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1 – 10 of 43Girish Prayag, Sameer Hosany, Babak Taheri and Erdogan Haktan Ekiz
This study examines the mediating effects of relationship quality (RQ) on the relationship between six antecedents and loyalty and the moderating effects of gender on these…
Abstract
Purpose
This study examines the mediating effects of relationship quality (RQ) on the relationship between six antecedents and loyalty and the moderating effects of gender on these relationships.
Design/methodology/approach
Data were collected from a convenience sample of 300 respondents as they exited well-known casual dining restaurants in Kuala Lumpur (KL), Malaysia.
Findings
With the exception of physical environment, food quality, customer orientation, communication, relationship benefits and price fairness were significant predictors of RQ. RQ partially mediates the relationships between its antecedents and loyalty. Multi-group analyses reveal significant differences between males and females on these relationships.
Research limitations/implications
At the theoretical level, the study contributes to the conceptualization of RQ in tourism and hospitality research. The sample is not representative of all casual dining restaurants in KL, but findings have important implications for restaurant management in terms of relationship marketing, advertising strategies and customer loyalty development.
Originality/value
The study extends existing models of RQ in the hospitality and tourism literature by confirming that RQ is best modeled as a second-order construct consisting of three first-order dimensions: trust, satisfaction and commitment. The study also demonstrates that RQ mediates the relationship between the antecedents of RQ and loyalty. Finally, this research confirms the moderating effects of gender on the hypothesized relationships.
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Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J. Gannon and Jörg Finsterwalder
This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of…
Abstract
Purpose
This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design.
Design/methodology/approach
A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575).
Findings
Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships.
Research limitations/implications
Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being.
Practical implications
The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM.
Originality/value
Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.
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Girish Prayag, Mesbahuddin Chowdhury, Daniel Prajogo, Marcello Mariani and Andrea Guizzardi
Based on social exchange theory (SET) and signaling theory (ST), this study aims to evaluate how an event’s perceived environmental certification (PEC) by residents, affect their…
Abstract
Purpose
Based on social exchange theory (SET) and signaling theory (ST), this study aims to evaluate how an event’s perceived environmental certification (PEC) by residents, affect their evaluations of environmental impacts and subsequent event support (ES). The moderating role of place attachment (PA) on some of these relationships is also evaluated.
Design/methodology/approach
Using partial least square structural equation modeling (PLS-SEM), a theoretical model is tested on a sample of 450 residents who attended the 2015 Milan World Expo.
Findings
PEC positively affects evaluations of positive environmental impacts (PEI) but negatively affects evaluations of negative environmental impacts (NEI). PEC positively affects ES while the relationship between PEC and NEI is moderated by PA.
Research limitations/implications
Items used to measure PEC, PEI and NEI are not exhaustive. SET has its own limitations in explaining residents’ ES, which the authors have attempted to attenuate by using ST.
Practical implications
Using environmental certification as a communication tool must demonstrate to residents how it reduces negative externalities, rather than focusing only on its positive community benefits. Less well-educated residents had the lowest ES, suggesting the need to use social media to increase ES.
Originality/value
This study contributes to understandings of the perceptions of the benefits of event certification by residents, and how this affects their ES. PA moderates the relationship between PEC and NEI.
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Birgit Muskat, Girish Prayag, Sameer Hosany, Gang Li, Quan Vu and Sarah Wagner
Food is a key element in tourism experiences. This study aims to investigate the interplay of sensory and non-sensory factors in food tourism experiences and models their…
Abstract
Purpose
Food is a key element in tourism experiences. This study aims to investigate the interplay of sensory and non-sensory factors in food tourism experiences and models their influence on satisfaction and behavioural intentions.
Design/methodology/approach
The study focuses on the culinary experiences of 304 tourists dining at ethnic restaurants and uses causal relationship discovery modelling to analyse data.
Findings
Sensory factors are important in tourists’ culinary experiences with cleanliness, noise levels and room temperature at the top of the causal chain. Results also indicate the interplay between sensory and non-sensory factors to explain overall satisfaction, intention to return and intention to say positive things.
Originality/value
Using embodied cognition theory, the study offers novel insights into the role of senses in food tourism experiences at rural destinations.
