Pub Date : 2024-05-14DOI: 10.1108/cbth-05-2023-0064
Phuong Thi Kim Tran, Nhi Thao Ho-Mai, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Vinh Trung Tran
Purpose This study aims to explore the pathway of increasing hotel booking intentions by mapping the linkage mechanism between the antecedents and components of brand equity to ultimately drive followers’ hotel booking intention. In addition, the role of over-endorsement as a moderating variable is also evaluated. Design/methodology/approach The conceptual model and research hypotheses were each assessed using covariance-based structural equation modeling. Paper-based and online surveys were used to collect data from 443 respondents who are TikTok users and follow at least one TikTok online celebrity, while that online celebrity must have reviewed at least one type of accommodation. Findings Except for the relationship between virtual interactivity and online celebrity brand image, the results confirmed the relationships between research concepts. Research limitations/implications Further studies are needed to validate the results in other cultural contexts, generalize findings and broaden the range of target respondents. Originality/value This study contributes to the hotel literature by illustrating how online celebrity brand equity (OCBE) drives hotel booking intentions. The study highlights the importance of antecedent factors – follower-centered drivers (e.g. lifestyle congruence, friendship) and online celebrity-led drivers (e.g. virtual interactivity, expertise) – to achieve a hierarchical relationship between OCBE components and followers’ booking intentions.
{"title":"Hotel booking intentions in the TikTok era: the role of online celebrity brand equity","authors":"Phuong Thi Kim Tran, Nhi Thao Ho-Mai, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Vinh Trung Tran","doi":"10.1108/cbth-05-2023-0064","DOIUrl":"https://doi.org/10.1108/cbth-05-2023-0064","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the pathway of increasing hotel booking intentions by mapping the linkage mechanism between the antecedents and components of brand equity to ultimately drive followers’ hotel booking intention. In addition, the role of over-endorsement as a moderating variable is also evaluated.\u0000\u0000\u0000Design/methodology/approach\u0000The conceptual model and research hypotheses were each assessed using covariance-based structural equation modeling. Paper-based and online surveys were used to collect data from 443 respondents who are TikTok users and follow at least one TikTok online celebrity, while that online celebrity must have reviewed at least one type of accommodation.\u0000\u0000\u0000Findings\u0000Except for the relationship between virtual interactivity and online celebrity brand image, the results confirmed the relationships between research concepts.\u0000\u0000\u0000Research limitations/implications\u0000Further studies are needed to validate the results in other cultural contexts, generalize findings and broaden the range of target respondents.\u0000\u0000\u0000Originality/value\u0000This study contributes to the hotel literature by illustrating how online celebrity brand equity (OCBE) drives hotel booking intentions. The study highlights the importance of antecedent factors – follower-centered drivers (e.g. lifestyle congruence, friendship) and online celebrity-led drivers (e.g. virtual interactivity, expertise) – to achieve a hierarchical relationship between OCBE components and followers’ booking intentions.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":"44 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140979156","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-09DOI: 10.1108/cbth-09-2023-0164
H. Saragih
Purpose This study proposes “genuine small talk” in hospitality settings, particularly in coffee shops and its impact on enhancing guest experiences. This study aims to delineate how genuine small talk, characterized by sincerity, mutual respect, truthfulness and empathy, differs from traditional conversational engagements and influences service outcomes. Design/methodology/approach The study adopts a case research approach, focusing on the global coffee shop industry, particularly in high-context cultural settings. Using an abductive research paradigm, it intertwines theoretical concepts with empirical data gathered from face-to-face interviews with coffee shop visitors and managers. Data analysis involved qualitative coding techniques to synthesize and interpret findings related to genuine small talk. Findings Genuine small talk in hospitality, marked by sincerity, mutual respect, truthfulness and empathy, significantly enhances customer experiences. It transforms service encounters, turning negative experiences into positive ones and fostering customer loyalty. The study finds that genuine small talk is a strategic tool for emotional resonance and repeat patronage, yet its effectiveness depends on the staff’s ability to discern and adapt to customer moods and preferences. Social implications This study highlights that genuine interpersonal interactions are key to enhancing customer experiences in hospitality. These genuine exchanges, characterized by sincerity, mutual respect, truthfulness and empathy, not only improve the immediate service encounter but also foster long-term customer loyalty. By transforming transactional interactions into meaningful connections, genuine small talk serves as a strategic tool in the hospitality industry, potentially reshaping service dynamics and elevating the perceived value of customer service. This research underscores the importance of staff training in emotional intelligence and adaptability to customer preferences, crucial for implementing genuine small talk effectively. Originality/value This research contributes to the hospitality literature by elucidating the nuanced role of genuine small talk in service encounters. It extends existing discourses of service interactions by highlighting the potential of genuine small talk in fostering connections and enhancing guest experiences.
