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Destination Advertising on YouTube: Effects of Native Advertising and Comment Management on Tourist Perception YouTube上的目的地广告:原生广告和评论管理对游客感知的影响
Pub Date : 2023-08-29 DOI: 10.1177/10963480231194689
Seunghun Shin, Taekyung Kim, Sunyoung Hlee, C. Koo
This research aims to understand the unique aspects of social media that should be considered by a destination marketing organization (DMO) to create advertisements that attract the interests of tourists on YouTube. It examines the effectiveness of two YouTube-specific practices—native advertising and comment management. Two studies with a multi-method approach examined the effects of such practices on tourists’ perceptions regarding DMOs’ YouTube advertisements and destinations. The results showed that tourists positively perceived the advertisements and the destinations when DMOs’ YouTube advertisements were recognized as non-advertising content, and when native advertising was emphasized in the comment section of the YouTube advertisements. By delving into the necessary adaptations within the current video marketing communication framework for social media platforms, this study contributes to the field of destination advertising. Moreover, it provides practical insights into effective video advertising strategies for social media platforms that DMOs can implement.
本研究旨在了解目的地营销组织(DMO)在YouTube上制作吸引游客兴趣的广告时应考虑的社交媒体的独特方面。它考察了youtube特有的两种做法——原生广告和评论管理的有效性。两项采用多方法的研究考察了这种做法对游客对dmo YouTube广告和目的地的看法的影响。结果表明,当DMOs的YouTube广告被认定为非广告内容时,当YouTube广告的评论部分强调原生广告时,游客对广告和目的地的感知都是积极的。通过深入研究当前社交媒体平台视频营销传播框架的必要调整,本研究对目的地广告领域有所贡献。此外,它还为dmo可以实施的社交媒体平台的有效视频广告策略提供了实用的见解。
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引用次数: 0
Consumers’ Ethical Perceptions of Autonomous Service Robots in Hotels 消费者对酒店自主服务机器人的道德认知
Pub Date : 2023-08-29 DOI: 10.1177/10963480231194693
Boyu Lin, Woojin Lee, Nicholas Wise, Hwansuk Chris Choi
This study empirically and comprehensively explores consumers’ ethical perceptions of autonomous service robots (ASRs) in hotels. Under the triangulation approach, this study has identified eight themes of consumer perceived ethical issues (privacy, security, safety, transparency, fairness, socialization, autonomy, and responsibility). Each theme can be explained from two dimensions: ethical issues arise during the interaction (i.e., ubiquitous surveillance, excessive data, unidentified risks, service disclosure, inaccessibility, dehumanization, selection of services, and service recovery), and ethical issues can be raised by the characteristics of ASRs (i.e., privacy infringement, malicious use, malfunctions, untrustworthiness, biased features, job replacement, inflexibility, and self-identified solutions). This study is the first to propose ethical issues of ASRs from two dimensions with different intelligence levels, and to highlight ethical issues during hotel service interactions. The findings contribute to ethics studies of service robots from consumers’ perspectives and offer managerial insights to reduce ethical concerns and enhance ASRs usage in hotels.
本研究以实证和全面的方式探讨了消费者对酒店自主服务机器人(asr)的道德认知。在三角测量方法下,本研究确定了消费者感知道德问题的八个主题(隐私,安全,安全,透明度,公平,社会化,自治和责任)。每个主题都可以从两个维度来解释:在交互过程中产生的伦理问题(即无处不在的监视、过多的数据、未识别的风险、服务披露、不可访问性、非人性化、服务选择和服务恢复),以及asr的特征(即隐私侵犯、恶意使用、故障、不可信、有偏见的特征、工作替代、不灵活性和自我识别的解决方案)可能引发的伦理问题。本研究首次从不同智力水平的两个维度提出asr的伦理问题,并突出了酒店服务互动中的伦理问题。这些发现有助于从消费者的角度对服务机器人进行伦理研究,并为管理提供见解,以减少道德问题并提高酒店对自动服务机器人的使用。
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引用次数: 2
Authenticity of Craft Brewery Visitor Experience: A Scale Development Study 精酿啤酒游客体验的真实性:一项规模发展研究
Pub Date : 2023-08-28 DOI: 10.1177/10963480231191212
Shuangyu Xu, Matthew J. Bauman, S. Ponting, L. Slevitch, C. Webster, Ksenia Kirillova
Although craft breweries have grown rapidly over the last decade, previous research has primarily focused on the aspects of marketing and consumer preferences. Little is known about authenticity of visitor experiences or perceptual differences that might exist between local and non-local visitors. Furthermore, a valid scale applicable to craft beer settings and authentic hospitality experiences at large is non-existent. This study addressed these research gaps by developing an authenticity scale for measuring craft brewery visitor experiences using a mixed-methods approach (participant observations, semi-structured interviews among brewery visitors, and two waves of survey data collection). A three-factor scale (Core Product Authenticity, Authenticity of Care, and Authenticity of Ambiance) was developed and validated through thematic analysis, and exploratory and confirmatory factor analysis. No significant differences were found between local and non-local brewery visitors. This study sheds light on visitor experience management at craft breweries.
