Pub Date : 2023-06-05DOI: 10.1108/jhti-12-2022-0628
Pengsongze Xue, WooMi Jo
PurposeAlthough various booking platforms have been contributing to the dramatic growth of hotel industry, little research has been conducted to understand consumer psychological processes and behaviors in online hotel booking. To fill this gap, the current study examines the effect of switching barriers (switching cost and alternative attractiveness) on consumers' decision postponement and repurchase intention. Additionally, the moderating effect of time pressure in different phases of booking decision is investigated.Design/methodology/approachA total of 352 samples was collected through an online platform. Data analysis was conducted via Amos 23 (structural equation modeling) and SPSS 24 (descriptive analysis and PROCESS macro).FindingsResults show that switching cost and alternative attractiveness are two significant drivers of decision postponement and repurchase intention. Meanwhile, time pressure only has a significant moderating effect on the relationship between switching cost and decision postponement.Practical implicationsThe findings of this research reveal that hotel operations need to implement strategies to prevent customers' delayed booking decisions and overcome the influence of time pressure on customer decision-making.Originality/valueThese findings stress the importance of consumer perceptions of switching barriers and time span when making hotel reservations online. Hotel practitioners are encouraged to provide multiple human–computer interaction applications to attract novice consumers and increase their familiarity with booking process.
{"title":"Investigating consumer purchase decision based on switching barriers and decision postponement: moderating role of time pressure","authors":"Pengsongze Xue, WooMi Jo","doi":"10.1108/jhti-12-2022-0628","DOIUrl":"https://doi.org/10.1108/jhti-12-2022-0628","url":null,"abstract":"PurposeAlthough various booking platforms have been contributing to the dramatic growth of hotel industry, little research has been conducted to understand consumer psychological processes and behaviors in online hotel booking. To fill this gap, the current study examines the effect of switching barriers (switching cost and alternative attractiveness) on consumers' decision postponement and repurchase intention. Additionally, the moderating effect of time pressure in different phases of booking decision is investigated.Design/methodology/approachA total of 352 samples was collected through an online platform. Data analysis was conducted via Amos 23 (structural equation modeling) and SPSS 24 (descriptive analysis and PROCESS macro).FindingsResults show that switching cost and alternative attractiveness are two significant drivers of decision postponement and repurchase intention. Meanwhile, time pressure only has a significant moderating effect on the relationship between switching cost and decision postponement.Practical implicationsThe findings of this research reveal that hotel operations need to implement strategies to prevent customers' delayed booking decisions and overcome the influence of time pressure on customer decision-making.Originality/valueThese findings stress the importance of consumer perceptions of switching barriers and time span when making hotel reservations online. Hotel practitioners are encouraged to provide multiple human–computer interaction applications to attract novice consumers and increase their familiarity with booking process.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44900088","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 : 2023-05-23DOI: 10.1108/jhti-09-2022-0410
E. Devile, C. Eusébio, A. Moura
PurposeThe aim of this study is to identify the travel constraints of people with special needs (PwSN) and the strategies used to overcome them. The article also intends to analyze the differences in travel constraints and negotiation strategies according to the type of disability and/or special need.Design/methodology/approachA qualitative study was conducted in which a sample of PwSN (people with disabilities – mobility, sensory and cognitive – seniors and people with food allergies) were interviewed in depth.FindingsPwSN face a wide range of constraints when engaging in tourism activities. These constraints are very diverse and influence people with different intensity and have to be overcome using different negotiation strategies. However, differences in the constraints were observed according to the type of special needs.Practical implicationsOne of the most significant practical implications of this research is the need for raising awareness regarding human diversity among tourism stakeholders. It is critical to link sectoral policies that are reflected in the social and business reality, creating public–private partnerships to raise the sharing of knowledge, equipment and services. By addressing the constraints that prevent PwSN from traveling, the tourism sector can create more opportunities for them to participate in social activities, improving their quality of life and contributing to a more sustainable and inclusive industry.Originality/valueTraveling can present significant challenges for people with special needs, which affect the quality of their tourism experience. Despite growing academic attention to this issue in recent years, research in this field has primarily focused on specific aspects of disability. This study seeks not only to identify the barriers to travel faced by people with different special needs but also to explore the negotiation strategies used to overcome these barriers and the differences according to the type of special need.
