Pub Date : 2021-04-03DOI: 10.1080/21639159.2020.1785922
Sreedhar Madhavaram
ABSTRACT Given that conceptual contributions are essential for enhancing marketing thought, scholars are increasingly lamenting the decline in conceptual advances in marketing. Remarkably, while the marketing discipline was experiencing a precipitous decline in conceptual advances, Professor Hunt, almost singularly, moved in the opposite direction through his significant conceptual contributions to several substantive areas in marketing. In this article, as a scholarly tribute, I evaluate some of his conceptual contributions to marketing theory, franchising, marketing ethics, marketing strategy, and competition. Specifically, this article (i) discusses the nature of conceptual contributions, (ii) evaluates Hunt’s conceptual contributions to five substantive areas in marketing using MacInnis’s typology for conceptual contributions, (iii) argues that Professor Hunt’s conceptual contributions are foundational for scholarly discourse on marketing theory, franchising, marketing ethics, marketing strategy, and competition, and (iv) urges marketing scholars to both develop conceptual contributions for substantive areas of marketing and to cumulatively build on the foundations of Professor Hunt’s conceptual contributions to specific research domains. Indeed, an appropriate tribute to a scholar’s intellectual contributions can only come from preserving the cumulativity of those contributions by building on their foundations.
{"title":"The conceptual contributions of Shelby D. Hunt: Foundations for advancing the marketing discipline","authors":"Sreedhar Madhavaram","doi":"10.1080/21639159.2020.1785922","DOIUrl":"https://doi.org/10.1080/21639159.2020.1785922","url":null,"abstract":"ABSTRACT Given that conceptual contributions are essential for enhancing marketing thought, scholars are increasingly lamenting the decline in conceptual advances in marketing. Remarkably, while the marketing discipline was experiencing a precipitous decline in conceptual advances, Professor Hunt, almost singularly, moved in the opposite direction through his significant conceptual contributions to several substantive areas in marketing. In this article, as a scholarly tribute, I evaluate some of his conceptual contributions to marketing theory, franchising, marketing ethics, marketing strategy, and competition. Specifically, this article (i) discusses the nature of conceptual contributions, (ii) evaluates Hunt’s conceptual contributions to five substantive areas in marketing using MacInnis’s typology for conceptual contributions, (iii) argues that Professor Hunt’s conceptual contributions are foundational for scholarly discourse on marketing theory, franchising, marketing ethics, marketing strategy, and competition, and (iv) urges marketing scholars to both develop conceptual contributions for substantive areas of marketing and to cumulatively build on the foundations of Professor Hunt’s conceptual contributions to specific research domains. Indeed, an appropriate tribute to a scholar’s intellectual contributions can only come from preserving the cumulativity of those contributions by building on their foundations.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1785922","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47809896","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 : 2021-03-22DOI: 10.1080/21639159.2020.1808838
V. Kumar, M. Vannan
ABSTRACT Statistical methods (SM) have been dominant in generating insights from any type of data for generations. However, with the recent advances in technology, machine learning (ML) has become one of the widely spoken methods to generate insights with more ease of use. While the followers of statistical methods have a differing view point about ML, and the followers of ML have a differing viewpoint about SM, this article isolates the merits of each of these two methods and advances arguments for when to use what method based on the purpose, context, frequency of use, cost, expertise and time. To be specific, the main purpose of SM is for inference and that of ML is prediction. Further, this article goes one step further and creates a scenario where it shows that when we combine the learning from using a statistical method and apply it to machine learning, the ultimate benefit can be greater than the sum of each method’s benefits.
{"title":"It takes two to tango: Statistical modeling and machine learning","authors":"V. Kumar, M. Vannan","doi":"10.1080/21639159.2020.1808838","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808838","url":null,"abstract":"ABSTRACT Statistical methods (SM) have been dominant in generating insights from any type of data for generations. However, with the recent advances in technology, machine learning (ML) has become one of the widely spoken methods to generate insights with more ease of use. While the followers of statistical methods have a differing view point about ML, and the followers of ML have a differing viewpoint about SM, this article isolates the merits of each of these two methods and advances arguments for when to use what method based on the purpose, context, frequency of use, cost, expertise and time. To be specific, the main purpose of SM is for inference and that of ML is prediction. Further, this article goes one step further and creates a scenario where it shows that when we combine the learning from using a statistical method and apply it to machine learning, the ultimate benefit can be greater than the sum of each method’s benefits.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808838","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48292650","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 : 2021-03-12DOI: 10.1080/21639159.2020.1808828
C. Choi
ABSTRACT This study examined whether online video ads in the U.S. and South Korea reflect their cultural values in the same way as traditional advertising has shown. A content analysis was conducted on popular YouTube video ads in both countries. Surprisingly, the results from the current research were somewhat inconsistent with the previous research results in mass media advertising. Most of the frequencies of advertising appeals of popular online video ads on YouTube in South Korea were not significantly different from those in the U.S., despite cultural differences between the two countries. Popular online video advertising might be more likely to reflect the individual and emotional characteristics of online video advertising rather than cultural values. Implications for international research on online video advertising were discussed.