{"title":"Genuine small talk in hospitality services encounter","authors":"H. Saragih","doi":"10.1108/cbth-09-2023-0164","DOIUrl":"https://doi.org/10.1108/cbth-09-2023-0164","url":null,"abstract":"\u0000Purpose\u0000This study proposes “genuine small talk” in hospitality settings, particularly in coffee shops and its impact on enhancing guest experiences. This study aims to delineate how genuine small talk, characterized by sincerity, mutual respect, truthfulness and empathy, differs from traditional conversational engagements and influences service outcomes.\u0000\u0000\u0000Design/methodology/approach\u0000The study adopts a case research approach, focusing on the global coffee shop industry, particularly in high-context cultural settings. Using an abductive research paradigm, it intertwines theoretical concepts with empirical data gathered from face-to-face interviews with coffee shop visitors and managers. Data analysis involved qualitative coding techniques to synthesize and interpret findings related to genuine small talk.\u0000\u0000\u0000Findings\u0000Genuine small talk in hospitality, marked by sincerity, mutual respect, truthfulness and empathy, significantly enhances customer experiences. It transforms service encounters, turning negative experiences into positive ones and fostering customer loyalty. The study finds that genuine small talk is a strategic tool for emotional resonance and repeat patronage, yet its effectiveness depends on the staff’s ability to discern and adapt to customer moods and preferences.\u0000\u0000\u0000Social implications\u0000This study highlights that genuine interpersonal interactions are key to enhancing customer experiences in hospitality. These genuine exchanges, characterized by sincerity, mutual respect, truthfulness and empathy, not only improve the immediate service encounter but also foster long-term customer loyalty. By transforming transactional interactions into meaningful connections, genuine small talk serves as a strategic tool in the hospitality industry, potentially reshaping service dynamics and elevating the perceived value of customer service. This research underscores the importance of staff training in emotional intelligence and adaptability to customer preferences, crucial for implementing genuine small talk effectively.\u0000\u0000\u0000Originality/value\u0000This research contributes to the hospitality literature by elucidating the nuanced role of genuine small talk in service encounters. It extends existing discourses of service interactions by highlighting the potential of genuine small talk in fostering connections and enhancing guest experiences.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":" 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140994646","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative gastronomic destination. Design/methodology/approach In this study, cluster analysis is used to identify tourist segments in Phuket, a well-known United Nations Educational, Scientific and Cultural Organization (UNESCO) gastronomic city. The analysis is based on data collected from 525 domestic Thai tourists. Findings Cluster analysis revealed three distinct tourist segments: gastronomy enthusiasts, taste discoverers and gourmet wanderers. These segments exhibit significant differences in their characteristics and perceptions of Phuket’s gastronomic offerings. Research limitations/implications This study is limited to domestic Thai tourists in Phuket and does not include international visitors. In addition, the findings are specific to the context of Phuket and may not be entirely generalizable to other gastronomic destinations. Practical implications The identified tourist segments provide valuable guidance for tourism professionals to tailor their marketing efforts, develop targeted products and meet the preferences of different gastronomically oriented tourists, contributing to the successful management of a gastronomic city. Originality/value This study contributes to the fields of destination management and gastronomy tourism by providing valuable insights for practitioners seeking to enhance their offerings and consider the preferences of different gastronomically oriented tourist segments. Identifying these segments enriches the understanding of visitor behavior in creative gastronomy cities.