{"title":"Traveling with special needs: investigating constraints and negotiation strategies for engaging in tourism activities","authors":"E. Devile, C. Eusébio, A. Moura","doi":"10.1108/jhti-09-2022-0410","DOIUrl":"https://doi.org/10.1108/jhti-09-2022-0410","url":null,"abstract":"PurposeThe aim of this study is to identify the travel constraints of people with special needs (PwSN) and the strategies used to overcome them. The article also intends to analyze the differences in travel constraints and negotiation strategies according to the type of disability and/or special need.Design/methodology/approachA qualitative study was conducted in which a sample of PwSN (people with disabilities – mobility, sensory and cognitive – seniors and people with food allergies) were interviewed in depth.FindingsPwSN face a wide range of constraints when engaging in tourism activities. These constraints are very diverse and influence people with different intensity and have to be overcome using different negotiation strategies. However, differences in the constraints were observed according to the type of special needs.Practical implicationsOne of the most significant practical implications of this research is the need for raising awareness regarding human diversity among tourism stakeholders. It is critical to link sectoral policies that are reflected in the social and business reality, creating public–private partnerships to raise the sharing of knowledge, equipment and services. By addressing the constraints that prevent PwSN from traveling, the tourism sector can create more opportunities for them to participate in social activities, improving their quality of life and contributing to a more sustainable and inclusive industry.Originality/valueTraveling can present significant challenges for people with special needs, which affect the quality of their tourism experience. Despite growing academic attention to this issue in recent years, research in this field has primarily focused on specific aspects of disability. This study seeks not only to identify the barriers to travel faced by people with different special needs but also to explore the negotiation strategies used to overcome these barriers and the differences according to the type of special need.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43352556","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 : 2023-05-18DOI: 10.1108/jhti-06-2022-0244
Fajar Kusnadi Kusumah Putra, R. Law
PurposeThis paper identifies the critical success factors (CSFs) of virtual hotel operator (VHO) in using hotel management system partnerships with small- and medium-sized hotels (SMSHs).Design/methodology/approachThis study uses a qualitative approach, with 25 semi-structured interviews with hotel owners and VHO management. Thematic analysis is used to determine themes to evaluate hotel owners and operators' perceptions.FindingsCSFs for VHO partnership with SMSHs include marketing and promotion strategies, client relationships, training and human resources development, hotel operation management, innovation strategies, capital expenditures and property management systems (PMSs). VHOs also have a symbolic impact on the mutualistic relationship with SMSHs by increasing service and enhancing product competitiveness and profitability.Research limitations/implicationsFindings are beneficial for VHO in determining the most significant CSFs, thereby establishing additional metrics in business performance and increasing resilience in the accommodation sector. Further studies can measure the digital technology factors from VHO, including PMSs and mobile applications.Originality/valueThis study first identifies CSFs for VHO companies from the perspectives of hotel owners and management. This contribution adds to the literature on CSFs in the context of digital technology implementation in SMSHs. Moreover, implications are beneficial for VHO management in determining the most significant CSFs for companies to measure the business performance of the companies and increase resilience in the accommodation sector.
