Using a Choice Experiment (CE) to Value the Attributes of Cruise Tourism

Recently, cruise tourism has drawn public interest in the Republic of Korea. In this study, we attempt to analyze people’s preferences regarding the attributes of cruise tourism, such as duration, accommodation, services, and cost. Thus, we applied a choice experiment (CE) to measure the marginal willingness to pay (MWTP) for each attribute. The results show that the coefficients of the attributes of onboard activities are positive and statistically significant. MWTPs for increasing the cabin level from an inside to an ocean view and for increasing the level of onboard services from 4-star to 6-star are South Korean Won (KRW) 1,095,760 (USD 954.8) and KRW 671,264 (USD 584.9) respectively. Comparison of all the MWTP estimates indicates that people prefer onboard activities rather than visiting foreign ports of call above all other attributes. This study is expected to provide tourism managers with useful information for designing cruise tourism products that meet travelers’ needs.     

Understanding attributes affecting meal choice decisions in a bundling context

This study examined attributes that contribute to consumer meal choice decisions within a prix fixe menu. Drawing on typologies of consumer purchase behavior, factors potentially influencing consumers’ meal choice are identified and empirically tested. The results showed that consumers consider value for price as the most important consideration for their meal bundle choices. The results also indicated that familiar and healthy foods also contribute to the selection process. However, consumers tend to avoid the risk of choosing new menu items.     

The impact of uncertainty on tourists’ controllability,mood state and the persuasiveness of message framing in the pandemic era

Drawing on uncertainty theory, this study examines how to boost travel intention by analyzing the impacts of uncertainty on the effectiveness of destination marketing messages. Three studies (including four scenario-based experiments and five pretests) were employed to examine these impacts. Study 1 demonstrated that travel outcome uncertainty impacts travel intentions and revealed controllability and mood state as parallel and serial mediators. Study 2 showed that a combination of low (vs. high) uncertainty and gain (vs. loss) framing leads to higher travel intentions. The results further show that in the temporal distance condition, the effect of message framing is attenuated. Study 3 revealed that a combination of low (vs. high) uncertainty and hedonic (vs. utilitarian) attributes increased travel intentions. The research also provides practical implications for global tourism marketers to lower the uncertainty barrier.     

An alternative interpretation of attitude and extension of the value–attitude–behavior hierarchy: the destination attributes of Chiang Mai,Thailand

Thailand tourism and its attributes have not been sufficiently explored. This study attempted to identify the role of tourism attributes in Chiang Mai, Thailand, bring up-to-date advancements in attitude research, and build a comprehensive extended framework rooted in the value attitude behavior (VAB) hierarchy. A sample of 541 international tourists in Chiang Mai was used for data analysis. The results of the factor analysis presented five attribute factors. All five factors loaded strongly onto a higher order factor of destination attributes. Moreover, the attitude construct was tested in the VAB hierarchy. Our results indicated that the proposed theoretical framework and hypothesized relationships were generally supported. The emotion constructs were identified to be significant contributors for better prediction of intention to revisit Thailand. Our alternative interpretation of attitude was statistically supported. Overall, the findings of this study help destination marketers invent useful strategies to boost international travelers’ intention to repeatedly visit Thailand.     

Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework

We tested the applicability of the push-pull-mooring (PPM) migration theory to travelers' airline selection in order to clarify their switching behavior. Based on the extensive review of the literature and open-ended survey, we identified the constituents of four push, three pull, and four mooring factors. A field survey was conducted at an international airport in South Korea, and a total of 529 complete responses were used for data analysis. Our results showed that the PPM model comprising the second-order factor structure provided an acceptable representation of the observed variables in a comparison with the first-order construct model. Results of the structural analysis also indicated that all PPM categories directly affected switching intention. In addition, mooring dimension had a significant moderating effect on the relationship between pull category and switching intention. However, no moderating effect of mooring factor on the relationship between push factor and switching intention was found.     

Drivers of Taiwan’s Tourism Market Cycle

This paper examines the business cycle of tourism market (BCTM) in Taiwan. It begins by studying the BCTM based on a Markov regime-switching (MRS) model. The MRS model reveals strong evidence of a regime-switching BCTM with two distinct regimes: a high-growth regime (HGR) and a low-growth regime (LGR), over the period from 1st quarter of 1969 to 1st quarter of 2011. The second step is to examine the driving forces of the BCTM. Specifically, the study identifies the factors that cause the tourism market to stay in the high-growth regime (HGR). Test results show that the growth rate of gross domestic product (GDP), growth rate of exports, and inflation rate are significant drivers of the BCTM in Taiwan.     

Consumer adoption of the Uber mobile application: Insights from diffusion of innovation theory and technology acceptance model

ABSTRACT

The sharing economy literature has largely concentrated on the examination of peer-to-peer accommodation platforms such as Airbnb, with little attention paid on other innovations in collaborative consumption. This study investigates consumer adoption of the Uber mobile application through lenses of two theoretical models – Diffusion of Innovation Theory and Technology Acceptance Model. The results suggest that relative advantage, compatibility, complexity, observability, and social influence have a significant influence on both perceived usefulness and perceived ease of use, which in turn lead to subsequent consumer attitudes and adoption intentions. This study demonstrates the integration of the two classic adoption theories.     

Analytical Reflections on the Economic Impact Assessment of Conventions and Special Events

Abstract

Over the past decades, the growth of the convention and event industry has enhanced an awareness of its economic significance to local, state, and national economies. Accordingly, many industry and academic studies have introduced various methods for accurately assessing the direct and indirect economic impacts of conventions and special events. Among them, the input-output (I-O) model is widely used for the economic impact assessments. This article first reviews economic impact studies in the convention and event tourism sector and then discusses issues related to the I-O model framework.