{"title":"Understanding the gastronomy tourists’ characteristics and perceptions: a cluster analysis of visitors to a creative city of gastronomy","authors":"Nimit Soonsan, Sarayute Thongmun, Panuwat Phakdee-auksorn","doi":"10.1108/cbth-08-2023-0126","DOIUrl":"https://doi.org/10.1108/cbth-08-2023-0126","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative gastronomic destination.\u0000\u0000\u0000Design/methodology/approach\u0000In this study, cluster analysis is used to identify tourist segments in Phuket, a well-known United Nations Educational, Scientific and Cultural Organization (UNESCO) gastronomic city. The analysis is based on data collected from 525 domestic Thai tourists.\u0000\u0000\u0000Findings\u0000Cluster analysis revealed three distinct tourist segments: gastronomy enthusiasts, taste discoverers and gourmet wanderers. These segments exhibit significant differences in their characteristics and perceptions of Phuket’s gastronomic offerings.\u0000\u0000\u0000Research limitations/implications\u0000This study is limited to domestic Thai tourists in Phuket and does not include international visitors. In addition, the findings are specific to the context of Phuket and may not be entirely generalizable to other gastronomic destinations.\u0000\u0000\u0000Practical implications\u0000The identified tourist segments provide valuable guidance for tourism professionals to tailor their marketing efforts, develop targeted products and meet the preferences of different gastronomically oriented tourists, contributing to the successful management of a gastronomic city.\u0000\u0000\u0000Originality/value\u0000This study contributes to the fields of destination management and gastronomy tourism by providing valuable insights for practitioners seeking to enhance their offerings and consider the preferences of different gastronomically oriented tourist segments. Identifying these segments enriches the understanding of visitor behavior in creative gastronomy cities.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":" 35","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141000179","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-26DOI: 10.1108/cbth-06-2023-0070
Bingjie Liu-Lastres, Ignatius P. Cahyanto, Chase Edwards
Purpose Tourist confidence plays an important role in people’s decision-making, including decisions related to consuming tourism products. However, little research has explored this concept in depth to provide proper guidance on its operation and measurement. This paper aims to explore the concept of tourist confidence, develop and test a measurement and test the effects of tourist confidence on people’s travel intentions at different periods of time. Design/methodology/approach This study used repeated cross-sectional data and collected responses from three waves of national surveys of U.S. residents in 2021. Findings The results revealed three underlying dimensions of tourist confidence: (1) confidence in tourism/hospitality service providers, (2) self-confidence in tourist competency and (3) confidence in travel safety. The validity and reliability of the instrument were deemed satisfactory. The results also indicate the positive associations between tourist confidence and people’s travel decisions. Originality/value This study developed a measurement that is specific to the domain of tourist confidence. The findings of this paper reveal the multidimensional nature of tourist confidence. When translated into practice, the findings of this study can help practitioners understand how to effectively enhance tourist confidence in challenging, difficult and uncertain times.
{"title":"Tourist confidence: a scale development, testing and application","authors":"Bingjie Liu-Lastres, Ignatius P. Cahyanto, Chase Edwards","doi":"10.1108/cbth-06-2023-0070","DOIUrl":"https://doi.org/10.1108/cbth-06-2023-0070","url":null,"abstract":"\u0000Purpose\u0000Tourist confidence plays an important role in people’s decision-making, including decisions related to consuming tourism products. However, little research has explored this concept in depth to provide proper guidance on its operation and measurement. This paper aims to explore the concept of tourist confidence, develop and test a measurement and test the effects of tourist confidence on people’s travel intentions at different periods of time.\u0000\u0000\u0000Design/methodology/approach\u0000This study used repeated cross-sectional data and collected responses from three waves of national surveys of U.S. residents in 2021.\u0000\u0000\u0000Findings\u0000The results revealed three underlying dimensions of tourist confidence: (1) confidence in tourism/hospitality service providers, (2) self-confidence in tourist competency and (3) confidence in travel safety. The validity and reliability of the instrument were deemed satisfactory. The results also indicate the positive associations between tourist confidence and people’s travel decisions.\u0000\u0000\u0000Originality/value\u0000This study developed a measurement that is specific to the domain of tourist confidence. The findings of this paper reveal the multidimensional nature of tourist confidence. When translated into practice, the findings of this study can help practitioners understand how to effectively enhance tourist confidence in challenging, difficult and uncertain times.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":"23 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140652113","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-22DOI: 10.1108/cbth-07-2023-0085
Mathupayas Thongmak
Purpose The sharing economy enables apartment owners to generate income from their assets. “Agoda Homes” is an online travel agent (OTA) that directly competes with Airbnb. A destination has to discover its competitiveness, but few studies have provided an overview of accommodation attributes in each destination, which are crucial to shaping its brand image. This paper aims to illustrate firm-generated content or attributes that apartment owners list about their properties on an OTA platform to comprehend factual information about apartments in each destination with various star ratings and user ratings and to formulate a research model for future studies. Design/methodology/approach Informational content and accommodation attributes for apartments are automatically collected using a Web scraping tool (the Data Miner). Descriptive statistics and text analysis (word cloud and word frequency) are used to analyze data. Findings Findings reveal the primary location, facilities, cleanliness and safety attributes for all apartments in each destination, along with star ratings and user ratings. A research framework for scholars is also suggested. Guidelines for stakeholders in the tourism industry are additionally furnished. Originality/value This work concentrates on apartments, which have received less attention in the tourism literature. The study gathers factual data from a website to mitigate respondent bias issues inherent in the traditional survey methods.
