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Past researches have not explored the roles of staff's hotel identification on customer‐related behaviors and the relationship between hotel identification inducing factors (trust in supervisor, job satisfaction, perceived external prestige) and hotel identification. The purpose of this paper is to examine the roles of staff's hotel identification as a mediator of the relationship between hotel identification inducing factors and customer‐related behaviors. Through reviewing the existing literature concerned, the authors propose a research model involving staff's trust in the supervisor, job satisfaction, perceived external prestige, hotel identification, organization citizenship behavior, and customer satisfaction behavior and test it.

Hotel samples were from the south‐west area of Korea. Questionnaires were given to 250 staff of the hotels and 224 were returned with no problems. The sample was used to purify the measures and test their convergent and discriminant validity. The final measurement model includes 24 items across six constructs. The authors conducted exploratory factor analysis to show that there are convergent validities of measurement items related to each construct, and explored correlations between the constructs and calculated average variance extracted to verify that there are discriminant validities between constructs. LISREL 8.30 was used to verify the hypotheses.

The results provided evidence that hotel identification plays important mediating roles between them. Identification with the hotel will be strengthened when job satisfaction and trust in the supervisor becomes strong. Trust in the supervisor plays a more important role in forming hotel identification than job satisfaction does. The role of organization citizenship behavior on the customer satisfaction behavior is also explored. Hotel identification affects organization citizenship behavior which in turn positively affects customer satisfaction behavior. But the results do not provide support for a central role of perceived external prestige.

The study gives information to hotel managers who want to encourage customer‐related behaviors that they should induce staff's identification with the hotel by improving the level of trust in the supervisor and job satisfaction.

Little past literature has explored the role of hotel identification as the substance of staff action. This study explored the influence of hotel identification on staff behavior that results in contributing to theoretical development and hotel management.

This study aims to examine consumption emotions and customer–company identification as mediating variables to explore the association of perceived corporate social responsibility (CSR) on green consumer behavior in a hospitality–lodging context.

Using a stimulus–organism–response framework, an integrated model is developed. The hypothesized relationships of the research model are tested using the structural equation modeling technique. Data were gathered from hotel guests at a UNESCO World Heritage Site in China.

Perceived CSR directly affects positive emotions, negative emotions and customer–company identification. Positive emotions significantly influence customer–company identification. Positive emotions and customer–company identification partially mediate the relationship between perceived CSR and green consumer behavior. Hotel type was not found to be a moderating factor.

Perceived CSR can act to influence consumers’ behaviors more broadly via an increased likelihood of engaging in green consumer behavior. Implementing CSR strategies at the company level may provide additional benefits to society as a whole. The proposed relationships need to be replicated in other service organizations, segments and cultures to better assess the generalizability of the findings.

This study investigates the association between consumption emotions and customer–company identification, which has been missing in the tourism/hospitality literature. This study also extends previous CSR literature by examining the potential moderating role of hospitality type.

This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the moderating roles of personal norms and social norms in the influence of GHA perception on identification and trust toward green hotels.

A two-stage survey was used to collect data via Prolific Academic. The authors tested the hypotheses on 521 valid responses using the partial least squares method.

The results show that identification and trust mediate the effect of GHA perception on attitude, intention to stay and willingness to pay a premium for green hotels. The authors found a positive interaction effect between GHA perception and personal norms on identification and trust and a negative interaction effect between social norms and GHA perception on trust. The interaction effect of GHA perception and social norms on identification is not significant.

This study presents an integrated framework for green hotel adoption by examining the potential guest perception of GHAs and explores how it fosters positive guest responses. Findings show that GHA perception positively influences potential guest responses through identification (the personal route) and trust (the social route). This study also simultaneously considers personal norms and social norms, together with the effects of their interactions with GHA perception on identification and trust.

Despite growing academic interest in social identification (e.g. customer brand identification) and social exchange (e.g. commitment/loyalty), little remains known regarding the theoretical interface of these concepts in hospitality sector. Building on this research gap, the purpose of this study is to develop and test a model that explores the effects of brand identification, satisfaction, commitment and trust on customer loyalty toward four and five-star hotels. The authors also explore the mediating role of commitment, satisfaction and trust in the association of brand identification and loyalty.

To investigate the objectives of this study, the authors deployed a convenience sample of 345 consumers from four- and five-star hotels in the emerging markets context. Data analysis consisted of confirmatory factor analysis as well as structural equation modeling.

The findings of this study indicate that customer brand identification, trust, commitment and satisfaction exert a positive impact on loyalty. Brand identification also exerts a favorable impact on customer trust, commitment and satisfaction. Specifically, satisfaction was found to exert the largest effect on commitment, trust and loyalty.

The findings may have limited applicability in contexts other than four- and five-star hotels in the emerging market context. Theoretically, this study adds insight into the dynamics characterizing focal social identification and social exchange-based theoretical relationships as observed in the hospitality sector.

The authors adopt an under-explored hybrid social identity/social exchange theoretical perspective to identify the nature and strength of associations among a set of relational, social identity/exchange-based constructs and discuss their key implications for academicians and hospitality managers.

This study aims to construct a scale for measuring the spa hotel experiencescape in wellness tourism, clarify the mechanism through which wellness tourism experiencescape influences revisit intention and investigate the mediation roles of authenticity, memorability and organizational identification.

