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Article
Publication date: 7 August 2017

Bijoylaxmi Sarmah, Zillur Rahman and Shampy Kamboj

The purpose of this paper is to develop a conceptual framework to empirically examine and explain the antecedent factors of consumers’ adoption intention toward…

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework to empirically examine and explain the antecedent factors of consumers’ adoption intention toward co-creatively developed new travel services using smart phone apps. The antecedents include consumer innovativeness, trust, degree of co-creation that results in positive adoption intention. In this study, tourists’ degree of co-creation acts as a mediator between trust and adoption intention.

Design/methodology/approach

Data were collected through online surveys from tourists that resulted into a total of 152 valid responses. An analysis of data was done by applying the confirmatory factor analysis along with structural equation modeling.

Findings

The findings of this study indicate that both consumer innovativeness and trust significantly affect adoption intention directly and indirectly via degree of co-creation among tourists and e-travel service providers. Degree of co-creation acts as a mediator between the above-mentioned relationships.

Research limitations/implications

Use of smart phone apps by tourists’ and e-travel companies to co-create new services and tourists’ adoption intention have been examined in context of co-created service innovation that limits the generalizability of the results to other industries. A few other limitations are also discussed.

Practical implications

The findings of this study guides the policy planners and e-travel company managers toward application of mobile technology in consumer co-creation in context of service innovation.

Originality/value

Tourists’ trust in the e-travel companies and their innovativeness were found to influence their degree of co-creation, which are instrumental in developing adoption intention toward co-creative new service innovation using smart phone apps in India. This is a significant addition to the existing literature, as studies on co-creation activities aiming to co-develop new services by tourists and e-travel companies in India are scant in number. In addition to this, the newly developed conceptual model also highlights the role of degree of co-creation as a mediator between two antecedents (trust and innovativeness) and outcome (tourists’ adoption intention), which are considered as new additions to the co-creative service innovation literature.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 2 October 2017

Shampy Kamboj and Zillur Rahman

The purpose of this paper is to develop and validate a scale to measure customer social participation in brand communities, specifically e-travel companies’ communities.

Abstract

Purpose

The purpose of this paper is to develop and validate a scale to measure customer social participation in brand communities, specifically e-travel companies’ communities.

Design/methodology/approach

A qualitative research has been undertaken to generate a pool of items. Based on Churchill’s (1979) scale development process, numerous reliability and validity tests have been conducted to confirm the scale structure. Data were collected through online and field surveys from the students and hotel guests who have either subscribed, liked or joined any e-travel service companies’ community brand page using any social networking site or have ever posted or considered reviews and ratings of any e-travel service companies via their official site or via a mobile app while planning their travel.

Findings

The findings depict nine items on a three-dimensional scale for measuring customer participation in travel brand communities created on social networking sites.

Research limitations/implications

The findings provide important implications for hotel and travel managers and are likely to encourage future studies in the field of social media and travel brand communities.

Originality/value

This paper contributes to the literature by providing refinement to the distinct operationalization and conceptualization of customer online participation, specifically in social media-based travel brand communities. This paper is the first to develop a multidimensional scale of customer social participation in e-travel companies’ communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than customer social participation and contexts different from e-travel companies.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 3
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 6 February 2018

Shampy Kamboj and Bijoylaxmi Sarmah

The purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.

Abstract

Purpose

The purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.

Design/methodology/approach

In this study, various tests for reliability and validity have been performed to confirm scale structure. Data were collected using survey method from the student and non-student sample.

Findings

The results confirm a multi-dimensional scale with nine items for measuring customer participation in social media brand communities.

Research limitations/implications

The results of this study present several implications for online brand communities managers and are likely to support future research in the context of social media brand communities.

Originality/value

This paper is the first to develop a multi-dimensional scale of customer participation in social media brand communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than CSP, and contexts different from social media brand communities.

Details

Internet Research, vol. 28 no. 1
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 6 September 2018

Bijoylaxmi Sarmah, Shampy Kamboj and Jay Kandampully

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service…

Abstract

Purpose

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation (CCSI). The purpose of this paper is to examine the relationships between the key drivers of co-creation intention in the social media context. Understanding relationships between key drivers of customers’ co-creation intention will prove valuable in advancing current knowledge about service innovation using social media. The key drivers examined in this study are – customer innovativeness, attitude toward CCSI on social media, subjective norms and perceived behavioral control. This knowledge will be of considerable value for its practical application in the hotel industry.

Design/methodology/approach

Data were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.