目的共享经济使公寓业主能够从其资产中获得收入。"Agoda Homes "是与 Airbnb 直接竞争的在线旅行社（OTA）。一个目的地必须发现自己的竞争力，但很少有研究对每个目的地的住宿属性进行概述，而这些属性对塑造其品牌形象至关重要。本文旨在说明公司生成的内容或公寓所有者在 OTA 平台上列出的有关其物业的属性，以了解各目的地公寓的事实信息，包括各种星级评分和用户评分，并为今后的研究制定一个研究模型。设计/方法/途径使用网络搜刮工具（数据挖掘器）自动收集公寓的信息内容和住宿属性。调查结果调查结果揭示了每个目的地所有公寓的主要位置、设施、清洁度和安全属性，以及星级和用户评分。此外，还为学者们提出了一个研究框架。原创性/价值 本研究集中于公寓，而公寓在旅游文献中受到的关注较少。研究通过网站收集事实数据，以减少传统调查方法中固有的受访者偏差问题。
{"title":"An analysis of apartment listings in best destinations on an OTA: Thailand versus Japan","authors":"Mathupayas Thongmak","doi":"10.1108/cbth-07-2023-0085","DOIUrl":"https://doi.org/10.1108/cbth-07-2023-0085","url":null,"abstract":"\u0000Purpose\u0000The sharing economy enables apartment owners to generate income from their assets. “Agoda Homes” is an online travel agent (OTA) that directly competes with Airbnb. A destination has to discover its competitiveness, but few studies have provided an overview of accommodation attributes in each destination, which are crucial to shaping its brand image. This paper aims to illustrate firm-generated content or attributes that apartment owners list about their properties on an OTA platform to comprehend factual information about apartments in each destination with various star ratings and user ratings and to formulate a research model for future studies.\u0000\u0000\u0000Design/methodology/approach\u0000Informational content and accommodation attributes for apartments are automatically collected using a Web scraping tool (the Data Miner). Descriptive statistics and text analysis (word cloud and word frequency) are used to analyze data.\u0000\u0000\u0000Findings\u0000Findings reveal the primary location, facilities, cleanliness and safety attributes for all apartments in each destination, along with star ratings and user ratings. A research framework for scholars is also suggested. Guidelines for stakeholders in the tourism industry are additionally furnished.\u0000\u0000\u0000Originality/value\u0000This work concentrates on apartments, which have received less attention in the tourism literature. The study gathers factual data from a website to mitigate respondent bias issues inherent in the traditional survey methods.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":"82 19","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140677076","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-17DOI: 10.1108/cbth-08-2023-0114
S. W. Litvin, Daniel A. Guttentag, Wayne W. Smith, Robert E. Pitts
Purpose Travel decreased dramatically during the initial wave of the COVID-19 pandemic, only to return rapidly to prepandemic levels once the degree of fear toward the virus began to diminish among potential travelers. This USA-based 16-month repeated-measure cross-sectional survey study aims to explore the degree to which fear of COVID affected people’s decisions to stay home rather than to travel during the pandemic. Design/methodology/approach The research used survey data. An extensive data set, composed of over 9,500 respondents, collected through Mechanical Turk over a 16-month time period, was used to compare respondent fear of the pandemic both with their attitudes toward future travel and with Smith Travel Research data reflecting actual pandemic travel patterns. Findings The results demonstrate how fear of COVID was closely and negatively linked to both travel intentions and travel behavior. Research limitations/implications Data were collected from US respondents only. Practical implications The findings significantly extend earlier studies and provide guidance for those studying travel consumer behavior regarding trends that should be monitored in the case of a future pandemic or other fear-inducing crisis. For hospitality and tourism managers and marketers, understanding fear as a leading indicator of future travel behavior can result in more timely promotional efforts and staffing and training decisions. Social implications Measuring and understanding consumer fear levels as this relates to travel decisions can help in the future to adjust the message that is sent to the public, perhaps reducing the amount of travel taken during periods when this is unwise and or unsafe. Originality/value This paper extends previous work that had been based upon cross-sectional reviews, providing a broader and more valuable study of an important and timely consumer behavior travel topic.
