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Unveiling the role of congruity in service robot design and deployment 揭示一致性在服务机器人设计和部署中的作用
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-05-02 DOI: 10.1108/ijchm-11-2023-1686
Chang Ma, Alei Fan, Seonjeong Ally Lee

Purpose

This paper aims to examine the congruency effects of physically embodied robots in service encounters, which addressed a significant research gap concerning the synthesis of robot design elements (e.g., appearance and voice) and their service purposes.

Design/methodology/approach

Grounded in congruity theory and human-robot interaction literature, this study conducted a pretest and two experimental studies revealing the need to view robot design holistically and recognizing the pivotal role of congruity in shaping consumers’ service robot adoption. The moderating role of service purposes (utilitarian vs hedonic) was also investigated in terms of robot design and consumer reactions.

Findings

Consumers generally tend to favor robots with congruent designs, particularly for utilitarian service purposes. The serial mediation through perceived congruence and perceived intelligence explains such a favorite tendency.

Practical implications

This study advances service robot design research by highlighting the critical role of congruity in enhancing consumer engagement. It supports the use of comprehensive, congruent designs for services with utilitarian purposes and recommends adaptable designs for hedonic settings.

Originality/value

This study addressed the research gap by examining service robot design from a holistic perspective. The research findings highlight the importance of congruency effects in service robot design and deployment and provide valuable insights and guidelines to industry practitioners for optimal investment in service robots.

设计/方法/途径本研究以一致性理论和人机交互文献为基础,进行了一次前测和两次实验研究,揭示了从整体上看待机器人设计的必要性,并认识到一致性在影响消费者采用服务机器人方面的关键作用。研究还调查了服务目的(功利性与享乐性)对机器人设计和消费者反应的调节作用。本研究通过强调一致性在提高消费者参与度方面的关键作用,推进了服务机器人设计研究。本研究从整体角度考察了服务机器人的设计,填补了研究空白。研究结果强调了一致性效应在服务机器人设计和部署中的重要性,并为行业从业人员优化服务机器人投资提供了宝贵的见解和指导。
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引用次数: 0
Determinants of approach behavior for ChatGPT and their configurational influence in the hospitality and tourism sector: a cumulative prospect theory 招待和旅游行业接触 ChatGPT 行为的决定因素及其配置影响:累积前景理论
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-05-01 DOI: 10.1108/ijchm-07-2023-1072
Heesup Han, Seongseop (Sam) Kim, Tadesse Bekele Hailu, Amr Al-Ansi, Sandra Maria Correia Loureiro, Jinkyung Jenny Kim

Purpose

This research paper aims to explore the concerns and determinants of travelers’ behavior toward ChatGPT in the hospitality and tourism context. It also examines the weight of risk factors versus that of motivation and innovation characteristics influencing travelers’ approach behaviors toward ChatGPT.

Design/methodology/approach

A cumulative prospect theory was used to determine travelers’ responses to ChatGPT. This study, using a fuzzy-set qualitative approach, explored risk, motivation and innovation factors as determinants of approach behaviors for ChatGPT.

Findings

Findings revealed that risk, motivation and innovation factors were the key triggers of approach behaviors for ChatGPT. An intricate combination effect of the perceived risk, motivation and innovation characteristics was found, and the necessary predictors were determined.

Practical implications

The findings of this study will expand our current knowledge and offer practical insights for the development of ChatGPT in the hospitality and tourism sector.

Originality/value

This study makes a significant contribution to the existing literature by providing a nuanced understanding of the intricate interplay between the various factors that shape customer behavior in the context of technology adoption in hospitality and tourism studies.

