All hype or the real deal? Investigating user engagement with virtual influencers in tourism

Virtual influencer (VI) marketing has become increasingly prevalent on social media with the evolving landscape of digitalisation. However, the use of VIs in tourism has received limited attention in the literature. This study examines salient source and content attributes that stimulate Instagram users’ engagement with VIs in a tourism context. An online discrete choice experiment was designed using key attributes (i.e. source realness, image composition and caption discourse) identified from online focus groups. Survey responses from 309 adult Instagram users in Australia were analysed through discrete choice modelling. The findings indicate that humanlike VIs are preferred over 3D animated VIs and the least preferred influencers are 2D animated VIs. Instagram posts from humanlike VIs that combine images of tourism settings with rational messages attract the most engagement from the audience. Theoretical and practical implications are provided with recommendations for how tourism practitioners can harness VI marketing effectively.     

Celebrity chef adoption and implementation of social media,particularly pinterest: A diffusion of innovations approach

Pinterest research is beginning to emerge, in part due to the importance of visually stimulating photos within hospitality and tourism. Photos are popular with many chefs for marketing, with some actively using Pinterest and other social media. Some of the world’s top celebrity chefs are a growing phenomenon as influential leaders of their personal brand as well as other goods, services, and causes. This research reports on a pilot study of how celebrity chefs have adopted and implemented social media, especially Pinterest, using the Diffusion of Innovations as a theoretical framework. The study found that of the top 48 chefs, all adopted Facebook, closely followed by 47 adopting Twitter; just 17 adopted Pinterest. The chefs’ social media and Pinterest implementation varied widely. This study sheds insights about social media, particularly Pinterest, extends innovation diffusion research, and serves as a base for future research of both celebrity chefs and social media.     

How hospitality brands grow: What hospitality marketers should know about Andrew Ehrenberg’s work (invited paper for ‘luminaries’ special issue of International Journal of Hospitality Management)

Andrew Ehrenberg’s work challenges the emphasis that hospitality marketing practitioners, educators and academic researchers place on segmentation, targeting (especially of heavy users), positioning, and meaningful brand differentiation. However, few marketing practitioners and scholars in hospitality appear familiar with this work. This invited paper attempts to increase awareness and appreciation of Ehrenberg’s work as well as its relevance to and implications for hospitality marketing. Topics covered include the NBD Law, Law of Double Jeopardy, Duplication of Purchase Law, and Law of Natural Monopoly as well as the evidence of weak brand segmentation, low perceived brand uniqueness, and the generalizability of the brand belief-usage relationship.     

Bibliometrics of social media research: A co-citation and co-word analysis

This study combined two bibliometric analysis methods to provide a systematic and holistic review of social media-related academic literature. A total of 406 publications related to social media between 2007 and 2016 were identified from 16 business and hospitality/tourism journals. Co-citation analysis identified Word-of-Mouth as the major theoretical foundation of social media research in business, while the hospitality/tourism field presented a diverse theoretical foundation. The study then employed co-word analysis to identify the evolution of research themes over time in both fields. The comparison of social media research between the two fields highlighted four similarities, including the growth of research over time, the term “social media” gaining popularity, the new trend of social networking sites, and managerial applications as research focus. Finally, the study called for a future research agenda on social media research in the hospitality/tourism field.     

Virtual reality is so cool! How technology innovativeness shapes consumer responses to service preview modes

Today’s hospitality brands often gain a competitive advantage through being cool and employing cutting edge technologies. Virtual Reality (VR) is one of the most novel tools to advertise brands, introduce new products/services, and draw customers. Despite the marketing potential of VR, there is scant research revealing the psychological processes associated with the use of VR as a cool technology. To bridge the gap in the current literature, this research examines how consumers with different degrees of technology innovativeness respond to marketing of hospitality brands through three main service preview modes: VR, static images, and 360° tour. The findings from a lab experiment show that as consumers’ technology innovativeness increases, VR boosts self-brand connection that consequently elevates their visit intentions toward the hotel brand. The findings from this study would help hospitality marketers better target their efforts at a specific consumer segment.     

Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y

ABSTRACT

The prevalence of online social networks has given rise to the emergence of social media influencers (SMIs), so-called “Internet celebrities”. Celebrity endorsement, which can be an effective marketing strategy, is also popular in the tourism field. This study uses self-congruity theory, which originally refers to the congruence between consumers and brands or products, to the congruence between endorsers and potential tourists to evaluate endorsement effectiveness. Results indicate that SMI endorser–consumer congruence positively contributes to visit intentions toward the endorsed destinations as does endorser–destination congruence. Tourism marketers are advised to use SMIs when the destination images and target markets align.     

Social media marketing in wine tourism: winery owners’ perceptions

This paper examines winery owners’ attitudes and perceptions regarding the use of social media in marketing and promoting wine tourism online. Empirical evidence is provided by a sample of 20 winery owners in the North Italian region of Langhe, who have engaged to a greater or lesser extent in social media. The findings show that while the majority of winery owners recognise the social, economic and emotional benefits of social media, they are far from exploiting its full potential, partially due to barriers such as their agricultural mentality and the time-consuming nature of social media.     

Asymmetric effects of tourist arrivals on the hospitality industry

This study makes a unique contribution to the hospitality literature by examining the asymmetric effects of total tourist arrivals in six segments of tourist arrivals (pleasure, business, visiting relatives, conference, study, and others) on Taiwan’s hospitality industry. Regression test results confirm that the contribution of the overall tourist arrivals and both pleasure and visiting relatives segments to hospitality industry growth is not asymmetric, as it is found in periods of expansion and contraction. The beneficial effect of the business segment on hospitality industry growth is asymmetric, existing only in periods of business cycle expansion. However, the conference, study, and other segments make no significant contribution to hospitality industry growth. The study’s valuable policy implications offer guidance to Taiwan’s tourism authorities, hospitality business owners, and managers.     

A Review of Personality Research in the Tourism and Hospitality Context

Most commentators agree that human relations are central to tourism and hospitality. Different personalities thus display different reactions to the same task. This article provides an overview of prior studies on personality in the context of tourism and hospitality. Using EBSCOHost's Hospitality & Tourism Index, the largest online database for tourism and hospitality research, we analyzed published articles on the topic. Broadly speaking, prior studies can be grouped into the seven dimensions of disposal, biological, intrapsychic, cognitive, social, and adjustment in personality research, plus brand personality. Interestingly, our results show although the Internet has become one of the major marketing channels for hospitality and tourism, only a small number of published articles are related to consumers' online behavior. We thus propose that this area be further researched in the future.     

A cross-cultural comparison of fast food restaurant selection criteria between Korean and Filipino college students

Despite the globalization of the hospitality and tourism industry, present cross-cultural research is limited to examining consumer behaviors or perceptions on the products and services the industry provides. The current exploratory study between Korea and the Philippines investigates college students’ perceptions on the fast food restaurant selection criteria with respect to the attributes they feel are important. A conjoint analysis, proven as a statistical marketing research tool with strong predictive power of consumer choices among multi-attribute product alternatives, was utilized for the analysis of the data for the study, and the analysis revealed that both Koreans and Filipinos viewed Menu Price as the most important attribute. Next important attributes, in Korea, were followed by brand, food-related factors and service- and hygiene-related factors, while in the Philippines, they were food-related factors, service- and hygiene-related factors and brand. This type of study is requisite for globalization of the food service industry in developing effective marketing strategies and establishing operational strategies, by understanding the different components of the Asian food service industry relative to the US market.     

Corporate brand strategy: Drivers and outcomes of hotel industry’s brand orientation

The MNC resellers are vastly competitive and capital-intensive. Based on the corporate brand orientation, the objective is to investigate how the individual dimensions of hotel industry’s brand orientation can improve a corporate experience and subsequently create superior hotel performance and retailer preferences. A model of the integration of the hotel industry’s brand orientation was tested in a survey conducted among MNC resellers from hospitality industry. Structural equation modelling was applied to gain insight into the various influences and relationships. The research makes two main contributions. It makes a theoretical contribution by classifying the integration of the hotel industry’s brand orientation for hospitality industry and from this extrapolate key suggestions for further study. The continuous evolution and economic influence of the hospitality industry require the application of innovative marketing practices.     

