Search results
1 – 10 of over 1000This study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a…
Abstract
Purpose
This study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India.
Design/methodology/approach
A self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0.
Findings
The findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM.
Originality/value
The findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.
Details
Keywords
Idrees Waris, Norazah Mohd Suki, Adeel Ahmed and Waseem Barkat
Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through…
Abstract
Purpose
Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.
Design/methodology/approach
This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.
Findings
The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.
Practical implications
The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.
Originality/value
This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.
Details
Keywords
The purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the…
Abstract
Purpose
The purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the brand equity development process.
Design/methodology/approach
In terms of the study setting, structural equation modelling was conducted. Study 1 used the views of 323 star hotels’ employees on the mutual relationships among employee-based brand equity, and Study 2 used 516 star hotels’ customer perspectives concerning the mutual relationships among customer-based brand equity.
Findings
In the antecedent model of Study 1 from an employee viewpoint, service quality is a foundational attribute of the indirect influences of brand equity development through brand promise, values and message. A moderating role of brand identity is also found. In the consequence model of Study 2 from the perspective of customers’ evaluation, mutual relationships of brand equity are identified, and social interactions are established that enhance the positive relationships among the different critical attributes of brand equity.
Originality/value
Although numerous hotel branding studies have identified the consequences of hotels for employees, few have simultaneously considered employees and customer feedback in terms of star hotel branding. This research considers the bidirectional effects of such a comprehensive perspective.
Details
Keywords
Mustafeed Zaman, Prof Rajibul Hasan, Tan Vo-Thanh, Riad Shams, Mizan Rahman and K. Mohamed Jasim
This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides…
Abstract
Purpose
This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides solid theoretical contributions and actionable managerial recommendations.
Design/methodology/approach
An exploratory sequential mixed-method design was used. For the qualitative phase, 21 hotel managers and 24 hotel guests (who often stay in four-star and five-star hotels and resorts) were interviewed after showing them a series of videos about using the metaverse in the hotel business. Based on the results of the qualitative phase, the analytic hierarchy process method was used, and 476 valid questionnaires were analyzed.
Findings
The results highlight the perceived benefits (personalized services, immersive experience and positive brand image) and costs (lack of human touch, time and effort and security and privacy) of metaverse adoption for hotel managers and their guests. In addition, the study determines the weight of each value attribute of metaverse adoption for each travel stage (pre-travel, during travel and post-travel).
Practical implications
Regarding metaverse adoption, the research offers practical suggestions for luxury hotels. For instance, the cost of equipment and the time and effort required are perceived costs of metaverse adoption. To address these challenges, hotels may offer free equipment (e.g. VR headsets) and training to their guests to stimulate the use of the metaverse.
Originality/value
This study addresses a gap in the literature by presenting a conceptual framework for examining metaverse adoption in the luxury hotel scenario. Unlike using conventional models like the technology acceptance model or the unified theory of acceptance and use of technology to investigate a technology’s adoption, this study stands out by unraveling the topic through the lens of value proposition. The latter often comes from an efficient value co-creation process, which is indeed shaped by an adequate appreciation of the congruence of perceived values (i.e. perceived benefits and costs) of metaverse from hotel manager and guest perspectives.
Details
Keywords
Noela Michael and Francesc Fusté-Forné
The relationships between luxury and tourism are manifested in meaningful customer experiences which are focused on exclusive products and services. This paper aims to examine the…
Abstract
Purpose
The relationships between luxury and tourism are manifested in meaningful customer experiences which are focused on exclusive products and services. This paper aims to examine the visual communication of hotels in the Middle East to identify what luxury features are represented.
Design/methodology/approach
The digital communication of four luxury hotels in the United Arab Emirates was analysed based on a visual content and semiotic analysis of their Instagram’s posts (N = 1,866).
Findings
Results show that customers and views of the hotel and from the hotel are the most representative features of the social media communication of luxury hotels.