{"title":"Critical success factors for virtual hotel operator partnership with small- and medium-sized hotels: perspectives of owners and operators","authors":"Fajar Kusnadi Kusumah Putra, R. Law","doi":"10.1108/jhti-06-2022-0244","DOIUrl":"https://doi.org/10.1108/jhti-06-2022-0244","url":null,"abstract":"PurposeThis paper identifies the critical success factors (CSFs) of virtual hotel operator (VHO) in using hotel management system partnerships with small- and medium-sized hotels (SMSHs).Design/methodology/approachThis study uses a qualitative approach, with 25 semi-structured interviews with hotel owners and VHO management. Thematic analysis is used to determine themes to evaluate hotel owners and operators' perceptions.FindingsCSFs for VHO partnership with SMSHs include marketing and promotion strategies, client relationships, training and human resources development, hotel operation management, innovation strategies, capital expenditures and property management systems (PMSs). VHOs also have a symbolic impact on the mutualistic relationship with SMSHs by increasing service and enhancing product competitiveness and profitability.Research limitations/implicationsFindings are beneficial for VHO in determining the most significant CSFs, thereby establishing additional metrics in business performance and increasing resilience in the accommodation sector. Further studies can measure the digital technology factors from VHO, including PMSs and mobile applications.Originality/valueThis study first identifies CSFs for VHO companies from the perspectives of hotel owners and management. This contribution adds to the literature on CSFs in the context of digital technology implementation in SMSHs. Moreover, implications are beneficial for VHO management in determining the most significant CSFs for companies to measure the business performance of the companies and increase resilience in the accommodation sector.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43734629","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 : 2023-05-17DOI: 10.1108/jhti-12-2022-0638
Erfan Moradi
PurposeRecognising the literature of a field is vital for advancement in that field. Yet, there has not been a systematic analysis of recent publications published in the Journal of Hospitality and Tourism Insights (JHTI). Therefore, this research aims to do a bibliometric analysis of articles published in JHTI during the previous five years.Design/methodology/approachThis study used bibliometric techniques and indicators to analyse JHTI publications from 2018 to 2022. The data utilised in the study were obtained from Scopus and subsequently subjected to analysis through the Bibliometrix software.FindingsThe findings show good collaboration between the production components (country, institution and author) in JHTI. The co-occurrence analysis of keywords comprises five clusters; the co-citation analysis comprises six; and a group of articles connected with psychological aspects and areas such as motivation, attitude, customer engagement, place attachment and behavioural intention was the most remarkable cluster. Sharing economy, destination marketing, destination image and some, to an extent, social media and revenue management are just a few of the niche themes that have the potential to come up.Research limitations/implicationsThis study will be helpful as a roadmap for researchers in different fields who are interested in such studies, as well as for editorial board members and those who work in JHTI.Practical implicationsScholars and practitioners may benefit the most from this research by obtaining insight into the development of JHTI's research and the areas of the hospitality and tourism industries that need more study.Originality/valueThe current study is both necessary and valuable because it is the first to provide insight into the effectiveness and intellectual framework of the hospitality and tourism literature selected by the JHTI.
{"title":"Mapping of Journal of Hospitality and Tourism Insights themes: a retrospective overview","authors":"Erfan Moradi","doi":"10.1108/jhti-12-2022-0638","DOIUrl":"https://doi.org/10.1108/jhti-12-2022-0638","url":null,"abstract":"PurposeRecognising the literature of a field is vital for advancement in that field. Yet, there has not been a systematic analysis of recent publications published in the Journal of Hospitality and Tourism Insights (JHTI). Therefore, this research aims to do a bibliometric analysis of articles published in JHTI during the previous five years.Design/methodology/approachThis study used bibliometric techniques and indicators to analyse JHTI publications from 2018 to 2022. The data utilised in the study were obtained from Scopus and subsequently subjected to analysis through the Bibliometrix software.FindingsThe findings show good collaboration between the production components (country, institution and author) in JHTI. The co-occurrence analysis of keywords comprises five clusters; the co-citation analysis comprises six; and a group of articles connected with psychological aspects and areas such as motivation, attitude, customer engagement, place attachment and behavioural intention was the most remarkable cluster. Sharing economy, destination marketing, destination image and some, to an extent, social media and revenue management are just a few of the niche themes that have the potential to come up.Research limitations/implicationsThis study will be helpful as a roadmap for researchers in different fields who are interested in such studies, as well as for editorial board members and those who work in JHTI.Practical implicationsScholars and practitioners may benefit the most from this research by obtaining insight into the development of JHTI's research and the areas of the hospitality and tourism industries that need more study.Originality/valueThe current study is both necessary and valuable because it is the first to provide insight into the effectiveness and intellectual framework of the hospitality and tourism literature selected by the JHTI.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42021067","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 : 2023-05-15DOI: 10.1108/jhti-12-2022-0598
Hsiang-Fei Luoh, Sheng-Hshiung Tsaur
PurposeThis study aims to develop a measurement scale for employee aesthetic labor (AL) in hospitality from the perspectives of frontline employees of international tourist hotels and airlines.Design/methodology/approachThe authors utilized both qualitative and quantitative methods to develop the AL scale. Participants were frontline employees of international tourist hotels and airlines in Taiwan. The authors’ analysis incorporated both exploratory and confirmatory factor analyses to examine the results.FindingsA four-factor, 21-item hospitality AL scale with satisfactory validity and reliability was created. The four AL factors are appropriate voice and response, pleasant appearance, corporate aesthetic image delivery and polite and elegant demeanor.Research limitations/implicationsThe developed AL scale can serve as a useful tool for the hospitality industry in terms of employee recruitment and training to align with the corporation's aesthetic image and reduce the potential burden of AL on employees.Originality/valueBased on dramaturgical theory, this study focuses on the AL practices that are performed during service encounters with customers. It is potentially the first AL scale to be constructed using rigorous scale development procedures.
