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This research developed a conceptual model for the hospitality industry based on the employee-organization relationship using the social exchange theory as the theoretical framework. This study aims to consider perceived organizational support as the psychological empowerment antecedent, while work engagement and service-oriented organizational citizenship behavior were considered as its outcome. This study also tested psychological empowerment as a mediator of these relationships.

Data were gathered from a sample of frontline hotel employees and analyzed through partial least squares structural equation modeling. A total of 242 completed and validated questionnaires were used for the analysis.

Perceived organizational support had a significant relationship with psychological empowerment (through meaning, competence, self-determination and impact), which also had a significant relationship with work engagement (through meaning and impact) and service-oriented organizational citizenship behavior (through meaning, self-determination and impact). Psychological empowerment partially mediated the relationship between perceived organizational support with work engagement and service-oriented organizational citizenship behavior.

Although psychological empowerment is receiving further empirical attention in the hospitality field, little is known about its antecedents and outcomes. Hence, this research extends previous studies using the social exchange theory to fill these literature gaps and create a conceptual model for the hospitality industry based on the employee-organization relationship.

With the ever-increasing adoption of technology and automation radically changing the nature of service delivery, the purpose of this paper is to explore the role of human touch, introducing hospitable service as an enhancement for value creation in service organizations.

Drawing on management, social sciences and hospitality literatures, a four-configuration model is presented to illustrate dimensions which arise from the confluence of different degrees of relationship orientation – shared mental models held by the host organization (self- or other-oriented), and guests’ service preferences (transactional or relational).

A theoretically grounded model of configurations resulting from variations on three key dimensions is offered. These are: employee organization relationships – social exchange processes governing the interactions between employees and their employers; HRM systems – internally consistent combinations of HR practices; and tech-touch trade-off – prioritization of technology vs employees to deliver services.

Embedding hospitable service as a construct to support the leveraging of human touch in service organizations opens up new research opportunities including avenues to further conceptualize the nature and dimensions of hospitable service. Future research that supports further understanding about the role of human touch and value creation in service organizations is proposed.

Through the value-enhancing capability of human in the service encounter, firms can be enabled to accurately position themselves in one of the four relational configurations on offer and then identify opportunities for managers to leverage human touch to combat the diminishing role of the human touch in a technology-ubiquitous service context.

This is among the first papers to explore the influence of technology on the degree of human touch in the interface between hospitality employee and customer, and to develop a configuration model through which researchers and practitioners can operate during this declining era of human to human service interactions.

The purpose of this study is to examine the role of other customers in explaining customers’ relation with a brand. A conceptual model, which incorporates other customers along with atmospherics, food quality and service quality, is proposed to better understand how customers form their brand preference for fine dining restaurants.

A quantitative research methodology, using structural equation modeling, was adopted to understand the role of other customers along with other restaurant attributes. Data were collected from the customers of fine dining restaurants resulting in 324 usable surveys.

The findings supported the sequential link for: restaurant experience attributes – brand relationship and brand preference. While all restaurant attributes except other customers explain the satisfaction of customers, only service quality and other customers played a significant role in forming the brand image in the minds of restaurant guests. Overall, this study acknowledged the importance of both other customers and employees in fine dining restaurants’ branding.

The results suggest that customers in servicescape have a significant role in creating a successful brand image for restaurants. Moreover, service quality is also key to achieve a unique image, thereby suggesting that employees could be a source of differentiation and competitive advantage by managing their brand related behaviors.

This research was one of the first to study the role of other customers in restaurant service experience along with other attributes to assess customers’ brand relation and brand preference for fine dining restaurants.

Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers’ wishful identification and behavioral intention. The study also aims to examine the effects of vlogger gender on viewers’ perception and on their wish to be like the vlogger.

With an online data collection from 402 YouTube travel vlog viewers, a moderated mediation model was tested using multiple linear regression and multivariate nested linear regression.

This study found that physical attractiveness, social attractiveness and credibility of travel vloggers positively affected audience wishful identification, among which credibility had the strongest impact. The effect of the travel vlogger’s social attractiveness on viewer wishful identification was even strengthened when the vlogger and the viewer were of different genders. Wishful identification partially mediated the relationship between vloggers’ attributes and viewers’ behavioral intention. Finally, the finding revealed female vloggers were perceived as more physically attractive than males, whereas male vloggers were assessed as more credible than their female counterparts.

Expanding upon the literature on mass media and social media, this study explains the mechanism of developing intention to imitate the travel vloggers of YouTube viewers. The findings provide tourism and hospitality managers with solution in choosing the most inspirational travel vlogger to influence consumer behavior.

本论文使用社会学习理论和信息可靠性模型来研究YouTube旅游Vlogger感知吸引力、专业知识、和可信赖性对观众的理想化认同和行为意图的影响。本论文还检验Vlogger性别对观众感知和理想化认同的影响。

研究样本数据为402位YouTube旅游vlog观众的在线数据, 采用多重线性回归和多变量镶嵌线性回归来分析调节中介模型。

研究结果表明, 旅游Vlogger的本身吸引力, 社交吸引力, 和可信赖度影响观众的理想化认同, 其中可信赖度占比重最大。旅游Vlogger的社交吸引力对观众的理想化认同影响力加强, 当旅游Vlogger与观众的性别不同时。理想化认同部分调节Vlogger属性与观众行为意图之间的关系。最后, 本论文研究表明, 女性Vlogger比男性Vlogger本身吸引力更大一些, 而男性Vlogger对观众的可信赖程度比女性Vlogger要大一些。

本论文拓展了大众传媒和社交传媒的文献范畴, 解释了YouTube观众如何模仿旅游Vlogger的动机。本论文结果为旅游和酒店管理者们提供了解决方案, 如何选择最有影响力的旅游Vlogger来影响消费者行为。

关键词 旅游vlogger, 、社交媒体, 、影响者营销, 、理想化认同, 、社会学习理论, 、YouTube

文章类型 – 研究型论文

This study aimed to investigate the direct and indirect relationship of utilitarian motivation, hedonic motivation and self-identity to travelers’ attitude toward travel mobile application usage using the technology acceptance model (TAM). In addition, this study identified the differences in these relationships according to users’ level of experience in general mobile application usage.

