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Article
Publication date: 2 November 2020

Shixuan Fu, Xusen Cheng, Ying Bao, Anil Bilgihan and Fevzi Okumus

This study aims to elicit the preferences of potential travelers for different property listings' attributes (online review number, positive valence rate of reviews and…

Abstract

Purpose

This study aims to elicit the preferences of potential travelers for different property listings' attributes (online review number, positive valence rate of reviews and discount strategy) when selecting hotels and peer-to-peer (P2P) accommodation sharing on online booking platforms.

Design/methodology/approach

A discrete choice experiment (DCE) was conducted with 291 respondents with accommodation needs. They were asked to choose between pairs of listings.

Findings

The authors found that when booking accommodation online, complex discount strategies were not determinant both in selecting hotels and P2P accommodations. Positive valence rate of reviews has a higher impact on the selection of traditional hotels than P2P accommodations, while the number of online reviews has a higher impact on the selection of P2P accommodations than traditional hotels. The authors further discuss the effect of each attribute on online accommodation selection in terms of price ranges of the property listings.

Research limitations/implications

The findings provide suggestions for platform operators and product/service providers to improve their marketing strategies and optimize their management efforts.

Originality/value

To the best of the authors’ knowledge, this is one of the first studies that investigate the role of property listings' attributes on the selections between hotels and P2P accommodations. The findings from this research study could be generalized to other online platforms and electronic commerce-related transactions.

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Article
Publication date: 18 September 2017

Choukri Menidjel, Abderrezzak Benhabib and Anil Bilgihan

The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits…

Abstract

Purpose

The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely, consumer innovativeness, variety-seeking and relationship proneness, in the context of fast-moving consumer goods.

Design/methodology/approach

Data were collected using a survey of 443 consumers. Structural equation modeling, specifically partial least squares regression, was used to test the theoretical model.

Findings

The findings indicate that brand loyalty is the most affected (both directly and indirectly) by satisfaction through the mediation of brand trust in both product categories studied. Moreover, variety-seeking behavior negatively moderates the relationship between brand trust and brand loyalty for fruit juices.

Research limitations/implications

This research was conducted in the context of fast-moving consumer goods within a limited geographical region. Future research could apply this model to different contexts and countries.

Practical implications

Companies that produce fast-moving consumer goods are advised to consider the important role of satisfaction in the generation of trust, which leads to brand loyalty.

Originality/value

This study proposes and tests a theoretical model that is more comprehensive than the models used in previous studies because it investigates the relationships among satisfaction, trust, loyalty and personality traits. It is the first attempt to examine the moderating effects of consumer innovativeness, variety-seeking and relationship proneness on the relationship between brand trust and loyalty.

Details

Journal of Product & Brand Management, vol. 26 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 13 June 2018

Tingting Zhang, Anil Bilgihan, Jay Kandampully and Can Lu

Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service…

Abstract

Purpose

Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities.

Design/methodology/approach

A theoretical model was developed based on marketing literature and tested using structural equation modeling with a sample size of 253 respondents.

Findings

Findings present the underlying reasons why and how online communities build stronger brand relationships with consumers. Online communities have been found to cultivate consumers’ sense of collectiveness with shared values conveyed through brand engagement; enhance consumers’ trust, leading to the establishment of a trustworthy image of the brand; and increase enjoyment and enrich consumers’ experience with the brand through participation and engagement.

Originality/value

This study provides insights to understand the direct relationship between online communities and brand performance. The findings of the study provide practical implications for brand relationship management and online community design.

研究目的

公司越来越依靠网上社区来提供社交式的消费者服务支持, 以建立和巩固与消费者的关系, 并且以获得产品、服务研发的新想法。至今为止, 很少的著作致力于研究网上社区与品牌战略的关系。因此, 网上社区对于品牌扩展的影响作用值得研究。本论文的研究目的即是研究通过网上社区建立起来的消费者品牌关系的诸多因素。.

研究设计/方法/途径

本论文的理论模型是以营销理论为基础而建立的。本论文采用结构方程模型, 253份样本数据, 来验证建立的理论模型。.

研究结果

各种通过网上社区建立更强消费者品牌关系的因素得以分析和整理。网上社区能够通过使消费者与品牌更贴近的各种活动, 以培养消费者对于品牌的认知和集体意识, 从而使消费者与品牌有一致的价值认知。此外, 网上社区还能增强消费者对于品牌的信任, 增强了消费者与品牌互动过程的愉悦感和体验感。.

研究原创性/价值

本论文对于网上社区和品牌表现之间的直接关系进行梳理和研究。其研究结果对于品牌关系管理和网上社区设计等方面有着很深的实际启示作用。.

