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To provide a dynamic view on accommodation choice behaviors during the pandemic, this study aims to examine the impact of recent trends on prospective travelers’ preferences for hotels and Airbnb.

The paper adopts a mixed methods approach that incorporates three independent studies (experimental analysis, online search pattern analysis and an econometric event study) to understand customer decision-making behaviors.

The findings indicate that travelers prefer Airbnb entire flats/apartments to hotels when the pandemic is trending upward. This result externally validates travelers’ preference toward Airbnb during periods of high risk. Interestingly, when the trends go downward, however, the same behavioral pattern was not identified.

This study provides important empirical insights into how the evolution of health crises influence customer decision-making for hotels and Airbnb. Future research needs to consider the role of socio-demographic factors in accommodation selection behaviors and examine how travelers react to cleanliness levels between Airbnb and hotels.

As one of initial studies that empirically examine Airbnb customers’ decision-making behaviors in the context of the COVID-19 pandemic’s trends, this study provides a dynamic view on how the evolution of the pandemic influences accommodation choice behaviors.

This case study provides in-depth, practical knowledge to develop business strategies for the management program. After reading this case study, the students will be able to learn about the challenges and problems that service firms face during a crisis, the drastic changes in the market environment due to a crisis and the analysis tools that can be used when analyzing the shifted market environment. By analyzing this case study, students will be trained for the decision-making that arises in the process of crisis management in the hotel industry.

Nam Nghi Resort, situated on the picturesque Phu Quoc Island in Vietnam, experienced the tumultuous period of the COVID-19 pandemic. Before the pandemic, Nam Nghi was a thriving five-star resort, deeply rooted in Vietnamese culture and renowned for its luxurious amenities and breathtaking location. However, the onset of COVID-19 brought unprecedented challenges to the hospitality industry, leading to a sharp decline in tourism and revenue. Despite the adversity, Nam Nghi implemented risk management practices successfully and displayed resilience and adaptability. Through rigorous cost minimization, strategic facility upgrades and targeted marketing efforts, Nam Nghi managed to navigate the crisis and gradually rebuild its business as travel restrictions eased. As the industry began to show signs of recovery, the general manager faced new challenges in restoring the resort’s prepandemic vitality. The challenge remained of understanding changing consumer values and market dynamics.

This case study can be used as class material for Master of Business Administration (MBA) students. In particular, MBA students in the hospitality industry such as hotels, resorts, travel agencies and restaurants are the target audience.

Teaching notes are available for educators only.

CSS 12: Tourism and hospitality.

This study aims to investigate tourists’ attitudes and intentions regarding the usage of Chat Generative Pre-trained Transformer (ChatGPT) for accessing tourism information. Furthermore, by integrating the perceived risks associated with ChatGPT and the theory of planned behavior (TPB), this research examines the impact of three types of perceived risks, such as privacy risk, accuracy risk and overreliance risk, on tourists’ behavioral intention.

Data were gathered for this study by using two online survey platforms, thus resulting in a sample of 536 respondents. The online survey questionnaire assessed tourists’ perceived risks, attitude, subjective norm, perceived behavioral control, behavioral intention and demographic information related to their usage of ChatGPT.

The structural equation modeling analysis revealed that tourists express concerns about the associated risks of using ChatGPT to search for tourism information, specifically privacy risk, accuracy risk and overreliance risk. It was found that perceived risks significantly influence tourists’ attitude and intention toward the usage of ChatGPT, which is consistent with the hypotheses proposed in previous literature regarding tourists’ perceived risks of ChatGPT.

This work is a preliminary empirical study that assesses tourists’ behavioral intention toward the use of ChatGPT in the field of tourism. Previous research has remained at the hypothetical level, speculating about the impact of ChatGPT on the tourism industry. This study investigates the behavioral intention of tourists who have used ChatGPT to search for travel information. Furthermore, this study provides evidence based on the outcome of this research and offers theoretical foundations for the sustainable development of generative AI in the tourism domain. This study has limitations in that it primarily focused on exploring the risks associated with ChatGPT and did not extensively investigate its range of benefits.

First, to address privacy concerns that pose significant challenges for chatbots various measures, such as data encryption, secure storage and obtaining user consent, are crucial. Second, despite concerns and uncertainties, the introduction of ChatGPT holds promising prospects for the tourism industry. By offering personalized recommendations and enhancing operational efficiency, ChatGPT has the potential to revolutionize travel experiences. Finally, recognizing the potential of ChatGPT in enhancing customer service and operational efficiency is crucial for tourism enterprises.

