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Article

Shih-Shuo Yeh, Tao Ma and Tzung-Cheng Huan

Social entrepreneurship by hoteliers in “going green” promotes a better future for the environment and arguably also for the human race. However, going green potentially…

Abstract

Purpose

Social entrepreneurship by hoteliers in “going green” promotes a better future for the environment and arguably also for the human race. However, going green potentially increases costs for both hoteliers and their guests. Environmental education (EE) is possibly a useful vehicle for the hotel industry to gain support for greener operations. This research aims to investigate the potential impact of EE on increasing customer uptake of green hotels.

Design/methodology/approach

A survey was conducted to collect data from three winners of a green hotel competition. Six surveyors were dispatched, and 155 usable responses were obtained. Data were analyzed with AMOS 16.0 to estimate an structural equation modeling (SEM) model of how EE affects environmental motivation (EM) and how this relates to visitors’ intentions.

Findings

Model estimation shows that a moderating variable effect exists between EE and visitors’ intentions. The cause is approximately 40 per cent direct and 60 per cent mediated through EM. That environmental education affects visit intention for green hotels both directly and through creating environmental motivation is evidence that the hotel industry can expect to enhance the use of their socially responsible green services by facilitating EE. In research terms, how best to invest in EE to support the social entrepreneurship of hotels providing green services is a research area to pursue for developing criteria to maximize benefits while supporting business viability.

Originality/value

This study shows that social entrepreneurs who provide green services can expand their area of social responsibility and generate more potential customers by supporting EE. The findings and applications of this study are useful both for academia and practitioners.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 6
Type: Research Article
ISSN: 0959-6119

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Article

Aliana Man Wai Leong, Shih-Shuo Yeh and Li-Hui Chang

The purpose of this paper is to investigate the role of nostalgia in destination image, experiential value and their effect on subsequent behavioral intention…

Abstract

Purpose

The purpose of this paper is to investigate the role of nostalgia in destination image, experiential value and their effect on subsequent behavioral intention. Nostalgic-themed tourism product is becoming popular in many countries.

Design/methodology/approach

The survey used stratified sampling method to include respondents from all the nearby Asian regions. The sampling is based on the data of inbound tourists provided by the Department of Statistics and Census Service (DSEC) of Government of Macau. The questionnaire consisted of five sections of 5-point Likert scale questions: nostalgia; destination image both before and after experience; expected value; experiential value; and future visit intention. Data were analysed with structural equation modeling.

Findings

The result indicates that nostalgia plays an important part in forming destination image and experiential value before an individual had a chance to experience the destination. The destination image and experiential value share a bidirectional causal relationship that eventually contributes to future visit intention. The study also discovered that while experiential value is more effective in generating destination image, the later contribute more to future visit intention.

Originality/value

The research design measures destination image and experiential value before and after respondents had experience the destination. The distinction between destination image and expected/experiential value can be examined because the longitudinal design of research method. It also allows this study to observe how nostalgia translates to future visit intention.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 1
Type: Research Article
ISSN: 1757-9880

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Book part

Chien-Yi Yang, Ming-Huey Li and Shih-Shuo Yeh

Using the modified theory of planned behavior, this study aims to understand residents’ supporting or rejecting mindsets toward legalizing gambling in Kinmen, Taiwan…

Abstract

Using the modified theory of planned behavior, this study aims to understand residents’ supporting or rejecting mindsets toward legalizing gambling in Kinmen, Taiwan, where exists a complex and somewhat contradictory relationships between economic growth and the preservation of the natural environment in the context of tourism specifically to small island destinations. This study develops a convenience sampling procedure in which 365 questionnaires are collected. A series of hypotheses tests are conducted via structural equation modeling. This study notices that perceived behavioral control is the most important attribute affecting behavioral intention. However, behavioral intention does not necessarily lead to actual behavior. Attitude is considered as a more reliable predictor of actual action. Attitude relied heavily on positive perceived behavioral control. Further, the respondents are concerned more about how legalizing gambling affects their current lifestyle.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83867-956-9

