Journal of Hospitality and Tourism Technology, Aug 9, 2021
Purpose The purpose of this study is to apply the triangle model of technology and the technology... more Purpose The purpose of this study is to apply the triangle model of technology and the technology readiness index (TRI) in a qualitative study design to explore the geocaching phenomenon in state parks. Design/methodology/approach A framework was developed to examine the triangular relationships between the park, geocaching and visitors. A total of 12 semi-structured interviews were conducted with Texas state park officials. A thematic analysis was used to analyze the interview data. Findings Three types of interactions (i.e. park-visitor, visitor-technology and park-technology) were identified. Although geocaching leads to positive recreational experiences for park visitors, the study also revealed the decreasing popularity of geocaching along with park officials’ apprehension regarding the placement of caches. The findings suggest that Texas state parks fall within the “Avoiders” stage in terms of technology readiness because of a low level of optimism and innovation and a high level of discomfort and insecurity toward geocaching technology. Originality/value The study contributes to the extant literature by adding new knowledge regarding geocaching in the context of state parks. This study is one of the first to apply the triangle model of technology to examine the trilateral relationships between parks, geocaching and visitors. The study also innovatively adopts the TRI in a qualitative study to identify the technology readiness stage of state parks.
International Journal of Contemporary Hospitality Management, Jun 12, 2023
Purpose This study aims to investigate the impacts of pandemic-related media coverage on younger ... more Purpose This study aims to investigate the impacts of pandemic-related media coverage on younger hospitality and tourism employees’ ageist attitudes toward older people by applying the media priming theory and the terror management theory. Design/methodology/approach This study takes a mixed-method approach through an online survey. A total of 416 usable responses are collected from current US hospitality and tourism employees under 55 years. Qualitative data were analyzed using word cloud. Partial least squares structural equation modeling is then used to test the hypothesized model. Findings The study’s results show that younger employees' cognitive reaction negatively affects aging anxiety and intergenerational tension, which subsequently influence their willingness to work with older people. Negative media-induced emotions are positively associated with aging anxiety, whereas positive emotions exert no significant impact. Intergenerational contact frequency moderates the effect of intergenerational tension on younger employees’ willingness to work with older people. Research limitations/implications This study’s findings contribute to the hospitality and tourism workforce literature by considering the priming effects of media coverage on younger employees’ attitudes toward self-aging and the older group. This study also offers managerial insights on developing effective age-inclusion interventions to reduce workplace ageism in the post-pandemic era. Originality/value Existing hospitality and tourism studies on older workers are scant and largely descriptive. To the best of the authors’ knowledge, this study is the first study that assesses the effects of pandemic-related media coverage on workplace ageism toward older people among the current hospitality and tourism workforce.
International Journal of Contemporary Hospitality Management, Jun 16, 2023
Purpose Hospitality and tourism research lags in using experimental designs. This study aims to r... more Purpose Hospitality and tourism research lags in using experimental designs. This study aims to reveal prestigious scholars’ opinions and suggestions on how to effectively design and execute experimental research. Design/methodology/approach The authors conducted an open-ended survey on 187 editors and editorial board members from 22 top hospitality and tourism journals. Their answers were coded following an inductive method of coding, and a list of themes and categories was synthesized. Findings The results summarize common problems of this method and indicate significant barriers to making experimental studies publishable. The review criteria for experimental studies are presented from four aspects: overall design, stimuli and manipulations, data collection and reporting results. Research limitations/implications The results provide valuable suggestions for researchers interested in experimental design in the hospitality and tourism field. The study contributes to a shift toward well-designed and well-executed experimental research in hospitality and tourism. Originality/value To the best of the authors’ knowledge, the study is the first to survey editorial board members of impactful hospitality and tourism journals to reveal their insights into the experimental methodology. The study makes significant theoretical and methodological contributions by addressing calls to understand common problems and barriers to experimental research in our field.
Previous literature on airline crises has largely ignored low-responsibility crises. The purpose ... more Previous literature on airline crises has largely ignored low-responsibility crises. The purpose of this study is to explore the underlying mechanism of airlines utilizing secondary crisis response strategies to rebuild their reputations during low-responsibility crises. Extending the situational crisis communication theory, the study develops a research framework and conducts three empirical studies with a multi-method design to test the proposed hypotheses. The results demonstrate that an enhancing response strategy is more effective than a bolstering response strategy in evoking more Twitter likes and higher booking intentions. An enhancing response strategy is especially powerful for travelers low in need for cognition or those with a higher level of other-orientation. The effect of the secondary crisis response strategy on travelers’ booking intentions was mediated by the airline’s reputation. These findings provide airlines with valuable insight into the development of successful social media communication strategies when handling low-responsibility crises.