研究目的
美食是乡村旅游的主要吸引物之一。本研究的目的是调查游客在用餐体验中感官和非感官因素的相互作用, 以及这些因素如何影响游客的满意度和行为意愿。
研究设计/研究方法
本研究使用因果关系建模的方法来分析 304 名在某地方特色餐厅用餐的游客的问卷数据。
研究结果
结果显示, 对于游客的用餐体验而言, 感官和非感官因素具备同等的重要性。此外, 结果发现, 游客感知到的噪音水平、适宜的室内温度及清洁度在与其他因素的相互作用中非常重要, 并能激发游客的满意度和重游意愿。
原创性/研究价值
基于认知理论, 本研究为更好地理解感官因素和非感观因素在乡村旅游情境下的游客用餐体验中的作用提供了新的知识。
Propósito
La comida es un elemento clave en las experiencias turísticas. Este estudio investiga la interacción de factores sensoriales y no sensoriales en las experiencias de turismo gastronómico y modela su influencia en la satisfacción y las intenciones de comportamiento.
Diseño/metodología/enfoque
El estudio se centra en las experiencias culinarias de 304 turistas que cenan en restaurantes étnicos y utiliza modelos de descubrimiento de relaciones causales para analizar los datos.
Resultados
Los factores sensoriales son importantes en las experiencias culinarias de los turistas con la limpieza, los niveles de ruido y la temperatura ambiente en la parte superior de la cadena causal. Los resultados también indican la interacción entre factores sensoriales y no sensoriales para explicar la satisfacción general, la intención de regresar y la intención de decir cosas positivas.
Originalidad/valor
Utilizando la teoría de la cognición incorporada, el estudio ofrece nuevos conocimientos sobre el papel de los sentidos en las experiencias de turismo gastronómico en destinos rurales.
Details
Keywords
- Food tourism
- Experiences
- Senses
- Embodied cognition theory
- Overall satisfaction
- Intention to return and intention to say positive things
- 美食旅游
- 体验
- 感官因素
- 认知理论
- 满意度
- 重游意愿
- 好评意愿
- Turismo gastronómico
- experiencias
- sentidos
- teoría de la cognición encarnada
- satisfacción general
- intención de regresar e intención de decir cosas positivas
Girish Prayag, Martin Joseph Gannon, Birgit Muskat and Babak Taheri
Recognising tourists’ increasing desire for authentic destination-specific experiences, the hospitality industry has responded by increasing provision of innovative culinary…
Abstract
Purpose
Recognising tourists’ increasing desire for authentic destination-specific experiences, the hospitality industry has responded by increasing provision of innovative culinary activities. This study aims to use the concepts of serious leisure and terroir to examine how knowledge, physical environment and service quality influence co-creation within the culinary tourism context.
Design/methodology/approach
Following cooking class participation, 575 domestic Iranian tourists were surveyed. These educational classes provide opportunities to learn about local foods alongside peers in an interactive setting. Consistent with the benefits of serious leisure, this consumption context could prove conducive to stimulating co-creation.
Findings
Prior knowledge strongly influences tourists’ reflective and recreational motives for participation (i.e. the benefits of serious leisure). This shapes how tourists evaluate physical environments and service quality therein; influencing value co-creation and supporting serious leisure as the conceptual lens through which to understand experiential culinary consumption.
Research limitations/implications
The proposed conceptual model was tested on domestic tourists following class participation. However, in suggesting that visually-stimulating, tactile premises with the olfactory appeal can encourage co-created experiences, the findings are relevant to service touch-point management more generally.
Originality/value
Recognizing the influential role played by the physical and social aspects of experiential consumption, the serious leisure framework improves an extant understanding of value co-creation.
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Andrea Guizzardi, Marcello Mariani and Girish Prayag
This study aims to examine residents’ perceptions of environmental impacts and certification for the Milan World Expo 2015 as well as their overall attitude toward the mega-event.
Abstract
Purpose
This study aims to examine residents’ perceptions of environmental impacts and certification for the Milan World Expo 2015 as well as their overall attitude toward the mega-event.
Design/methodology/approach
A survey of Milan residents based on a convenience sample led to 221 useable questionnaires.