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

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Article
Publication date: 22 February 2020

Bekir Bora Dedeoğlu, Anil Bilgihan, Ben Haobin Ye, Yajun Wang and Fevzi Okumus

The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists…

Abstract

Purpose

The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists’ preferred route in decision-making or obtaining information (i.e. central or peripheral routes) were also examined.

Design/methodology/approach

A theoretical model was developed and tested using partial least squares structural equation modeling (PLS-SEM). Moderating effects of central and peripheral routes were tested using PLS multi-group analysis. Data were collected from 478 tourists in Antalya, Turkey, a sea, sun and sand tourist destination.

Findings

Findings indicate that importance attached to participant sharing (IPS) and importance attached to non-participant sharing (INPS) are significant antecedents of tourists’ WPM intentions. Moderating effects of tourists’ preferred route in decision-making reveal that the effect of IPS on WPM intention is more influential for those with high central route preferences than those with low central route preferences. While the effects of INPS and IPS on WPM intention is more determinative for those with higher peripheral route preferences.

Practical implications

Although it is known by the practitioners that consumer-generated contents are important, this research suggests and supports that these contents trigger tourists to pay higher prices.

Originality/value

How WPM is motivated by others’ social media sharing was not very clear in the literature. Therefore, this research gap was addressed in part by examining the social media sharing structure in terms of whether others posted on organization-related sites or on personal sites.

标题探索可能性路线在用户生成内容和支付意愿关系中的作用

本研究旨在探讨社交媒体分享对旅游者在目的地的支付意愿(WPM)的影响。还考察了旅游者在决策或获取信息时偏好路线(即中心或外围路线)的调节效应。

本文利用偏最小二乘结构方程模型(PLS-SEM)建立了理论模型并进行了验证, 使用PLS多组分析法检验了中心和外围路线的调节作用。从土耳其安塔利亚的478名游客中收集了数据。安塔利亚是一个拥有海洋、阳光和沙滩的旅游胜地。

结果表明, 游客对参与式分享(IPS)的重视程度和对非参与式分享(INPS)的重视程度是游客支付意愿 (WPM) 的显著前因。旅游者偏好路线在决策中的调节效应表明, IPS对WPM意图的影响, 对中心路线偏好高的游客比中心路线偏好低的游客更为显著。而INPS和IPS对WPM意图的影响对周边路线偏好较高者更具决定性。

尽管用户生成内容的重要性广为从业人员了解, 但本研究表明, 这些内容还能促使游客支付更高的价格。

在现有文献中, 他人的社交媒体分享是如何激励产生WPM的还不是很清楚。因此, 本文通过考察社交媒体分享的结构来填补这一研究空白, 即考察他人的内容是发布在组织相关的网站上还是个人网站上。

关键词: 社交媒体分享, 精化可能性模型, 中心路线, 外围路线, 支付意愿

论文类型

研究论文

El papel de las rutas ELM (modelo de probabilidad de elección) en la relación entre el contenido generado por usuarios y la disposición a pagar

Objetivo

El propósito de esta investigación es examinar el impacto de la compartición en redes sociales con la disposición de los turistas a pagar más (willness pay more: WPM) en los destinos. También se examinaron los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones u obtención de información (es decir, rutas centrales o periféricas).

Diseño/metodología/enfoque

Se desarrolló y probó un modelo teórico utilizando modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Los efectos moderadores de las rutas centrales y periféricas se probaron mediante análisis multigrupo de PLS. Se recopilaron datos de 478 turistas en Antalya, Turquía, un destino turístico de mar, sol y arena.

Resultados

Los resultados indican que la importancia atribuida a la compartición de los participantes (importance participant sharing: IPS) y la importancia atribuida al la compartición de los no participantes (importance no participant saharing: INPS) son antecedentes importantes de las intenciones de los WPM de los turistas. Los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones revelan que el efecto de IPS en la intención de WPM es más influyente para aquellos con altas preferencias de ruta central que aquellos con bajas preferencias de ruta central. Mientras que los efectos de INPS e IPS en la intención de WPM son más determinantes para aquellos con mayores preferencias de ruta periférica.

Implicaciones prácticas

Aunque los profesionales saben que los contenidos generados por los consumidores son importantes, esta investigación sugiere y respalda que estos contenidos provocan que los turistas paguen precios más altos.

Originalidad/valor

Al no estar clara en la literatura la relación de la WPM con la compartición en redes sociales y existir una brecha de investigación en este aspecto, este trabajo pretende abordar este tema, examinando la estructura de la compartición en redes sociales en términos de si otros publicaron en sitios relacionados con la organización o en sitios personales.