虽然精酿啤酒厂在过去十年中发展迅速,但之前的研究主要集中在市场营销和消费者偏好方面。关于游客体验的真实性或本地和非本地游客之间可能存在的感知差异,我们知之甚少。此外,不存在适用于精酿啤酒环境和真正的款待体验的有效量表。本研究通过使用混合方法(参与者观察、啤酒厂游客半结构化访谈和两波调查数据收集)开发了一种衡量精酿啤酒厂游客体验的真实性量表,解决了这些研究空白。通过主题分析、探索性因素分析和验证性因素分析,开发并验证了一个三因素量表(核心产品真实性、关怀真实性和氛围真实性)。本地和非本地啤酒厂游客之间没有显著差异。本研究为精酿啤酒厂的游客体验管理提供了启示。
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引用次数: 0
A Systematic Review of Contactless Technologies Research in Hospitality and Tourism During the COVID-Pandemic 新冠肺炎疫情期间酒店和旅游业非接触式技术研究综述
Pub Date : 2023-08-09 DOI: 10.1177/10963480231191192
Bobbie Rathjens, N. Gunden, Lu Zhang, Geetika Jain, Rob Law
Since the onset of the COVID-19 pandemic, the implementation of contactless technologies in hospitality and tourism has grown exponentially, making understanding consumer adoption of these technologies an important research area. A systematic literature review of relevant studies published in hospitality and tourism journals was conducted to identify three main subsets of the antecedents of contactless technologies adoption: system, user, and the environment. An analysis of 44 peer-reviewed articles from top hospitality and tourism journals is presented, along with an identification of 10 main categories of contactless technology. Findings indicate the specific technologies adopted since the onset of the COVID-19 pandemic and the common factors studied related to contactless technologies in past research. Theoretical/managerial implications and directions for future research are discussed.
自2019冠状病毒病大流行爆发以来,非接触式技术在酒店和旅游业中的应用呈指数级增长,这使得了解消费者对这些技术的采用成为一个重要的研究领域。本文对酒店和旅游期刊上发表的相关研究进行了系统的文献回顾,以确定采用非接触式技术的三个主要先决条件:系统、用户和环境。本文对来自顶级酒店和旅游期刊的44篇同行评议文章进行了分析,并确定了10大类非接触式技术。结果显示了疫情发生以来采用的具体技术以及以往研究中与非接触式技术相关的共同因素。讨论了未来研究的理论/管理意义和方向。
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引用次数: 0
A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing 餐馆的随买随捐:事业相关营销中的感知真实性
Pub Date : 2023-08-08 DOI: 10.1177/10963480231187874
Zhenxian (Zoey) Piao, Gi-Won Kang, Sung-Eun Kim, B. Bai
Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes.
事业相关营销在商业世界中获得了动力。对酒店业来说,社会责任做法是解决食物浪费和过度饮酒问题的可行办法。利用归因和认知失调理论,本研究考察了互补契合对产品类型和信息吸引力对感知真实性和购买意愿的影响。进行2(产品类型:功利/享乐)× 2(信息诉求:缺席/在场)被试间实验设计。研究发现,推广享乐产品能增加互补契合对活动真实性感知和土地购买意愿的影响,并有正向影响。特别是,这种效果取决于消息的吸引力。当信息存在时,互补性通过感知真实性对购买意愿的正向影响更为显著。本研究运用属性理论和认知失调理论,考察了产品与原因的互补契合、产品类型和信息吸引力对餐厅情境下顾客真实性感知和行为的影响。这些见解不仅有助于学术知识,而且还有助于从业者驾驭与事业相关的营销动态,以推动成功的活动结果。
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引用次数: 0
Paying a Premium for Green-Label Hotels: The Role of the Mismatched Hotel-OTA Involvement 为绿色标签酒店支付额外费用:不匹配的酒店- ota参与的作用
Pub Date : 2023-07-31 DOI: 10.1177/10963480231188736
C. Wei, Lan Lu, Han Chen, Yee Ming Lee
Understanding how green hotels can gain marketing advantages could motivate hoteliers to adopt green practices during construction and operation. This study investigates the mediation role of perceived psychological benefits on consumers’ environmental concerns and their willingness to pay a measurable premium for green-label hotels. Data gathered from 540 Chinese consumers revealed that a mismatch between the involvement of hotels and online travel agencies (OTAs) hampers the relationship between environmental concerns and perceived psychological benefits of booking green-label hotels on OTAs, further influencing consumers’ willingness to pay a premium. This research uncovers an overlooked but crucial factor that reduces consumer satisfaction with the hotel-choice process and why it makes consumers willing to pay a premium for green-label hotels. Drawing from the findings, recommendations are also proffered for hoteliers to conceive and execute green marketing tactics.
