
basically the whole distance of the car . Anything’s simple
and everything is fragile and brittle and could break at any
point and you have oil spills. The more stuff you do with
them, the more determined you are to do stuff, to solve
problems. Like Macbeth you are in it so far, you have made
a stupid decision from a practical point of view, financially it
doesn’t make sense, they are not economical, they cost a lot
to repair but people get obsessed about them and want to fix
them themselves. Not me though.
Was it a hard decision to sell it?
It wasn’t that hard because I was working a lot and couldn’t
really afford it and not seeing any benefit. My original goal
was to have this lifestyle. The payoff for me was that I would
have a big car but it didn’t work out that way. We thought if
we sell it we could buy something else like a caravan but
then we realised we couldn’t get anything else as we didn’t
have the money. That thing is still hanging there that I am
going to get a decent car and a caravan. And that we can tow
it and go to Europe and go around the country.
So you haven’t left the idea of that kind of camping and
travelling lifestyle?
No it was just with all the rain last year and having a baby. It
was stressful being in a small environment but in a caravan it
would be a bit more luxury, warm and dry and one of my
main things is that we go away so she relaxes as well.
Perhaps we can go back to this life that we had on this beach
in Thailand which will always be our little paradise. We can
get a taste of that and that George could play with other
children on the campsite and have a really nice time. I was
sad to see the van go but because we had a bank loan and
that it’s not all mine it would have been unreasonable and
selfish to go with what I would have wanted which is to have
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kept it. I would have kept it because it was my van, that’s
how I felt. We went away without George in the bus and it
was just great. It was like why we didn’t get one before we
had George because it was great. No problem to set things
up, took our time, did whatever, had nice food, it was our
anniversary liked it.
So children are a huge factor in how you experience
things?
Yes George was one. He needed a lot of attention; the van
needed a lot of attention setting stuff up that was stressful.
Sometimes we got to the campsite, hadn’t eaten, eating 10 at
night spaghetti Bolognese in the dark. I enjoyed all that, it
had a little porch and stuff. Not catch 22, but I hadn’t
thought about getting a van before I had a child, but maybe
would have enjoyed it more not having one around. I went in
my friends van, all I thought was it would cost loads of
petrol money yet he loved it. Then once he said he would use
his van to help me pick up some stuff and then it broke down
and ended up in a garage and two hours later I thought I am
never getting a campervan. Then the person we got ours
from he was local, he built it, we trusted the people and it
was a reliable van.
So the engine wasn’t shedding oil?
Well it was shedding oil (Laughs) it never conked out, it
needed an oil seal.
You joked with me and said you didn’t want to end up in
Silverlink (Shopping Village) every weekend. It sounds
to me like for you it had been the antithesis. So in other
words you were achieving a lifestyle not entirely like the
traditional nuclear family set-up?
The dream never came true as we were never away long
enough in it because of Amanda’s job, so we were away for
three or four days at a time and by the time you have
travelled there and back then you have one or two days in a
place. Sometimes you would go to a campsite and think that
it’s not very good. Then I have gone to all the hassle of
setting it up and can’t be bothered to take it down and go
somewhere else and set that up and it might not be good. It’s
very much trial and error with these things and the more
experience you have, the more you know. We did go off in
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my mum’s caravan during owning the van and the hassle is
less, a lot less.
You mentioned going off to Thailand and how some of
van ownership aimed to capture this idea?
Yes we woke up every day cooked fish on the Barbie; go for
runs in the morning. Amanda would find shells and make
stuff; I would be building things in our hut.
So it was trying to recreate that in a modern context?
Yes and it is beautiful in the countryside and very different
from the city and you just go there’s nothing to do so you
just stop. Of course the VW rallies. People park up on
concrete if they have to and so sometimes nature isn’t the
deal. What did you think? We never did that van community
thing, we never looked for that, for other VW people we just
did our own thing.
Any reason why you’re not interested in VW meetings
and festivals?
Well like everyone my time is limited and yes I guess its
snobbery. You can only go away 5 months in the year. My
objective is to stay in the countryside, chill out and relax. I
don’t know enough about the vans so would be out of my
depth in places like that. Like at other peoples van then
what. I don’t know these people and don’t need to know new
people. I suppose the festival ones rather than the shows are
a bit more about relaxing, but generally I wasn’t interested in
that I just wanted to go camping and have a bit of car
credibility. That shouldn’t be important to me but it is.
