The escapist experience requires great
immersion and participation. Tourists participating in escapist experiences embark
from their daily life and voyage to a specific place and do activities worthy
of their time (Oh, Fiore, & Jeoung, 2007; Pine & Gilmore, 1999). This
study attempted to apply the ground theory to interpret escapist experiences
and use Mudanwan Villa in the south of Taiwan as an exemplary place for the
escapists to be away from their daily life. “Mudanwan Villa was used as a key word in the traditional Chinese Google to search for comments
left by the villa visitors or other online respondents. Secondary data were
then collected from 25 blogs, Pixnets, or discussion forums in travel advisor websites.
Content analysis was used, following the grounded data techniques to do the
coding and find the themes by an inductive reasoning. The findings provide
three propositions. First, temporary residents coming to Mudanwan Villa actively
pursue positive experiences such as relaxation and enjoyment. Second, the
destination is so unique and special that visitors are willing to pay the high
price and endure the long-range transportation difficulties in order to arrive
at the villa. Third, the emphasized values associated with the escapist
experiences in Mudanwan Villa are detachment, pleasure, wealth, and social
recognition (Struch, Schwartz, & van der Kloot, 2002). The detachment value
indicates that visitors in the villa can get away from the daily routine and
immerse into the destination (Oh, Fiore, & Jeoung, 2007). The pleasure
value implies that the escapists can enjoy the space, experience the environment
nearby, and actively use any facilities here in the villa. The wealth value
suggests that those people who come to the villa are able to afford the high
price. The value of social recognition means that escapist experiences in this
unique destination become a status symbol to share with others. This study
provides useful information for managers to design a unique experiencescape
particularly perhaps to attract independent tourists from Mainland China.
Cite this paper
Chen, T. , Gau, L. and Wu, T. (2014) Apply Ground Theory to Interpret Escapist Experiences in Mudanwan Villa. Open Journal of Social Sciences
, 44-47. doi: 10.4236/jss.2014.23009
 Jin, J.H. (2013) Jen-Son Cheng, a Scholar of Rural Tourism from Taiwan, Said: The Rural Tourism Patterns in Mainland China Are too Monotonous (大陆乡村旅游模式过于单一).
 Pine II, B.J. and Gilmore, J. H. (1998) Welcome to the Experience Economy. Harvard Business Review, 97-105.
 Tsaur, S.H. and Wang, C.H. (2009). Tip-Collection Strategies, Service Guarantees, and Consumer Evaluations of Group Package Tours. Journal of Travel Research, 11, 523-534.
 Pine II, B.J. and Gilmore, J.H. (1998). Welcome to the Experience Economy. Harvard Business Review, July-August, 97-105.
 Pine II, B.J. and Gilmore, J.H. (1999). The Experience Economy. Harvard Business School Press, Boston.
 Pine II, B.J. and Gilmore, J.H. (2011). The Experience Economy. Harvard Business School Press, Boston.
 Oh, H., Fiore, A.M. and Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46, 119-132.
 Su, C. (2012) A Typology of Content Analysis for Business and Management Academic Periodical in Taiwan by Grounded Theory. NPUST Humanities and Social Sciences Research, 6, 1-23.
 Auerbach, C.F. and Silverstein, L.B. (2003). Qualitative Data: An Introduction to Coding and Analysis. New York University, New York.
 Gau, L.S. and James, J.D. (2013). A Ten-Value-Type Framework Associated with Spectator Sports—A Qualitative Inquiry. Sage Open (May-June).
 Oh, H., Fiore, A.M. and Jeoung, M. (2007) Measuring Experience Economy Concepts: Tourism Applications. Journal of Travel Research, 46, 119-132.
 Struch, N, Schwartz, S.H. and van der Kloot, W.A. (2002). Meanings of Basic Values for Women and Men: A Cross-Cultural Analysis. Personality and Social Psychology Bulletin, 28, 16-28.
 Bagwell, L.S and Bernheim, B.D. (1996). Veblen Effects in a Theory of Conspicuous Consumption. American Economic Review, 86, 349-373.