Findings

The results show that customer innovativeness, attitude toward CCSI on social media, subjective norm and perceived behavioral control positively influence both co-creation and adoption intention. Further, it was also found that co-creation intention mediates the relationship between its two driving factors, namely, customer innovativeness, attitude toward CCSI in social media and adoption intention.

Research limitations/implications

The findings provide theoretical implications for hospitality discipline. The findings also provide various strategies hospitality firms can use to co-create service innovation through the effective use of social media.

Originality/value

The relationships examined in the present study have not been tested previously; this is the first attempt of the kind. Thus, the associations established in this study form an important contribution to the existing body of knowledge in co-creation, service innovation and social media literature.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

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Book part
Publication date: 30 November 2020

Seda Yetimoğlu and Kaplan Uğurlu

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users…

Abstract

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users’ experiences and thoughts before purchasing a product or service. The use of social media (SM) platforms, which are getting stronger day by day, is also preferred by companies so as to convey any message to the target audiences. SM platforms such as Instagram, Facebook, Twitter and YouTube are the most outstanding and commonly used channels through which companies reach the target audiences. Sharing, especially including visual elements, supplies the highest level of interaction with the target audience. However, the internet bloggers/vloggers (video blogger), phenomena, influencers or SM marketers have a significant impact on the consumers of the digital age with their channels on the internet and their sharing in SM accounts. Tourism companies are not indifferent to the increasing importance of SM. Thus, they prefer working with SM influencers or bloggers by conveying the info and messages to their consumers to perceive their products and services. The influencers can spread the messages of the companies to wider consumers that companies might never be able to reach. For some years, the inclusion of influencers as part of a communication and marketing strategy has become more common and necessary for the promotion of a destination, airline or hotel group. This has been generated due to important factors such as trust, which has been the best ally of influencers: in most cases people give higher levels of credibility to what is said and done by instagramers, youtubers, bloggers, twitterers, etc. In recent years, it is one of the hottest new ways to affect potential guests’ buying decisions and create high-quality content without the excessive costs of most marketing efforts.

Details

The Emerald Handbook of ICT in Tourism and Hospitality
Type: Book
ISBN: 978-1-83982-689-4

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Article
Publication date: 5 February 2018

Bijoylaxmi Sarmah and Zillur Rahman

With increased competition in service sector due to dynamic nature of customers’ taste and preferences, service providers have realized the importance of co-creating with…

Abstract

Purpose

With increased competition in service sector due to dynamic nature of customers’ taste and preferences, service providers have realized the importance of co-creating with customers across various stages of new service development. Co-creating with customers require a focused attention on the psychological variables that influence customers to participate in developing a new service. However, availability of scant literature creates difficulty in comprehending co-creative hotel service innovation practices, especially in developing country like India. The purpose of this paper is to explore the inter-relationships among the customer participation in hotel service innovation variables with the help of interpretive structural modeling (ISM) approach.

Design/methodology/approach

ISM approach is used to determine the direction of customer participation and categorization of psychological variables with their driving and dependence power. Identification of related variables was done through a review of literature initially and arrived at a common consensus through brainstorming sessions with academicians and hotel industry experts.

Findings

The results indicate that a few variables possess higher driving power that include: consumer innovativeness, customer participative behavior, customer socialization, willingness to co-create, role clarity, customer ability and their interlinking. Thus, the research contributes in the development of relationship among various identified variables of customer participation in service innovation (CPSI) using ISM.

Research limitations/implications

This study suggests that hoteliers should co-create with customers to develop new services by understanding their psychological variables that play a crucial role determining their active participation in new hotel service offerings.

Practical implications

This study suggests that hoteliers should co-create with customers to develop new services by understanding the enablers of customer participation in co-creative hotel service innovation. Hoteliers can have hierarchical map of their customers for co-creating at different stages of service innovation or can segregate the variables as per their driving and dependence power for enhanced applicability of the variables. Further, the observed inter-relationships among the CPSI variables can guide the managers in planning and implementing identified relationships for successful implementation of co-creative service innovation.

Originality/value

To the best of the authors’ knowledge this study is the first to provide an integrated model using ISM and Matrix Impact Cross-Reference Multiplication Applied to a Classification (MICMAC) analysis with a goal to identify and classify various key enablers of customer participation in co-creative hotel service innovation in India. The authors believe that this study will enhance the understanding of the psychological factors influencing customer-firm co-creative service innovation activities and help the academicians and industry practitioners to select right enablers for customer participation in co-creative hotel service innovation. Thus, this study will be the foundation for studying co-creative service innovation using the ISM and MICMAC approaches.

