A preliminary examination of the relationship between consumer attitude towards space travel and the development of innovative space tourism technology

With increasing global competition in service sectors, innovative technologies have radically changed the tourism industry, and to be successful innovative products/services must have clear, significant points of difference that are related to needs in the market place. Furthermore, changes in consumer perceptions that emanate from an innovation are central to its effective product and service design. Although for most of us space travel is still a faraway dream, it is in fact a future probability that will increasingly attract travellers who seek new vacation experiences, and as a result, sustain academic interest. Thus, in initiating space tourism for the purposes of recreation, leisure and knowledge enhancement, a preliminary estimation of potential global demand characteristics that are specific to consumer innovators for space travel needs to be undertaken prior to promotion of research and development. In this context, this paper investigates both consumer attitudes towards space travel by analysing the components of motivated consumer innovativeness and the interest that potential consumers have in developing space tourism technology innovations within Taiwan. Consumer innovativeness is complex and comprised four innovativeness types, namely, social, functional, hedonic and cognitive. As product/service innovation development has been relatively unexplored in the mature industry of tourism, many business managers would welcome an understanding of which vacation travellers are most likely to be the earliest buyers of such an exciting new product. With data collected from a sample of 354 Taiwanese, this research uses mediated regression to examine the influence of the four types of consumer innovativeness on consumer's attitudes and acceptance of a space tourism technology innovation, and the mediating role perceived novelty plays in the relationship. The findings indicate that only hedonic and social innovativeness are associated with improved consumer attitude and that novelty partially mediates the relationship for those two types of consumer innovativeness. The implications for theory and practice are discussed. Limitations and directions for future research are also addressed.     

旅游目的地品牌标识评价研究——以中国优秀旅游城市为例

品牌标识是旅游目的地的核心品牌要素,也是其竞争优势的重要来源.但是,目前国内外对旅游目的地品牌标识及其评价的研究很少.文章在分析旅游目的地品牌标识内涵和类型基础上,提出旅游目的地品牌标识评价应遵循市场营销之功能性原则.基于此,文章构建了旅游目的地品牌标识评价的IDCAM模型,提出一个好的品牌标识应该具备识别性、区分性、一致性、易于被注意和易于被记忆之特征.以该模型为基础,文章从信号传递、符号意义、要素组合、视觉要素四个视角对旅游目的地品牌标识评价的具体标准进行了研究,并构建了基于IDCAM模型的旅游目的地品牌标识评价标准模型.依据IDCAM模型,我国优秀旅游城市正在独立使用的149个品牌标识大部分具有识别性,但是区分性明显不够,而且符合理想层次评价标准者仅有31个.     

Market structure and demand-side substitutability of chained urban hotel segments

This study analyzes how the demand in hotel markets is divided amongst chained hotel segments. Hypotheses regarding consumers’ switching behavior due to changes in income levels and relative prices are tested using data from 25 major urban markets in the United States, encompassing segments ranging from luxury to economy over 43 quarters. The effects of differentiation and market concentration are also investigated in this context. The results suggest that leisure and individual consumers of the low-scale segments may be trading “up” to higher scales when their income increase, but that upscale segments’ corporate consumers are not necessarily trading “down” when Corporate Income fall. In addition, only low-scale segments appear to be substitutes to upscale segments, but the inverse seems not to be true. Also, properties in mid-range segments are found to be the only ones benefiting from a high market concentration, while low-scale properties turn out to be the ones gaining from differentiation through price.     

The effects of customers’ perceptions of brand personality in casual theme restaurants

Although existing studies recommend that restaurant chains develop and communicate salient brand personalities, no research to date provides empirical evidence that perceptions of unique brand personality by consumers lead to positive outcomes in the restaurant business. Therefore, using a sample of 336 adults, this research models the causal relationships between brand personality perceptions, brand preference, attitudinal loyalty, and positive word-of-mouth (W-O-M) behavior for the Olive Garden and Chili's restaurant chains. It was found that for both chains, brand personality perceptions have a positive effect on brand preference and attitudinal loyalty, brand preference has a positive impact on attitudinal loyalty, and attitudinal loyalty has a positive influence on positive word-of-mouth (W-O-M) communication. In addition, for the Olive Garden and Chili's brands, it was also found that there is a direct link between brand preference and word-of-mouth behavior.     

