International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 2 March 2012


Okumus, F. (2012), "Editorial", International Journal of Contemporary Hospitality Management, Vol. 24 No. 2. https://doi.org/10.1108/ijchm.2012.04124baa.001

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited


Article Type: Editorial From: International Journal of Contemporary Hospitality Management, Volume 24, Issue 2

This second issue of IJCHM in 2012 includes eight full articles and two book reviews. In the first article, Sunghyup Sean Hyun and Heesup Han aimed to create and test a model of a patron’s innovativeness formation toward a chain restaurant brand. Based on an in-depth literature review, the authors identified six key determinants in the formation of patrons’ innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, the authors proposed a structural model and tested it utilizing data collected from 433 chain restaurant patrons. Study results indicated that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. In the second article, Kisang Ry, Hye-Rin Lee and Woody G. Kim proposed an integrated model that examined the impact of three elements of foodservice quality dimensions (physical environment, food, and service) on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. The authors collected data from customers at an authentic upscale Chinese restaurant located in a Southeastern state in the USA via a self-administered questionnaire. Study results indicated that the quality of the physical environment, food, and service were significant determinants of restaurant image. Also, the quality of the physical environment and food were significant predictors of customer perceived value.

The next article by Johye Hwang, So-Yeon Yoon and Lawrence Bendle investigated the impact of crowding in the effective control of the waiting environment. The authors used real-scale, interactive virtual reality (VR) technology that allowed high-fidelity representations of real environments and created a navigable, photo-realistic three-dimensional model of a restaurant waiting area. The authors found significant effects of crowding on emotions including arousal and dominance, but not pleasure, and on approach-avoidance responses. The impact of crowding on approach-avoidance responses was more direct than indirect, without having emotion as a mediator. In the next article, Ying-Wen Liang investigated the moderating impact of burnout on the relationships between work values and organizational citizenship behaviors (OCBs). A total of 310 employee-supervisor dyads of hotel front-line service employees in Taiwan participated in the study. This study found that both work values and burnout are important factors to consider for promoting OCBs. This study also proved that burnout as a moderator can decrease the predictions of the relationship between work values and OCBs.

Amel Ben Hadj Salem-Mhamdia and Bahia Bejar Ghadhab aimed to illustrate how using value management (VM) together with activity-based costing (ABC) for menu analysis can help managers estimate contribution margins more precisely and analyze customer satisfaction. The authors employed a case study approach and collected data over the period of a month using direct observations of restaurant activities. Results from this study showed that six out of eleven menu items were profitable. The paper suggests that using Activity-based Costing with Value Management can enhance the quality of the decision-making process. The paper by Miguel Moital, Julie Whitfield, Caroline Jackson and Arjun Bahl examined event sponsorship decision-making by the Indian drinks industry, comparing the non-alcoholic and alcoholic drinks sectors. Data was collected from drinks producers in India through a questionnaire. Study results suggested that the alcohol and non-alcohol drinks sectors sponsored a similar level of events, but in investment volume terms, sponsorship from the non-alcoholic sector is far greater than that of the alcoholic sector. While the two sectors are similar in many ways, the emphasis placed on certain motives for sponsoring events was different, with alcoholic drinks businesses placing greater importance on reaching niche audiences and increasing media coverage than non-alcoholic ones.

Mercedes Marzo-Navarro, Marta Pedraja-Iglesias looked at incentives for and barriers to wine tourism from the potential tourists’ perspective. Study results indicated that the services offered by wineries and the appeal of the destination are the key incentives. Personal barriers constituted the main impediment to participating in wine tourism, with structural barriers taking second place. Study findings imply that it is necessary to develop strategies that increase interest in the wine product and in related activities, in order to successfully develop wine tourism, considering that, in the case studied, neither cost nor time nor distance act as barriers for developing wine tourism. In the final article, Li-Ting (Grace) Yang and Zheng Gu investigated the optimal MICE capacity for Las Vegas and analyze the over- and under-capacity situation in Las Vegas from 2010 through 2014. A single-period inventory model was used to identify the optimal capacity in terms of MICE square foot days for each year from 2010 through 2014. The model identified optimal capacity was compared to the planned available capacity for each year to determine the magnitude of over- or under-capacity. The cost of over-capacity was found much greater than the cost of under-capacity.

This issue also includes two book reviews. The first book review is written by Scott Richardson on Sports Event Management: The Caribbean Experience. This text was edited Leslie-Ann Jordan, Ben Tyson, Carolyn Hayle and David Truly. The second book review is written by Erdogan Ekiz on Strategy for Tourism. This text was written by John Tribe.

We hope that our readers find all the articles published in this issue timely, relevant and useful.

Fevzi OkumusEditor-in Chief