目的 本研究论文旨在探讨在酒店和旅游业背景下旅行者对 ChatGPT 行为的关注点和决定因素。本研究采用累积前景理论来确定旅行者对 ChatGPT 的反应。本研究采用模糊集定性方法,探讨了风险、动机和创新因素作为接近 ChatGPT 行为的决定因素。研究结果研究结果显示,风险、动机和创新因素是引发接近 ChatGPT 行为的关键因素。本研究的发现将扩展我们现有的知识,并为酒店和旅游行业开发 ChatGPT 提供实用的见解。原创性/价值本研究对现有文献做出了重要贡献,它提供了在酒店和旅游研究中对影响客户行为的各种因素之间错综复杂的相互作用的细致理解。
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引用次数: 0
Customer attributions for LGBT-friendly branding hotels and skepticism 顾客对 LGBT 友好品牌酒店的归因和怀疑态度
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-30 DOI: 10.1108/ijchm-06-2023-0916
Heejung Ro, Juhee Kang

Purpose

This paper aims to examine the relationships between motives, skepticism and brands evaluations in the LGBT-friendly branding hotels context.

Design/methodology/approach

An online survey is created and 278 LGBT participants are recruited through a consumer panels firm. The research model is tested through structural equation modeling.

Findings

Values-, stakeholder- and strategic-driven motives are negatively related to skepticism, while egoistic-driven motive is positively related to skepticism. Also, sexual orientation openness moderates the relationship between stakeholder-driven motives and skepticism. Finally, skepticism is negatively related to brands evaluations.

Research limitations/implications

The research findings are limited to the LGBT-friendly hotels. However, this research contributes to the CSR and LGBT consumer research by examining the relationships between the four motives and skepticism considering LGBT customers’ sexual orientation openness level.

Practical implications

Hotels should devote greater efforts to communicating that their LGBT-friendly branding efforts are genuine by acknowledging both the social benefits and the business interests.

Social implications

As more and more hotels promote themselves as LGBT-friendly brands, a key challenge is reducing skepticism by appropriately conveying their motives. This research sheds light on this critical issue.

Originality/value

Although existent research on LGBT-friendliness has established its importance; there is a lack of understanding as to how customers perceive LGBT-friendly branding hotels. This research examines the four motives of hotels presenting themselves as being LGBT-friendly and their relationships to skepticism.

本文旨在研究在 LGBT 友好型品牌酒店背景下,动机、怀疑态度和品牌评价之间的关系。设计/方法/途径通过一家消费者调查公司制作了一份在线调查,并招募了 278 名 LGBT 参与者。研究结果价值观、利益相关者和战略驱动动机与怀疑态度呈负相关,而利己主义驱动动机与怀疑态度呈正相关。此外,性取向开放性也会调节利益相关者驱动动机与怀疑主义之间的关系。最后,怀疑态度与品牌评价负相关。研究局限/影响研究结果仅限于对女同性恋、男同性恋、双性恋和变性者友好的酒店。社会影响随着越来越多的酒店宣传自己是 LGBT 友好品牌,一个关键的挑战是通过适当传达其动机来减少怀疑。本研究揭示了这一关键问题。原创性/价值虽然现有的关于 LGBT 友好性的研究已经确定了其重要性,但对于顾客如何看待 LGBT 友好型品牌酒店还缺乏了解。本研究探讨了酒店标榜自己是 LGBT 友好型酒店的四种动机及其与怀疑态度之间的关系。
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引用次数: 0
Are robots stealing our jobs? Examining robot-phobia as a job stressor in the hospitality workplace 机器人会抢走我们的工作吗?将机器人恐惧症作为酒店业工作压力源进行研究
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-30 DOI: 10.1108/ijchm-09-2023-1454
Chun-Chu (Bamboo) Chen, Ruiying Cai

Purpose

The purpose of this study is to explore robot-phobia as a source of occupational stress among hospitality employees in the context of increasing robotization in the industry.

Design/methodology/approach

The study sampled 321 lodging employees and 308 food service employees in the USA. An online panel company recruited the participants and administered an online survey. The study used various analytical methods, including structural modeling, t-tests and multi-group analyses.

Findings

The study results reveal that hospitality workers experience robot-phobia regardless of their sector or position. Robot-phobia causes job insecurity and stress, which increases turnover intention. These negative outcomes are more pronounced for those who interact more frequently with robots.

Practical implications

The study findings suggest that hospitality workers fear being replaced by robots in the near future. Therefore, hospitality organizations should offer adequate training and education on the advantages and drawbacks of robots and establish a supportive and collaborative work environment that values human–robot interaction.