{"title":"Looking good and sounding right: a scale development of aesthetic labor in the hospitality industry","authors":"Hsiang-Fei Luoh, Sheng-Hshiung Tsaur","doi":"10.1108/jhti-12-2022-0598","DOIUrl":"https://doi.org/10.1108/jhti-12-2022-0598","url":null,"abstract":"PurposeThis study aims to develop a measurement scale for employee aesthetic labor (AL) in hospitality from the perspectives of frontline employees of international tourist hotels and airlines.Design/methodology/approachThe authors utilized both qualitative and quantitative methods to develop the AL scale. Participants were frontline employees of international tourist hotels and airlines in Taiwan. The authors’ analysis incorporated both exploratory and confirmatory factor analyses to examine the results.FindingsA four-factor, 21-item hospitality AL scale with satisfactory validity and reliability was created. The four AL factors are appropriate voice and response, pleasant appearance, corporate aesthetic image delivery and polite and elegant demeanor.Research limitations/implicationsThe developed AL scale can serve as a useful tool for the hospitality industry in terms of employee recruitment and training to align with the corporation's aesthetic image and reduce the potential burden of AL on employees.Originality/valueBased on dramaturgical theory, this study focuses on the AL practices that are performed during service encounters with customers. It is potentially the first AL scale to be constructed using rigorous scale development procedures.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46035202","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 : 2023-05-15DOI: 10.1108/jhti-10-2022-0519
Mei-Hsien Huang, Kexin Wang, Yue Liu, Shuangyu Xu
PurposeEffective post-disaster communication is essential for destination marketing organizations to encourage visitors following natural disasters. This research aimed to analyze the impact of two typical types of post-disaster communication messages – solidarity messages and testimonial messages – on post-disaster visiting intention. This research proposes effective communication strategies for post-disaster destination marketing.Design/methodology/approachFor the case of Jiuzhai Valley, China, which experienced market recovery after two years of rebuilding following a 2017 earthquake, this study designed three contextual experiments based on post-disaster communication scenarios on the Internet and social media to test the causal chain between recovery message types and post-disaster visiting intentions. The data were analyzed using analysis of variance, independent samples t-tests, and the bootstrap method.FindingsThe results indicate that both solidarity messages and testimonial messages evoked higher visiting intention than the no-message group. However, solidarity messages (vs testimonial messages) were more effective when shared on the destination management organization's official account than when they were shared on an influencer's account, with their effects being mediated by the symbolic – as opposed to the hedonic – value of tourist behavior.Practical implicationsDestination management organizations should actively carry out marketing communication through the Internet and social media for areas that have experienced disasters. Crisis communicators should consider inviting popular social media influencers to visit the destination and share their experiences to enhance market confidence, while also paying more attention to the operation of official social media accounts.Originality/valueThis study sheds light on the use of the Internet and social media as tools for post-disaster marketing. By expanding on post-disaster communication theory, this study fills a research gap regarding the effectiveness of tourism marketing strategies after a crisis.