Purpose Aligned with cultural attraction theory, this study aims to propose a cultural attractive... more Purpose Aligned with cultural attraction theory, this study aims to propose a cultural attractiveness index (CAI) that helps tourism practitioners and scholars evaluate and track the cultural attractiveness of urban destinations (cities) in the context of sustainable development. Design/methodology/approach Applying the Delphi method, a panel of experts was recruited to conduct three rounds of review to generate dimensions and determine indicators and corresponding weights. This study then verified CAI with statistical data from three sample cities (London, New York and Beijing). Findings A 12-item three-dimensional index structure (cultural places, cultural activities and cultural atmosphere) was created as CAI. This study also applied the CAI to compare three sample cities. The comparison identified possible aspects to be improved in developing cultural attractiveness, confirming CAI’s usefulness in fostering sustainable development. Originality/value The new CAI offers an effective tool for ascertaining a sustainable city’s cultural attractiveness while extending the cultural attraction theory and filling the existing gaps in the literature through a benchmark instrument. The CAI also provides an effective tool for destination managers and tourism practitioners for their sustainable initiatives in cities.
International Journal of Contemporary Hospitality Management, Feb 25, 2022
Purpose This study aims to explore an emerging phenomenon – gourmet meal kits delivered to out-of... more Purpose This study aims to explore an emerging phenomenon – gourmet meal kits delivered to out-of-towners from iconic local restaurants. This study explores the interplay of goal framing and basic needs and their effects on customer intentions. This study also examines the underlying mechanism of experience cocreation and the moderating effect of food involvement. Design/methodology/approach This study develops a framework that combines the self-determination theory (SDT) and customer experience cocreation. Two online experimental studies involving 478 US consumers were conducted to examine the underlying mechanism of customers’ decision-making on purchasing gourmet meal kits (Study 1) and visiting destination restaurants after receiving the meal kit (Study 2). Findings Intrinsic goal-framing leads to stronger intentions to purchase gourmet meal kits and to visit destination restaurants that sell meal kits. In contrast, extrinsic goal-framing enhances the positive influence of perceived relatedness and competence on behavioral intentions. The effects of goal framing and basic needs on behavioral intentions are moderated by food involvement and mediated by experience cocreation to varying degrees. Originality/value To the best of the authors’ knowledge, this study is among the first to empirically examine an emerging business model – delivering restaurants’ food experiences to out-of-towners. The study also expands the application of the SDT by incorporating customer cocreation as the underlying mechanism.
International Journal of Contemporary Hospitality Management, May 17, 2021
Purpose This paper aims to study how a social media influencer (SMI) endorsement affects follower... more Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.
Purpose The aim of this study was to investigate the themes related to the achievement of Sustain... more Purpose The aim of this study was to investigate the themes related to the achievement of Sustainable Development Goal (SDG) 12 in relation to tourism, and specifically to explore how the emotional psyche affects tourists’ environmentally responsible behaviors. Design/methodology/approach Based on the value-belief-norm theory, a research framework was developed to examine the serial mediation effects of environmental emotions in predicting tourists’ environmentally responsible behaviors. A total of 741 responses was collected from an online survey. Data were analyzed by the partial least squares structural equation modeling. Findings Environmental concern does not directly predict tourists’ environmentally responsible behaviors. Instead, environmental awe and environmental worry serially mediate the relationship between environmental concern and tourists’ environmentally responsible behaviors. Originality/value This study extends the value-belief-norm theory by integrating environmental emotions and empirically tests the effect of multiple psyches on responsible consumption, contributing to the achievement of SDG 12 in UN Agenda 2030.
Journal of Hospitality and Tourism Technology, Jun 21, 2021
PurposeThis paper aims to examine the effectiveness of two types of hotel commercials [virtual re... more PurposeThis paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects.Design/methodology/approachAn experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group.FindingsThe study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR.Originality/valueThis research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.
