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Article
Publication date: 18 January 2022

Islam Elgammal, Ghada Talat Alhothali and Annarita Sorrentino

Umrah is a religious ritual that takes place inside the Holy Mosque in Makkah. Umrah can be performed any time during the year; however, performing Umrah in the month of…

Abstract

Purpose

Umrah is a religious ritual that takes place inside the Holy Mosque in Makkah. Umrah can be performed any time during the year; however, performing Umrah in the month of Ramadan is much rewarded. Although the kingdom of Saudi Arabia is hosting this event each year, studies that focus on exploring the Holy Mosque visitor segments are scarce. This study aims to explore and describe the marketing segments of Umrah performers relative to their Umrah experience inside the Holy Mosque of Makkah. Most specifically, this study aims to explore segments of Umrah performers based on their perception of servicescape, hedonic and convenience value and the visitors’ outcome behaviors [i.e. intention to revisit and positive word of mouth (PWOM)].

Design/methodology/approach

Mixed-method techniques of data collection [i.e. self-administered questionnaires (n = 278) and short discussions (n = 10)] were used.

Findings

Cluster analysis is used for data analysis. The findings revealed four clusters of Umrah performers: real, occasional, rational and passionate performers.

Research limitations/implications

This study is a first attempt to target pilgrims based on their experience with the servicescape during the organized religious event; despite its exploratory nature, it reveals interesting insights that will be useful for managers and scholars. Although the study helps to enrich the existing knowledge on visitors’ experience and proposes some implications for practitioners, it does have some limitations. First, convenience sampling was used, and hence the findings cannot be generalized. Second, the limited period of observation did not allow the authors to provide a complete picture of the pilgrims’ behavior; for this reason, the study findings partially describe the phenomenon. Another limitation is related to the difficulty of approaching respondents from Asia or South East Asia although they constitute a significant percentage of the total Umrah performers every year; this is because of the language barrier as data was collected from only English and Arabic speakers. Hence, to overcome these limitations, it is suggested that future studies could be expanded to target Asian respondents and perhaps other nationalities; and could be undertaken in other religious contexts. Moreover, an interesting future study could be carried out to compare the same model during other religious events. Added to that, another growing area of research could be approached by researchers, such as the impact of pilgrims sharing their experiences on influencing E-PWOM.

Practical implications

The findings reveal several implications for policymakers and stakeholders. The segmentation of Umrah performers assists destination managers, policymakers and local firms involved in managing this mass event to identify effective marketing decision-makers, business strategies and policymakers to satisfy the needs of these visitors (Disegna et al., 2011). Particularly, the identification of the key characteristics of these visitors can help destination marketers to develop a marketing mix that suits the needs of each cluster (Smith et al., 2014). Despite that the performers’ main motivation is the religious purpose, marketing strategists can attract the attention of these visitors to visit other religious, cultural and heritage sites in the country.

Social implications

Encouraging the visit to other tourist spots in Saudi has several impacts on nourishing the economy and the community. Tourism in Saudi could encourage entrepreneurs to start new ventures to satisfy the need of visitors to the country. Small-medium enterprises could benefit from tourism as they could target market niches in which leader companies are not serving. For instance, hand-made souvenirs are one of these industries that could grow to satisfy the need of visitors.

Originality/value

The results contribute to the literature of event segmentation by identifying visitors’ profiles to rarely investigated destinations. The findings reveal several implications for policymakers and stakeholders.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 5 June 2017

Marcello Risitano, Ilaria Tutore, Annarita Sorrentino and Michele Quintano

The impact of national culture on tourist behavior has been analyzed in several studies, but none of them focused on its discriminating impact on behavioral intentions…

Abstract

Purpose

The impact of national culture on tourist behavior has been analyzed in several studies, but none of them focused on its discriminating impact on behavioral intentions during a mega-event. Using Hofstede’s cultural dimensions, this paper aims to explore the influence of national cultural values on tourist behaviors (experience, satisfaction and behavioral intentions) during the America’s Cup World Series (ACWS) in Naples.