Originality/value

This study offers new insights regarding human–robot interaction from the employee perspective by introducing the concept of robot-phobia in the hospitality workplace. A comprehensive picture of how hospitality employees confront the increasing presence of robots is provided in this study.

本研究旨在探讨在酒店业机器人化程度不断提高的背景下,机器人恐惧症是酒店业员工职业压力的来源之一。一家在线小组公司招募了参与者,并进行了在线调查。研究采用了多种分析方法,包括结构建模、t 检验和多组分析。研究结果研究结果表明,酒店业员工无论在哪个行业或职位,都会出现机器人恐惧症。机器人恐惧症会导致工作不安全感和压力,从而增加离职意向。研究结果表明,酒店业员工害怕在不久的将来被机器人取代。因此,酒店业组织应就机器人的优点和缺点提供充分的培训和教育,并建立一个重视人机互动的支持性和协作性工作环境。原创性/价值本研究通过引入酒店业工作场所机器人恐惧症的概念,从员工角度对人机互动提出了新的见解。本研究全面介绍了酒店业员工如何面对日益增多的机器人。
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引用次数: 0
Experience management in hospitality and tourism: reflections and implications for future research 酒店和旅游业的体验管理:对未来研究的思考和启示
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-30 DOI: 10.1108/ijchm-11-2023-1722
Dora Agapito, Marianna Sigala

Purpose

This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research, while discussing the emerging challenges and opportunities for management.

Design/methodology/approach

The study adopts a critical and reflective approach for providing future directions of experience research. Three major fields are identified to discuss advances, challenges and opportunities in experience research: conceptualization and dimensions of experiences; relational network for experience management; and theoretical and methodological approaches.

Findings

The paper proposes a mindset shift to guide experience research, but also to redirect and research thinking and managerial practices about the role of experiences in the economy and society. This proposed humanized perspective to experience research and management is deemed important given the contemporary socio-economic, environmental and technological challenges of the environment.

Research limitations/implications

This paper identifies a set of theoretical and managerial implications to help scholars and professionals alike to implement the humanized perspective to experience research. Implications relate to conceptualization, relational network and theoretical and methodological approaches in experience research.

Originality/value

This study critically assesses research challenges and opportunities around customer experience management (CEM) in H&T contexts. This reflective and critical look at customer experiences not only informs future research for advancing knowledge and practice but also proposes a mindset shift about the role and nature of CEM in the society and economy.

目的 本文旨在对酒店与旅游业(H&T)的体验管理进行批判性反思。本研究采用批判性和反思性的方法,为体验研究提供未来发展方向。本文提出了一种思维方式的转变,以指导体验研究,同时也重新引导和研究有关体验在经济和社会中作用的思维和管理实践。鉴于当代社会经济、环境和技术环境所面临的挑战,本文所提出的人性化体验研究和管理视角被认为是非常重要的。影响涉及体验研究中的概念化、关系网络以及理论和方法。原创性/价值本研究批判性地评估了在 H&T 背景下围绕客户体验管理(CEM)的研究挑战和机遇。这种对客户体验的反思性和批判性审视不仅为未来的研究提供了知识和实践方面的信息,还提出了关于客户体验管理在社会和经济中的作用和性质的思维转变。
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引用次数: 0
Luxury hotel technology trends: a multigenerational analysis 豪华酒店技术趋势:多代分析
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-25 DOI: 10.1108/ijchm-10-2023-1597
Lisa Nicole Cain, Trishna G. Mistry, Shenee Douglas, Imran Rahman, Andrew Moreo

Purpose

This study aims to analyze the importance and performance of customer-facing technologies in luxury hotels. The study also assessed differences between and within the four generations in the importance-performance analysis (IPA).

Design/methodology/approach

Data were collected using a Qualtrics panel of recent luxury hotel customers in the USA belonging to all four generations. The cross-generational IPA was conducted using t-tests and (ANAOVA).

Findings

The IPA matrix concentrated most technology items in either low importance – low performance or high importance – high performance quadrants. One-way ANOVA revealed significant differences between generations on the importance ratings of all technology items except wireless charging power solutions and on the performance ratings of all technology items. Furthermore, post hoc tests indicated that millennials rated luxury technology most favorably among the four cohorts, followed by generations Z, X and Baby Boomers. In addition, significant differences between the importance and performance of many technology items within each generational cohort were observed. Overall, Wi-Fi was unanimously ranked across generations as the most important technology among luxury guests, but it was the only one that scored lower in performance than importance.

