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Theatre of Dreams: An Exploratory Study of Weddings and the Drama Metaphor

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Abstract:

This paper seeks to examine the value offered by the services drama metaphor to the service that is a wedding. A wedding is an atypical service in that it is temporally extended and involves a multiplicity of service providers brought together to produce the 'big day'. The authors contribute to greater understanding of the drama metaphor by conceptually developing and integrating the themes of the drama metaphor and the romance and consumption that are evident in a bride's wedding experience. The conceptual discussion is further strengthened by the results of in-depth interviews with brides.

Keywords: EXTENDED SERVICE EXPERIENCE; SERVICES MARKETING; WEDDINGS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539206777036995

Publication date: March 1, 2006

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