Investigating the effect of message framing on event attendees’ engagement with advertisement promoting food waste reduction practices

This research aims to examine the optimal communication strategies to persuade event attendees to engage in food waste reduction (FWR) practices by utilizing the concepts of regulatory focus and reference points in advertising message framing. An online experiment study was conducted to investigate the interaction effects between regulatory focus (prevention- or promotion-focus) and reference points (self- or other-referencing) on consumers’ perceived intrinsic motives of event organizations’ green activities, their attitude toward the company’s FWR practices, and their behavioral intention toward participating in the company’s FWR practices as well as mediating effect of perceived intrinsic motives. Findings revealed a significant interaction effect between regulatory focus and reference points on persuasiveness of green appeals in the context of FWR practices. Mediation analysis revealed that the impact of regulatory focus message on behavioral intention is serially mediated via perceived intrinsic motives and attitude and this serial mediation effects vary in different reference points. Theoretical and managerial implications are discussed.     

Understanding museum visitor satisfaction and revisit intentions through mobile guide system: moderating role of age in museum mobile guide adoption

Drawing from the extended technology acceptance model, we develop and test a model that links the perceived characteristics of mobile guide system to visitor satisfaction toward mobile guide system and its effect on overall museum experience. Data were collected from 408 museum visitors who have used mobile guide system in National Museum of Korea. The results found that perceived usefulness (PU), perceived enjoyment, and perceived interactivity had direct positive effects on visitor satisfaction toward mobile guide system. In addition, we found the moderating role of age between PU and satisfaction toward the mobile guide system. Furthermore, this study revealed that the experience of using museum mobile guide system was significantly associated with the overall experience of visiting the museum.     

The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model

The rapid development of social media has challenged event managers to rethink how this trend will shape traditional marketing practices. Given the rise of these technologies, the current breed of special event “fan” has started to take advantage of and venture into this social space for possible benefits. For event managers, the fundamental issue becomes how to uncover the process through which special event consumers come to accept social media marketing. This paper reviews social media marketing literature, the characteristics of event marketing, and highlights the emotional aspect of social media applications. An extended TAM (technology acceptance model) is adopted to explain the mechanism by which social media marketing influences attitudes toward Facebook event pages. The authors find that users’ emotions exhibited on the Facebook event page do have a significant impact on the perceived usefulness, perceived ease of use, and perceived enjoyment of such social media marketing. However, only the last construct significantly influences users’ attitudes and intentions toward an event. Implications and insights were provided to event practitioners and were discussed accordingly.     

Does the sequence of presentations matter for academic conferences? An application of the peak-end rule in event management

Abstract

In psychology, the peak-end rule has been used to describe the effects of emotional factors on live experiences. However, it has yet to be examined in the contexts of events and conferences. This study investigated the influence of conference presentation order, excitement following peak experience, previous conference experience, and time since one’s last visit on conference satisfaction and loyalty. Although no significant differences in satisfaction and loyalty were found with regard to the order of presentations, previous experience and time since last visit were found to have significant effects on attendees’ outcomes. End-of-conference peak experiences exhibited the strongest influence on loyalty.     

Antecedents of augmented reality experiences: potential tourists to Shangri-La Potatso National Park,China

ABSTRACT

Smartphone technology has the potential to change the nature of a tourists’ experience in a protected area. A smartphone running an augmented reality (AR) app may contribute to the protection of national parks while enhancing a visitor’s experience. This paper examined potential visitors’ to Potatso National Park, Shangri- La, China, their preferences for seven such AR experiences and the effect of visitors’ acceptance of technology on the perceived value of visiting the park. An online questionnaire (n?=?323) identified results and provided insights for enhancement of national park experiences using AR.     

An Exploratory Study of Convention Specific Social Media Usage by Attendees: Motivations and Effect of Generations on Choice of Convention Information Source and Intention to Use Mobile Application

While social media and mobile devices have grown as important tools of communication and marketing in the meeting industry, limited research has explored convention attendees’ perception of convention specific social networking media and what the motivations are for attendees’ adoption of using convention specific social media. This study aims to identify convention attendees’ motivations of using convention specific social media and demands of convention specific mobile applications. This study also investigated how attendees’ generation affects their selection of convention information sources and attitude toward mobile applications. Based on the identified key motivations of using convention specific social media, convention organizers need to build social media that provide up-to-dated convention information as well as a functionality of building community among attendees. The findings also show that generation affects the choice of convention information source and intention of mobile applications usage. This study identified the most demanded convention mobile applications including, exhibitor directory search, convention floor plan, and convention itinerary planner. This study can be used as a basis for more extensive examinations of the use of social media in conventions and for empirical testing of convention attendees’ attitudes toward convention social media and mobile applications.     