Journal of Hospitality and Tourism Technology, Aug 19, 2021
Purpose The purpose of this study is to investigate the effect of online reviews on consumers’ in... more Purpose The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement. Design/methodology/approach The research framework was built on signaling theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis. Findings The results revealed that online reviews with higher online ratings and emotional appeal led to higher restaurant visit intention. Review appeal significantly moderated the effect of online ratings on restaurant visit intention. Customers with low restaurant involvement were more impacted by emotional comments than by functional comments. Research limitations/implications The present study extends our knowledge on the effects of online reviews moderated by levels of customer involvement. By combining signaling theory with involvement theory, it adds value to the literature on customer online behavior, especially in the foodservice context. The present study has limitations that might provide opportunities for future research. It used evaluations (TripAdvisor scores) and only positive reviews (texts), so customers’ intentions considering negative reviews could not be examined. The level of hedonism concerning consumption in restaurants and prior knowledge regarding restaurant reviews was not controlled for. It is possible that the level of hedonism perceived and prior review knowledge may moderate the customers’ intention to visit the restaurant. Practical implications The present study shows the importance of online comments for the promotion of restaurants that have low evaluation scores. It is essential that restaurant owners and managers encourage potential customers by using comments to elaborate on their marketing strategies and promotion. At the same time, they should invite customers to share their emotional experiences, and not just their views on service efficiency (a functional aspect). During the COVID-19 pandemic, the use of the internet and mobile devices has become more prominent. Managers could therefore use emotional messages on the restaurant’s website or apps to attract customers with low restaurant involvement. Also, a system to identify the involvement of customers with restaurants could be implemented online or on mobile devices to present specific messages. The present study also recommends the use of online tools as virtual tours, photographs taken from different angles, smiling faces, floor plans and sittings and pre-determined emotional expressions. Also, the restaurant could promote lives on cooking different dishes to motive customer’s interaction and comments. These would help to increase customers’ visit intentions. Originality/value This study extends knowledge about the effect of restaurant online reviews (both ratings and appeals) moderated by the level of customer involvement. The present study also adds value to the customer online behavior literature showing that customers with low involvement are more sensitive to emotional content as they use the affective route to process information rather than the central route.
Journal of Hospitality and Tourism Technology, Jun 22, 2018
Purpose The purpose of this paper is to propose and test an extended theory of planned behavior m... more Purpose The purpose of this paper is to propose and test an extended theory of planned behavior model (TPB) to explain how following destination Facebook pages impacts travelers’ visit intention. Design/methodology/approach The study asked 252 participants to follow a destination’s Facebook page for three months before they completed the survey. An integrative model combining theory of planned behavior, social influence theory and attitude toward the ad was proposed. Partial least squares structural equation model (PLS-SEM) was used in testing the proposed model. Findings The findings indicated that the three social influences (compliance, identification and internalization) all significantly impacted visit intention both directly and mediated by subjective norm. Facebook page experience also significantly influenced visit intention mediated by perceived behavioral control. However, both attitude toward the destination and attitude toward messages were not significantly associated with visit intention. Practical implications The findings of this study revealed important practical implications for destination marketing organizations (DMOs) to leverage Facebook marketing. Specifically, DMOs should pay extra attention to the social influence of Facebook pages, especially identification, and also use Facebook pages to reduce perceived behavioral control of potential visitors. Originality/value This study was one of the first attempts to explore the factors influencing visit intention of destination Facebook fans based on an extended TPB model. The study also contributed to the literature of using PLS-SEM in predicting behavioral intention through a reflective-formative higher-order model.
Purpose The unprecedented growth of social media in the past decade has resulted in an increasing... more Purpose The unprecedented growth of social media in the past decade has resulted in an increasing interest on social media research. The purpose of this study is to examine the state-of-the-art developments in social media research and to develop a thematic research framework. Design/methodology/approach The study reviewed 262 social media-related articles published in eight top hospitality and tourism journals between 2007 and 2017. Content analysis was used to code data from the selected articles, and correspondence analysis was then used to compare the characteristics of research conducted on different social media platforms. Findings A thematic framework of social media research was developed based on a thorough review and systematic examination of the articles. The thematic framework consisted of the three key players – hospitality and tourism businesses, social media platforms and consumers – along with four categories of topical areas – marketing, managerial implication, user-generated content and impact – and 19 research topics. Three platform groups were identified to share similar article characteristics and research attributes. Originality/value This study offers a systematic overview of social media research in hospitality and tourism and is the first one to identify triadic relationships of social media platforms in thematic research framework. The innovative findings of correspondence analysis offer insights on future social media research from a platform perspective.