Design/methodology/approach

The paper presents a quantitative analysis of primary data gathered through a survey of a convenience sample of tourists (n = 612) conducted during the ACWS organized by the City of Naples in April 2013.

Findings

The findings confirm that national cultural clusters represent an important driver of behavioral intentions: tourists from different geographic clusters showed different intention to return and intention to recommend by word of mouth, caused by different levels of individualism and uncertainty avoidance.

Practical implications

For destination marketing managers, this study throws light on how the national culture of tourists may influence their experiences and behavioral intentions.

Originality/value

Despite the richness of works on the tourism experience, few studies have investigated the effect of national culture on tourists’ experience, satisfaction and behavioral intentions during and after a sport mega-event.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 2
Type: Research Article
ISSN: 1750-6182

Keywords

Open Access
Article
Publication date: 26 June 2020

Francesco Schiavone, Daniele Leone, Annarita Sorrentino and Alessandro Scaletti

The study aims to provide an exploratory investigation of the magnitude of the customer-centric approach in the specific area of healthcare as a contribution to the scarce…

2379

Abstract

Purpose

The study aims to provide an exploratory investigation of the magnitude of the customer-centric approach in the specific area of healthcare as a contribution to the scarce and preliminary literature on this topic. In particular, it explores the role of sharing economy-based (SE-based) platforms as an experiential touchpoint to co-create value within different levels. Specifically, the purpose of the study is threefold. First, it aims to address the service experience innovation in healthcare with a customer-centric approach. Second, it seeks to define the role of the SE-based platform as a touchpoint to redefine business processes, and third, it measures the co-created value within the network when redesigning the service experience.

Design/methodology/approach

To address the research question, the authors proposed an analysis of service innovation and customer centricity in healthcare networks by using the case study of Saluber, an SE-based platform that offers logistics services for non-emergency medical transportation in the Campania region (south of Italy). By using a qualitative approach, the authors analysed primary and secondary data from multiple sources of evidence.

Findings

The results show that a customer-centric approach based on the SE-based platform can improve the customer experience and help to redesign and expand the business processes of healthcare organisations. A multilevel model demonstrates the possible service innovations that use SE principles that can co-create value for the customer (micro level), for the healthcare network (meso level) and for the community (macro-level).

Research limitations/implications

This study provides managerial implications for the players who intend to take advantage of the possibilities offered by service innovations developed by the health and social organisations in the network. The SE-based platform helps redefine business processes to improve clinical and financial outcomes and improves the overall customer experience within this network.

Originality/value

This study allows new and important reflections from ethical, social and managerial points of view and underlines how digital platforms act as a support for healthcare services, not as a substitute.

Details

Business Process Management Journal, vol. 26 no. 4
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 28 January 2022

Annarita Sorrentino, Marco Ferretti, Marcello Risitano, Giacomo Del Chiappa and Fevzi Okumus

This study aims to examine the effects of the servicescape on experiential state, delight and memorability in the context of the cruise experience. This study also…

Abstract

Purpose

This study aims to examine the effects of the servicescape on experiential state, delight and memorability in the context of the cruise experience. This study also analyzes the moderating effects of sociodemographic characteristics (income and place of residency) and prior travel experience.

Design/methodology/approach

Drawing on the Stimulus-Organism-Response theory, structural equation modeling via partial least squares path modeling was applied to a sample of 415 cruisers. A multi-group analysis was used to test the moderating effects.

Findings

Study results confirm the predictive role of the servicescape in creating experience, delight and memorability, with a place of residence, past travel experience and income exerting moderating effects on the aforementioned relationships.

Practical implications

The results offer useful insights for managers who operate not only in the cruise industry but also in other service contexts. Moreover, the moderating effects offer novel insights into smarter marketing on the part of service companies oriented toward value co-creation.

