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Open Access
Article
Publication date: 8 November 2022

Claudia Cozzio, Oksana Tokarchuk and Oswin Maurer

The purpose of this study is to investigate tourist in-destination consumption patterns in the context of bundled holiday packages in different resort categories to…

Abstract

Purpose

The purpose of this study is to investigate tourist in-destination consumption patterns in the context of bundled holiday packages in different resort categories to identify demand behavior that allows implementing profit-enhancing policies through attractive bundled offers for specific tourist segments.

Design/methodology/approach

This study relies on data gathered in a quasi-experiment to analyze differences in consumption patterns at resort bars over a two-year period (summer 2018 and 2019) before and after the introduction of an all-inclusive soft drinks package.

Findings

The findings inform on bundling strategies according to different degrees of price consciousness and resort category. In particular, guests in upscale resorts are more likely to under-consume items included in a pre-paid bundle and significantly engage in additional spending than economy resort guests.

Originality/value

The quasi-experiment provides the actual in-destination consumption patterns and offering managerial insights and tools to tailor the form and content of bundles according to resort category.

目的

本研究的目的是调查游客目的地消费模式在不同度假村类别的捆绑度假套餐的背景调查及研究。本研究旨通过深入了解市场需求, 来针对特定游客细分市场提供对其具有吸引力的捆绑优惠, 目的是让完善定价决策, 从而达到更优化利润。

设计/方法/途径

本研究依赖于通过准实验收集的数据, 该准实验侧重于分析度假村客人在两年期间(2018 年和 2019 年夏季)在推出全包无酒饮料套餐前后在度假村酒吧的消费模式的变化。

研究结果

研究结果为如何根据度假村类别相关的不同价格意识程度来运用捆绑策略。到达目的地后, 高档度假村的客人更有可能对预购捆绑包中包含的物品消费不足, 并且与入住经济型度假村的游客相比, 大幅增加额外支出。

独创性

我们的准实验审查了几乎没有被研究学习过的客人在目的地的实际消费模式。本研究对有用的管理工具的认识有更进一步的贡献:捆绑包的内容重点应由经济度假村的从业人员精心设计; 而在高档度假村, 应该以混合捆绑作为捆绑策略的一种形式。

Objetivo

El objetivo de este estudio es investigar los patrones de consumo de los turistas en destino en el contexto de los paquetes vacacionales combinados en diferentes categorías de complejos turísticos. Esta investigación persigue la adquisición de un conocimiento profundo del comportamiento de la demanda que permita la aplicación de políticas de precios que aumenten los beneficios mediante la orientación de ofertas con paquetes atractivos a segmentos específicos de turistas.

Diseño/metodología/enfoque

El estudio actual se basa en los datos recogidos a través de un cuasi-experimento centrado en el análisis de las diferencias en los patrones de consumo de los huéspedes del resort en los bares del mismo durante un período de dos años (temporadas de verano 2018 y 2019), antes y después de la introducción de un paquete de refrescos con todo incluido.

onclusiones

Los resultados del estudio informan sobre cómo aprovechar las estrategias de agrupación según los diferentes grados de conciencia de los precios asociados a la categoría del complejo turístico considerado. Una vez que llegan al destino, los huéspedes de los complejos turísticos de categoría superior son más propensos a no consumir los artículos incluidos en un paquete precomprado y a realizar un gasto adicional significativo en comparación con los turistas alojados en complejos turísticos económicos.

Originalidad

Nuestro cuasi-experimento examina empíricamente las pautas de consumo reales de los huéspedes en el destino, que apenas han sido examinadas. Este estudio contribuye además al reconocimiento de herramientas de gestión útiles: los profesionales de los complejos turísticos económicos deberían diseñar cuidadosamente el enfoque del paquete en términos de su contenido, mientras que el paquete mixto como forma de estrategia de agrupación debería favorecerse en los complejos turísticos de alto nivel.

Open Access
Article
Publication date: 21 November 2022

Claudia Cozzio and Andrea Furlan

This study aims to investigate the impact of the innovative ritual-based redesign of a routine in the challenging context of the dining-out sector, characterized by low…

Abstract

Purpose

This study aims to investigate the impact of the innovative ritual-based redesign of a routine in the challenging context of the dining-out sector, characterized by low employee commitment and high turnover.