This study used a causal research design. Online survey was conducted with a self-administered questionnaire.

Utilitarian motivation is the most important factor in shaping the attitude in using travel mobile applications. However, hedonic motivation plays a role as an important catalyst for utilitarian motivation. Self-identity has a positive direct effect on attitude and an indirect effect through perceived enjoyment. There were differences in these relationships by the years of using similar technologies, general mobile application.

This study provided meaningful implications for practitioners who utilize mobile applications as their communication channel with customers in the hospitality and tourism industry. For example, using graphic and simple icons helps users make free of efforts from reading and writing in text.

This paper presented an important and needed research for the area of hospitality information technology. This study enhances the understanding of travel mobile application usage behavior by investigating interrelationship of utilitarian/hedonic motivation and self-identity on attitude toward using travel mobile application.

The purpose of this paper is to examine knowledge management resource inputs that affect organizational effectiveness in the restaurant industry.

The target population of this paper was restaurant employees. Data were collected using online surveys. Data analysis for this paper included frequency table, t‐test, one‐way ANOVA, and multiple regression analysis.

The paper finds knowledge management resource inputs influence organizational effectiveness in a restaurant. The results reveal that the significant knowledge management resource inputs that affected organizational effectiveness were information technology, incentive, and a knowledge sharing culture. Information technology turns out to be the most important input followed by incentive and a knowledge sharing culture to improve organizational effectiveness.

First, data collection from self‐repot surveys can threaten the validity of the paper. Second, this paper did not take into account the role of all possible resource factors relevant for organizational effectiveness. Future research should examine how other factors, such as leadership, influence organizational effectiveness.

The overall practical implication of the findings is that to achieve high‐organizational effectiveness, restaurant operators first need to establish distinctive strategies in how they use knowledge management resource inputs.

The paper contributes to the theoretical development of knowledge management by examining how inputs from knowledge management resources are being put to use in the restaurant industry.

The purpose of this paper is to investigate the impact of hotel property characteristics and information technology (IT) decision-maker characteristics on radio frequency identification (RFID) technology adoption in the hotel industry.

The data of the study were collected using the subscription list of Hospitality Financial and Technology Professionals (HFTP). A Web survey was used to collect the data of the study. An email invitation was sent out to invite the entire list of HFTP subscribers (3,080) to participate in the survey. Approximately 3,000 emails were delivered and 154 questionnaires were returned. Of 154 questionnaires, 125 were used in the study for further analyses. Analysis of variance (ANOVA) was used to determine whether hotel property characteristics (property size and chain affiliation) and IT decision-maker characteristics (age, education level and job tenure) differed on intention to adopt RFID technology.

ANOVA results indicated that there were significant differences on intention to adopt RFID technology by property size and chain affiliation, IT decision-makers’ age, education level and job tenure. The results indicated that larger hotels and hotels that are part of a franchise are more likely to adopt RFID technology. In addition, IT decision-makers who are young, with high level of education and with shorter job tenure are more likely to adopt RFID technology.

RFID technology is one of the recent technologies that gained great attention from the hotel operators in recent years. This study is one of the first studies in the hotel industry that provides valuable information to technology vendors for identifying potential RFID technology adopters in the hotel industry.

This study aims to understand the effect of brand citizenship behaviors of hospitality employees on customers’ relation with the brand. A model, which links employee behaviors to customers’ evaluation of brand performance, brand trust and brand commitment, is proposed to provide further insight into how customers form their relation with a brand.

Data were collected from both customer-contact employees and passengers of a corporate airline company. Structural equation modeling was used to test the proposed model by using both employee and customer data in the same research model.

The results showed that even brand citizenship behaviors of employees did not affect brand commitment of customers directly; these behaviors explain customers’ commitment to a brand through influencing perceived brand performance of customers and their trust toward a brand. Overall, this study provided support for the impact of employees’ brand-related behaviors on consumers’ relation with the brand.

The results suggest that hospitality employees contribute to the brand success through their behaviors. This helps organizations to enhance brand-related behaviors of their employees to ensure long-term relationships not only with customers but also with their employees in a labor-intensive and high customer contact industry.

This research was one of the first to analyze the effects of employees’ brand supporting behaviors on consumers by using both employee and consumer data in the same research model within the hospitality context.

The purpose of this paper is to examine why employee‐level customer orientation (CO) influences the customer experience in a service setting.

Given the dyadic nature of the study, a two‐way sample design was used which integrated employee responses with customer responses. A total of 186 employees and 1,117 customers participated in the study. The data was aggregated at the employee level of analysis.

The study found that job satisfaction and employee commitment mediated the relationship between employee‐level CO and a customer's perception of interaction quality. Additionally, interaction quality is shown to be positively related to customer satisfaction.

Although the design of the research utilized data from both customers and employees from several restaurant outlets in the USA, all the restaurants belonged to one chain (reflecting a single corporate culture), and thus it may be difficult to generalize the results.

This study extends the CO theory by explaining how and why CO affects a customer's perceptions from an organizational behavior (OB) perspective, with job satisfaction and organizational commitment as mediators. This is important as the few studies that attempted to explain the effect of CO on customers' experience through mediating variables took a marketing perspective instead of an OB view. Practically, this research highlights the important role that human resource management may have from the interactive marketing perspective.