Journal of Hospitality and Tourism Technology, Aug 9, 2021
Purpose The purpose of this study is to apply the triangle model of technology and the technology... more Purpose The purpose of this study is to apply the triangle model of technology and the technology readiness index (TRI) in a qualitative study design to explore the geocaching phenomenon in state parks. Design/methodology/approach A framework was developed to examine the triangular relationships between the park, geocaching and visitors. A total of 12 semi-structured interviews were conducted with Texas state park officials. A thematic analysis was used to analyze the interview data. Findings Three types of interactions (i.e. park-visitor, visitor-technology and park-technology) were identified. Although geocaching leads to positive recreational experiences for park visitors, the study also revealed the decreasing popularity of geocaching along with park officials’ apprehension regarding the placement of caches. The findings suggest that Texas state parks fall within the “Avoiders” stage in terms of technology readiness because of a low level of optimism and innovation and a high level of discomfort and insecurity toward geocaching technology. Originality/value The study contributes to the extant literature by adding new knowledge regarding geocaching in the context of state parks. This study is one of the first to apply the triangle model of technology to examine the trilateral relationships between parks, geocaching and visitors. The study also innovatively adopts the TRI in a qualitative study to identify the technology readiness stage of state parks.
International Journal of Contemporary Hospitality Management, Jun 12, 2023
Purpose This study aims to investigate the impacts of pandemic-related media coverage on younger ... more Purpose This study aims to investigate the impacts of pandemic-related media coverage on younger hospitality and tourism employees’ ageist attitudes toward older people by applying the media priming theory and the terror management theory. Design/methodology/approach This study takes a mixed-method approach through an online survey. A total of 416 usable responses are collected from current US hospitality and tourism employees under 55 years. Qualitative data were analyzed using word cloud. Partial least squares structural equation modeling is then used to test the hypothesized model. Findings The study’s results show that younger employees' cognitive reaction negatively affects aging anxiety and intergenerational tension, which subsequently influence their willingness to work with older people. Negative media-induced emotions are positively associated with aging anxiety, whereas positive emotions exert no significant impact. Intergenerational contact frequency moderates the effect of intergenerational tension on younger employees’ willingness to work with older people. Research limitations/implications This study’s findings contribute to the hospitality and tourism workforce literature by considering the priming effects of media coverage on younger employees’ attitudes toward self-aging and the older group. This study also offers managerial insights on developing effective age-inclusion interventions to reduce workplace ageism in the post-pandemic era. Originality/value Existing hospitality and tourism studies on older workers are scant and largely descriptive. To the best of the authors’ knowledge, this study is the first study that assesses the effects of pandemic-related media coverage on workplace ageism toward older people among the current hospitality and tourism workforce.
International Journal of Contemporary Hospitality Management, Jun 16, 2023
Purpose Hospitality and tourism research lags in using experimental designs. This study aims to r... more Purpose Hospitality and tourism research lags in using experimental designs. This study aims to reveal prestigious scholars’ opinions and suggestions on how to effectively design and execute experimental research. Design/methodology/approach The authors conducted an open-ended survey on 187 editors and editorial board members from 22 top hospitality and tourism journals. Their answers were coded following an inductive method of coding, and a list of themes and categories was synthesized. Findings The results summarize common problems of this method and indicate significant barriers to making experimental studies publishable. The review criteria for experimental studies are presented from four aspects: overall design, stimuli and manipulations, data collection and reporting results. Research limitations/implications The results provide valuable suggestions for researchers interested in experimental design in the hospitality and tourism field. The study contributes to a shift toward well-designed and well-executed experimental research in hospitality and tourism. Originality/value To the best of the authors’ knowledge, the study is the first to survey editorial board members of impactful hospitality and tourism journals to reveal their insights into the experimental methodology. The study makes significant theoretical and methodological contributions by addressing calls to understand common problems and barriers to experimental research in our field.
Previous literature on airline crises has largely ignored low-responsibility crises. The purpose ... more Previous literature on airline crises has largely ignored low-responsibility crises. The purpose of this study is to explore the underlying mechanism of airlines utilizing secondary crisis response strategies to rebuild their reputations during low-responsibility crises. Extending the situational crisis communication theory, the study develops a research framework and conducts three empirical studies with a multi-method design to test the proposed hypotheses. The results demonstrate that an enhancing response strategy is more effective than a bolstering response strategy in evoking more Twitter likes and higher booking intentions. An enhancing response strategy is especially powerful for travelers low in need for cognition or those with a higher level of other-orientation. The effect of the secondary crisis response strategy on travelers’ booking intentions was mediated by the airline’s reputation. These findings provide airlines with valuable insight into the development of successful social media communication strategies when handling low-responsibility crises.
