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In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and analysis in a hybrid setting: “phygital,” combining physical places and digital spaces. This thought piece aims to advance existing research methodology frameworks by proposing a comprehensive methodological framework that allows marketing researchers to examine consumer behaviors in phygital settings.

An experiential research methodology framework is proposed by reviewing existing methodologies, along with considering the phygital as a new consumption context. The proposed framework can help marketing researchers use multiple data collection processes to create rich insights and develop an in-depth understanding of consumer behaviors in hybrid settings, such as the phygital.

The experiential research framework emphasizes the shift in methodological thinking by considering four main types of methods – i.e. experiential screening, experiential interaction, experiential immersion and experiential reflexivity – marketing researchers can use to examine consumer behaviors in phygital settings.

By embracing experiential research as a more flexible and adaptable methodological framework to examine phygital settings, marketing and consumer behavior scholars can develop deep knowledge of the examined phenomenon while shifting from online to offline fields, and inversely.

This paper aims to compare the nature of three different business and management education (BME) research streams (online/blended learning, entrepreneurship education and experiential learning), along with their citation sources to draw insights on their support and legitimacy bases, with lessons on improving such support and legitimacy for the streams and the wider BME research field.

The authors analyze the nature of three BME research streams and their citation sources through tests of differences across streams.

The three streams differ in research foci and approaches such as the use of managerial samples in experiential learning, quantitative studies in online/blended education and literature reviews in entrepreneurship education. They also differ in sources of legitimacy recognition and avenues for mobilization of support. The underlying literature development pattern of the experiential learning stream indicates a need for BME scholars to identify and build on each other’s work.

Identification of different research bases and key supporting literature in the different streams shows important core articles that are useful to build research in each stream.

Readers will understand the different research bases supporting the three research streams, along with their targeted audience and practice implications.

The discovery of different support bases for the three different streams helps identify the network of authors and relationships that have been built in each stream.

According to the authors’ knowledge, this paper is the first to uncover differences in nature and citation sources of the three continuously growing BME research streams with recommendations on ways to improve the support of the three streams.

This paper aims to test the relationships among the experiential quality dimensions, the green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green bed & breakfast (B&B) context.

The data used in this study are based on a sample of 517 customers staying at one green B&B in Yilan County of Taiwan. The predicted relationship is tested using structural equation modeling.

The empirical findings reveal the following: five dimensions (peer-to-peer quality, physical environment quality, outcome quality, venue quality and administration quality) constitute a multidimensional model to conceptualize and measure perceived experiential quality that can achieve green experiential satisfaction in addition to environmental friendliness; environmental friendliness has a direct influence on green trust and green experiential satisfaction, which has a positive significant influence on green support and green desire; and green trust, green experiential satisfaction and green support contribute to green experiential loyalty.

To increase the perceptions of experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty, the findings of this study will help green B&B management develop and implement market-orientated service strategies.

This paper provides data that result in a better understanding of the relationships among experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green B&B setting.

The purpose of this paper is to identify the dimensions of experiential quality and examining the interrelationships among experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty using a multi-dimensional and hierarchical model as a framework perceived by coffee chain customers.

The data used in this study were based on a sample of 428 customers at Starbucks in Taipei City of Taiwan. Data were analyzed using exploratory factor analysis and confirmatory factor analysis.

The findings reveal that there are four primary dimensions and 13 sub-dimensions of experiential quality in a coffee chain. In addition, the results indicate that affective quality is identified as the most primary dimension of experiential quality perceived by coffee chain customers. Experiential quality significantly influences perceived value and experiential trust, respectively. Also, experiential satisfaction is influenced by perceived value, experiential quality and experiential trust. Furthermore, experiential satisfaction and experiential trust are determinants of experiential loyalty.

This is the first study identifying experiential quality, experiential satisfaction, perceived value, experiential trust and experiential loyalty in the context of coffee chains.

Experiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived novelty, a defining characteristic that has not received sufficient recognition. Scarce products are identified as a promising strategy to enhance novelty perceptions. Additionally, the authors differentiate between electronic and interpersonal WoM, and consider need for uniqueness (NFU) as a relevant personality variable.

This study encompasses three experiments that seek to shed light on suggested relationships. The first two experiments explore the interplay between scarcity, perceived novelty, and WoM. Moving forward, the third study delves deeper into the matter, scrutinizing the conditions under which scarce products manifest their utility in experiential stores.

The findings indicate that incorporating scarce products can rejuvenate the novelty aspect of experiential stores and promote positive WoM outcomes. Additionally, including NFU as a personality variable presents a communication dilemma, as high NFU individuals tend to engage more in electronic WoM but less in interpersonal WoM. However, this relationship is contingent on circumstances, with high NFU individuals showing a greater inclination towards interpersonal WoM when the probability of being imitated is low.

This study offers practical guidance for brand managers aiming to sustain the appeal and success of their experiential stores, as well as for commercial real estate managers seeking to revitalize vacant spaces in the post-COVID-19 era.

This pioneering study investigates the role of perceived novelty and scarce products in experiential stores, aiming to identify optimal conditions for favorable consumer responses. It also contributes to research on the forward spillover effect and underscores the importance of interpersonal proximity in WoM investigations.

The main aim of this study is to determine the effect of tourists' gastronomic experiences on food consumption emotions and experiential value. This research also examines the effect of emotions and experiential value on behavioral intention.

A questionnaire survey was distributed to foreign tourists visiting Istanbul, Turkey. Using survey responses from 491 tourists, structural equation modeling (SEM) was used to test the hypotheses.