Originality/value
Theoretical and practical implications derived from the results are described, and opportunities for further research are identified in relation to digital marketing communication and the effect on consumers in hospitality and tourism.
Details
Keywords
Ana Isabel Polo-Peña, Hazel Andrews and Javier Torrico-Jódar
This paper examines whether following a health crisis the use of health and safety protocols and hotel brand awareness influences hotel perceived value and intention to visit.
Abstract
Purpose
This paper examines whether following a health crisis the use of health and safety protocols and hotel brand awareness influences hotel perceived value and intention to visit.
Design/methodology/approach
Using an experimental design, the study evaluates the effectiveness of the use of health and safety protocols and the moderating effect of brand awareness on perceived value and intention to visit.
Findings
The results show that the hotels using health and safety protocols (compared to those that do not use them) will achieve a higher perceived value and intention to visit. In addition, the awareness of brand does not moderate the effect of the health and safety protocols on perceived value and intention to visit.
Practical implications
This research identifies mechanisms for future consideration by hotel companies to promote the recovery of their activity after a health crisis. Specifically, using health and safety protocols will result in the market evaluating the brand more highly and produce a greater intention to visit. At the same time, the research indicates that regardless of whether the brand is well-known or not, the use of a health and safety protocol is advantageous.
Originality/value
This study offers new insights that can be useful for developing a resilient hotel sector in the face of future health crises. Specifically, the results show progress in understanding the effects that the use of health and safety protocols and brand awareness have on key consumer variables for the recovery of the sector in a post-pandemic context.
Details
Keywords
Brijesh Sivathanu and Rajasshrie Pillai
This study aims to investigate the effect of deepfake video advertisements on hotel booking intention by applying the media richness theory (MRT) and information manipulation…
Abstract
Purpose
This study aims to investigate the effect of deepfake video advertisements on hotel booking intention by applying the media richness theory (MRT) and information manipulation theory (IMT).
Design/methodology/approach
A quantitative survey was conducted using a structured questionnaire to understand the effect of deepfake hotel video advertisements on booking intention. A large cross-section of 1,240 tourists was surveyed and data were analyzed with partial least squares structural equation modeling (PLS-SEM).
Findings
The outcome of this research provides the factors affecting the booking intention due to deepfake hotel video advertisements. These factors are media richness (MR), information manipulation (IM) tactics, perceived value (PV) and perceived trust (PT). Cognitive load and perceived deception (DC) negatively influence the hotel booking intention.
Practical implications
The distinctive model that emerged is insightful for senior executives and managers in the hospitality sector to understand the influence of deepfake video advertisements. This research provides the factors of hotel booking intention due to deepfake video advertisements, which are helpful for designers, developers, marketing managers and other stakeholders in the hotel industry.
Originality/value
MR and IMT are integrated with variables such as PT and PV to explore the tourists' hotel booking intention after watching deepfake video advertisements. It is the first step toward deepfake video advertisements and hotel booking intentions for tourists. It provides an empirically tested and validated robust theoretical model to understand the effect of deepfake video advertisements on hotel booking intention.
Details
Keywords
Aysegul Gunduz Songur, Gozde Turktarhan and Cihan Cobanoglu
The aim of this research, which is based on a literature review and bibliometric analysis, is to reveal the development of green technologies in hotels, based on the articles…
Abstract
Purpose
The aim of this research, which is based on a literature review and bibliometric analysis, is to reveal the development of green technologies in hotels, based on the articles published in tourism and hospitality journals between 1999 and 2020.
Design/methodology/approach
Based on five conditions and five databases, 64 journal papers were retrieved and reviewed. Among the surveyed publications pertinent to the eco-friendly/green technology practices at hotels, the majority focus was on the need for eco-friendly/green technology practices at hotels and the schemes implemented to achieve sustainable development.
Findings
The research findings especially from the last decade report that today's guests generally prefer green hotels based on their increased awareness of environmental degradation and an ever-growing need for conservation and sustainability.