目的在 COVID-19 大流行的最初阶段，旅行人数急剧下降，但当潜在旅行者对病毒的恐惧程度开始降低时，旅行人数又迅速恢复到大流行前的水平。这项为期 16 个月的重复测量横断面调查研究以美国为基地，旨在探讨对 COVID 的恐惧在多大程度上影响了人们在大流行期间决定留在家中而不是外出旅行。在 16 个月的时间里，通过 Mechanical Turk 收集了超过 9,500 名受访者的广泛数据集，用于比较受访者对大流行病的恐惧与他们对未来旅行的态度，以及反映实际大流行病旅行模式的 Smith Travel Research 数据。研究局限性/影响数据仅收集自美国受访者。实际意义研究结果极大地扩展了之前的研究，为研究旅游消费者行为的人员提供了指导，使其了解在未来发生大流行病或其他引发恐惧的危机时应监控的趋势。对于酒店和旅游业的管理者和营销人员来说，了解恐惧作为未来旅游行为的先行指标，可以更及时地做出促销努力以及人员配备和培训决策。社会意义测量和了解消费者的恐惧水平与旅游决策的关系，有助于在未来调整向公众传达的信息，或许可以减少在不明智或不安全时期的旅游数量。原创性/价值本文扩展了之前基于横截面回顾的研究，为一个重要而及时的消费者行为旅游主题提供了更广泛、更有价值的研究。
{"title":"Fear and travel: extending our understanding of pandemic (non-) travel","authors":"S. W. Litvin, Daniel A. Guttentag, Wayne W. Smith, Robert E. Pitts","doi":"10.1108/cbth-08-2023-0114","DOIUrl":"https://doi.org/10.1108/cbth-08-2023-0114","url":null,"abstract":"\u0000Purpose\u0000Travel decreased dramatically during the initial wave of the COVID-19 pandemic, only to return rapidly to prepandemic levels once the degree of fear toward the virus began to diminish among potential travelers. This USA-based 16-month repeated-measure cross-sectional survey study aims to explore the degree to which fear of COVID affected people’s decisions to stay home rather than to travel during the pandemic.\u0000\u0000\u0000Design/methodology/approach\u0000The research used survey data. An extensive data set, composed of over 9,500 respondents, collected through Mechanical Turk over a 16-month time period, was used to compare respondent fear of the pandemic both with their attitudes toward future travel and with Smith Travel Research data reflecting actual pandemic travel patterns.\u0000\u0000\u0000Findings\u0000The results demonstrate how fear of COVID was closely and negatively linked to both travel intentions and travel behavior.\u0000\u0000\u0000Research limitations/implications\u0000Data were collected from US respondents only.\u0000\u0000\u0000Practical implications\u0000The findings significantly extend earlier studies and provide guidance for those studying travel consumer behavior regarding trends that should be monitored in the case of a future pandemic or other fear-inducing crisis. For hospitality and tourism managers and marketers, understanding fear as a leading indicator of future travel behavior can result in more timely promotional efforts and staffing and training decisions.\u0000\u0000\u0000Social implications\u0000Measuring and understanding consumer fear levels as this relates to travel decisions can help in the future to adjust the message that is sent to the public, perhaps reducing the amount of travel taken during periods when this is unwise and or unsafe.\u0000\u0000\u0000Originality/value\u0000This paper extends previous work that had been based upon cross-sectional reviews, providing a broader and more valuable study of an important and timely consumer behavior travel topic.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":" 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140691731","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-17DOI: 10.1108/cbth-08-2023-0109
MiRan Kim, Heijin Lee, Soyeon Kim, Laee Choi
Purpose Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea. Design/methodology/approach Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses. Findings The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea. Research limitations/implications By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing. Practical implications By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies. Originality/value As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.