Details

Benchmarking: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 1 December 2000

W. Faché

Travel organisations, as travel agencies, tour operators, hotels, etc. focus their research too much on measuring service quality level and identifying errors. This…

Abstract

Travel organisations, as travel agencies, tour operators, hotels, etc. focus their research too much on measuring service quality level and identifying errors. This strategy results in incremental improvements. This paper will focus more on how to improve the service by using strategies that further both incremental and innovative improvements of service. The paper demonstrates that an importance‐performance survey combined with service blueprinting and benchmarking is a useful strategy to improve and innovate service. To understand this strategy a quality management model that integrates incremental and fundamental (innovative) service improvements is presented.

Details

Managing Service Quality: An International Journal, vol. 10 no. 6
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 23 October 2020

Shampy Kamboj and Richa Joshi

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations…

Abstract

Purpose

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations. The current paper believes tourists’ use of their smartphone or its apps because of their contact with tour friends, social loneliness-related concerns or its aesthetic scope. The purpose of this paper is to identify the factors of continued use of smartphone apps via travelers during their stay at a tourism destination, framed within the UTAUT2 model (unified theory of acceptance and use of technology), given intrinsic user attributes (innovativeness), tourism destination aspect (aesthetic scope and social loneliness) and one of the key characteristics of mobile devices (portability).

Design/methodology/approach

The sample consists of 357 smartphone users who travelled to some tourist destinations and used some mobile apps during their stay. Data was analyzed using the structural equation modeling approach.

Findings

The findings of the study show that the UTAUT2 model can effectively explain the use of smartphone apps at tourism destinations and characteristics of the user and mobile device, does affect behaviour outcomes (smartphone, intention to reuse app, satisfaction towards trip and loyalty towards app).

Originality/value

This paper is mainly important due to its emphasis on smartphone apps’ use during the travel stay, as the majority of the existing literature focusses on prior steps ( service booking).

Details

International Journal of Tourism Cities, vol. 7 no. 1
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 30 June 2021

Chawannuch Wungrotjanarut and Olimpia C. Racela

This study investigated an appended belief-attitude-intention (BAI) model, which included two antecedent beliefs of attitude and two marketing factors as additional…

Abstract

Purpose

This study investigated an appended belief-attitude-intention (BAI) model, which included two antecedent beliefs of attitude and two marketing factors as additional determinants of air traveller behavioural intentions towards low-cost airlines (LCAs). The hypothesized relationships were compared across different behaviouristic groups based on flying frequency, travel purpose and travel party size.

Design/methodology/approach

Survey data from 331 air travellers intercepted at a major international airport in Thailand were analysed using structural equation modelling and bootstrapping multiple-group comparisons to investigate the hypothesized mediation and moderation effects.

Findings

Results indicate that behavioural intention towards LCAs is largely influenced by perceived price, followed by attitude towards LCAs and subjective norm and not determined by airport accessibility. Antecedent beliefs of perceived service quality and uncertainty avoidance influence behavioural intention, as mediated by attitude towards LCAs. The role of subjective norm varied among air traveller groups.

Practical implications

Managers can manage price perceptions by focusing on LCA affordability and they should closely scrutinize these air traveller behaviouristic groups to identify opportunities to appeal to the distinctive cognitive responses of traveller segments.

Originality/value

This study tested an appended BAI model across three different air traveller behavioural characteristics, a multi-group analytical approach that can reveal meaningful implications, yet has been underused in LCA research.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 20 April 2010

Ching‐Torng Lin

For the internet to realise its full marketing potential, travel agencies need a well‐designed e‐travel site. Yet the attributes that affect customers' perceptions leading…

Abstract

Purpose

For the internet to realise its full marketing potential, travel agencies need a well‐designed e‐travel site. Yet the attributes that affect customers' perceptions leading to acceptance of e‐travel sites are still unclear. This study seeks to focus on why users accept or reject e‐travel sites and how users' acceptance is affected by three widely recognised features of sites – relevant information content, information quality, and functionality needs service.

Design/methodology/approach

The study analysed a survey of 242 users of Taiwanese e‐travel sites to test the hypothesised expanded technology acceptance model.

Findings

The empirical results indicate that the information content, information quality and functionality service of e‐travel sites strongly determine the perceived ease of use. Relevant information content and information quality also strongly determine perceived usefulness, which in turn leads to the behavioural intention to use e‐travel sites.

Originality/value

The findings of the study suggest that web site information must be sufficiently provided, quickly expanded and constantly updated to maintain correct and current content to meet users' information needs as well as an appropriate assistance function to provide good levels of web‐based customer service. These attributes should satisfy visitors, making them likely to revisit e‐travel sites.

Details

Online Information Review, vol. 34 no. 2
Type: Research Article
ISSN: 1468-4527

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