Using the principles of ethnographic research, produce field notes (journal entries) to document personal impressions and observations during a range of either virtual industry encounters and dining experiences or physical industry encounters and dining experiences and contrast these against the theoretical principles and case studies discussed in class.   Topics for submission are listed in the table on the next page. Each journal submission has two purposes;   1.     Addressing, commenting and reflecting upon the service experience, with some attention given to the element of the service phenomenon as outlined in journal template provided (reflective writing) 2.     Contrasting and evaluating one aspect of your experience to the theories and principles discussed in the lectures, tutorials and readings (academic writing style with references required)   This journal will offer you a chance to conduct major field research in the service hospitality industry.