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The purpose of this study is to provide insights and guidance for practitioners in terms of ensuring rigorous ethical and moral conduct in artificial intelligence (AI) hiring and implementation.

The research employed two experimental designs and one pilot study to investigate the ethical and moral implications of different levels of AI implementation in the hospitality industry, the intersection of self-congruency and ethical considerations when AI replaces human service providers and the impact of psychological distance associated with AI on individuals' ethical and moral considerations. These research methods included surveys and experimental manipulations to gather and analyze relevant data.

Findings provide valuable insights into the ethical and moral dimensions of AI implementation, the influence of self-congruency on ethical considerations and the role of psychological distance in individuals’ ethical evaluations. They contribute to the development of guidelines and practices for the responsible and ethical implementation of AI in various industries, including the hospitality sector.

The study highlights the importance of exercising rigorous ethical-moral AI hiring and implementation practices to ensure AI principles and enforcement operations in the restaurant industry. It provides practitioners with useful insights into how AI-robotization can improve ethical and moral standards.

The study contributes to the literature by providing insights into the ethical and moral implications of AI service robots in the hospitality industry. Additionally, the study explores the relationship between psychological distance and acceptance of AI-intervened service, which has not been extensively studied in the literature.

Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current research complements the existing literature in the hospitality field by examining the association between restaurant innovativeness and customer advocacy while also investigating the mediating roles of self-image congruity and customer engagement.

The statistical software AMOS version 25 and bootstrapping were employed to test the hypotheses. Purposive sampling was employed for participant recruitment, and a self-administered questionnaire was used to collect data. Data were collected from Taiwanese customers who had dined at selected restaurants.

The results from 385 restaurant customers reported that self-image congruity had an indirect impact on customer advocacy through customer engagement. Customer advocacy was influenced by restaurant innovativeness through the mediation of customer engagement. The influence of restaurant innovativeness on customer advocacy was positively and sequentially mediated by self-image congruity and customer engagement.

Restaurant innovativeness is linked to customer advocacy through self-image congruity and customer engagement. Thus, restaurant managers should implement strategies focusing on innovativeness to improve self-image congruity and engagement among customers.

The current research may be the first to provide a research model that explores restaurant innovativeness, self-image congruity, customer engagement and customer advocacy in the hospitality context. This study also has practical implications for enhancing customer advocacy.

The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.

A factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.

Results indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.

This study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.

While most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.

The advent of the postpandemic era has brought renewed attention to the development of business tourism. However, the existing research on business tourism is fragmented, and there are gaps in the current understanding of the subject. This study aims to identify the intellectual structures, current hotspots and research directions in the business tourism field from 1994 to 2023.

A bibliometric visual analysis using VOSviewer was conducted to assimilate the available knowledge from 136 business tourism-related articles collected in the WoS Core Collection database between 1994 and 2023.

The results indicate that the number of business tourism-related research fluctuates, but the overall trend is gradually increasing. It synthesizes four main research themes, which are tourist behavior, destination marketing, information technology and work-family interferences of business travelers.

To the best of the authors’ knowledge, this study is among the first to systematically review business tourism publications over the past 29 years. It assists scholars in gaining a more comprehensive understanding of business tourism research and informs future research directions.

后疫情时代的到来使得商务旅游的发展再次受到关注。然而, 目前的商务旅游研究是零散的, 我们对与这一主题的理解存在空白。本研究旨在确定1994至2023年商务旅游相关领域的知识结构、当前热点和研究方向。

本研究使用VOSviewer进行了文献计量学可视化分析, 以吸收从Web of Science（WOS）核心合集数据库中收集的136 篇1994年至2023年间的商务旅游相关文章中的可用知识。

结果表明, 与商务旅游相关的研究数量呈现出波动但总体逐渐增加的趋势。其中包括四个主要的研究主题, 分别是游客行为、目的地营销、信息技术和商务旅行者的工作与家庭。

本研究系统回顾了过去29年间与商务旅游相关的出版物。从而有助于学者们对商务旅游研究有更全面地了解, 并获得未来的研究方向。

El advenimiento de la era postpandemia ha renovado la atención prestada al desarrollo del turismo de negocios. Sin embargo, la investigación existente sobre el turismo de negocios está fragmentada y existen lagunas en la comprensión actual del tema. El presente estudio tiene como objetivo identificar las estructuras intelectuales, los focos actuales y las direcciones de investigación en el ámbito del turismo de negocios desde 1994 hasta 2023.