Originality/value

Only a few recent studies have focused on the servicescape in the context of the cruise industry. This study contributes to the literature by providing a theoretical framework and empirical evidence for analyzing the role of the onboard servicescape in cruisers’ experience, delight and memorability while also considering the moderating effects that of sociodemographic and travel-related characteristics exert on the different paths.

Details

Consumer Behavior in Tourism and Hospitality, vol. 17 no. 1
Type: Research Article
ISSN: 2752-6666

Keywords

Open Access
Article
Publication date: 27 September 2021

Michele Simoni, Annarita Sorrentino, Daniele Leone and Andrea Caporuscio

This study aims to provide an exploratory analysis of the role of virtual reality (VR) in the cruise context as a contribution to the limited literature on this topic. In…

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Abstract

Purpose

This study aims to provide an exploratory analysis of the role of virtual reality (VR) in the cruise context as a contribution to the limited literature on this topic. In particular, the research investigates immersive VR as a critical touchpoint at the pre-purchase stage of the customer journey.

Design/methodology/approach

To achieve the research aims, the authors use a case study approach by analysing the “immersive configurator” (essentially a virtual catalogue) implemented by the Mediterranean Shipping Company (MSC).

Findings

Three innovative functions emerged from the study of the MSC’s virtual catalogue. First, it improves the customer experience and engagement through its interactivity. Second, it allows customization of the prospective cruise experience by selecting and changing types of ship, the level of service, the position of the cabin and much more. Third, it becomes a new digital marketing system endowed with large amounts of data.

Research limitations/implications

This study advances the current state of knowledge by presenting an empirical case study on the role of immersive VR at the pre-purchase stage of the customer journey. Second, it offers interesting implications for managers who want to take advantage of the opportunities offered by VR.

Originality/value

The present study analyses the pre-purchase stage in tourism marketing focused on the use of VR in the tourist experience at the time of service delivery. Second, it enriches the tourism literature by integrating supply-side and demand-side perspectives. Third, from a methodological point of view, this paper offers an in-depth qualitative study in a context where scholars have mostly applied quantitative methods.

通过虚拟现实来提高预购体验:洞悉游轮产业摘要

研究目的

以邮轮产业为背景, 鉴于少量的相关文献, 本研究对虚拟现实提供了初步研究。 本论文以侵入式虚拟现实作为顾客购买前关键体验点进行了探索。

研究设计/方法/途径

为实现研究目的, 本论文运用了案例研究发来分析地中海航运公司MSC目前使用的“侵入式配置程序” (尤其作为虚拟目录)。

研究结果

通过对MSC虚拟目录的研究, 我们发现了其三大创新功能。第一, 可有效的通过互动来提高顾客体验和参与。第二, 可允许对预期的游轮体验通过选择游轮种类, 服务等级, 船舱的位置等, 来进行量身定制。第三, 基于大量数据积累, 可作为数字营销系统。

理论贡献

通过实证案例研究, 本论文对侵入式虚拟现实在顾客预购体验中的研究文献进行了有效推进。其二, 本研究为期望运用虚拟现实的从业人员提供了新颖的实践知识。

研究原创性/价值

本研究在聚焦在虚拟现实技术运用在旅游营销中的前期游客体验。第二, 本研究整合了供给和需求两方面的视角。第三, 从研究方法的角度, 本研究在普遍运用定量研究的领域提供了深入的定性研究。

Details

Journal of Hospitality and Tourism Technology, vol. 13 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Open Access
Article
Publication date: 20 August 2020

Annarita Sorrentino, Xiaoxiao Fu, Rosaria Romano, Michele Quintano and Marcello Risitano

This study aims to analyze the impact of event experience on event satisfaction and intentions to return and recommend the destination.

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Abstract

Purpose

This study aims to analyze the impact of event experience on event satisfaction and intentions to return and recommend the destination.

Design/methodology/approach

Relationships among constructs were tested on data gathered from 542 tourists during the America's Cup World Series held in South Italy in April 2013 by using a structural equation modeling approach. Moreover, a multigroup analysis was developed to test the possible moderator factors.

