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The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions.

A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis.

The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions.

Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

The study aims to analyse the structural relationships of authenticity, health concern and sustainable intelligence in the farm restaurant context. Different types of restaurants have been targeted to understand consumer behaviour; however, the behavioural intention of visitors dining at the farm restaurants was rarely explored.

With the backdrop of the theory of planned behaviour (TPB), this study highlights the understanding, particularly on personal values associated with the behavioural intention of consumers visiting the farm restaurant. Data were collected, circulating questionnaires onsite and online at a farm restaurant. Structural equation modelling was employed to analyse the data.

Study findings reveal that personal values such as authenticity, health concern and sustainable intelligence positively influence the mediating constructs of TPB towards behavioural intention to revisit the farm restaurant.

This research might be the first one, exclusively focused on understanding the behavioural intention of the consumers visiting the farm restaurant, based on their personal values. This study specifically enriches the farm restaurant literature from the academic perspective and offers insights to farm restaurant owners and managers about the priorities of the consumers visiting the farm restaurant.

The purpose of this study is to analyze online hotel reviews produced by customers to identify and compare factors known as satisfiers and dissatisfiers based on Herzberg’s two-factor theory. This approach was applied to compare full-service and limited-service hotels, which can show different levels of customer expectation.

A content analysis of 919 satisfaction- and dissatisfaction-indicating reviews of 100 hotels in both full-service and limited-service hotel segments in New York City on Trip Advisor was conducted.

Results show that satisfiers and dissatisfiers in full-service hotels were distinct, with the exception of two common service-related factors, namely, “staff and their attitude” and “service”. On the other hand, “staff and their attitude” and four room facilities-related factors, “room cleanliness/dirtiness”, “bed”, “bathroom” and “room size”, were revealed as common satisfiers and dissatisfiers in limited-service hotels. To fulfill customer satisfaction and resolve dissatisfaction in both full-service and limited-service hotels, satisfiers and dissatisfiers should be highlighted according to the hotel class; the most critical factor is “staff and their attitude”.

Analysis of online hotel reviews provides understanding of customers’ satisfiers and dissatisfiers, and the results are very useful to hotel management. Therefore, hotel operators should monitor electronic word-of-mouth, recognizing and acting upon previous and current customers’ satisfactory and unsatisfactory reactions.

As technologies such as social media develop, customers are increasingly sharing their satisfactory and unsatisfactory experiences on consumer-generated online review sites. These have become a major source of information not only for customers deciding on a hotel stay but also for hotel managers trying to understand their customers and competitors.

Organizations often view current market situations from the customers’ viewpoints. To do so, they face an incredibly vast volume and variety of data. Data visualization makes huge amounts more accessible and understandable and helps to communicate complex information more accurately and effectively. This chapter discusses how to utilize user-generated data in the tourism industry to enhance the customer experience through data visualization tools. Five analysis tools are used to identify the factors that contribute to hotel guests’ dissatisfaction in five top city destinations. Identifying and eliminating dissatisfaction is the first step in enhancing the quality of the experience and in fostering loyalty in the long run.

This chapter uses the dataset of tourist satisfaction index of Hong Kong to investigate the impact of cultural difference on the gap between tourists’ expectations and their perceptions of actual service performance. When the tourists’ demographic profile and their experience are controlled, it is found that small cultural difference between Hong Kong and Mainland China has a positive impact on expectation–performance gap, whereas negative relationship is identified for large cultural difference between Hong Kong and Western countries. The practical implication for the former is that service providers should manage the gap in accordance with the aspects of the cultural difference between the destination and the source markets.

In this chapter, the analysis-action nexus will be addressed by reviewing studies from across the chapters. The broad themes covered have included governance and sustainability, consumer benefits and experiences, and networking among entrepreneurs and associated opportunities. It is argued that addition to tourism intelligence often lies in improving communication, building trusted connections, and affirming local networks. A focus on the need for trust, the use of tools for insights, the value of identifying new trends, and understanding target markets, together with the usefulness of training and an appreciation of time, help smooth the journey along the long and winding road from analysis to action.