Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect

Facing transparency requirement of ad generation process, digital marketers need to design proper transparency messages to preempt consumer backlash. Based on crowd psychology literature and the regulatory focus theory, we proposed and tested the crowd safety effect of the collective-based (vs. individual-based) ad transparency strategy with two experimental studies in the context of online hotel booking. Results of two studies consistently demonstrate the crowd safety effect of the collective-based transparency on enhancing hotel booking intention and ad click-through willingness. Furthermore, we found that consumers’ trust toward the ad, rather than privacy concern, mediates this positive effect. These findings help us better understand how social dimensions in ad transparency messages shape consumer responses, as well as the role of consumer trust in promoting targeted ad effectiveness through promotion focused behaviors.     

From the blogosphere into the parliament: The role of digital technologies in organizing social movements

In this paper, we present a process model exploring the roles played by digital technologies (DTs) in the organization of collective action (CA) of social movements (SMs) at different points in their lifecycles. The process model, which is based on an exploratory case study of the Italian Five Star Movement, relates the environmental conditions to the working logic, structure and use of DTs at three different stages of the SMs. We explain how these choices are adopted at each stage to address internal and environmental challenges and how they create further challenges to be addressed to pass to the next stage. We further explore the dynamics between the logic of connective and collective action and reflect on the growing need for structures and control. By so doing, our work addresses the need for a better understanding of the coevolution between DTs and organizational structures and of the ways in which DTs are used to mobilize people to sustain CA along the SM lifecycle.     

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.     

The role of public space in constructing experience capital: A longitudinal analysis in the hotel context

Public space plays a primary role in shaping customers' hospitality experiences. Yet how public space conditions customers' experiential outcomes in accumulating capital for hospitality organizations remains underexplored. Inspired by the theory of psychological ownership, this research presents an in-depth analysis of the impacts of customers' public space experiences on their experiential outcomes using a longitudinal hotel industry dataset merging information from customer surveys, property performance, and surrounding accessibility insights. Findings revealed the positive effects of customers’ public space experiences on their overall service experiences, the perceived value of the experience, revisit intentions, and recommendation intentions. Moreover, hotel class, other customers, and surrounding accessibility were empirically verified as moderators conditioning the positive impact of public space. These findings offer valuable implications for theory and practice that are worthy of further exploration.     

Coopetition strategies for competitive intelligence practices-evidence from full-service hotels

Our study investigates how coopetition strategies can influence hotels’ competitive intelligence (CI) practices to achieve a stronger competitive advantage. In-depth interviews were conducted with 39 hoteliers from 22 hotel groups in Hong Kong. Participating hotels employed different kinds of CI activities, though they were unaware of this concept. In particular, internal customer intelligence was added to integrated intelligence to better describe CI in the service sector. Still, investing in CI can be expensive and time-consuming since it requires hoteliers to align all insights from their respective intelligence pools toward building a holistic understanding of the results. We propose coopetition as a strategic approach allowing hotels to construct collective actions around CI without losing individual competitiveness. Actual coopetition in CI was only found between sister properties. Hence, we propose a coopetition model in which hotels can collaborate and compete in CI at an inter-organizational level via focusing on sharing open-source information and knowledge.     

Does the ‘non-traditional expatriate’ exist? A critical exploration of new expatriation categories

Non-Traditional Expatriates (NTEs) are rapidly increasing in the global talent pool, but remains a ‘black-box’ in the Expatriate Management and Global Mobility literatures. This article advances the conceptualisation of NTEs, due to the nascent research field is lacking construct clarity in terms of the meaning of the term as well as an operationalised conceptual framework. Five underlying assumptions in the scarce extant literature are identified and discussed, as a means to responding to the following research questions: (i) how credible is the NTE term as an expatriation typology?; and (ii) how can the conceptual framework of NTEs be operationalised? If these key issues remain unsolved, there is a risk of establishing flawed research design which can negatively affect researchers’ credibility when providing policy advice on global staffing and talent management to international managers and Multinational Enterprises (MNEs). This conceptual article draws upon key social anthropological and sociological theories, and proposes a relational research design for investigating NTEs, as well as propositions for future research.     

Hotel performance: Rigor and relevant research topics

Academic research (rigor) in alignment with practitioners’ challenges (relevancy) has been advocated as a way of overcoming the ivory tower syndrome. Performance measurement is at the heart of strategic management processes, as it provides a mechanism of demonstrating outcomes. Given the importance of this topic for both theory and practice, this article explores the contribution of academic outputs in terms of academic research outputs (rigor) and current practitioners’ needs (relevancy).Using network analysis and cross-citation bibliometric approaches, a sample of 1155 articles is examined and fourteen clusters are identified. The emergent topics and subtopics from the academic literature are compared to ten insights proposed by Ernst Young to the hotel sector. The findings suggest a good fit between the two approaches together with some gaps. Based from empirical results, nine propositions are articulated.     

Using machine learning and big data for efficient forecasting of hotel booking cancellations

Cancellations are a key aspect of hotel revenue management because of their impact on room reservation systems. In fact, very little is known about the reasons that lead customers to cancel, or how it can be avoided. The aim of this paper is to propose a means of enabling the forecasting of hotel booking cancellations using only 13 independent variables, a reduced number in comparison with related research in the area, which in addition coincide with those that are most often requested by customers when they place a reservation. For this matter, machine-learning techniques, among other artificial neural networks optimised with genetic algorithms were applied achieving a cancellation rate of up to 98%. The proposed methodology allows us not only to know about cancellation rates, but also to identify which customer is likely to cancel. This approach would mean organisations could strengthen their action protocols regarding tourist arrivals.     

Online upselling: Moving beyond offline upselling in the hotel industry

The purpose of this study is to understand how online upselling is used in the hotel industry as a part of revenue management strategy. This study used a convergent parallel mixed method design where qualitative and quantitative data were collected in parallel, analyzed separately, and then merged. Study 1 took a qualitative approach, exploring how online upselling programs can provide additional value over offline upselling and traditional revenue management practices. Study 2 adopted a quantitative approach to analyze customers’ bidding patterns for superior room categories through secondary data. Findings indicate that an omni-channel approach to upselling can tackle the fragmented nature of multichannel upselling communications to provide customers with consistent information and experience across these channels. Through an omni-channel approach, the hotel industry can develop personalized and streamlined upselling strategies.     

The effects of choice set size and information filtering mechanisms on online hotel booking

Online booking is one of the most popular ways of making reservations for hotel guests. Thus, hoteliers are paying increasing attention to hotel website information presentation and design. The purpose of this study, then, is to examine the joint influence of choice set size and information filtering mechanisms on consumers’ decision confidence towards online hotel booking. Choice set size was operationalized through 3-, 9-, and 30-hotel room choice sets. Through experimental design, this study shows that the presence of an information filtering mechanism reduces consumers’ perceptions of choice overload with a large number of choices (30 choices), whereas its impact is attenuated with smaller choice sets (3 and 9 choices). In addition, choice overload mediates the impact of choice set size on decision confidence. Theoretical contribution and managerial implications are also discussed.