The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences

Dining out at a restaurant is one of the most important parts of travelers' tourism experience. The purpose of this research was to examine the antecedents and consequences of travelers' need for uniqueness (CNFU) in their restaurant experiences. Based on a literature review, three theoretical antecedents (perceived firm innovativeness (PFI), perceived firm uniqueness, and brand prestige) and three theoretical consequences (utilitarian value, hedonic value, and behavioral intentions) were proposed. During this process, it was theorized that consumers' uniqueness-seeking behaviors can be strengthened and/or weakened by three psychological moderators: attention to social comparison information (ATSCI), face consciousness, and materialism. By integrating the theoretical arguments, a structural model was proposed. The proposed model was tested using data collected from 379 travelers who had dined out at a luxury restaurant in the past three months. According to the data analysis results, PFI, perceived firm uniqueness, and brand prestige were all confirmed to be important factors in enhancing CNFU. Furthermore, it was determined that CNFU bears a positive impact on behavioral intentions, an impact that is mediated by perceived value. Lastly, the moderating roles of ATSCI and materialism were found to be significant. In the latter part of this research, managerial implications derived from the data analysis results are discussed.     

Sustainability and the authentic experience. Harnessing brand heritage – a study from Japan

This paper explores the influence of the formative brand heritage construct on perceived authenticity at repaired/reconstructed heritage sites, understood in relation to the Japanese practice of kintsugi (金継ぎ), thereby extending Kolar and Zabkar's consumer-based model of authenticity. It notes that variations of kintsugi occur in architectural heritage conservation worldwide. We establish relationships between brand heritage, cultural motivations, perceptions of authenticity, relational value, and consumer commitment, based on questioning 768 visitors to repaired and reconstructed Japanese heritage sites. Analysis using partial least squares found consumer preconceptions of brand heritage stimulating increased perceptions of authenticity at sites of limited historical provenance, thereby increasing visitor commitment to visiting. Heritage managers should use marketing strategies that effectively communicate a site's brand heritage prior to, during, and after the tourist experience. Even where the material components of the site are entirely reconstructed, this can lead to relational value, and improved consumer commitment. In sustainability terms, holistic brand marketing can increase site revenue, help conservation maintenance and, by increasing repeat visits, reduce footfall damage at other “unreconstructed” sites. Practical implications include better artefact and information presentation, ensuring synergy between site experiences and its purported values, especially through tour guide narratives and interpretation.     

Examining the impact of experiential value on emotions,self-connective attachment,and brand loyalty in Korean family restaurants

ABSTRACT

This study examines how experiential value as perceived by customers of Korean family restaurants influences consumption emotions, self-connective attachment to the restaurant brand, and, ultimately, brand loyalty. Having conducted a comprehensive literature review, the study proposes and estimates a model that specifies the interrelationships among four dimensions of experiential value (i.e., atmosphere, escapism, customer return on investment, and service excellence), and latent variables of positive and negative emotions, self-connective attachment, and brand loyalty. Analysis with structural equation modeling was conducted with data collected from customers of family restaurants in South Korea. The results show that dimensions of experiential value influence either positive or negative emotions. The emotion variables, together with self-connective attachment, also mediate the relationships between perceived value of dining experience and brand loyalty.     

Emerging youth tourism: fostering young travelers’ conservation intentions

Greening is one of the most important issues faced by the tourism industry today. Nevertheless, theoretical and empirical research on young travelers’ sustainable behaviors is scarce. This study developed a conceptual framework involving biospheric value, environmental concern, environmental awareness, ascribed responsibility, and moral norm in order to better explain young travelers’ pro-environmental decision-making process. A total of seven hypotheses were proposed and tested using structural equation modeling. Results revealed that the postulated theoretical model satisfactorily accounted for three dimensions of young tourists’ environmentally responsible intentions; the study variables are all significantly related; and the mediating impact of moral norm and environmental concern was evident. Moreover, the prominent role of moral norm in forming intentions was noteworthy. Our findings from the invariance test further indicated that environmental awareness and ascribed responsibility acted as moderators. The implications of these results are discussed.     

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.     

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.     

International Business Tourism: Destination Dublin or Destination Ireland?

Abstract

The Republic of Ireland has been running the same basic brand proposition in its various marketing campaigns for some decades (Morgan, Pritchard and Pride, 2002). However, it is unclear whether the destination brand construct that has served Ireland's general tourism market so well can apply equally when attracting business tourism to Dublin, the nation's capital city. This research primarily applies repertory grid analysis and on-line focus groups to understand the brand of Dublin, the capital of Ireland, and explores the way the marketing of a national capital city for business tourism both influences, and is influenced by, the marketing of the nation itself.     

Enhancing online brand experiences: An application of congruity theory

Providing a distinctive brand experience is critical to differentiate each hotel brand from others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory, this study investigated how three congruities (i.e., self-image congruity, online–offline brand image congruity, and value congruity) influenced customers’ online brand experiences and their brand trust. Results from this study indicated both self-image congruity and online–offline brand image congruity significantly influenced both customers’ online brand experiences and their trust toward the hotel's brand. Extending brand experience literature and congruity theory, this study suggested hotels should develop a strategy that could capture these three congruity effects in online and offline channels because these effects should be key determinants for customers’ online brand experiences and their responses.