Findings

The results revealed that event experience and event satisfaction had positive impacts on the intentions to recommend and return to the host destination. Moreover, nationality, gender and trip motivation emerged as important moderating factors in the relationships among the latent constructs.

Research limitations/implications

The findings of this paper enrich the existing literature and help tourism destination marketers and managers consider the triggering factors of a satisfying mega-sports event for the host destination and the marketing power of the on-site experience.

Practical implications

Practitioners should draw on the insights provided by this study to design destination strategies, particularly by paying attention to how an event experience causes an attendee to return to and recommend the host destination.

Originality/value

This study enriches the existing event literature in several ways. First, it emphasizes the importance of the event experience to the satisfaction level and willingness to return and recommend the host destination for a vacation, supporting the link between an event and its destination. Second, it provides a moderating analysis that offers new insights for marketing the event experience. It offers a multilevel model of mega-event tourism legacy, which opens up new avenues of research. Third, complementing the consumer-based analysis, this research includes the trend of visits (after 2013 to the present) to examine how a mega-sport event has brought about more postevent visits.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 5
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 7 August 2017

Marcello Risitano, Rosaria Romano, Annarita Sorrentino and Michele Quintano

The purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness…

2484

Abstract

Purpose

The purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willingness to pay a premium price) in relation to food brands.

Design/methodology/approach

The authors propose a conceptual model comprising five latent variables and 26 manifest variables. A questionnaire with questions relating to pasta and coffee was given to an Italian consumer sample (n=400). The model was tested using structural equation modelling of the resulting data to examine the research hypotheses.

Findings

The empirical study confirms the predictive role of the two selected drivers of brand value. Both consumer-brand engagement and brand experience influenced behavioural intentions, but these brand constructs had different roles in the two product categories examined in the study, pasta and coffee.

Research limitations/implications

This study does have limitations. First, the generalisability of the findings should be considered. The study refers to only two product categories in a specific country. It would be interesting to investigate the issue of food brand engagement and brand experience in different countries, and to compare the results. Furthermore, it would be valuable to investigate the impact of brand engagement and brand experience in other product categories.

Practical implications

The results have an important implication for marketing managers: they should develop long-term and strong brand relationships. Such consumer engagement and/or experiential actions can be key competitive advantages for food companies.

Originality/value

The study provides empirical support for the effect of consumer-brand engagement and brand experience on consumers’ behavioural intentions in the food industry.

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 18 February 2020

Francesco Calza, Margherita Pagliuca, Marcello Risitano and Annarita Sorrentino

This study aims to investigate both the relationships among the on-board environment, overall satisfaction, perceived value and behavioral intentions and the moderating…

1396

Abstract

Purpose

This study aims to investigate both the relationships among the on-board environment, overall satisfaction, perceived value and behavioral intentions and the moderating effects of gender, employment status, group composition and the propensity to stay on board in the context of cruise experience.

Design/methodology/approach

Relationships among constructs were tested on the basis of 417 surveys collected and analyzed with the structural equation modeling approach of partial least squares path modeling. A multi-group analysis was used to test the moderating effects.

Findings

The research findings suggest that on-board environment is a good predictor of behavioral intentions, but that the relationship is strongly mediated by satisfaction and perceived value. Moreover, the multi-group analysis of moderating effects indicated various differences that offer interesting insights for segmenting passengers; these insights have substantial implications for future studies and cruise line companies alike.

Practical implications

This study offers useful insights for managers who want to differentiate their value proposition with ship-centered elements.

Originality/value

This study contributes to the literature by providing a theoretical framework and empirical evidence for analyzing the role of the perceived on-board environment in passenger experience. From a managerial perspective, the moderating effects offer new insights for targeting and customizing the cruise experience value proposition.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Abstract

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

Content available
Article
Publication date: 4 March 2022

Rab Nawaz Lodhi, Zahid Mahmood and Cihan Cobanoglu

Abstract

Details

Journal of Hospitality and Tourism Technology, vol. 13 no. 1
Type: Research Article
ISSN: 1757-9880

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