Research limitations/implications

The findings of this study contribute to hospitality scholarship in two primary ways: the importance and performance of technology and generational differences. The results advance the understanding of the impact of generational factors on customer-facing technological adoptions in the luxury hotel sector.

Practical implications

Technologies that are pervasive in the home also become vital offerings for hotels. The more pervasive technology, the more a luxury hotel must work to ensure that it performs at optimal levels. Additionally, which technologies are most important to targeted generations are provided so practitioners may budget for their implementation.

Originality/value

This research is a pivotal step forward in unraveling the intricate interplay between generational factors and technological evaluations, providing a foundation for future research and practical applications in a rapidly evolving technological landscape in the hospitality industry.

目的 本研究旨在分析豪华酒店中面向客户的技术的重要性和性能。研究还通过重要性-绩效分析(IPA)评估了四代人之间以及四代人内部的差异。设计/方法/方法数据是通过 Qualtrics 小组收集的,该小组成员包括最近入住美国豪华酒店的四代人。使用 t 检验和(ANAOVA)进行了跨代 IPA 分析。结果 IPA 矩阵将大多数技术项目集中在低重要性-低性能或高重要性-高性能象限中。单向方差分析显示,除无线充电电源解决方案外,各代人在所有技术项目的重要性评分和所有技术项目的性能评分上都存在显著差异。此外,事后检验表明,在四个组群中,千禧一代对奢侈品技术的评价最高,其次是 Z、X 和婴儿潮一代。此外,在每个代群中,许多技术项目的重要性和性能都存在明显差异。总体而言,各代人一致认为 Wi-Fi 是豪华酒店客人最看重的技术,但它是唯一一项性能得分低于重要性得分的技术。研究结果加深了人们对代际因素对豪华酒店行业面向客户的技术采用的影响的理解。实际意义在家庭中普及的技术也成为酒店的重要产品。技术越普及,豪华酒店就越需要努力确保其性能达到最佳水平。此外,我们还提供了哪些技术对目标代际最为重要,以便从业人员为实施这些技术做好预算。原创性/价值这项研究在揭示代际因素与技术评估之间错综复杂的相互作用方面迈出了关键的一步,为未来的研究和实际应用奠定了基础,使酒店业的技术发展日新月异。
{"title":"Luxury hotel technology trends: a multigenerational analysis","authors":"Lisa Nicole Cain, Trishna G. Mistry, Shenee Douglas, Imran Rahman, Andrew Moreo","doi":"10.1108/ijchm-10-2023-1597","DOIUrl":"https://doi.org/10.1108/ijchm-10-2023-1597","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to analyze the importance and performance of customer-facing technologies in luxury hotels. The study also assessed differences between and within the four generations in the importance-performance analysis (IPA).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected using a Qualtrics panel of recent luxury hotel customers in the USA belonging to all four generations. The cross-generational IPA was conducted using <em>t</em>-tests and (ANAOVA).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The IPA matrix concentrated most technology items in either low importance – low performance or high importance – high performance quadrants. One-way ANOVA revealed significant differences between generations on the importance ratings of all technology items except wireless charging power solutions and on the performance ratings of all technology items. Furthermore, post hoc tests indicated that millennials rated luxury technology most favorably among the four cohorts, followed by generations Z, X and Baby Boomers. In addition, significant differences between the importance and performance of many technology items within each generational cohort were observed. Overall, Wi-Fi was unanimously ranked across generations as the most important technology among luxury guests, but it was the only one that scored lower in performance than importance.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The findings of this study contribute to hospitality scholarship in two primary ways: the importance and performance of technology and generational differences. The results advance the understanding of the impact of generational factors on customer-facing technological adoptions in the luxury hotel sector.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Technologies that are pervasive in the home also become vital offerings for hotels. The more pervasive technology, the more a luxury hotel must work to ensure that it performs at optimal levels. Additionally, which technologies are most important to targeted generations are provided so practitioners may budget for their implementation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research is a pivotal step forward in unraveling the intricate interplay between generational factors and technological evaluations, providing a foundation for future research and practical applications in a rapidly evolving technological landscape in the hospitality industry.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"31 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2024-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140637568","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Customers’ online service encounter satisfaction with chatbots: interaction effects of language style and decision-making journey stage 客户对聊天机器人在线服务的满意度:语言风格和决策过程阶段的交互效应
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-24 DOI: 10.1108/ijchm-11-2023-1800
Yingying Huang, Dogan Gursoy