The Theory of Planned Behavior in the Context of a Food and Drink Event: A Case Study

The present case study seeks to contribute to the culinary event management literature, investigating key motivators among participants to the Derbyshire Food and Drink Fair, United Kingdom. A questionnaire, which was partly based on predictors related to the theory of planned behavior was designed and distributed; 308 usable responses were collected. The validity and impact of attitude toward the behavior, perceived behavioral control, and subjective norms on behavioral intention was confirmed. Additionally, several motivators, such as “commitment and perceived importance,” “consumption and entertainment,” “attendance and discovery,” and “joining others” were identified as key factors. Finally, statistically significant differences were noticed among various participating groups, namely, in terms of age, gender, or distance traveled to the event. The findings have important implications for event managers and organizers, in terms of promotion, and addressing the needs and wants of various segments of food festival attendees.     

Celebration of heritage: linkages between historical re-enactment festival attributes and attendees’ value perception

ABSTRACT

Community-based festivals celebrate a sense of community and place. Communities across the United States (US) and elsewhere have turned to various community-based events to celebrate local heritage and culture. This study investigates the relationship between the attributes of a historical re-enactment festival and participants’ perceived value. Drawing on means–end theory and event experience literature, we examined event attributes, perceived benefits, and attendees’ perceived value in the context of a historical re-enactment festival in the Midwestern US. The results highlighted the importance of four attributes of historical re-enactment festivals, namely historical re-enactment, social interactions, event design, and physical facets. Each factor contributed differently to attendees’ perceived value of such a festival experience. In addition, perceived benefits of attending such an event mediated the relationships between event attributes and perceived value. Theoretical and managerial implications of these findings are discussed.     

The unified theory of acceptance and use of technology 2: understanding mobile device use at festivals

ABSTRACT

This research advances understanding of mobile device use in a leisure context by applying and expanding the Unified Theory of the Acceptance and Use of Technology 2 (UTAUT2) to festival settings. Through on-site surveys at three festivals the UTAUT2 model and an adapted version for mobile device use at a festival were examined using confirmatory factor analysis and structural equation modelling. Results reveal that the modified UTAUT2 demonstrates good fit, and the main factors affecting device use at festivals are performance expectancy, hedonic motivation, habit and age. The findings suggest that the festival context plays an important role in understanding use and should be included in future research. By knowing factors that affect use, practitioners can design experiences where technology enhances the festival and does not interfere with attendees’ experiences.     

I am worth more than you think I am: Investigating the effects of upcycling on event attendees' recycling intention

The event industry generates a significant amount of solid waste and creates substantial adverse environmental and economic impacts. Promoting event attendees' recycling behaviors is critical for minimizing such negative impacts. This study examined effective ways to promote event attendees' intention to recycle by exploring three aspects in green messages: product transformation salience (PTS) levels (upcycling versus recycling), message framing (gain- versus loss-framing), and anthropomorphism (anthropomorphic versus non-anthropomorphic). The results indicated that upcycling (versus recycling) messages generated more positive reactions toward recycling among event attendees, especially when the messages were gain-framed. This joint effect between PTS levels and message framing varies by different anthropomorphism levels. The study also examined the underlying mechanism of the proposed effects and identified that perceived tangibility of the recycling benefit was a full mediator between green messages and attendees' attitude and intention toward recycling. Theoretical and managerial implications are discussed.     

Tablets and Tablet Apps: What Do Hotel Customers Want?

This study aims to explore consumers’ preference whether to bring their own tablets or use those provided by hotels, their expectations of hotel tablet apps, and antecedents of their behavioral intention toward hotel tablet apps. This study applied an extended model of the unified theory of acceptance and use of technology to understand consumers’ perceptions of tablet apps. By surveying 1,034 customers, this study found the respondents were more likely to utilize some tablet app features over others and revealed five key antecedents of customers’ behavioral intentions toward hotel tablet apps. The findings will help operators make informed decisions to maximize the benefits of tablet technology investments. The theoretical framework of this study provides a benchmark for other researchers to further investigate this field.     

Users’ perceptions of two types of hotel reservation Web sites

Building on the technology acceptance model (TAM), this study examined users’ perceptions of reservation Web sites: hotel-owned and third-party. As an experimental study, this study tested whether a modified variant of the TAM could be used to evaluate users’ perceptions of two different channels for hotel online reservations. Perceived usefulness was a key predictor of users’ attitudes toward using hotel-owned Web sites, while perceived ease of use was a key predictor of users’ attitudes toward using third-party Web sites. Both perceived playfulness and attitudes were two key predictors of users’ intentions to use hotel reservation Web sites. However, no significant differences in users’ perceptions were found between the two types of Web sites. Overall, users had more favorable attitudes and higher intentions to revisit third-party Web sites than hotel-owned Web sites.     