Palabras clave

Compartición en redes sociales, Modelo de probabilidad de elección (ELM), Ruta Central, Ruta periférica, Disposición a pagar más

Tipo de investigación

Trabajo de investigación

Details

Tourism Review, vol. 76 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

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Article
Publication date: 10 May 2021

Anupama Sukhu and Anil Bilgihan

When customers decide to dine out, they choose a restaurant for both physiological and psychological reasons. The psychological reasons include the hedonic/enjoyment goal…

Abstract

Purpose

When customers decide to dine out, they choose a restaurant for both physiological and psychological reasons. The psychological reasons include the hedonic/enjoyment goal of the consumer. The purpose of this paper is to investigate whether dining experiences that provide a positive or negative hedonic value will influence positive word of mouth (PWOM), switching intentions (SI) and willingness to pay (WTP).

Design/methodology/approach

Two survey-based experiments using student (N = 112) and general restaurant consumer samples (N = 270) were conducted to test the proposed theoretical model. The student sample provided internal validity, whereas the general consumer sample provided external validity for the study. Two types of manipulations were used to manipulate positive and negative restaurant service encounters. The second study randomly assigned participants into positive or negative scenarios.

Findings

The results suggest that positive (negative) service encounters lead to higher (lower) hedonic value. Higher hedonic value leads to PWOM, WTP and reduced SI. The findings of this study would assist restaurant managers and service scholars by bridging the gap between experiential and relationship marketing.

Originality/value

The current research investigates the dining out experience with a holistic lens.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 20 January 2021

Bendegul Okumus, Ahmet Bulent Ozturk and Anil Bilgihan

The purpose of this research is to examine the dining out activities of Gen Y's in the United States. In particular, it focuses on dining frequency, restaurant selection…

Abstract

Purpose

The purpose of this research is to examine the dining out activities of Gen Y's in the United States. In particular, it focuses on dining frequency, restaurant selection, restaurant segments and demographic features of Gen Yers.

Design/methodology/approach

Empirical data for this study were collected from 631 Gen Y's living in the United States.

Findings

The research findings reveal a nascent exploration of eating out preferences of the Gen Y population in an industrialized country in the food service context.

Research limitations/implications

Generation Y is a lucrative and growing customer group for the US foodservice industry. They dine out more frequently than the rest of the population and their dining out preferences are different from other cohorts.

Originality/value

This study offers some practical implications on Gen Y's dining out behavior for food service industry and restaurateurs.

Details

International Hospitality Review, vol. 35 no. 1
Type: Research Article
ISSN: 2516-8142

Keywords

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Article
Publication date: 31 January 2020

Albert A. Barreda, Khaldoon Nusair, Youcheng Wang, Fevzi Okumus and Anil Bilgihan

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information…

Abstract

Purpose

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories.

Design/methodology/approach

The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling.

Findings

The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively.

Research limitations/implications

Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies.

Practical implications

Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment.

Social implications

This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors.

Originality/value

The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

论社交媒体活动对品牌形象和情感依恋的影响:旅游情境中的案例分析

研究目的

本论文结合品牌、营销、以及信息系统等理论, 建立了一个理论模型以描述在旅游情境中影响情感依恋的各种要素。

研究方法

作者通过网络问卷的形式收集了236份数据, 并且通过验证性因素分析和结构方程模型的手段来实际测量以理论为基础建立的模型。

研究结果

本论文研究结果表明社交媒体的奖励和好处影响用户的品牌承诺。社交媒体的交互性以及奖励帮助建立更强的品牌形象。品牌承诺和品牌形象对情感依恋有着积极促进的作用。

研究理论限制

社交媒体平台的品牌建立模型还存在一些其他变量尚未开发测量。本论文只是开拓了网络旅游平台的情感依恋研究的方向, 其他变量比如品牌专页承诺、烦恼、社交好处、以及网真等, 应该在未来的研究中得以深入。

研究实际意义

执业者可能会遇到多种方法, 通过社交媒体网站的方式影响消费者的主观感知和品牌承诺。本论文提出的模型可以帮助执业者解决关于社交媒体活动对品牌形象和品牌承诺显著影响从而达到强烈情感依恋效果的诸多问题。

研究社会意义

本论文研究了旅游产业中, 社交媒体活动, 包括交互性、心理好处和奖励对品牌形象和品牌承诺的影响, 以及品牌形象和品牌承诺对情感依恋的影响。研究结果进一步深入测量了提出的理论模型。很显然, 数据分析结果表明模型结构之间存在显著有意义的联系。