Recognizing the potential of ChatGPT in enhancing customer service and operational efficiency is crucial for tourism enterprises. As their interest in adopting ChatGPT grows, increased investments and resources will be dedicated to developing and implementing ChatGPT solutions. This enhancement may involve creating customized ChatGPT solutions and actively engaging in training and development programs to empower employees in effectively using ChatGPT’s capabilities. Such initiatives can contribute to improved customer service and overall operations within the tourism industry.

This study integrates TPB with perceived risks in ChatGPT, thus providing empirical evidence. It highlights the importance of considering perceived risks in tourists’ intentions and contributes to the sustainable development of generative AI in tourism. As such, it provides valuable insights for practitioners and policymakers.

本研究旨在调查游客对使用ChatGPT获取旅游信息的态度和意向。此外, 通过将与ChatGPT相关的感知风险与计划行为理论（TPB）相结合, 本研究探讨了三种感知风险（隐私风险、准确性风险和过度依赖风险）对游客行为意向的影响。

本研究通过两个在线调查平台收集了536名受访者的数据。在线调查问卷评估了游客对ChatGPT使用的感知风险、态度、主观规范、感知行为控制、行为意向以及与其使用ChatGPT相关的人口统计信息。

结构方程建模分析显示, 游客对使用ChatGPT搜索旅游信息的相关风险表示关切, 特别是隐私风险、准确性风险和过度依赖风险。发现感知风险显著影响游客对使用ChatGPT的态度和意向, 与先前有关游客对ChatGPT感知风险的文献中提出的假设一致。

本研究将TPB与ChatGPT中的感知风险相结合, 提供了实证证据。它强调了在考虑游客意向时考虑感知风险的重要性, 并为旅游中生成AI的可持续发展提供了贡献。因此, 它为从业者和政策制定者提供了宝贵的见解。

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions.

The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling.

The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism.

This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice.

The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

The rise of the metaverse has brought profound changes to the economic and social operation models and injected new vitality into academic research. Although a large number of studies have emerged, there are few quantitative analyses of development frontiers and trends.

From a bibliometric perspective, this paper selects 183 pieces of metaverse-related literature in the WoS core database since 2000 as the object of analysis. This paper sums up the characteristics of the literature using the methods of descriptive statistical analysis, keywords analysis, thematic evolution analysis and summarizes the core themes and the laws of metaverse development in each stage.

The digital economy vision brought by the metaverse has led to an increasing number of researchers and achievements in this field. But the depth and breadth of research are still insufficient and unevenly distributed in the region, and the cross-fertilization fields need to be expanded. From the industry's point of view, VR games represented by Second Life and My World have contributed to the popularity of the metaverse. As technology progresses, the research hotspots in the field of metaverse gradually develop from conceptual research to artificial intelligence, blockchain, NFT and other technical applications. However, academic research has not yet caught up with the industry's pace and stays more in the concept discussion and preliminary application stage.

A systematic overview of the current status, knowledge structure and hot issues of metaverse research is shown, which provides a thematic axis for this field, enriches and improves the quantitative analysis of its literature and provides a clear picture for researchers to continuously promote the development of this field. At the same time, it is necessary to warn that technological development is a double-edged sword. The process of metaverse development should return to rationality, respect the laws of its development and guarantee the healthy development of the metaverse by strengthening legal regulation and the ethical review of science and technology.

This paper explores how gender-related issues are communicated in Korean family-run conglomerates (chaebols) and the roles of women within these businesses. It also addresses to what extent the communication of chaebols about female employment and career development reflects the perception of gender representation in these organisations.

By paying attention to gendered discourse in Korean chaebols, this paper examines what is said and written about gender issues in glottographic statements (texts) and non-glottographic statements (charts and other visuals) of annual reports (ARs) published by five chaebols since 2010. The paper uses a Foucauldian framework to develop the archive of statements made within these ARs.

Although there is an increase in female-employee ratios, ARs show that number of women at the board or senior management level continue to be small. ARs tend to provide numbers related to female employment and retention in their non-glottographic statements, yet these numbers occasionally differ from and frequently are not explained by glottographic statements. The strategies used by chaebols to improve career prospects for their female staff are only vaguely described and rarely evaluated.

This paper looks beyond the existing discourse analysis on “talk and text” by also investigating claims made through graphic and linear/pictorial elements and their interplay with text. This approach opens new understandings of how gendered discourses are constructed and how they (unintentionally) fail to resolve issues and perceptions related to female employment and career development in Korea.