Purpose Aligned with cultural attraction theory, this study aims to propose a cultural attractive... more Purpose Aligned with cultural attraction theory, this study aims to propose a cultural attractiveness index (CAI) that helps tourism practitioners and scholars evaluate and track the cultural attractiveness of urban destinations (cities) in the context of sustainable development. Design/methodology/approach Applying the Delphi method, a panel of experts was recruited to conduct three rounds of review to generate dimensions and determine indicators and corresponding weights. This study then verified CAI with statistical data from three sample cities (London, New York and Beijing). Findings A 12-item three-dimensional index structure (cultural places, cultural activities and cultural atmosphere) was created as CAI. This study also applied the CAI to compare three sample cities. The comparison identified possible aspects to be improved in developing cultural attractiveness, confirming CAI’s usefulness in fostering sustainable development. Originality/value The new CAI offers an effective tool for ascertaining a sustainable city’s cultural attractiveness while extending the cultural attraction theory and filling the existing gaps in the literature through a benchmark instrument. The CAI also provides an effective tool for destination managers and tourism practitioners for their sustainable initiatives in cities.
International Journal of Contemporary Hospitality Management, Feb 25, 2022
Purpose This study aims to explore an emerging phenomenon – gourmet meal kits delivered to out-of... more Purpose This study aims to explore an emerging phenomenon – gourmet meal kits delivered to out-of-towners from iconic local restaurants. This study explores the interplay of goal framing and basic needs and their effects on customer intentions. This study also examines the underlying mechanism of experience cocreation and the moderating effect of food involvement. Design/methodology/approach This study develops a framework that combines the self-determination theory (SDT) and customer experience cocreation. Two online experimental studies involving 478 US consumers were conducted to examine the underlying mechanism of customers’ decision-making on purchasing gourmet meal kits (Study 1) and visiting destination restaurants after receiving the meal kit (Study 2). Findings Intrinsic goal-framing leads to stronger intentions to purchase gourmet meal kits and to visit destination restaurants that sell meal kits. In contrast, extrinsic goal-framing enhances the positive influence of perceived relatedness and competence on behavioral intentions. The effects of goal framing and basic needs on behavioral intentions are moderated by food involvement and mediated by experience cocreation to varying degrees. Originality/value To the best of the authors’ knowledge, this study is among the first to empirically examine an emerging business model – delivering restaurants’ food experiences to out-of-towners. The study also expands the application of the SDT by incorporating customer cocreation as the underlying mechanism.
International Journal of Contemporary Hospitality Management, May 17, 2021
Purpose This paper aims to study how a social media influencer (SMI) endorsement affects follower... more Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.
Purpose The aim of this study was to investigate the themes related to the achievement of Sustain... more Purpose The aim of this study was to investigate the themes related to the achievement of Sustainable Development Goal (SDG) 12 in relation to tourism, and specifically to explore how the emotional psyche affects tourists’ environmentally responsible behaviors. Design/methodology/approach Based on the value-belief-norm theory, a research framework was developed to examine the serial mediation effects of environmental emotions in predicting tourists’ environmentally responsible behaviors. A total of 741 responses was collected from an online survey. Data were analyzed by the partial least squares structural equation modeling. Findings Environmental concern does not directly predict tourists’ environmentally responsible behaviors. Instead, environmental awe and environmental worry serially mediate the relationship between environmental concern and tourists’ environmentally responsible behaviors. Originality/value This study extends the value-belief-norm theory by integrating environmental emotions and empirically tests the effect of multiple psyches on responsible consumption, contributing to the achievement of SDG 12 in UN Agenda 2030.
Journal of Hospitality and Tourism Technology, Jun 21, 2021
PurposeThis paper aims to examine the effectiveness of two types of hotel commercials [virtual re... more PurposeThis paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects.Design/methodology/approachAn experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group.FindingsThe study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR.Originality/valueThis research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.