了解绿色酒店如何获得营销优势可以激励酒店经营者在建设和运营过程中采用绿色实践。本研究探讨了感知心理利益对消费者环境关注的中介作用,以及他们为绿色标签酒店支付可衡量溢价的意愿。从540名中国消费者收集的数据显示,酒店与在线旅行社(ota)的参与度不匹配,阻碍了在在线旅行社预订绿色标签酒店的环境问题与感知到的心理利益之间的关系,从而进一步影响了消费者支付溢价的意愿。这项研究揭示了一个被忽视但至关重要的因素,它降低了消费者对酒店选择过程的满意度,以及为什么消费者愿意为绿色标签酒店支付额外费用。根据调查结果,本文还为酒店经营者构思和执行绿色营销策略提供了建议。
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引用次数: 0
Exploring Food Waste at a Hospitality Staff Canteen With Meteorological Data 利用气象数据探讨酒店员工食堂的食物浪费情况
Pub Date : 2023-07-31 DOI: 10.1177/10963480231188001
Soey Sut Ieng Lei, Elizabeth Agyeiwaah, L. Fong, J. Choe
While food waste in the hospitality industry remains a major global issue, the food waste practices of employees have been largely neglected. This paper explores the effects of meteorological factors on unserved food from the perspective of hospitality employees. A mixed methods research design is adopted with quantitative data obtained from the unserved food records of an integrated resort (IR) with additional meteorological data from an official government website. This quantitative data is complemented by in-depth interviews with employees of the IR. The results of the quantitative study indicate that high mean temperatures and higher average sulfur dioxide and ozone levels significantly influence the amount of unserved food. Further exploration of the quantitative study results through qualitative interviews reveals the mechanism that underlies the impact of meteorological factors on the amount of unserved food. Managerial implications are provided for hospitality firms to mitigate food waste in the workplace.
虽然餐饮行业的食物浪费仍然是一个主要的全球问题,但员工的食物浪费做法在很大程度上被忽视了。本文从酒店员工的角度探讨气象因素对未服务食物的影响。采用混合方法研究设计,定量数据来源于某综合度假区(IR)的未服务食品记录,并辅以政府官方网站的气象数据。这些定量数据是通过对IR员工的深入访谈来补充的。定量研究的结果表明,较高的平均温度和较高的平均二氧化硫和臭氧水平显著影响未供应食物的数量。通过定性访谈对定量研究结果的进一步探索揭示了气象因素对未服务食物量影响的机制。为酒店公司减少工作场所的食物浪费提供了管理方面的启示。
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引用次数: 0
Good Theories Predict: Unveiling the Untapped Potential of “Necessity” Theorizing 好的理论预测:揭示“必然性”理论尚未开发的潜力
Pub Date : 2023-07-27 DOI: 10.1177/10963480231188666
W. Lee, Lu Lu
In this paper, we seek to introduce the concept of necessity logic of causality, which, despite its inherent merits in parsimony and predictive accuracy, has not received adequate attention. Our paper begins by providing a comprehensive review of various causal logic, including sufficiency, necessity, and contributory. We then critically examine the key assumptions of necessary causation (i.e., non-additivity, determinism, and asymmetry), and highlight the benefits of necessary causalities in theoretical innovation. Also, we workshop methodological protocols for necessity theory testing. Subsequently, we explore the potential of integrating necessity theories in the hospitality and tourism field by drawing on conceptual-contextual theorizing, leading to the development of “homegrown” theories. We also contend that necessary causality in transdisciplinary research can facilitate broader knowledge exchange to neighboring domains. We conclude by identifying promising research areas for necessity theorizing and testing in hospitality and tourism research.