{"title":"Cross-cultural comparisons of popular YouTube ads: A content analysis of YouTube video ads in the U.S. and South Korea","authors":"C. Choi","doi":"10.1080/21639159.2020.1808828","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808828","url":null,"abstract":"ABSTRACT This study examined whether online video ads in the U.S. and South Korea reflect their cultural values in the same way as traditional advertising has shown. A content analysis was conducted on popular YouTube video ads in both countries. Surprisingly, the results from the current research were somewhat inconsistent with the previous research results in mass media advertising. Most of the frequencies of advertising appeals of popular online video ads on YouTube in South Korea were not significantly different from those in the U.S., despite cultural differences between the two countries. Popular online video advertising might be more likely to reflect the individual and emotional characteristics of online video advertising rather than cultural values. Implications for international research on online video advertising were discussed.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808828","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47668374","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 : 2021-02-24DOI: 10.1080/21639159.2020.1808834
Chloe Lau, Jun Huang, S. Feng, H. Qiu
ABSTRACT This study investigates the information sources of the Chinese outbound tourists traveling to Pacific Small Island Developing States (SIDS). SIDS have the least experience with Chinese tourism in the region, but they are experiencing some of the highest growth rates of this important and lucrative market. A two-stage qualitative approach involving face-to-face elements and online technologies was adopted to study the case of the Cook Islands. Through five focus group interviews and a 3-month Web content analysis, this study determined the information channels trusted by the Chinese tourists and the differences in review contents generated by users or the management of destination marketing organization. Results show that the Internet is the most popular travel information source for Chinese tourists with preferred and trusted platforms, namely, Sina Weibo, Qyer, Mafengwo, and TripAdvisor, for practical and helpful information for travel decision making. The dendrogram mapping of the marketer- and user-generated contents of web content analysis reveals a travel information gap involving subjective opinions and mismatched positioning. Tourism planners, operators, and marketers are recommended to consider the negative comments to help improve the products and packages.
{"title":"Profiling trusted information sources for Chinese tourists traveling to Pacific SIDS","authors":"Chloe Lau, Jun Huang, S. Feng, H. Qiu","doi":"10.1080/21639159.2020.1808834","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808834","url":null,"abstract":"ABSTRACT This study investigates the information sources of the Chinese outbound tourists traveling to Pacific Small Island Developing States (SIDS). SIDS have the least experience with Chinese tourism in the region, but they are experiencing some of the highest growth rates of this important and lucrative market. A two-stage qualitative approach involving face-to-face elements and online technologies was adopted to study the case of the Cook Islands. Through five focus group interviews and a 3-month Web content analysis, this study determined the information channels trusted by the Chinese tourists and the differences in review contents generated by users or the management of destination marketing organization. Results show that the Internet is the most popular travel information source for Chinese tourists with preferred and trusted platforms, namely, Sina Weibo, Qyer, Mafengwo, and TripAdvisor, for practical and helpful information for travel decision making. The dendrogram mapping of the marketer- and user-generated contents of web content analysis reveals a travel information gap involving subjective opinions and mismatched positioning. Tourism planners, operators, and marketers are recommended to consider the negative comments to help improve the products and packages.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808834","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49551130","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 : 2021-02-18DOI: 10.1080/21639159.2020.1808850
Ying Chen, C. Prentice, Scott Weaven, Aaron Hsiao
ABSTRACT Although artificial intelligence (AI) has been adopted in sharing economy platforms, few studies have investigated this phenomenon in this context. Consequently, there is no thorough overview of how AI has been used in the sharing economy. To address this research gap, a systematic literature review was performed for this paper. This method can be useful for the exploration of new and emerging trends within disciplines and allows boundaries to be mapped on what is known thereby identifying gaps on what is yet to be known. After screening, 28 English journal articles were selected in a qualitative synthesis. Results show AI can help the sharing economy platforms by enhancing trust, matching assets, and understanding participants’ preferences and attitudes. Based on these findings, potential directions are established. The current study will contribute to both the sharing economy and AI literature, and the results may help practitioners and academia to achieve a greater understanding of this topic.