Sometimes you spend up to an hour and a half in a car per
day so I would quite like a good car. So I thought a VW is a
good car, eye catching what I didn’t realise is that it was not
comfortable and rubbish to drive,
Do you think you will get one again in the future?
No
So not when you’re 55 and all parental duties done?
I think we would be prepared to lose the aesthetic qualities
for the sake of a transit van with a house on the back for the
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sake of comfort. I don’t really mind that a caravan looks
crap. When I was on the campsite with the van it really did
stand out but it wouldn’t bother me now if we didn’t.
I couldn’t understand why I was in that godforsaken land.
Nature. I didn’t care about that. That first experience of
camping with the van in a remote campsite on a muddy field
was like, what the hell have we done. It’s just mental - An
awful field.
Its ridiculous (laughs) There’s just nothing to do but that’s it
(laughs) that’s the appeal. Like it was that thing I said before,
it’s ridiculous you spend thousands of pounds on it, you lie
down shut the door then you have the rain leaking on you.
Then you need to use the toilet (laughs loudly) You have to
find your shoes. The advantage at night time though if you
are a bit drunk your alright. When you get up in the morning
and your a bit groggy, the focus is where and how I am going
to get washed, whereas when your at home it’s like...what
am I going to do today. In the van all you can think about is I
need to get washed and I am starving.
These are the objectives and that takes the first couple of
hours just thinking about the bare minimum I believe really
is good for you. Therapeutic, where you don’t have to worry
about it all. Then when your dry or warm and had a bacon
sandwich it’s like I have really done it, I have really achieved
something. It reminds me of a line in the film the Sopranos
when Tony says urm, about this Russian girl who is just
happy as she has got her life and she hasn’t always had that,
went to America and has a better standard of living. She said
that when you have the basic needs fulfilled then like in
Maslow, it’s about self actualisation. You work out your
worries, you analyse and go over things and I think
humans are not necessarily designed to do things. Like
perhaps it’s a relatively new territory like in the past 150
years that this has happened. I think it’s natural to go back to
basics. Like when people go and enjoy holidays there’s
nothing to do apart from eat. It’s like you wonder what you
are going to have for lunch then dinner and that’s half the
day gone and you haven’t really done anything but you have
had a good day.
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Why do you think that is good for people?
You have your own control over it. Or there are problems to
solve. You challenge yourself. Your in a difficult situation,
you sort of go from a low to a more stabilized situation
where you have achieved something.
Yes I suppose you put yourself in a state of mini crisis in
a way.
Yes you do. You park up and have to set up all this stuff and
it’s all over the place. Your brain is going through working
out how to do all these things, then you’re hungry and you
eat. Then you sit and think oh I feel quite pleased with
myself
In normal life they are perhaps not seen as
achievements?
No they are just tasks you have to keep doing in order to
achieve other things like to get money, work to get paid. It’s
a different focus. I suppose it’s out of your comfort zone into
a new place. I think that would be true of a lot of activities,
but it’s certainly true of camping. There must be something
innate, primal maybe because rationally you wouldn’t do
this. You can get wet and cold and that’s not enjoyable.
Just to finish off what’s the worst experience you have
had in the van?
It was midge flies at the Lake District. People had warned us
about it, but we thought it would be ok. There were swarms
of them and I am trying to set up this van with the wrong
pegs. Had to re-park the van, get it totally lined up and
George( 1 year old boy) was very well behaved in the van
and I was totally sweating and my face was covered in flies
and I thought that this is ridiculous. Stupid. We stayed that
night, there was no escape. Other people were there with
bites all over them saying ‘Oh its fine’. We had mosquito
spray and they were still there, George was getting bitten.
Another time it was raining for three days. There first
campsite we were on didn’t have any electric, showers or
toilets. Nice spot by the sea but it was raining heavily.
George had his nap in the afternoon and we just collapsed the
whole thing and tried another campsite two miles up the road
and set it all up again, in the rain. I did try to make the best
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of it. Looking back, none of it was enjoyable at all. The
dream was never the reality, what I loved was the
attachment. It really was like a member of the family. It’s
very strange that for a vehicle to have that impact, just by the
way it makes you feel. I am pleased I have done it and I
would like to think I would do it again but would we really?
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