{"title":"The impact of post-disaster communication on destination visiting intention","authors":"Mei-Hsien Huang, Kexin Wang, Yue Liu, Shuangyu Xu","doi":"10.1108/jhti-10-2022-0519","DOIUrl":"https://doi.org/10.1108/jhti-10-2022-0519","url":null,"abstract":"PurposeEffective post-disaster communication is essential for destination marketing organizations to encourage visitors following natural disasters. This research aimed to analyze the impact of two typical types of post-disaster communication messages – solidarity messages and testimonial messages – on post-disaster visiting intention. This research proposes effective communication strategies for post-disaster destination marketing.Design/methodology/approachFor the case of Jiuzhai Valley, China, which experienced market recovery after two years of rebuilding following a 2017 earthquake, this study designed three contextual experiments based on post-disaster communication scenarios on the Internet and social media to test the causal chain between recovery message types and post-disaster visiting intentions. The data were analyzed using analysis of variance, independent samples t-tests, and the bootstrap method.FindingsThe results indicate that both solidarity messages and testimonial messages evoked higher visiting intention than the no-message group. However, solidarity messages (vs testimonial messages) were more effective when shared on the destination management organization's official account than when they were shared on an influencer's account, with their effects being mediated by the symbolic – as opposed to the hedonic – value of tourist behavior.Practical implicationsDestination management organizations should actively carry out marketing communication through the Internet and social media for areas that have experienced disasters. Crisis communicators should consider inviting popular social media influencers to visit the destination and share their experiences to enhance market confidence, while also paying more attention to the operation of official social media accounts.Originality/valueThis study sheds light on the use of the Internet and social media as tools for post-disaster marketing. By expanding on post-disaster communication theory, this study fills a research gap regarding the effectiveness of tourism marketing strategies after a crisis.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46674125","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 : 2023-05-11DOI: 10.1108/jhti-11-2022-0561
Lubna Rashid Malik, Madhurima Mishra
PurposeThis paper aims to conduct a systematic literature review on prosocial rule-breaking (PSRB) and identify the underlying themes using content analysis.Design/methodology/approachThe current review is based on a portfolio of 37 studies collected from different electronic databases. An extensive literature review is done following a four-step methodology to understand the field comprehensively.FindingsThe present article identified themes in the field of PSRB based on antecedents, consequences, moderators and mediators. Further, the identified themes are classified into individual, job and organizational levels. Through a conceptual framework, how antecedents impact PSRB is shown, which leads to diverse consequences.Practical implicationsThrough this study, the authors attempt to help practitioners understand why PSRB behaviors occur in the workplace. Simultaneously, the authors' work helps managers identify potential strategies to evade the adverse effects of PSRB.Originality/valueTo the best of the authors' knowledge, this study is the first systematic review of PSRB. The review also highlighted the gaps and provided future research directions based on the theory, context, characteristics and methodology (TCCM) framework.
{"title":"Prosocial rule-breaking: a systematic literature review","authors":"Lubna Rashid Malik, Madhurima Mishra","doi":"10.1108/jhti-11-2022-0561","DOIUrl":"https://doi.org/10.1108/jhti-11-2022-0561","url":null,"abstract":"PurposeThis paper aims to conduct a systematic literature review on prosocial rule-breaking (PSRB) and identify the underlying themes using content analysis.Design/methodology/approachThe current review is based on a portfolio of 37 studies collected from different electronic databases. An extensive literature review is done following a four-step methodology to understand the field comprehensively.FindingsThe present article identified themes in the field of PSRB based on antecedents, consequences, moderators and mediators. Further, the identified themes are classified into individual, job and organizational levels. Through a conceptual framework, how antecedents impact PSRB is shown, which leads to diverse consequences.Practical implicationsThrough this study, the authors attempt to help practitioners understand why PSRB behaviors occur in the workplace. Simultaneously, the authors' work helps managers identify potential strategies to evade the adverse effects of PSRB.Originality/valueTo the best of the authors' knowledge, this study is the first systematic review of PSRB. The review also highlighted the gaps and provided future research directions based on the theory, context, characteristics and methodology (TCCM) framework.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42845614","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 : 2023-05-10DOI: 10.1108/jhti-12-2022-0601
Erdem Baydeniz, T. Türkoğlu, Engin Aytekin, Hüseyin Pamukcu, M. Sandikci
PurposeThis study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the theory of reasoned action. The research universe consists of customers visiting local restaurants operating in Afyonkarahisar.Design/methodology/approachThe survey technique was used to collect data from customers visiting local restaurants between 05 September and 05 November 2022, using the convenience sampling method. The acquired data (n = 385) were analyzed using the structural equation model and the SmartPLS statistical tool.FindingsThe study findings indicate that behavioral intention is positively and significantly influenced by behavioral attitude, subjective norm and behavioral norm, but not by belonging. However, behavioral intention significantly and favorably influences word-of-mouth. When the indirect effect of study findings was analyzed, it was showcased that behavioral intention and attitude indirectly influence subjective norm and word-of-mouth communication, but belonging has no such effect.Practical implicationsThe results suggest that businesses should focus on using local products as customers have a positive attitude toward them and provide customers with a sense of belonging to increase word-of-mouth communication. Additionally, the study highlights the importance of subjective norms in shaping customers' intentions and behavior toward local products.Originality/valueThe contribution of this article is valuable in terms of meeting this quest of visitors who have the motivation to introduce and experience the local culture, especially the Reasoned Action Theory of Word-of-Mouth communication approach of the customers, who play an essential role in the promotion and marketing of local restaurants selling local products, and to make a difference in their travels. Findings indicate that businesses should use local products, and customers need a sense of belonging. However, there is a subjective norm and attitude toward local products, and they should provide the necessary tendencies to gain a sense of belonging.