{"title":"The role of attachment to K-celebrity from a destination marketing perspective","authors":"MiRan Kim, Heijin Lee, Soyeon Kim, Laee Choi","doi":"10.1108/cbth-08-2023-0109","DOIUrl":"https://doi.org/10.1108/cbth-08-2023-0109","url":null,"abstract":"\u0000Purpose\u0000Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.\u0000\u0000\u0000Design/methodology/approach\u0000Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.\u0000\u0000\u0000Findings\u0000The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.\u0000\u0000\u0000Research limitations/implications\u0000By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.\u0000\u0000\u0000Practical implications\u0000By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.\u0000\u0000\u0000Originality/value\u0000As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":" 67","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140692146","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-09DOI: 10.1108/cbth-09-2023-0142
L. Florido-Benítez
Purpose The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022. Design/methodology/approach A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them. Findings Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020. Originality/value This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.
{"title":"Tourism promotion budgets and tourism demand: the Andalusian case","authors":"L. Florido-Benítez","doi":"10.1108/cbth-09-2023-0142","DOIUrl":"https://doi.org/10.1108/cbth-09-2023-0142","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.\u0000\u0000\u0000Design/methodology/approach\u0000A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.\u0000\u0000\u0000Findings\u0000Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.\u0000\u0000\u0000Originality/value\u0000This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":"61 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140727839","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-29DOI: 10.1108/cbth-06-2023-0084
Juan Pedro Mellinas, Jacques Bulchand-Gidumal, María-del-Carmen Alarcón-del-Amo
Purpose This paper aims to classify tourist accommodation using data from Booking.com and TripAdvisor and analyse the extent to which the different segments identified differ in terms of being adults-only. Design/methodology/approach In total, 1,535 properties located in nine Spanish sun and beach destinations were examined using a latent class cluster analysis (LCCA). The bias-adjusted three-step approach was used to investigate the differences between belonging to adults-only accommodation or not among the identified clusters. Findings Results show that adults-only accommodation tends to belong to the cluster with higher online ratings. In small Spanish islands, adults-only hotels account for a large share (more than 25%) of hotels. Research limitations/implications It was not possible to analyse whether the higher rating was due to the accommodation being better or due to the tourists being more satisfied with their stay. Practical implications In urban destinations, the model is not widely used. However, in coastal destinations, it is becoming more than a novelty or a new trend. Social implications In small Spanish islands, people traveling with children are becoming a minority. Families may feel discriminated against and express dissatisfaction with this situation in the future. Originality/value This study covers the gap in the academic literature on this growing hotel segment.
{"title":"Is tourist accommodation homogeneous? An analysis of the adults-only category through a three-step approach","authors":"Juan Pedro Mellinas, Jacques Bulchand-Gidumal, María-del-Carmen Alarcón-del-Amo","doi":"10.1108/cbth-06-2023-0084","DOIUrl":"https://doi.org/10.1108/cbth-06-2023-0084","url":null,"abstract":"\u0000Purpose\u0000This paper aims to classify tourist accommodation using data from Booking.com and TripAdvisor and analyse the extent to which the different segments identified differ in terms of being adults-only.\u0000\u0000\u0000Design/methodology/approach\u0000In total, 1,535 properties located in nine Spanish sun and beach destinations were examined using a latent class cluster analysis (LCCA). The bias-adjusted three-step approach was used to investigate the differences between belonging to adults-only accommodation or not among the identified clusters.\u0000\u0000\u0000Findings\u0000Results show that adults-only accommodation tends to belong to the cluster with higher online ratings. In small Spanish islands, adults-only hotels account for a large share (more than 25%) of hotels.\u0000\u0000\u0000Research limitations/implications\u0000It was not possible to analyse whether the higher rating was due to the accommodation being better or due to the tourists being more satisfied with their stay.\u0000\u0000\u0000Practical implications\u0000In urban destinations, the model is not widely used. However, in coastal destinations, it is becoming more than a novelty or a new trend.\u0000\u0000\u0000Social implications\u0000In small Spanish islands, people traveling with children are becoming a minority. Families may feel discriminated against and express dissatisfaction with this situation in the future.\u0000\u0000\u0000Originality/value\u0000This study covers the gap in the academic literature on this growing hotel segment.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":"48 17","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140367738","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-02-27DOI: 10.1108/cbth-09-2022-0167