在本文中,我们试图引入因果关系的必然性逻辑概念,尽管它在简洁和预测准确性方面具有固有的优点,但尚未得到足够的重视。我们的论文首先提供了各种因果逻辑的全面审查,包括充分性,必要性和贡献性。然后,我们批判性地检查必要因果关系的关键假设(即,非加和性,决定论和不对称),并强调必要因果关系在理论创新中的好处。此外,我们还对必要性理论测试的方法协议进行了研讨。随后,我们通过借鉴概念-语境理论,探索将必要性理论整合到酒店和旅游领域的潜力,从而发展“本土”理论。我们还认为,跨学科研究中必要的因果关系可以促进与邻近领域更广泛的知识交流。最后,我们确定了有前途的研究领域,需要在酒店和旅游研究中进行理论和测试。
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引用次数: 0
Dawn or Dusk? Will Virtual Tourism Begin to Boom? An Integrated Model of AIDA, TAM, and UTAUT 黎明还是黄昏?虚拟旅游将开始繁荣吗?AIDA、TAM和UTAUT的集成模型
Pub Date : 2023-07-19 DOI: 10.1177/10963480231186656
Ying Zhang, Johye Hwang
Although virtual tourism has recently been introduced in numerous areas, it is still regarded as a gimmick because whether this currently rising demand will last longer than a year remains unknown. Regarding virtual tourism’s main pillar—technology—and potential weakness—difficulty developing an intimate experience—the current study incorporates key elements of the technology acceptance model (TAM), the unified theory of acceptance and use of technology model (UTAUT) and the attention, interest, desire, and action model (AIDA), to create a novel model focused on the need for intimacy. In addition to offering a theoretical foundation for future academics addressing a similar situation, the findings in this research have managerial implications, as the study recommends measures for reviving the tourism industry’s boom. These findings can therefore foster both the tourist industry and local governments; they highlight the necessity for local governments to use modern technologies to dispense tourism resources rationally.
尽管虚拟旅游最近在许多地区被引入,但它仍然被视为一种噱头,因为目前不断增长的需求是否会持续一年以上仍不得而知。针对虚拟旅游的主要支柱——技术和潜在弱点——发展亲密体验的困难,本研究结合了技术接受模型(TAM)、技术接受与使用统一理论模型(UTAUT)和注意、兴趣、欲望和行动模型(AIDA)的关键要素,建立了一个关注亲密需求的新模型。除了为未来学者解决类似问题提供理论基础外,本研究的发现还具有管理意义,因为该研究建议了重振旅游业繁荣的措施。因此,这些发现可以促进旅游业和地方政府;他们强调了地方政府利用现代技术合理分配旅游资源的必要性。
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引用次数: 1
How Sustainable Are Tourist Destinations Worldwide? An Environmental, Economic, and Social Analysis 全球旅游目的地的可持续性如何?环境、经济和社会分析
Pub Date : 2023-07-18 DOI: 10.1177/10963480231168286
Dinh Tam Nguyen, Kuo-Cheng Kuo, Wen‐Min Lu, Dinh Thanh Nhan
Sustainable tourism is the idea of managing the negative impacts or potential for serious harm to the economic, environmental, or social elements of a destination, and thus reaching the goals of sustainable development. This research benchmarks the sustainability of 111 tourist destinations throughout the world, using an advanced integration of a two-stage network DEA under the meta-frontier concept, directional distance function, and network-based ranking methods. The empirical outcomes of these analyses clarify that the sources of sustainable inefficiencies are the self-production process and the technology gap among the tourism regions, rather than the capacity of utilizing the input resources or maintaining the production outcomes. The network-based ranking emphasizes the sufficiency and deficiency of each place, and provides a map of reference among destinations. Based on these, the article reports some managerial suggestions, theoretical implications, and future research directions.
可持续旅游是指对旅游目的地的经济、环境或社会因素的负面影响或潜在严重危害进行管理,从而实现可持续发展的目标。本研究采用基于元前沿概念的两阶段网络DEA、定向距离函数和基于网络的排名方法,对全球111个旅游目的地的可持续性进行了基准测试。实证分析结果表明,可持续低效率的根源在于旅游区域间的自我生产过程和技术差距,而不是投入资源的利用能力或生产成果的维持能力。基于网络的排名强调了每个地方的优劣,并提供了目的地之间的参考地图。在此基础上,提出了一些管理建议、理论启示和未来的研究方向。
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引用次数: 0
期刊
Journal of Hospitality & Tourism Research
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