The joint effects of need for status and mental imagery perspective on luxury hospitality consumption in China

Given the increasing influence of social media on the hospitality industry, luxury hotels have begun to utilize social media platforms as primary marketing tools. This research reveals the joint effects of mental imagery perspective and need for status on Chinese consumers’ intentions to partake in luxury hotel experiences after viewing social media photos about luxury hotel consumption. For affluent consumers with high need for status, photos taken from a first-person (vs. third-person) perspective lead to higher behavioral intentions. This research further demonstrates that immersion serves as an underlying mechanism. The findings have important implications for luxury hotel managers.     

Consumers’ perceptions,attitudes and behavioral intentions regarding the symbolic consumption of auspiciously named foods

The extant literature documents the significance of an auspicious naming strategy using lucky names and/or numbers to promote consumer behavior. However, this practice has rarely been examined in the hospitality literature. Therefore, by integrating value-belief-norm (VBN) theory and the theory of reasoned action (TRA), this study developed a consumer behavior model to examine the influence of customer perceptions of auspiciously named foods on their attitudes and purchase intention. In total, 475 surveys were collected using a panel data service in China. This study examined the structural relationships among personal values, superstitious beliefs, attitudes, social norms, and purchase intentions. The results revealed the salient role of social norms in determining auspicious consumption. Additionally, age was found to moderate the effects of attitude and social norms on purchase intention. These results provide important insight into how to develop effective marketing strategies to increase the sales of auspiciously named food products.     

Motivations for entrepreneurship in the tourism and hospitality sector: A social cognitive theory perspective

A critical examination of the literature suggests that further work is needed to understand the relationship between small tourism and hospitality businesses and their external social-economic environments. In particular, the nature of personal and environmental factors influencing tourism entrepreneurship remains unknown. Focusing on one type of small business, guest houses, this study aims to examine entrepreneurs’ motivations from a dynamic perspective and explore the nature of personal and environmental factors affecting motivations for entrepreneurship. Taking a qualitative approach, four patterns of change in (or maintenance of) motivation are identified. Guided by social cognitive theory, this study finds that, among the relevant personal factors are cognitive beliefs, intrinsic needs, and demographic factors, while the environmental facilitators include changes in the tourism market, changes within the industry, and changes in setting/location. Finally, a model of small business operators’ motivations for engaging in entrepreneurship in the tourism and hospitality sector is proposed.     

Evaluation of hotel brand competitiveness based on hotel features ratings

Understanding the competitiveness of hotel brands is important for hotel managers to shape their brands and initiate effective marketing strategies and business developments. However, evaluating hotel brand competitiveness is challenging due to the complexity of information involved. A hotel brand often comprises many hotels with different performances. Hotel brands are also evaluated against multiple hotel features, thereby making the application of traditional evaluation techniques impractical. This paper introduces a novel technique for automatically evaluating the competitiveness of hotel brands based on probability distribution and earth mover’s distance. We demonstrate the effectiveness of our proposed method by conducting a case study that involves major hotel brands in Hong Kong. The proposed method can be applied in various contexts and can help researchers and managers evaluate the competitiveness of hotels as well as other branded products in the hospitality and tourism sectors.     

Social servicescape’s impact on customer perceptions of the hospitality brand – The role of branded social cues

This research examines how the social servicescape (i.e., employee-customer, employee-employee and customer-customer) impacts brand-related outcomes via branded social cues. Informed by theories related to cue consistency and conceptual fluency, results from three experimental studies conducted across sectors and scales of hospitality businesses (i.e., luxury hotel, high-end restaurant and limited-service hotel), indicate that branded social servicescape cues have direct, indirect and interactive effects on brand-related outcomes. In luxury contexts, when the brand’s personality is absent in employee-customer social cues, the negative effects were buffered if brand personality is reflected in employee-employee social cues. Conceptual fluency mediated the relationship between branded employee-customer social cues and brand-related outcomes, which was moderated by branded employee-employee social cues. Conceptual fluency also mediated the relationship between branded customer-customer social cues and brand-related outcomes. This research sheds light on how hospitality firms can leverage branded social cues to enhance customer evaluation of the hospitality brand.     