Sense of belonging to a lesbian,gay, bisexual,and transgender event: the examination of affective bond and collective self-esteem

ABSTRACT

This study examined behavioral intentions of sexual minority attendees at an event from a sense-of-belonging perspective. Based on social identity theory, attendees’ social representations are examined via affective bond at the event level and collective self-esteem at the community level. A survey was conducted with 261 respondents from the sexual minority community at a large, annual lesbian, gay, bisexual, and transgender (LGBT) event. Findings revealed that affective bond positively impacts satisfaction and behavioral intentions. In addition, collective self-esteem also had a positive influence on behavioral intentions. Theoretical and managerial implications for event managers and destination managers are provided.     

Preference for robot service or human service in hotels? Impacts of the COVID-19 pandemic

Robots and artificial intelligence (AI) technologies are becoming more prominent in the tourism industry. Nowadays, consumers are faced with multiple options involving both human and robot interactions. A series of experimental studies were implemented. Four experiments demonstrated that consumers had a more positive attitude toward robot-staffed (vs. human-staffed) hotels when COVID-19 was salient. The results were different from previous studies, which were conducted before the COVID-19 pandemic. Since the moderating role of perceived threat in consumers’ preference for robot-staffed hotels was significant, the respondents’ preference was attributed to the global health crisis. This research provides a number of theoretical and managerial implications by improving the understanding of technology acceptance during a health crisis.     

The Impact of a Mega Event on Visitors’ Attitude Toward Hosting Destination: Using Trust Transfer Theory

Despite the popularity of festivals and events, event managers and the hosting countries are not certain whether a successful event leads to favorable attitudes toward the hosting country. This study based on trust transfer theory considers the impact of attitude toward a mega event on attitude toward the hosting country. The study also examines two dimensions of perceived value related to the Shanghai Expo and their influences on attitude toward the event. The study finds that both emotional and functional dimensions of value offered by the Expo are important for evaluation of the event, although functional value is considered more important than emotional value. Supporting trust transfer theory, the study shows that attitude toward a mega event influences attitude toward the hosting country. The study also finds that both attitude toward a mega event and attitude toward the hosting country have a positive impact on visitors’ intentions to revisit China.     

The Effect of Healthy Food Knowledge on Perceived Healthy Foods’ Value,Degree of Satisfaction,and Behavioral Intention: The Moderating Effect of Gender

ABSTRACT

This study seeks to determine how knowledge about healthy food impacts its perceived value, satisfaction, and behavioral intention among college students to access healthy foods, and to investigate the moderating effect of gender on the formulated relationships. The results show that knowledge about healthy food positively influences perceived value and behavioral intentions, and perceived value is a significant predictor of satisfaction and behavioral intentions toward healthy foods. In addition, knowledge about healthy food does not significantly influence on satisfaction in this study. The results regarding the moderating effects of gender show that gender only moderates the relationship between satisfaction and behavioral intentions toward healthy foods. These results offer useful information for foodservice companies and educational institutions; more specifically, for gaining a better understanding of college students’ behaviors and perceptions toward healthy foods and developing marketing strategies accordingly.     

An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models

The study employed two theories, the technology acceptance model (TAM) and the Attention-Interest-Desire-Action (AIDA) model, to provide an understanding of the process of consumers accepting an on-demand food-delivery app, and to establish the effect of marketing communication on outcomes related to consumer behavior. A conceptual model and hypotheses were developed by combining the key constructs of the two models to predict behavioral intentions. Findings revealed the attention and interest in the AIDA model related strongly to the salient behavioral beliefs of TAM, perceived usefulness and perceived ease of use. Thus, it can be concluded that marketing communication acts as an external element in the process of accepting new innovations. Besides, it was confirmed that attitude towards the adoption of new technology acts as a mediator that promotes desire for the app. From the disciplines of information system and marketing communication, the study suggests an innovative approach to incorporating models.     

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.     

App users’ emotional reactions and festival satisfaction: the mediating role of situational involvement

In the context of festivals, the proportion of mobile app users appears to be continuously rising. However, academia has not systematically researched festival-related apps. The few existing studies have primarily adopted the technology acceptance model to investigate the factors that influence the willingness of festival participants to use apps. By adopting situational involvement-related theories, the current study aims to explore the relationship between emotional reactions, the situational involvement of users of official festival apps, and users’ overall satisfaction with the festival, thus bridging the gap between the use of official apps and users’ experience satisfaction with the festival.     

Empowering the traveler: an examination of the impact of user-generated content on travel planning

ABSTRACT

In order to understand the role of user-generated content (UGC) in travel planning, this study integrates Psychological Empowerment with the Technology Acceptance Model (TAM), to develop a model of UGC-enabled empowerment and its impact on intention to use UGC when making travel plans. Survey data from 268 backpacker tourists revealed that perceived empowerment and perceived usefulness are significant drivers of attitude and intention to use UGC for travel planning. The findings provide the travel industry with a better understanding of how travelers’ perceptions of and use of UGC is empowering them to take greater control of the travel planning process.