Bongran Sun
Purpose This study aims to explore the relationships between gender, gender identity and Word of Mouth (WOM). There are three objectives of this study. The first was to observe the impact of gender identity on WOM. The second was to examine the mediation role of self-brand connection (SBC) bridging the relationship between gender identity and WOM. The final one was to test the moderating role of gender. Design/methodology/approach The conceptual model was tested by analyzing data collected via Mturk from Americans participants who use Airbnb. Confirmatory factor analysis was conducted to evaluate the psychometric property. To test hypotheses, the structural equation model was assessed. Further, Hayes’ PROCESS was adopted to examine the mediation role of SBC. The moderation role of gender was examined by the chi-square difference test. Findings The research outcomes elucidated that feminine gender identity exerted a noteworthy influence on WOM communication, whereas masculine gender identity appeared to bear no significant impact on WOM. It was determined that SBC operates as a potent mediator bridging the relationship between gender identity and WOM. Gender did not demonstrate a significant moderating effect on any part of the WOM communication pathway in the context of this study. Practical implications The conclusions drawn from this research underscore that practitioners in the field of brand management should not overlook the crucial role of consumers' gender identity. It is imperative to cultivate robust, positive relationships with consumers as a strategic measure to engender favorable WOM communication. Originality/value This investigation distinguishes itself as one of the relatively scarce studies interrogating the relationship between gender identity, gender and WOM, specifically through the mediating lens of SBC. Consequently, the discoveries made herein have the potential to furnish unprecedented insights into comprehending consumer behavior in the hospitality industry with respect to WOM communication, particularly as it pertains to the dimension of gender identity.
{"title":"Gender vs gender identity: which influences word-of-mouth communication more, and its implications for self-brand connection? In the case of Airbnb","authors":"Bongran Sun","doi":"10.1108/cbth-09-2022-0167","DOIUrl":"https://doi.org/10.1108/cbth-09-2022-0167","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the relationships between gender, gender identity and Word of Mouth (WOM). There are three objectives of this study. The first was to observe the impact of gender identity on WOM. The second was to examine the mediation role of self-brand connection (SBC) bridging the relationship between gender identity and WOM. The final one was to test the moderating role of gender.\u0000\u0000\u0000Design/methodology/approach\u0000The conceptual model was tested by analyzing data collected via Mturk from Americans participants who use Airbnb. Confirmatory factor analysis was conducted to evaluate the psychometric property. To test hypotheses, the structural equation model was assessed. Further, Hayes’ PROCESS was adopted to examine the mediation role of SBC. The moderation role of gender was examined by the chi-square difference test.\u0000\u0000\u0000Findings\u0000The research outcomes elucidated that feminine gender identity exerted a noteworthy influence on WOM communication, whereas masculine gender identity appeared to bear no significant impact on WOM. It was determined that SBC operates as a potent mediator bridging the relationship between gender identity and WOM. Gender did not demonstrate a significant moderating effect on any part of the WOM communication pathway in the context of this study.\u0000\u0000\u0000Practical implications\u0000The conclusions drawn from this research underscore that practitioners in the field of brand management should not overlook the crucial role of consumers' gender identity. It is imperative to cultivate robust, positive relationships with consumers as a strategic measure to engender favorable WOM communication.\u0000\u0000\u0000Originality/value\u0000This investigation distinguishes itself as one of the relatively scarce studies interrogating the relationship between gender identity, gender and WOM, specifically through the mediating lens of SBC. Consequently, the discoveries made herein have the potential to furnish unprecedented insights into comprehending consumer behavior in the hospitality industry with respect to WOM communication, particularly as it pertains to the dimension of gender identity.\u0000","PeriodicalId":271272,"journal":{"name":"Consumer Behavior in Tourism and Hospitality","volume":"3 1‐2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140424805","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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