Purpose

This study aims to examine the interaction effects of chatbots’ language style and customers’ decision-making journey stage on customer’s service encounter satisfaction and the mediating role of customer perception of emotional support and informational support using the construal level theory and social support theory as conceptual frameworks.

Design/methodology/approach

This study used a scenario-based experiment with a 2 (chatbot’s language style: abstract language vs concrete language) × 2 (decision-making journey stage: informational stage vs transactional stage) between-subjects design.

Findings

Findings show that during the informational stage, chatbots that use abstract language style exert a strong influence on service encounter satisfaction through emotional support. During the transactional stage, chatbots that use concrete language style exert a strong impact on service encounter satisfaction through informational support.

Practical implications

Findings provide some suggestions for improving customer–chatbot interaction quality during online service encounters.

Originality/value

This study offers a novel perspective on customer interaction experience with chatbots by investigating the chatbot’s language styles at different decision-making journey stages.

目的 本研究旨在以构想水平理论和社会支持理论为概念框架,研究聊天机器人的语言风格和客户的决策历程阶段对客户服务体验满意度的交互影响,以及客户对情感支持和信息支持的感知的中介作用。研究结果研究结果表明,在信息阶段,使用抽象语言风格的聊天机器人通过情感支持对服务体验满意度产生了很大影响。实践意义研究结果为提高客户与聊天机器人在在线服务过程中的互动质量提供了一些建议。原创性/价值本研究通过调查聊天机器人在不同决策过程阶段的语言风格,为客户与聊天机器人的互动体验提供了一个新的视角。
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引用次数: 0
The future of transformative events: an event leaders’ perspective 变革性活动的未来:活动领导者的视角
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-24 DOI: 10.1108/ijchm-07-2023-1027
Barbara Neuhofer, Krzysztof Celuch, Ivana Rihova

Purpose

Focussing on the perspective of business event leaders, this study aims to explore the future of transformative experience (TE) events, recognising a paradigm shift from organising conventional events to designing and guiding TEs in the meetings, incentives and conferences as exhibitions (MICE) context.

Design/methodology/approach

Using a qualitative interview-based design, insights from 20 international business events industry leaders were gathered and analysed by using thematic analysis through a multi-step process with MAXQDA.

Findings

The findings discuss the future of transformative events by identifying the paradigm shift towards TE in business events and outline key dimensions of the leader’s and team’s mindset and skills. Five design principles for TE events in the MICE sector are identified: design for change; emotionally experiential environments; personal engagement; responsibility; and transformative measurement.

Practical implications

The study offers a snapshot of how transformative events of the future could be designed and suggests a series of practical insights for MICE event leaders and organisers seeking to leverage events as a catalyst for intentional transformation, positive impact and long-lasting change.

Originality/value

The study adds to the emerging body of knowledge on TEs and contributes to an extended stakeholder perspective, namely, that of business event leaders and their teams who are instrumental in facilitating transformative events. An original framework for designing TE MICE events is offered as a theoretical contribution.