Boundary-work and sustainability in tourism enclaves

Tourists, workers, and business owners from diverse cultural backgrounds and social positions meet at tourism enclaves. Yet, the spatial layout of most enclaves encourages segregation instead of celebrating and benefiting from this diversity. This paper examines the genesis of enclave tourism boundaries. It proposes boundary-work as a sustainability practice to work out segregating propensities, and transform exclusionary boundaries or make them more permeable. Life story interviews in a Mexican Caribbean enclave revealed segregation's appalling consequences for workers, implicit costs for business owners, and the personal involvement of tourism actors in historical struggles over boundaries. This analysis constitutes a first step to untangle exclusionary propensities and render tourism boundaries more workable from a sustainability governance perspective. The paper explains the need for sustainable tourism research that identifies opportunities to: (1) address traumatic experiences born of discriminatory practices, (2) turn adversarial emotions between workers and business owners into productive collaborations across boundaries, and (3) challenge power asymmetries by providing tourism actors with knowledge about the physical, symbolic, and imaginary dimensions of boundaries. It concludes that the influence of any individual agent is profoundly limited; the transformation of long-standing boundaries demands a deliberate reformulation of sustainable tourism as a multi-dimensional decolonizing force.     

Quality Issues in Hospitality Web Site Design and Operation

Abstract

In order to attract and retain online visitors, a hospitality enterprise needs to be mindful of and consider the quality of web site design and interactivity. The fact that the Internet development cycle has given rise to the concept of an “Internet Year” as a three-month period, illustrates the rapidity of technological advancement and underscores the need for benchmarks of quality. Although web sites debuted as a static display of text and images, advanced web authoring tools offer designers an array of dynamic, interactive, and multimedia techniques. The hospitality business web site, once developed as an electronic brochure, has likewise emerged into an interactive collection of important business productivity applications designed to complement the firm's strategic plan. A web site is deemed more effective if it: avoids clutter, restricts extraneous and irrelevant content, and minimizes download time. As the industry seeks to solidify one-to-one customer relationships, through invigorated brand loyalty, web sites are being expected to play a central role. It is for these reasons that quality benchmarks of web site design and operation assume an increasingly important role in corporate strategic planning.     

Sustainable development and hospitality education: employers’ perspectives on the relevance for graduate employability

This paper examines hospitality employers’ perspectives of sustainable development (SD) and the implications for hospitality education, particularly graduate employability. An exploratory approach is used in this research where semi-structured interviews were conducted with employers of hospitality graduates. The results established that respondents had mixed understandings of the meaning and relevance of SD. These employers are, however, gradually recognising the value of sustainability for their business. Though it is not currently a priority in terms of a critical employability skill specifically for the hotel sector, related industries seem more mindful of the implications of sustainability credentials. Thus, hospitality educators need to take appropriate actions in subject-specific areas where SD is critical to employment opportunities, creating more industry-ready graduates who are also globally aware citizens.     

The effects of cognitive,affective, and sensory attributes on hotel choice

Over the past decade, experiential marketing has been the focus of many hospitality and tourism studies. Yet the existing literature does not provide experimental evidence of the incremental effects of affective and sensory attributes on the choice of hospitality service and destinations. This study attempts to provide some such evidence by using discrete choice modeling to examine the differential effects of cognitive, affective, sensory attributes on hotel choice. Bayesian D-optimal design based on JMP 8.0 was used to create a discrete choice experiment. Consumer hotel choice was predicted using random parameter logit (RPL) models. These results demonstrate that when customers choose a hotel, they consider not only cognitive attributes (e.g., price, service and food quality, and national brand), but also affective (e.g., comfortable feeling and entertaining) and sensory (e.g., room quality, overall atmosphere) attributes. The results also demonstrate the incremental value of adding affective and sensory attributes to a choice model when compared to a model using only traditional cognitive attributes. The data suggest that hotel managers can effectively differentiate their properties by incorporating affective and sensory attributes in their promotions. Moreover, the findings provide hotel managers with important insights into new product development and marketing communications strategy.