{"title":"Investigation of effective factors on WOM in the context of reasoned action theory of tourists preferring local restaurants: Afyonkarahisar case","authors":"Erdem Baydeniz, T. Türkoğlu, Engin Aytekin, Hüseyin Pamukcu, M. Sandikci","doi":"10.1108/jhti-12-2022-0601","DOIUrl":"https://doi.org/10.1108/jhti-12-2022-0601","url":null,"abstract":"PurposeThis study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the theory of reasoned action. The research universe consists of customers visiting local restaurants operating in Afyonkarahisar.Design/methodology/approachThe survey technique was used to collect data from customers visiting local restaurants between 05 September and 05 November 2022, using the convenience sampling method. The acquired data (n = 385) were analyzed using the structural equation model and the SmartPLS statistical tool.FindingsThe study findings indicate that behavioral intention is positively and significantly influenced by behavioral attitude, subjective norm and behavioral norm, but not by belonging. However, behavioral intention significantly and favorably influences word-of-mouth. When the indirect effect of study findings was analyzed, it was showcased that behavioral intention and attitude indirectly influence subjective norm and word-of-mouth communication, but belonging has no such effect.Practical implicationsThe results suggest that businesses should focus on using local products as customers have a positive attitude toward them and provide customers with a sense of belonging to increase word-of-mouth communication. Additionally, the study highlights the importance of subjective norms in shaping customers' intentions and behavior toward local products.Originality/valueThe contribution of this article is valuable in terms of meeting this quest of visitors who have the motivation to introduce and experience the local culture, especially the Reasoned Action Theory of Word-of-Mouth communication approach of the customers, who play an essential role in the promotion and marketing of local restaurants selling local products, and to make a difference in their travels. Findings indicate that businesses should use local products, and customers need a sense of belonging. However, there is a subjective norm and attitude toward local products, and they should provide the necessary tendencies to gain a sense of belonging.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43606702","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 : 2023-05-08DOI: 10.1108/jhti-06-2022-0264
Sabreena Nawaz Baba, Z. A. Dada, Reyaz A. Qureshi
PurposeThis study explores the tourists' behavioral intention toward tasting ethnic food by proposing 'enjoyment’ as an indirect mechanism in improvising the model of Wang. In other words, when affective and cognitive components are triggered positively while reading online gastronomy reviews on social media platforms, enjoyment is aroused, subsequently enhancing the desire to taste ethnic foods displayed online.Design/methodology/approachData from 385 visitors from Kashmir, India, were gathered using a purposive sample technique. The research model was put to the test using PLS-SEM.FindingsDirect and indirect mechanisms influence Behavioral Intention. Enjoyment acts as a mediator. Overall, the results validated the presence of three direct and full mediation paths.Practical implicationsThis study will help tourism practitioners justify their promotional activities on social networking sites, particularly in endorsing regional ethnic dishes. For example, tourism authorities could collaborate with bloggers on social media and offer incentives to promote attractive images of ethnic food. Similarly, ethnic food outlets can improve online exposure and interactivity by encouraging travelers to leave feedback after visits.Originality/valueUnlike other studies, this research broadens our understanding by focusing on direct and indirect mechanisms. The inclusion of a mediator enhanced the total variance of the dependent variable.