{"title":"A systematic literature review of AI in the sharing economy","authors":"Ying Chen, C. Prentice, Scott Weaven, Aaron Hsiao","doi":"10.1080/21639159.2020.1808850","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808850","url":null,"abstract":"ABSTRACT Although artificial intelligence (AI) has been adopted in sharing economy platforms, few studies have investigated this phenomenon in this context. Consequently, there is no thorough overview of how AI has been used in the sharing economy. To address this research gap, a systematic literature review was performed for this paper. This method can be useful for the exploration of new and emerging trends within disciplines and allows boundaries to be mapped on what is known thereby identifying gaps on what is yet to be known. After screening, 28 English journal articles were selected in a qualitative synthesis. Results show AI can help the sharing economy platforms by enhancing trust, matching assets, and understanding participants’ preferences and attitudes. Based on these findings, potential directions are established. The current study will contribute to both the sharing economy and AI literature, and the results may help practitioners and academia to achieve a greater understanding of this topic.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808850","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44621224","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 : 2021-02-10DOI: 10.1080/21639159.2020.1808853
Nuno Martins, Sérgio Dominique-Ferreira, C. Pinheiro
ABSTRACT Contemporary architecture has an increasing importance in tourism. The marketing implications of digital or mobile content in this niche tourism space has not been previously studied. With this project we aim to build a mobile app to cater to this market and show that it can positively impact tourism in Portugal. A two-step multidimensional approach was applied to achieve this goal. The first step was based on benchmarking, as well as interviews with two architects. The second step was based on visual identity factors, prototyping, and usability tests. We found that it was possible to develop an intuitive app that positively adjusted to the needs and preferences of future users. Improvements to the platform should include new metrics, blog links, and augmented reality.
{"title":"Bridging tourism, architecture, and sustainability: Design and development of an app for contemporary architecture built in Portugal","authors":"Nuno Martins, Sérgio Dominique-Ferreira, C. Pinheiro","doi":"10.1080/21639159.2020.1808853","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808853","url":null,"abstract":"ABSTRACT Contemporary architecture has an increasing importance in tourism. The marketing implications of digital or mobile content in this niche tourism space has not been previously studied. With this project we aim to build a mobile app to cater to this market and show that it can positively impact tourism in Portugal. A two-step multidimensional approach was applied to achieve this goal. The first step was based on benchmarking, as well as interviews with two architects. The second step was based on visual identity factors, prototyping, and usability tests. We found that it was possible to develop an intuitive app that positively adjusted to the needs and preferences of future users. Improvements to the platform should include new metrics, blog links, and augmented reality.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808853","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48836882","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}
ABSTRACT The seasonality of employment in tourism consists of challenges of hiring. The primary goal of this study was to develop a digital recruitment platform for the tourism industry. A two-step multidimensional approach was applied to the challenge. The first step was based on benchmarking and interviews with key stakeholders. The second step was based on visual identity factors, prototyping, and usability tests. Authors found that it was possible to develop a simple and intuitive digital platform that positively adjusted the dynamic hiring process for seasonal jobs. Improvements to the platform should include new metrics, such as evaluation of candidates who used this platform previously, based on different elements, such as emotional intelligence. In this way, profile matching could be optimized, and the platform tool would become more robust and useful. This study’s medium- and high-fidelity models of a digital platform to be utilized in human resources tasks are the new additions to toolkits that may streamline HR functions.
{"title":"Design and development of a digital platform for seasonal jobs: Improving the hiring process","authors":"Nuno Martins, Sérgio Dominique-Ferreira, Cátia Lopes","doi":"10.1080/21639159.2020.1808851","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808851","url":null,"abstract":"ABSTRACT The seasonality of employment in tourism consists of challenges of hiring. The primary goal of this study was to develop a digital recruitment platform for the tourism industry. A two-step multidimensional approach was applied to the challenge. The first step was based on benchmarking and interviews with key stakeholders. The second step was based on visual identity factors, prototyping, and usability tests. Authors found that it was possible to develop a simple and intuitive digital platform that positively adjusted the dynamic hiring process for seasonal jobs. Improvements to the platform should include new metrics, such as evaluation of candidates who used this platform previously, based on different elements, such as emotional intelligence. In this way, profile matching could be optimized, and the platform tool would become more robust and useful. This study’s medium- and high-fidelity models of a digital platform to be utilized in human resources tasks are the new additions to toolkits that may streamline HR functions.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808851","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43087990","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 : 2021-02-09DOI: 10.1080/21639159.2020.1808836
K. Storbacka, S. Nenonen
ABSTRACT Viewing markets as socially constructed, and thus consciously reconstructable value-creating systems, opens interesting avenues for managerial practice. Strategic decisions regarding markets are no longer limited to market selection or positioning in an existing space; for in addition, markets themselves can be shaped for higher value creation, growth and profitability. Based on an abductive research process that was founded on a continuous literature review and involved 63 executives from 16 firms in two countries, we identified 12 distinct levers that a focal firm wanting to shape their markets can focus on. These managerial levers are further categorized into four themes (1) reworking the exchange process by which the focal firm connects with customers, (2) reshaping the network that supports the exchange process and customers’ use practices, (3) revising the representations that are used to symbolize the market, and (4) reforming the norms that guide all interactions in the market. The developed framework provides an organized and actionable overview of the elements that can form the content of market-shaping strategies, thus illuminating the “black box” between previously explored antecedents and outcomes of such strategies.