Journal of Hospitality and Tourism Technology, Aug 19, 2021
Purpose The purpose of this study is to investigate the effect of online reviews on consumers’ in... more Purpose The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement. Design/methodology/approach The research framework was built on signaling theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis. Findings The results revealed that online reviews with higher online ratings and emotional appeal led to higher restaurant visit intention. Review appeal significantly moderated the effect of online ratings on restaurant visit intention. Customers with low restaurant involvement were more impacted by emotional comments than by functional comments. Research limitations/implications The present study extends our knowledge on the effects of online reviews moderated by levels of customer involvement. By combining signaling theory with involvement theory, it adds value to the literature on customer online behavior, especially in the foodservice context. The present study has limitations that might provide opportunities for future research. It used evaluations (TripAdvisor scores) and only positive reviews (texts), so customers’ intentions considering negative reviews could not be examined. The level of hedonism concerning consumption in restaurants and prior knowledge regarding restaurant reviews was not controlled for. It is possible that the level of hedonism perceived and prior review knowledge may moderate the customers’ intention to visit the restaurant. Practical implications The present study shows the importance of online comments for the promotion of restaurants that have low evaluation scores. It is essential that restaurant owners and managers encourage potential customers by using comments to elaborate on their marketing strategies and promotion. At the same time, they should invite customers to share their emotional experiences, and not just their views on service efficiency (a functional aspect). During the COVID-19 pandemic, the use of the internet and mobile devices has become more prominent. Managers could therefore use emotional messages on the restaurant’s website or apps to attract customers with low restaurant involvement. Also, a system to identify the involvement of customers with restaurants could be implemented online or on mobile devices to present specific messages. The present study also recommends the use of online tools as virtual tours, photographs taken from different angles, smiling faces, floor plans and sittings and pre-determined emotional expressions. Also, the restaurant could promote lives on cooking different dishes to motive customer’s interaction and comments. These would help to increase customers’ visit intentions. Originality/value This study extends knowledge about the effect of restaurant online reviews (both ratings and appeals) moderated by the level of customer involvement. The present study also adds value to the customer online behavior literature showing that customers with low involvement are more sensitive to emotional content as they use the affective route to process information rather than the central route.
Journal of Hospitality and Tourism Technology, Jun 22, 2018
Purpose The purpose of this paper is to propose and test an extended theory of planned behavior m... more Purpose The purpose of this paper is to propose and test an extended theory of planned behavior model (TPB) to explain how following destination Facebook pages impacts travelers’ visit intention. Design/methodology/approach The study asked 252 participants to follow a destination’s Facebook page for three months before they completed the survey. An integrative model combining theory of planned behavior, social influence theory and attitude toward the ad was proposed. Partial least squares structural equation model (PLS-SEM) was used in testing the proposed model. Findings The findings indicated that the three social influences (compliance, identification and internalization) all significantly impacted visit intention both directly and mediated by subjective norm. Facebook page experience also significantly influenced visit intention mediated by perceived behavioral control. However, both attitude toward the destination and attitude toward messages were not significantly associated with visit intention. Practical implications The findings of this study revealed important practical implications for destination marketing organizations (DMOs) to leverage Facebook marketing. Specifically, DMOs should pay extra attention to the social influence of Facebook pages, especially identification, and also use Facebook pages to reduce perceived behavioral control of potential visitors. Originality/value This study was one of the first attempts to explore the factors influencing visit intention of destination Facebook fans based on an extended TPB model. The study also contributed to the literature of using PLS-SEM in predicting behavioral intention through a reflective-formative higher-order model.
Purpose The unprecedented growth of social media in the past decade has resulted in an increasing... more Purpose The unprecedented growth of social media in the past decade has resulted in an increasing interest on social media research. The purpose of this study is to examine the state-of-the-art developments in social media research and to develop a thematic research framework. Design/methodology/approach The study reviewed 262 social media-related articles published in eight top hospitality and tourism journals between 2007 and 2017. Content analysis was used to code data from the selected articles, and correspondence analysis was then used to compare the characteristics of research conducted on different social media platforms. Findings A thematic framework of social media research was developed based on a thorough review and systematic examination of the articles. The thematic framework consisted of the three key players – hospitality and tourism businesses, social media platforms and consumers – along with four categories of topical areas – marketing, managerial implication, user-generated content and impact – and 19 research topics. Three platform groups were identified to share similar article characteristics and research attributes. Originality/value This study offers a systematic overview of social media research in hospitality and tourism and is the first one to identify triadic relationships of social media platforms in thematic research framework. The innovative findings of correspondence analysis offer insights on future social media research from a platform perspective.
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Papers by Xi Leung