Design/methodology/approach

This study adopts a mixed methods experimental design. This study focuses on a field experiment in a real restaurant centered on the restaurant’s welcome entrée routine. The routine is first observed as it happens, after which it is redesigned as a ritual.

Findings

The ritual-based redesign of the routine enhances employee sharing of the purpose of the routine and reduces the variability of the execution time of the routine, which increases group cohesion among the restaurant staff. Besides the positive impact on the routine’s participants, the ritual-based redesign has a beneficial effect on the performance of the routine by increasing the enjoyment of the end-consumers at the restaurant.

Research limitations/implications

The ritual-based redesign of routines is a powerful managerial tool that bonds workers into a solidary community characterized by strong and shared values. This allows guidance of the behavior of new and existing employees in a more efficient and less time-consuming way.

Originality/value

Rituals have been traditionally analyzed from the customer perspective as marketing tools. This research investigates the employees’ perspective, leveraging ritual-based redesign as a managerial tool for increasing cohesion among workers.

Details

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

Keywords

Open Access
Article
Publication date: 14 September 2021

Claudia Cozzio, Oksana Tokarchuk and Oswin Maurer

The purpose of this study is to investigate how hotel guests can be nudged for more active engagement in hospitality plate waste prevention and moderation at buffets…

1539

Abstract

Purpose

The purpose of this study is to investigate how hotel guests can be nudged for more active engagement in hospitality plate waste prevention and moderation at buffets, through designing effective persuasive interventions. Plate waste is a main sustainability challenge, and it is considered one of the major drivers of food waste in the hospitality sector, whose operations generate excessive amounts of waste. The hospitality industry, featured by all-you-can-eat buffet-style settings, is somehow encouraging consumers to increase the amount of food ordered or taken and not been eaten.

Design/methodology/approach

This study reports a field experiment conducted in a real hotel setting, where persuasive interventions were targeted to consumers at the croissants buffet, when guests were making their selections. The research tests the persuasiveness of functional and experiential appeal messages to nudge hotel guests towards a more active engagement in avoiding plate waste. Each single treatment was carried out for three weeks in varying sequence.

Findings

The findings are based on 63 rounds of data collections and show the superiority of experiential appeal messages in positively influencing guests’ behaviour. This implies that appropriate messages can persuade tourists to avoid plate waste in buffet-style settings, especially if these messages are grounded in participatory cues with an emphasis on altruistic values.

Originality/value

This is one of the few studies that empirically tests the effectiveness of different persuasive interventions in a real consumption setting, thus measuring actual behaviours which have been rarely studied. This study further contributes to the identification of concrete communication tools that can help to mitigate plate waste generation.

Details

British Food Journal, vol. 123 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 24 August 2021

Michael Volgger, Claudia Cozzio and Ross Taplin

The effectiveness of a message to persuade tourists to consume healthier and more ecological food may be influenced by (1) the message content, (2) the message sender and…

Abstract

Purpose

The effectiveness of a message to persuade tourists to consume healthier and more ecological food may be influenced by (1) the message content, (2) the message sender and (3) the receiver of the message. This study analyses effective persuasion of tourists by simultaneously investigating how these three characteristics influence tourists' healthy and ecological food choices at hotel buffets.

Design/methodology/approach

A randomised 4 × 2 between-subject experimental design, replicated in two hotels, collected perceptions of 329 participants on four persuasive messages aimed at increasing food consumption in a realistic and natural setting at hotel buffets. The eight treatments included four persuasive messages (placebo appeal, health appeal, environmental appeal, local origin appeal), each with and without endorsement (i.e. with/without a specific sender).

Findings

Message content, in particular health and local provenance-related messages, and the characteristics of the receiver (tourists' attitudes and habits) influence food choices on holiday while the sender (endorsement) was found to be less influential. This implies that appropriate messages can persuade tourists to eat in a considerate manner from hotel buffets, especially for tourists with favourable attitudes and everyday behaviours.

Originality/value

This paper contributes to theory and practice in persuasive communication to encourage healthier and more ecological choices in hedonistic consumption. Specifically, this paper is the first to present an integrated empirical analysis on the simultaneous influence of (1) message content, (2) presence of an identifiable sender and (3) receiver characteristics, on healthy and ecological eating behaviour of tourists.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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