International Journal of Hospitality Management最新文献

This research introduces the GAI Marketing Model, a comprehensive conceptual framework for understanding and applying generative artificial intelligence (GAI) within marketing, specifically in the hospitality and tourism sectors. Building on existing classifications of GAI, this model incorporates critical elements such as adoption factors, marketing stages, and downstream outcomes. The framework offers a structured approach to exploring GAI’s potential to transform marketing strategies by enhancing personalization, improving customer engagement, and optimizing decision-making processes. The GAI Marketing Model synthesizes elements of technology, marketing theory, and consumer psychology, offering crucial insights that are instrumental for researchers and practitioners seeking to harness GAI for competitive advantage. Additionally, the model underscores the importance of ethical considerations and regulatory compliance, thereby ensuring that the integration of GAI into marketing practices remains both efficacious and responsible. This study establishes a foundational framework for future research, emphasizing the interdisciplinary scope of GAI’s influence on marketing strategies and practices

This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, characterized by mutual personal disclosure and balanced social support, redefining professional relationships. These findings demonstrate that commercial environments can foster genuine friendships, and provide valuable insights for enhancing interpersonal relationships within the hospitality industry.

Servers wearing personal protective equipment (i.e., gloves and/or masks) and robot servers received increased attention during the COVID-19 pandemic. However, studies evaluating consumer health-risk perceptions and behavioral intentions related to these interventions post-pandemic are sparse. Therefore, based on perceived risk, social servicescape, and cue utilization theory, two experiments were conducted to examine how servers’ appearance-related health-safety cues (e.g., mask and/or glove-wearing) impacted consumers’ revisit intention (Study 1) and to compare the effect of human vs. robot servers with and without health-safety and sanitation cues (Study 2). Both studies included perceived health risk as a possible mediator. Results revealed that mask-wearing servers (vs. no mask and no glove) decreased consumers’ perceived health risk and that perceived health risk mediated the effect of mask-wearing on revisit intention. Further, consumers preferred the human “safe server” (i.e., with mask) over a “clean and sanitized” robot. Findings provide important insights into post-pandemic restaurant consumer behavior.

Little is known about women wine consumers’ reactions to gender cues in marketing communication despite their increasing purchasing power. This research examines the effects of gender cues (feminine vs. masculine) in wine labels on women wine consumers' attitudes, sensory expectations, sensory evaluations, and purchase intentions. Two online experiments and one field test involving 462 valid responses from U.S. women consumers reveal that they hold more favorable attitudes and intentions towards feminine (vs. masculine) wine labels. The moderating effects of in-group gender identification and wine knowledge were discussed. This study responds to calls for more research about women consumers in the hospitality field and extends the application of gender schema theory to hospitality literature. The findings offer updated knowledge on how to approach gender in hospitality marketing, particularly wine marketing. This research enriches hospitality literature in terms of gender marketing and provides substantial practical implications for the wine industry.

Empowered by artificial intelligence (AI), luxury tourism and hospitality brands are increasingly using personalized recommendations as a novel approach to engage customers in the pre-purchase phase. While considerable research exists on customers’ post-purchase responses to luxury tourism products, their psychological states driven by personalized recommendations during the pre-purchase stage are not well understood. Differing from traditional marketing strategies, personalized recommendations impart implicit social labels, often exclusive to the customers. Therefore, personalized luxury cues in tourism products, driven by AI, significantly contribute to customers’ positive self-perception due to their scarcity and exclusivity, further influencing their psychological states such as life satisfaction. Drawing upon self-perception theory, three scenario-based experiments across various tourism contexts were conducted to investigate this effect. Results reveal that personalized recommendations for luxury (vs. ordinary) tourism products can enhance customers’ life satisfaction by fostering perceived future self-growth. However, this positive effect is less pronounced under user-based recommendation framing.

This study examined the influence of words used in restaurant menu descriptions. Menu descriptions are typically short, communicating a great deal of information in a brief statement. Understanding the types of words that resonate most with consumers addresses a gap in menu research. Correspondingly, this study assessed how consumers process menu words to minimize ordering risk by applying a choice-based conjoint analysis approach utilizing word attributes and levels. 1500 participants were recruited to simultaneously evaluate multiple menu description variations. Findings noted that words can be classified as hedonic (emotional) or utilitarian (functional) and that utilitarian words can be further sub-categorized as experiential or descriptive. Findings support a hierarchy of word influence, and add to research literature, specifically menu design. The practical implications are that restaurateurs can improve their menu descriptions by utilizing words drawn from the most influential categories as a means of mitigating consumer anxiety.

Continuous improvement (CI) have been recognised as one of the most effective ways to improve organisational performance. However, there is a lack of research on this topic from a food service perspective. Thus, the aim of this work is to explore the adoption of CI-focused methodologies in food services and to understand how they contribute to improving the performance of these services. Critical success factors and barriers to the implementation of CI are also analysed. This systematic review was conducted using the PRISMA methodology and a total of 43 studies were included in the analysis. This review shows that CI is effective in improving operations and performance, as well as increasing stakeholder satisfaction in the food service sector. Additionally, the review reveals that CI-focused tools are mainly used in problem identification, waste identification, planning, operations, and logistics. Human-related issues are the most frequently mentioned when it comes to the factors determining the success or failure of CI in food services.

Senior tourists, traditionally known for using offline methods and staying in hotels, are increasingly using new technologies and opting for alternative accommodation forms. Based on the push and pull theory of motivation, the generational cohort and lifespan development theories, this study fills a gap in the literature and examines senior tourists’ choice between Airbnb and hotels. A random parameter binomial logit applied to data from six European countries finds that the same motivation can act differently in this decision choice process. Rather than assuming that a motivation has an exclusive effect on each accommodation type, we propose the notion of a “differential fulfillment paradigm” to reflect the idea that two accommodation types can relate to the same motivation with different approaches. While both hotels and Airbnb can fulfill a common motivation, they do so through distinct features or attributes, offering consumers diverse avenues to achieve their desired outcome.

This study sheds light on the determinants of consumers’ adoption of artificial intelligence-driven drone food delivery service (AI-driven DFDS) using a mixed-methods approach. Interviews with hospitality industry professionals revealed several drivers and inhibitors of AI-driven DFDS adoption. Using these findings, we developed a theoretical model AI-driven DFDS adoption based on the premise of the behavioral reasoning theory and innovation resistance theory. The model was tested using data collected from 1240 consumers. The results suggest that drones’ relative advantage, perceived ubiquity, social influence, and green image positively influence attitudes and adoption. Risk, usage, and experience barriers have an adverse influence on attitudes and adoption. Consumers’ openness to new technology has a positive influence on ‘reasons for’ using AI-driven DFDS. The research makes an important theoretical contribution to research on the adoption of AI-driven DFDS. The study also provides important practical implications for marketers and industry professionals.

The negative impact of workplace incivility on hospitality employees has garnered growing interest. However, most hospitality studies have focused on understanding the impact of customer incivility. Bridging this gap, this research draws on the negative reciprocity belief perspective to propose and test the positive impact of employees’ experience of incivility on their enactment of incivility, which is negatively moderated by trait mindfulness (two-way) and positively moderated by the interaction of trait mindfulness and negative affect (three-way). Two-wave data were collected from 328 hotel employees and managers in Jordan and analysed through structural equation modeling. Results indicated that experienced incivility is positively related to enacted incivility. This positive relationship was mitigated when trait mindfulness was high. Furthermore, negative affect strengthened the positive relationship between experienced and enacted incivility only when trait mindfulness was low. The study’s findings offer implications to help hospitality scholars and hotel managers reduce incivility incidents and impact.