In the current study, the results showed that tourists' gastronomic experiences positively and substantially influenced their experiential value and food consumption emotions.

In this study, the model created by Quan and Wang (2004) about the role of food in touristic experience is supported by empirical results. In the current study, the stimulus–organism–response (S-O-R) paradigm was adopted as the theoretical underpinning and was used to develop a holistic research framework. The findings of the research provide certain practical implications for how destinations can design, market and offer gastronomic experiences.

The research on tourists' gastronomic experience and food consumption emotions is limited although numerous studies on tourists' emotions have been conducted. This study is also one of the first to empirically evaluate the tourists' gastronomic experience with the emotional (food consumption emotions), cognitive (experiential value) and behavioral dimensions via S-O-R paradigm.

This chapter outlines an augmented reality project developed as part of a master’s course on eTourism within a curriculum. It discusses opportunities to foster community engagement with local tourism actors and experiential learning for international students. It also contributes to the literature on experiential education in this field. Moreover, the chapter discusses cross-cultural learning implications as international students were asked to study a local destination. Results show how the introduction of a practical project into the tourism curriculum proved to provide better learning of the application of eTourism, and a powerful pedagogical approach to raise global citizenship awareness.

Artificial intelligence (AI) is revolutionizing product recommendations, but little is known about consumer acceptance of AI recommendations. This study examines how to improve consumers' acceptance of AI recommendations from the perspective of product type (material vs experiential).

Four studies, including a field experiment and three online experiments, tested how consumers' preference for AI-based (vs human) recommendations differs between material and experiential product purchases.

Results show that people perceive AI recommendations as more competent than human recommendations for material products, whereas they believe human recommendations are more competent than AI recommendations for experiential products. Therefore, people are more (less) likely to choose AI recommendations when buying material (vs experiential) products. However, this effect is eliminated when is used as an assistant to rather than a replacement for a human recommendation.

This study is the first to focus on how products' material and experiential attributes influence people's attitudes toward AI recommendations. The authors also identify under what circumstances resistance to algorithmic advice is attenuated. These findings contribute to the research on the psychology of artificial intelligence and on human–technology interaction by investigating how experiential and material attributes influence preference for or resistance to AI recommenders.

The purpose of this study is to empirically investigate what aspects of service robot interactions with customers can lead to meaningful outcomes in the view of customers. The study examines functional and emotional elements of AI service robots in terms of meaningful outcomes.

This study highlights AI service robots' meaningful outcomes as a viable research problem and proposes a research model utilizing the Stimulus-Organism-Response (SOR) framework. As an empirical approach, 260 datasets were collected from customers who have experience with AI service restaurants in China.

The study examines the functional and emotional elements of AI-powered service robots on the attitude of and meaningful outcomes for customers. The results showed that the emotional (perceived friendliness and perceived coolness) and functional (perceived safety and robot competence) attributes of human–robot interactions (HRI) significantly affect the attitude toward using service robots. Second, the attitude toward using service robots significantly influences the experiential outcome and instrumental outcome of meaningful engagement.

This study highlights two elements (i.e. functional and emotional) of HRI effectiveness using two metrics: experiential and performance outcomes. Future studies should generalize the research findings of service robots in the current study using a larger quantity of data from various service fields.

As the first empirical study highlighting the customer experience with service robots, this study opens up a feasible research direction for the service industry to pursue in terms of conducting HRI studies from the view of customers. It identifies a research model pursuant to customers' experience with HRI in creating meaningful outcomes and it theoretically extends the SOR model to the hospitality study, focusing on the HRI issue.

The purpose of this study was first to examine how goal-oriented attendees and experiential-oriented attendees were related with their overall satisfaction and loyalty of the destination with respect to international food and wine festival. It also investigated how these relations are mediated by different dimension of experiential consumption values such as consumer return on investment (CROI, active value), escapism (active value) and service excellence (reactive value) and aesthetics (reactive value).

Self-administered questionnaires were distributed to and collected from attendees at the 2011 Food Network South Beach Wine and Food Festival in Miami, Florida. A total of 450 subjects were collected from attendees indicating a response rate of about 88 per cent. Total 13 hypotheses were tested using structural equation model (SEM) with AMOS, and the results were interpreted adapting Mathwick’s (2001) typology of experiential value.

The findings indicate that goal-oriented attendees had stronger relationship with reactive experiential values such as service excellence and aesthetics than active values, whereas experiential-oriented attendees had more significant relations with active experiential values such as CROI and escapism than reactive values. In addition, CROI, escapism and service excellence were found to have a positive influence on the overall satisfaction with the festival; in turn, the attendees’ satisfaction had a positive effect on their intention to revisit the destination. Further, the results demonstrated that all experiential values, including CROI and escapism (active values), and service excellence and aesthetics (reactive values), played a mediating role between goal-oriented/experientially oriented attendee and satisfaction with the festival.

The festival organizers and managers should understand what drives the attendees’ participation in the festival. Implementing experiential marketing through various dimensions of experiential value can attract more potential attendees, provide unique experiences and create favorable perception toward the destination.

The research is original in terms of conceptualizing and empirically testing the relation between experiential consumption values and behavior loyalty within the special events and festivals with a specific focus on international food and wine festival. A finding of particular importance here is verifying the unique characteristics of goal-/experiential-oriented attendees in festival settings and determining the linkages between these different attendees and active/reactive experiential values, not to mention the relation with the overall satisfaction and loyalty to the festival destination.