Search results

This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

Building on signaling theory, the authors conceptualize a model to explain the consumer process of selecting global hotel brands and test the model empirically with South Korean international consumers through a self-administered survey.

The data support the relationships of selected brand signals, such as brand credibility, brand liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood.

The results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice.

The study adds to the literature by proposing a new, empirically supported model of global branding for the tourism and hospitality industry.

To establish how and why exhibition managers manage circulation, this study explores the techniques (specific activities used to influence circulation), outputs (tangible enhancements in the performance of the exhibition resulting from changes in circulation dynamics) and outcomes (benefits of those enhancements to exhibitors, attendees and the exhibition organiser) of circulation management.

In face-to-face interviews, 10 exhibition managers were asked how and why they manage attendee circulation, which also involved a card-sorting exercise to elicit tacit circulation management knowledge. Four different experienced exhibitions managers from three continents were asked to validate the findings.

Four types of techniques were identified: magnet, layout, curiosity and playfulness and guiding techniques, with these implemented to achieve five outputs: greater footfall, better exposure to exhibits, enhanced navigation, greater buzz and managing congestion levels. The results further show that circulation was managed to achieve a variety of organiser-, exhibitor- and attendee-related outcomes. The study uncovered a large range of factors influencing the employment of circulation management techniques. Conflicts in outputs resulting from several techniques are highlighted, requiring the exhibition manager to establish which outputs and resulting outcomes take priority over others.

This exploratory study is the first study to propose a circulation management model for the exhibition context, equipping exhibition managers with knowledge to strategically manage attendee circulation.