Practical implications
The environmental responsibility which is inherent in the hospitality and tourism industry due to the environmental burden generated by the combined effect of both industries on Mother Earth, brings forth a substantial sense of commitment on the part of hotel companies. In that regard, a set of corporate initiatives in the form of green technology practices are implemented by hotels, toward the development of new product and service offerings, management of processes and corporate policy formation.
Originality/value
This research focuses on green technologies aimed at sustainability in the field of accommodation and tourism, consisting of a systematic literature search on the subject. It is important in the way that it provides a general overview to researchers in terms of the theoretical implications of green technologies while also offering a road map with respect to green technology applications to the practitioners of the field.
Details
Keywords
Veronica Scuotto, Deniz Karagöz, Nicola Farronato and Ilan Alon
Environmental knowledge management (EKM) has been studied mainly owing to the increasing awareness of environmental issues. Such issues have generated a warning in the tourism…
Abstract
Purpose
Environmental knowledge management (EKM) has been studied mainly owing to the increasing awareness of environmental issues. Such issues have generated a warning in the tourism industry that has stimulated a new wave of research on EKM. EKM forges landscape characteristics and so destination image. In turn, EKM sounds affecting tourism destination which calls for destination personality which shows a research context less explored. From a knowledge management perspective, The present research aims to investigate on EKM to understand how it leverages tourists' and destination personality.
Design/methodology/approach
With the intent of exploring EKM, the research uses a quantitative analysis on a sample of 2,222 young Chinese tourists. In this context, EKM is linked with destination’s personality and tourists’ personalities, their satisfaction with the destination and their behavioral intentions.
Findings
By SPSS regression model, EKM and destination personality are positively linked. This positive relationship is also reflected on destination personality and destination satisfaction, behavioral intention.
Originality/value
The authors’ original contribution to the knowledge management literature extends the new wave of research on EKM. The research also proves the need to make a close collaboration between tourists, the local community and marketers. Marketers need to pay more attention to what tourists want to do and see in the place visited. In a nutshell, there is the need of enforcing and promoting EKM.
Details
Keywords
Minh Le, Dat Phung, Mai Quynh Vu, Phung Diep, Yen Tran and Chi Nguyen
This study aims to extend the theory of planned behavior (TPB) model with additional factors such as perceived risk, knowledge of COVID-19, social media reviews, destination image…
Abstract
Purpose
This study aims to extend the theory of planned behavior (TPB) model with additional factors such as perceived risk, knowledge of COVID-19, social media reviews, destination image and past experience to analyze what influences the travel destination intentions of young people.
Design/methodology/approach
An online survey of young people was conducted, and SPSS 20.0 and Smart-PLS (Partial Least Squares) 3.0 software were used to evaluate the measurement and structural models.
Findings
The study uses the extended TPB (Ajzen, 1991) to build on the factors affecting the selection of tourist destinations in relation to the risk perception of COVID-19, past experiences and images of destinations when traveling after the pandemic.
Research limitations/implications
This study demonstrates the feasibility of applying the TPB framework and protection motivation theory (PMT) elements to people planning to visit a travel destination in the immediate wake of a public health emergency such as the COVID-19 pandemic. It explains the factors influencing tourists' intentions to visit during and after the pandemic. COVID-19 awareness and previous travel experiences influence post-pandemic travel decisions.
Practical implications
This research result will help build motivation and confidence for local tourism businesses regarding the rapid recovery of the industry among young people. However, businesses need to vigorously promote safety and adapt tourism services to suit the new post-pandemic situation.
Social implications
The results of this study can help tourism businesses understand why young people may be hesitant to come to their localities for tourism so they can come up with a suitable development strategy to attract tourists.
Originality/value
This study expands on the framework of the TPB to explore additional factors that positively influence youth travel, and the barriers that concern them. It also provides data on the novel context of tourism in the post-pandemic era.
Details