{"title":"Managerial levers of market-shaping strategies: An abductive inquiry","authors":"K. Storbacka, S. Nenonen","doi":"10.1080/21639159.2020.1808836","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808836","url":null,"abstract":"ABSTRACT Viewing markets as socially constructed, and thus consciously reconstructable value-creating systems, opens interesting avenues for managerial practice. Strategic decisions regarding markets are no longer limited to market selection or positioning in an existing space; for in addition, markets themselves can be shaped for higher value creation, growth and profitability. Based on an abductive research process that was founded on a continuous literature review and involved 63 executives from 16 firms in two countries, we identified 12 distinct levers that a focal firm wanting to shape their markets can focus on. These managerial levers are further categorized into four themes (1) reworking the exchange process by which the focal firm connects with customers, (2) reshaping the network that supports the exchange process and customers’ use practices, (3) revising the representations that are used to symbolize the market, and (4) reforming the norms that guide all interactions in the market. The developed framework provides an organized and actionable overview of the elements that can form the content of market-shaping strategies, thus illuminating the “black box” between previously explored antecedents and outcomes of such strategies.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808836","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42556752","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 : 2021-02-09DOI: 10.1080/21639159.2020.1808839
A. Baker, Naveen Donthu
ABSTRACT A successful CRM strategy sometime requires the firm to unilaterally restructure parts of the exchange relationship with existing customers. This reallocation of marketing resources benefits many customers, although less profitable customer segments are likely to be adversely impacted by such policies. In this study we shed light on the marketing relationship factors that shape how consumers respond to CRM activities involving negative policy changes. The theoretical model tested showed that the level of switching costs and situational self-efficacy modify the behavioral response (acceptance, resistance, and defection) consumers have to negative policy changes.
{"title":"Fight or flight?: Understanding customer response to CRM tactics","authors":"A. Baker, Naveen Donthu","doi":"10.1080/21639159.2020.1808839","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808839","url":null,"abstract":"ABSTRACT A successful CRM strategy sometime requires the firm to unilaterally restructure parts of the exchange relationship with existing customers. This reallocation of marketing resources benefits many customers, although less profitable customer segments are likely to be adversely impacted by such policies. In this study we shed light on the marketing relationship factors that shape how consumers respond to CRM activities involving negative policy changes. The theoretical model tested showed that the level of switching costs and situational self-efficacy modify the behavioral response (acceptance, resistance, and defection) consumers have to negative policy changes.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808839","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44243031","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 : 2021-02-08DOI: 10.1080/21639159.2020.1808835
Sandeep Basnyat, Tong Elvi Ho
ABSTRACT Despite acknowledging that tourists are the primary actor in food-tourism activities, how their experiences are influenced and created by the consumption of food in their traveling destination is largely ignored. Filling this gap, this research examines how the food that tourists consume in a destination help create tourist experiences. The data for this study were collected through in-depth semi-structured interviews with 20 tourists in Macau, China who were willing to share their dining experiences. The findings of this study reveal that food that tourist consumes in a destination has the potential to create tourist experience holistically by creating unique and memorable traveling as well as dining experiences. The implications of the findings for the tourism industry are provided.
{"title":"Food and tourist experiences: Insights from Macau","authors":"Sandeep Basnyat, Tong Elvi Ho","doi":"10.1080/21639159.2020.1808835","DOIUrl":"https://doi.org/10.1080/21639159.2020.1808835","url":null,"abstract":"ABSTRACT Despite acknowledging that tourists are the primary actor in food-tourism activities, how their experiences are influenced and created by the consumption of food in their traveling destination is largely ignored. Filling this gap, this research examines how the food that tourists consume in a destination help create tourist experiences. The data for this study were collected through in-depth semi-structured interviews with 20 tourists in Macau, China who were willing to share their dining experiences. The findings of this study reveal that food that tourist consumes in a destination has the potential to create tourist experience holistically by creating unique and memorable traveling as well as dining experiences. The implications of the findings for the tourism industry are provided.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1808835","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46948142","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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