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1 – 4 of 4Girish Prayag, Mesbahuddin Chowdhury and Lucie K. Ozanne
Using dynamic capabilities (DCs) theory, the authors assess whether micro, small and medium-sized enterprises (MSMEs) can leverage DCs to improve operational capabilities (OCs…
Abstract
Purpose
Using dynamic capabilities (DCs) theory, the authors assess whether micro, small and medium-sized enterprises (MSMEs) can leverage DCs to improve operational capabilities (OCs) during the COVID-19 pandemic. The authors also identify whether organizational learning (OL) affects the relationship between DCs and OCs.
Design/methodology/approach
The authors test these propositions on a sample of 419 MSMEs from Australia and New Zealand.
Findings
DCs have no direct effect on OCs, technological or marketing capabilities (TCs or MCs). OL moderates the effect of DCs on both TCs and MCs.
Research limitations/implications
The study assesses only MCs and TCs as OCs and does not explicitly measure pandemic impacts on organizations. However, the results illustrate the importance of OL during crises for recovery purposes.
Practical implications
Managers can use the findings to improve structure, processes and knowledge management emanating from MCs and TCs within organizations impacted by the COVID-19 pandemic.
Originality/value
The authors use a multi-dimensional measure of OL and show that during the pandemic, OL is a critical factor that allows organizations to transform the benefits conferred by DCs into MCs and TCs.
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Information technology as a source of information and decision-making has wider acceptance in contemporary times. Studies have identified the importance of electronic word of…
Abstract
Purpose
Information technology as a source of information and decision-making has wider acceptance in contemporary times. Studies have identified the importance of electronic word of mouth (eWOM) and its impact on decision-making. The primary objective of this research is to investigate the relationship between eWOM (pre-travel), destination image (post-visit), tourist satisfaction and eWOM intentions post the COVID-19 crisis. This study is important as it is anticipated that in the post-pandemic world, tourists would seek well-being-enhancing experiences more often than any other form of tourism.
Design/methodology/approach
Data were collected through an online questionnaire circulated over a period of six months from November 2020 to April 2021. Non-probability purposive sampling technique was used.
Findings
The results depicted that wellness destination’s image has a significant influence on wellness tourists’ satisfaction level and their eWOM intentions. Furthermore, it also came to light that the satisfaction level of wellness tourist satisfaction was found to be significantly influencing their eWOM intentions. The mediating role of wellness tourists’ satisfaction was found to be significant from destination image (post-visit) to eWOM intentions. COVID-19 pandemic perceived health risk was also found to be significantly moderating the relationship between eWOM (pre-travel) and eWOM intentions.
Originality/value
Pre-travel online information about a wellness destination is an important determinant of travel decisions, especially during the COVID-19 crisis. This empirical study proves that effective use of this information can advance a destination’s marketing efforts and ensure future demand.
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Hongxiao Yu, Haemoon Oh and Kuo-Ching Wang
This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence…
Abstract
Purpose
This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence perceptions and behavioral intentions.
Design/methodology/approach
In total, 403 potential tourists participated in a self-administered online survey after they watched a randomly assigned VR tour. The Lavaan package in R software was used to conduct structural equation analysis and examine the proposed theoretical framework.
Findings
The results reveal that media content consisting of informativeness, aesthetics and novelty was positively related to users’ sense of presence in a VR tour. The effect of media content on presence was partially mediated by emotional arousal.
Practical implications
Managers and VR designers can create an emotive virtual tour that contributes to the user’s sense of presence to promote attraction to the target destination. The VR content needs to be informative, aesthetic and novel, which can excite users during the VR tour, portray virtual destinations clearly and eventually influence potential tourists’ visit intentions.
Originality/value
Research on the emotional mechanism to generate presence is still in its infancy. This study integrates presence theory into a conceptual framework to explore how media content influences presence and decision-making through the emotional mechanism.
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Customer engagement has key practical implications for hospitality management. However, little is known about how perceived coolness and wow affect customer engagement. The…
Abstract
Purpose
Customer engagement has key practical implications for hospitality management. However, little is known about how perceived coolness and wow affect customer engagement. The purpose of this research was to investigate the associations among perceived coolness, perceived wow and customer engagement and examine the mediator of self-image congruity (SIC).
Design/methodology/approach
Survey data were collected from 406 restaurant customers in Taiwan, and structural equation modeling was adopted to examine the hypotheses. Furthermore, a replica model was produced for another sample of 412 hotel customers.
Findings
The results indicate that perceived coolness positively affects customer engagement and SIC and that perceived wow positively affects SIC. SIC positively affects customer engagement. Moreover, SIC mediates the associations of perceived coolness and wow with customer engagement. The relationships between the variables did not significantly differ between restaurant customers and hotel customers.
Practical implications
Hospitality businesses can create environments in which customers interact with service providers through innovative technology, thereby encouraging engagement. Coolness and the wow factor must be prioritized in servicescapes, meal and room design, the service process and creative marketing.
Originality/value
The findings contribute knowledge on hospitality, factors affecting customer engagement and the mediating mechanism of SIC. Hospitality managers can use the results to formulate strategies for servicescape design, brand management and customer experience.
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