Findings
Residents perceived that the Expo will have minimal negative and positive environmental impacts. A minority of residents were aware of the environmental certification of the event. The less agreeable residents were with the perceived negative environmental impacts of the event, the more agreeable they were that a certification of event sustainability should limit the damage to the natural environment. Residents’ perceptions of the certification were positively related to their overall attitude toward the event.
Research limitations/implications
The findings cannot be generalized to other mega-events but have several managerial implications in relation to the need for information provision to residents and better communication of the certification by event organizers and planners.
Originality/value
Despite rising concerns about environmental issues related to hosting mega-events, there is no research on perceptions of a certification of event sustainability by residents.
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Keywords
Catheryn Khoo-Lattimore and Girish Prayag
This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty.
Abstract
Purpose
This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty.
Design/methodology/approach
Accommodation preferences were measured using multi-items adapted from the literature and multi-phases of qualitative research. Female guests recruited from a resort’s membership database in Malaysia resulted in 540 useable surveys. Data were analyzed using both exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was used to identify relationships between the various dimensions of accommodation preferences, self-image, satisfaction and loyalty.
Findings
A significant negative relationship was found between women actual self-image and the dimension of hotel activities. Several significant positive relationships were found between women ideal self-image and various room amenities factors. A significant relationship was also found between overall satisfaction and loyalty of guests.
Practical implications
The results provide hoteliers with significant insights into women’s accommodation preferences and identify opportunities for the packaging of accommodation attributes as well as promotion of hotel amenities that would appeal to the girlfriend getaway market.
Originality/value
This study is the first to evaluate significant relationships between self-image and accommodation preferences of women travelers from the girlfriend getaway market in Malaysia.
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Mesbahuddin Chowdhury, Girish Prayag, Vidya Patwardhan and Nischal Kumar
Using social capital theory, this study aims to investigate internal social capital (ISC) and external social capital (ESC) as determinants of knowledge sharing intention (KSI…
Abstract
Purpose
Using social capital theory, this study aims to investigate internal social capital (ISC) and external social capital (ESC) as determinants of knowledge sharing intention (KSI) and new product development (NPD) in high-end restaurants.
Design/methodology/approach
A theoretical model is developed and tested using data collected from 523 respondents (owners/proprietors, partners and managers) from high-end restaurants in Karnataka, India. Partial least square structural equation modeling is used to analyze the data.
Findings
The results suggest that ISC has a significant and positive influence on ESC. This highlights the important role of ISC in building ESC. While ISC has a positive relationship with KSI, ESC has no influence on KSI. KSI has a positive effect on NPD.
Practical implications
Restaurant managers and owners should invest time and resources in building ISC by nurturing relationships with employees and partners. Encouraging and rewarding collaborative behaviors internally will facilitate the development of external relationships. Results also suggest the existence of an optimum level of knowledge sharing with external partners in restaurants.
Originality/value
To the best of the authors’ knowledge, this is the first study to examine the relationship between ISC and ESC, and test the effects of both KSI and NPD in high-end restaurants.
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Michael C. Hall, Girish Prayag, Peter Fieger and David Dyason
This study evaluates consumption displacement, the shift in consumption that occurs when consumers experience a change in the availability of goods, services and amenities to…
Abstract
Purpose
This study evaluates consumption displacement, the shift in consumption that occurs when consumers experience a change in the availability of goods, services and amenities to which they are accustomed as the result of an external event, and which is characterised by the points in space and time where consumption occurs and by the movements to, from, and between those points, that is occurring as a result of the effects of COVID-19 on the services sector in the Canterbury region of New Zealand.
Design/methodology/approach
Based on consumer spending data, the authors identify patterns of consumption displacement for the hospitality and retail sectors as defined by ANZSIC. We answer where, when, how, what and why consumption displacement happens.
Findings
The findings provide evidence of spatial and temporal displacement of consumption based on consumer spending patterns. Evidence of increased spending in some consumption categories confirms stockpiling behaviours. The hospitality sector experiences a sharp decline in consumer spending over lockdown.
Originality/value
Given the lack of studies analysing the impacts of crises and disasters on the services sector and consumption displacement, this study provides evidence of different forms of consumption displacement related to COVID-19.
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