目的本研究以商务活动领导者的视角为重点,旨在探索变革性体验(TE)活动的未来,认识到在会议、奖励旅游和大会作为展览(MICE)的背景下,从组织传统活动到设计和指导变革性体验(TE)活动的范式转变。研究结果通过确定商务活动向体验式活动的范式转变,讨论了体验式活动的未来,并概述了领导者和团队心态与技能的关键维度。研究还确定了会展旅游行业转型活动的五项设计原则:为变革而设计;情感体验式环境;个人参与;责任;以及转型衡量。独创性/价值这项研究为有关转型活动的新兴知识体系增添了新的内容,并拓展了利益相关者的视角,即商业活动领导者及其团队的视角,他们在促进转型活动方面发挥着重要作用。作为一项理论贡献,本研究提供了一个设计 TE MICE 活动的原创框架。
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引用次数: 0
The effect of immersive technologies on tourist satisfaction and loyalty: the mediating role of customer engagement and customer perceived value 沉浸式技术对游客满意度和忠诚度的影响:顾客参与和顾客感知价值的中介作用
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-23 DOI: 10.1108/ijchm-09-2023-1496
Mohamed Abou-Shouk, Nagwa Zouair, Ayman Abdelhakim, Hany Roshdy, Marwa Abdel-Jalil

Purpose

This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism.

Design/methodology/approach

PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption.

Findings

It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty.

Originality/value

The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.

本研究论文旨在调查旅游业采用沉浸式技术的预测因素和结果。研究结果显示,感知到的易用性、愉悦感、沉浸感、有用性和对技术的态度预测了沉浸式技术的采用。原创性/价值这项研究整合了沉浸式技术采用的前因后果研究模型,在这一研究领域很少有实证调查可以得出结论。此外,研究模型中还包含并检验了缺失的关系。
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引用次数: 0
How do wineries price their wine experiences? 酒庄如何为其葡萄酒体验定价?
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-19 DOI: 10.1108/ijchm-07-2023-1076
Olivier Gergaud, Florine Livat

Purpose

This paper aims to model the price of cellar tours using a hedonic pricing approach. The authors analyze the complex relationship between the price of an add-on (here, cellar tours) and the price of the reference product (here, wine).

Design/methodology/approach

Thanks to a large database containing information on about 1,000 winery experiences, the authors regress the price of cellar tours on wine prices and on a broad set of objective characteristics that are (1) tour specific and (2) common to all tours offered by the winery. These exogenous controls include the type and style of experience offered, amenities and winemaking characteristics.

Findings

The authors show that the price of cellar tours follows the price of the most expensive wine sold by the winery, which is a proxy for reputation. The authors find that one of the main determinants of cellar tour prices is visit length: wineries charge more for longer experiences. The number of wines tasted during the visit also increases the price. Prices are higher in places where there is a high level of wine tourism activity, which might be a sign of authenticity.

Practical implications

Wine producers in different countries need to gain insights on how to price cellar tours, which are composite goods. The results can help practitioners price their winery experience according to common practices in different wine regions. The results may also be of interest to professionals in the tourism sector who are in charge of the pricing of by-products (e.g. tee-shirts, books, etc.), or for luxury fashion labels extending their brand in the catering industry with cafes and restaurants.

Originality/value

To the best of the authors’ knowledge, this paper is the first empirical analysis that examines the complex relationship between the price of an add-on and the price of the reference product in the context of wine tourism.

目的 本文旨在使用享乐定价法建立酒窖参观的价格模型。作者分析了附加产品(此处指酒窖之旅)的价格与参考产品(此处指葡萄酒)价格之间的复杂关系。设计/方法/途径借助包含约 1000 个酒庄体验信息的大型数据库,作者将酒窖之旅的价格与葡萄酒价格和一系列广泛的客观特征进行了回归,这些客观特征(1)针对特定的旅游项目,(2)对酒庄提供的所有旅游项目都是通用的。这些外生控制因素包括所提供体验的类型和风格、便利设施和酿酒特征。作者的研究结果表明,酒窖之旅的价格与酒庄出售的最贵葡萄酒的价格一致,而后者是声誉的代表。作者发现,酒窖参观价格的主要决定因素之一是参观时间:酒庄对时间较长的体验收取更高的费用。参观期间品尝的葡萄酒数量也会提高价格。在葡萄酒旅游活动频繁的地方,价格会更高,这可能是真实性的标志。研究结果有助于从业者根据不同葡萄酒产区的普遍做法为酒庄体验定价。据作者所知,本文是在葡萄酒旅游背景下研究附加产品价格与参考产品价格之间复杂关系的第一份实证分析。
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引用次数: 0
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International Journal of Contemporary Hospitality Management
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