研究原创性/价值

本论文最重要的贡献在于它提出并验证了一个理论模型, 显示可持续情感依恋的动力起因。本论文提出的模型强调了结构之间的积极联系, 并且为在其他情境中的研究延申做出启示。

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Article
Publication date: 3 May 2016

Anil Bilgihan, Scott Smith, Peter Ricci and Milos Bujisic

Advances in technology and in subsequent guest-related amenities have the potential to improve the guest experience and also increase both guestroom revenues and ancillary…

Abstract

Purpose

Advances in technology and in subsequent guest-related amenities have the potential to improve the guest experience and also increase both guestroom revenues and ancillary room revenues. Innovative technologies will be one of the prime differentiators of hotel companies in the twenty-first century. However, it is important for hoteliers to answer questions such as which technology amenities do their guests desire when choosing overnight accommodations? Further, what are the importance levels assigned by guests of these various technology amenities? This study aims to answer the question of how leisure travelers may differ or be similar to business travelers with regard to in-room technology amenities.

Design/methodology/approach

The target population of this study consisted of 2,500 US residents whose email addresses were randomly drawn from a national database company. A series of t-tests and ANOVA were conducted to answer the research questions.

Findings

High-speed internet access and guest device connectivity were perceived more important by business travelers than by leisure travelers.

Research limitations/implications

Recognizing guests’ technology needs and answering those needs are important for hotel operators to remain competitive. While some segments perceive more value in certain technologies, for others it might be an indifferent amenity.

Practical implications

The amount of time guests spend in their rooms directly correlates to increased revenues from in-room dining, in-room amenities offered and, in general, all pay-for-use products and services such as the internet and movies. Therefore, with the right assortment and offering of technology amenities, hotels will increase their revenues from these ancillary revenues. Moreover, a hotel property with the right mixture of desired in-room amenities and services can charge higher rates for their guestroom sales.

Originality/value

The results of this study provide insights into the changing attitudes toward in-room entertainment technology that many hotel developers should take note of.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

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Article
Publication date: 22 July 2021

Arthur Huang, Ying Chao, Efrén de la Mora Velasco, Anil Bilgihan and Wei Wei

This study reviews existing research and current applications of artificial intelligence (AI) in the hospitality and tourism industry. It further proposes a new evaluation…

Abstract

Purpose

This study reviews existing research and current applications of artificial intelligence (AI) in the hospitality and tourism industry. It further proposes a new evaluation framework to inform the susceptibility of AI adoptions.

Design/methodology/approach

This is a synthesis and evaluation study that qualitatively summarizes and presents findings on AI applications in the hospitality and tourism industry. Current AI applications are rated using a seven-dimensional framework based on Rogers' (2003) diffusion theory.

Findings

AI adoption susceptibility in the hospitality and tourism industry varies based on the type of AI. Search/booking engines, virtual agents and chatbots rank high in the adoption susceptibility.

Research limitations/implications

This study bridges innovation diffusion theoretical underpinnings and AI applications. The findings support researchers, developers and managers in evaluating the adoption susceptibility of AI technologies in the hospitality and tourism industry.

Originality/value

This paper is among the few that focus on assessing AI adoption susceptibility in the hospitality and tourism industry. This paper develops a theory-based framework for systematically evaluating AI innovations in hospitality and tourism.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

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Article
Publication date: 21 January 2021

Karim Errajaa, Patrick Legohérel, Bruno Daucé and Anil Bilgihan

The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place.

Abstract

Purpose

The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place.

Design/methodology/approach

Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control), an experiment was conducted in a multi-service and hospitality space welcoming both local consumers and tourists (N = 303).

Findings

The findings show that when the scent is perceived as congruent with the brand image, reactions in the store are more favourable. It is not enough to use a scent that “smells good” or that is congruent with other factors (e.g. sensory environment); the scent must be perceived by consumers as consistent with the brand image. Findings also reveal that the diffusion of a scent congruent with the brand image improves guest satisfaction, intention to revisit and perceptions of the product and service.

Research limitations/implications

The limitations are both the emphasis on direct links and the focus on a French brand (café/co-working space franchise). It would be appropriate to extend the research to other contexts.

Practical implications

The findings show how important it is for hospitality organisations to use scents to generate a positive impact on their guests. Hotel, restaurant and café managers wishing to enhance customer reactions through the creation of an olfactory atmosphere should take scent congruence with the brand image into consideration.

Originality/value

The study of the effects of the atmosphere on consumer behaviour as a function of olfactory congruence with the brand image uses in-situ experimentation (café/co-working and food and beverage area).

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

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