This study conducted content analysis of interviews, online reviews and relevant articles and used the concept of experiencescape to interpret spa hotels’ experiential environment. The stimulus–organism–response (SOR) model was used as the basis for introducing authenticity, memorability, organizational identification and revisit intention to investigate how wellness tourism experiencescape affects tourists’ behavior. In total, 488 valid questionnaires were collected at Taiwanese spa hotel clusters.

Four factors of spa hotel experiencescape were identified: health promotion treats, mental learning, unique travel experience and healthy diet. Existential authenticity–memorability and existential authenticity–organizational identification exerted full positive mediation effects in the relationship between wellness tourism experiencescape and revisit intention.

This study provides guidance on experience design for spa hotels. It promotes the consideration of existential authenticity in wellness tourism design.

The COVID-19 pandemic has raised awareness of wellness, drastically increasing the potential of the wellness tourism market. This study investigated the construction of wellness tourism experiencescape and its influence, and the findings can facilitate post-pandemic restoration of the wellness tourism industry. On the basis of SOR model, a chain mediation model was proposed to reveal the influence of wellness tourism experiencescape on revisit intention. Existential authenticity was discovered to play a crucial role in the relationship between wellness tourism experiencescape and revisit intention, which suggests that existential authenticity should be considered during service design and in marketing strategies for wellness tourism.

The purpose of this paper is to address the concept of linkage research and propose the addition of social identity theory as an important consideration in managing employee‐customer interactions and customer satisfaction.

Following the creation of a conceptual model, this study used an employee questionnaire based on the incorporation of service climate (SERV*OR) and employee identification factors. A total of 314 individual surveys were collected from four hotels in Australia. Hierarchical regression analysis was conducted to determine the effects that demographic factors, service climate and different levels of employee identification would have on predictions of customer satisfaction.

Service climate factors most closely linked to customer‐centric organizational practices were the significant predictors of customer satisfaction perceptions, as was employee identification at the superordinate (company) level.

The framework proposed and the findings of this study provided management with useful information about the important role of service climate and the way in which managers can capitalize on employee identification to enhance organizational practices, which can flow on to customer outcomes.

There is limited previous literature that attempts to incorporate social identity theory as a valuable dimension in the management of employee‐customer interaction.

This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable customer-brand relationship.

The study adopted a cross-sectional design survey questionnaire for data collection and used structural equation modeling data analysis to test the conceptual model.

The three loyalty program experiences proposed (member-to-member similarity, memorable loyalty program experience and loyalty program social benefits) exerted significant positive effects on customer-brand identification (CBI), which, in turn, influences customer-brand relationship elements, including trust, commitment and switching resistance.

This study expands the scope of CBI literature, which previously focused substantially on brand level experiences, by being the first to explore a new set of CBI antecedents with a focus on loyalty program experiences. Furthermore, the current study’s findings delineate specific strategies to uphold the social and experiential aspects of loyalty programs that can develop sustainable customer-brand relationships.

The aim of this paper is to examine the underlying consumer behavior model of Facebook marketing for hotels, including the determinants, the process and the consequences of hotel Facebook marketing, as Facebook – the most popular social media platform – has become an important marketing tool for hotels.

The study proposed an integrated model consisting of antecedents and consequences of Facebook marketing based on both marketing and social psychology theories. A pseudo hotel Facebook page was created and an online survey was conducted to collect data. Structural equation modeling (SEM) was utilized to test the proposed model.

The SEM results indicated the proposed model to be a good fit with the data and all the hypotheses were supported except one. The findings suggested that compliance, internalization and identification are all determinants of the customer’s attitude toward a hotel Facebook page, while hotel booking intentions and intention of spreading word-of-mouth on Facebook are two consequences of hotel Facebook marketing.

The study used a pseudo hotel Facebook page and messages created solely for the purpose of the study, and so the survey participants might not be hotel guests or hotel Facebook fans. Future research using real hotel brands, “live” hotel Facebook pages and actual hotel guests or hotel Facebook fans to collect data may provide stronger support for the integrated model proposed in the study.

The attitude toward a hotel Facebook site is influenced by the site’s congruency with the customer’s value system and personal identity with other users rather than external rewards. Hotel booking intentions and spreading word-of-mouth are two significant consequences of hotel Facebook marketing. Hotels should aim to create an interactive site for users and establish communities with a clear identity so that users can easily relate their own self-identity with other group members and maintain satisfying relationships with them.

This is a preliminary and exploratory study of the fundamental marketing mechanism of hotel Facebook marketing. The proposed model reveals not only the antecedents but also the consequences of hotel Facebook marketing. The study and the proposed model may be used as a starting point for further hospitality Facebook marketing research.

The purpose of this paper is to examine the influence of perceived CSR and its influence on customer satisfaction and loyalty in the hotel industry.

Personal surveys of hotel guests were carried out in three metropolitan cities of India. The survey resulted in 327 valid responses which were further analyzed. To test the proposed model, structural equation modeling was applied.

The findings show that consumer perception of CSR activities positively influences consumer identification with the company, and identification positively results in customer satisfaction and loyalty.

Findings of the study have important implications for hospitality companies as they suggest that hotel managers should invest more in socially responsible initiatives since consumers tend to support those firms that are perceived as socially responsible by developing a sense of loyalty towards them.

This study provides a comprehensive framework that integrates social identity and social exchange perspectives towards building customer satisfaction and loyalty.

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.

The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.

The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.

CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.

The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).

Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.

Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.

La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.

Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.

Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente

Trabajo de investigación