{"title":"Ethnic food tasting and gastronomy online reviews: incorporating enjoyment in the behavioral intention model","authors":"Sabreena Nawaz Baba, Z. A. Dada, Reyaz A. Qureshi","doi":"10.1108/jhti-06-2022-0264","DOIUrl":"https://doi.org/10.1108/jhti-06-2022-0264","url":null,"abstract":"PurposeThis study explores the tourists' behavioral intention toward tasting ethnic food by proposing 'enjoyment’ as an indirect mechanism in improvising the model of Wang. In other words, when affective and cognitive components are triggered positively while reading online gastronomy reviews on social media platforms, enjoyment is aroused, subsequently enhancing the desire to taste ethnic foods displayed online.Design/methodology/approachData from 385 visitors from Kashmir, India, were gathered using a purposive sample technique. The research model was put to the test using PLS-SEM.FindingsDirect and indirect mechanisms influence Behavioral Intention. Enjoyment acts as a mediator. Overall, the results validated the presence of three direct and full mediation paths.Practical implicationsThis study will help tourism practitioners justify their promotional activities on social networking sites, particularly in endorsing regional ethnic dishes. For example, tourism authorities could collaborate with bloggers on social media and offer incentives to promote attractive images of ethnic food. Similarly, ethnic food outlets can improve online exposure and interactivity by encouraging travelers to leave feedback after visits.Originality/valueUnlike other studies, this research broadens our understanding by focusing on direct and indirect mechanisms. The inclusion of a mediator enhanced the total variance of the dependent variable.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46248473","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 : 2023-04-26DOI: 10.1108/jhti-09-2022-0422
Ricardo Correia, M. Cunha, A. Carvalho, B. Sousa
PurposeThis study aims to assess the online presence of three Portuguese low-density territories and analyze the communication strategies employed by public and private entities within each municipality. The alignment between public and private entities within each municipality is also examined as a potential factor that could impact the effectiveness of digital communication strategies.Design/methodology/approachA qualitative methodology that employed content analysis and interviews to gather data from selected public and private entities in each of the municipalities under study was used.FindingsDespite the widespread availability of digital communication tools, the municipalities under study are yet to fully exploit their potential to promote and publicize their offerings. This could be attributed to several factors such as a lack of knowledge and/or resources and a defective strategic approach to digital communication.Practical implicationsThe major obstacle in maximizing the potential of digital communication tools in low-density destinations was not solely a result of restricted access. Rather, it was largely due to insufficient knowledge and resources required for their effective utilization, coupled with a lack of aligned vision among various stakeholders.Originality/valueThe competitive landscape in which tourist actors operate has transformed significantly because of the widespread adoption of digital communication led by social networks. However, studies exploring digital communication in low-density territories are still scarce. This study adds new insights into the main factors that hinder the efficient use of digital communication in these regions.
{"title":"The (wasted) potential of digital communication in low-density destinations: the case of three Portuguese municipalities","authors":"Ricardo Correia, M. Cunha, A. Carvalho, B. Sousa","doi":"10.1108/jhti-09-2022-0422","DOIUrl":"https://doi.org/10.1108/jhti-09-2022-0422","url":null,"abstract":"PurposeThis study aims to assess the online presence of three Portuguese low-density territories and analyze the communication strategies employed by public and private entities within each municipality. The alignment between public and private entities within each municipality is also examined as a potential factor that could impact the effectiveness of digital communication strategies.Design/methodology/approachA qualitative methodology that employed content analysis and interviews to gather data from selected public and private entities in each of the municipalities under study was used.FindingsDespite the widespread availability of digital communication tools, the municipalities under study are yet to fully exploit their potential to promote and publicize their offerings. This could be attributed to several factors such as a lack of knowledge and/or resources and a defective strategic approach to digital communication.Practical implicationsThe major obstacle in maximizing the potential of digital communication tools in low-density destinations was not solely a result of restricted access. Rather, it was largely due to insufficient knowledge and resources required for their effective utilization, coupled with a lack of aligned vision among various stakeholders.Originality/valueThe competitive landscape in which tourist actors operate has transformed significantly because of the widespread adoption of digital communication led by social networks. However, studies exploring digital communication in low-density territories are still scarce. This study adds new insights into the main factors that hinder the efficient use of digital communication in these regions.","PeriodicalId":44363,"journal":{"name":"Journal of Hospitality and Tourism Insights","volume":" ","pages":""},"PeriodicalIF":3.9,"publicationDate":"2023-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46019271","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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