Se realizó un análisis visual bibliométrico utilizando VOSviewer para asimilar el conocimiento disponible en 136 artículos relacionados con el turismo de negocios recogidos en la base de datos WoS Core Collection entre 1994 y 2023.

Los resultados indican que el número de investigaciones relacionadas con el turismo de negocios fluctúa, pero la tendencia general es a aumentar gradualmente. Se sintetizan cuatro temas principales de investigación: el comportamiento del turista, el marketing de destinos, la tecnología de la información y las interferencias trabajo-familia de los viajeros de negocios.

Este estudio es uno de los primeros que revisa sistemáticamente las publicaciones sobre turismo de negocios de los últimos 29 años. Ayuda a los investigadores a obtener una comprensión más completa de la investigación sobre el turismo de negocios y sugiere futuras líneas de investigación.

This study aims to explore a potential conference experience design strategy, namely, festivalization. It investigates the potential festivalization effects on conference attendees in two formats of business conferences: virtual and in-person.

A series of two scenario-based experimental studies were conducted. A series of one-way analysis of covariance and PROCESS procedures (Model 6) were performed for data analysis.

The inclusion of festivalization elements significantly enhances positive responses of attendees, especially for in-person conferences. This effect is further explained by a serial mediation effect, where enhanced perceived values and conference engagement play key roles in improving attendees’ conference experience.

By incorporating festivalization elements, conference organizers can create a more engaging and satisfying event experience for attendees. This can lead to greater satisfaction, positive word-of-mouth and increased registrations.

This study represents a pioneering effort in revealing the underlining mechanisms that explain how festivalization affects attendee engagement and subsequent behaviors in business event management in both face-to-face and virtual settings.

Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement.

A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement.

The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement.

This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).

Around 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.

Results indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.

Data and sample size were limited to meet the generalisation from different nations and cross cultures.

The authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.

This study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.

Two experimental studies (Study 1(N1) = 254) and Study 1(N2) = 484) are conducted to test the modeled relationships. The data are analyzed using ANOVA, PROCESS Model 4 and PROCESS Model 7.

The findings suggest that though perceived discrimination remains modest in all conditions, Black (vs. White) respondents report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case of the firm's unresponsiveness to a Black customer's negative and neutral (but not positive) brand-related feedback regardless of the manager's race.

Prior research on intercultural service encounters and ethnic differences in consumer engagement on social media are combined to examine the relationship between customer race and perceived discrimination based on the firm's unresponsiveness to customers' social media posts.

Manipulations were created based on a fictitious e-tailer. Thus, it is recommend that future researchers examine the extent to which the findings hold for existing (r)etailers. In addition, future studies using secondary data could provide additional evidence for the findings.

Managerial attention is accentuated among customer feedback responsiveness, engagement and perceived firm discrimination. Managers are encouraged to adopt communication strategies that complement the firm's strategy and social media presence.

This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness, popularity, novelty and weirdness, as well as the moderating role of self-congruence with avatar clothing and the desire for unique products.

This research uses a quantitative experimental approach. Initially, a three-step pilot study (N = 201) was conducted to select avatar fashion styles for the main investigation. In the primary study, participants (N = 326) engaged with one out of four fashion style conditions to select attire for their avatars and then completed a self-administered survey. Data analysis involved paired-sample t-tests, multivariate analysis of variance and Hayes’ PROCESS Models.

The results show that presenting fantasy avatar fashion styles leads to a decrease in perceived attractiveness and popularity, while concurrently increasing perceptions of novelty and weirdness which in turn exert a negative influence on attitude and satisfaction with the virtual fitting room (VFR). However, these relationships change when considering the moderating role of self-congruence with avatar clothing and the desire for unique products.

VR tourism experience providers and designers can use research findings to bolster positive attitude and enhance satisfaction with VFR; an important first step that strongly affects the rest of the VR tourist journey.

This study contributes to tourism research by exploring the intersection of immersive technologies and virtual fashion. It emphasizes the enhancement of critical touchpoints like the VFR, moving beyond a sole focus on VR adoption, to improve the overall virtual tourist experience.