论品牌竞争力的来源及其形成过程

品牌的本质是企业与消费者之间的无形契约,品牌反映的关系是企业与消费者之间的契约关系。本文从竞争力的经济学解释入手,分析并指出品牌差别优势是品牌竞争力的源泉,要素优势转化是品牌差别优势形成的关键,顾客感知是品牌优势通向品牌竞争力的桥梁。     

“互联网+”与消费品制造企业转型——基于架构创新的视角

通过研究架构理论,分析了消费品制造企业在互联网+背景下的架构创新。提出变换外围要素、核心要素相同的二阶中性置换可以形成两种不同的消费品制造企业架构创新模式。经过改进的双层技术接受模型检验,两种模式的结果殊途同归,预测两种模式结合的双层架构创新模式会成为未来新型消费品制造企业架构创新的主流。     

中国农业与农村工业关系的研究

本文以典型调查与统计资料分析相结合的方法．对农业与农村工业的关系进行了探讨，得出农业与农村工业的关系具阶段性和地区性（即：不同地区、不同农村工业发展阶段，农业与农村工业的关系不同）。所表现的关系特征也不同．具体表现为农为主工萌芽、农工互争互利、以工补农和工为主农分化四个阶段或类型。可见，绝对肯定或绝对否定农村工业的看法都是片面的、不正确的。农村工业虽然是中国农村持续发展的方向，但若处理不好与农业的关系，农村工业的发展将会导致农业萎缩。建议根据不同地区、不同的农村工业发展阶段，采取不同的措施对农村工业和农业的关系进行及时的调整。还提出了各阶段、各地区具体的调整措施。     

THREE SOLITUDES IN CONTRACT: LAW, DATA, AND THEORY

This note discusses and contrasts the different perspectives that the law, empirical labor economics and contract theory bring to the study of the employment relationship. Understanding the reasons for these different perspectives should give rise to a better understanding of the employment relationship and more effective labor market policy.     

Enhancing customers’ brand loyalty via branded hotel apps

Many hotels have launched their own branded mobile applications to develop relationships with customers. Yet, research examining the benefits of branded hotel apps on brand loyalty is scant. The current research investigates the role of branded hotel apps on brand loyalty through customer engagement and brand trust in the hotel industry, based on uses and gratifications theory. Results identified cognitive and social benefits of the branded hotel apps positively influenced customer engagement and brand trust. Hedonic benefits positively influenced customer engagement and they indirectly influenced brand trust through customer engagement. Both customer engagement and brand trust positively influenced brand loyalty. Moreover, mediation effects of customer engagement and brand trust were identified. Results highlight how branded hotel apps serve as a facilitator of brand loyalty, providing theoretical and managerial implications.     

Preferences and Willingness to Pay for Green Hotel Attributes in Tourist Choice Behavior: The Case of Taiwan

Although many companies in the hotel industry aim to pursue more sustainable and socially responsible practices, the present literature shows mixed results with regard to tourist reactions to such moves, especially for the service quality perception impacted by implemented green practices and the willingness to pay more for such actions. Unlike previous research examining tourists’ preferences for separate green hotel attributes, this study identifies the determinants of tourists’ choice of green hotel attributes. Additionally, the study measures the willingness to pay (WTP) for such services, in the context of the Taiwanese market, using the stated preference of combined green hotel attribute scenarios. A multinomial logit (MNL) model is employed to estimate the relative influence of behavioral and facility attributes on choice behavior. Furthermore, the study examines determinants influencing respondents’ choice of green hotel attributes. A latent variable class model (LVCM) approach is applied in the estimation of the unobserved heterogeneity, and a total of 390 valid respondents were used in the analysis. The empirical MNL results indicate that while tourists prefer luxury rooms and the provision of personal toiletries, they are also willing to accept reduced service quality. Additionally, sex, income, and age have significant influences on tourist choice behavior. The results of the LVCM model demonstrate that respondents with high levels of the green consumption trait are more likely to choose hotels that have a greater number of environmentally friendly attributes. The implicit amount that tourists are willing to pay for room quality is around US$13, for the provision of personal toiletries is about US$22, and for service quality is US$12, but they also require a discount of approximately US$11 in order to accept the common practices of green hotels. This study is useful in providing the hotel industry and government with quantitative information that can be used to develop and implement better green hotel policies.