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Book part

Pei-Ling Wu, Shih-Shuo Yeh, Tzung-Cheng (T.C.) Huan and Arch G. Woodside

Recognizing Gigerenzer’s (1991) dictum that scientists’ tools are not neutral (tools-in-use influence theory formulation as well as data interpretation), this chapter…

Abstract

Recognizing Gigerenzer’s (1991) dictum that scientists’ tools are not neutral (tools-in-use influence theory formulation as well as data interpretation), this chapter reports theory and examines data in ways that transcend the dominant logics for variable-based and case-based analyses. The theory and data analysis tests key propositions in complexity theory: (1) no single antecedent condition is a sufficient or necessary indicator of a high score in an outcome condition; (2) a few of many available complex configurations of antecedent conditions are sufficient indicators of high scores in an outcome condition; (3) contrarian cases occur, that is, low scores in a single antecedent condition associates with both high and low scores for an outcome condition for different cases; (4) causal asymmetry occurs, that is, accurate causal models for high scores for an outcome condition are not the mirror opposites of causal models for low scores for the same outcome condition. The study tests and supports these propositions in the context of customer assessments (n = 436) of service facets and service-outcome evaluations for assisted temporary-transformations of self via beauty salon and spa treatments. The findings contribute to advancing a nuanced theory of how customers’ service evaluations relate to their assessments of overall service quality and intentions to use the service. The findings support the need for service managers to be vigilant in fine-tuning service facets and service enactment to achieve the objective of high customer retention.

Details

Bad to Good
Type: Book
ISBN: 978-1-78635-333-7

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Book part

Shih-Shuo Yeh, Leong-Man Wai Aliana and Fan-Yi Zhang

Since tourism is viewed as being a fast-growing industry, researchers are keen to investigate the negative impacts brought by an increasing number of visitors. As one of…

Abstract

Since tourism is viewed as being a fast-growing industry, researchers are keen to investigate the negative impacts brought by an increasing number of visitors. As one of the derived social impacts, crowding has been proven to have a negative effect on tourists’ visiting experience. Thus, this study aims to understand tourists’ perception of crowding and its subsequent effect on their loyalty. A theme park in China called China Dinosaur Land, located in Jiangsu Province, is selected as the research site and 296 valid questionnaires are collected from the visitors. The results illustrate that psychological states, such as perceived crowding, emotional response, and coping behavior are much more complex than the study initially proposes; therefore, the hypotheses of the study are amended according to the research results.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78052-936-3

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Book part

Shih-Shuo Yeh, Anestis K. Fotiadis, Mei-Ling Huang and Tzung-Cheng Huan

Using the Analytical Hierarchy Process, this study aims to identify organizational and market factors that prevent hoteliers from adopting greener management systems. This…

Abstract

Using the Analytical Hierarchy Process, this study aims to identify organizational and market factors that prevent hoteliers from adopting greener management systems. This study first constructs a list of critical factors based on expert judgments reported in the literature and the responses from a select group of experienced managers. Then, the list is further refined by six hotel managers who consolidate the factors, which results in four categories explained by 20 items. Subsequently, this study draws from surveys on an expert panel consisting of 20 study subjects who are familiar with hotel operations. The survey results show that hoteliers’ abilities to create a greener image are the most important factor influencing the managers’ decisions to adopt environmentally friendly management schemes. Nevertheless, their motivation of adopting a green strategy seems to be associated with a marketing strategy, instead of generic environmental stewardship.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78743-488-2

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Book part

Li-Hui Chang, Chih-Hsin Tsai and Shih-Shuo Yeh

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying…

Abstract

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying overnight at green hotels by integrating environmental education (EE) from the Theory of Planned Behavior (TPB) perspective. Data of 350 usable questionnaires for this research were collected from a quasi-random selection of people at the checkout counter of three of the 19 winners of the 2008 green hotel competition in Taiwan. This result indicates that a green hotel that provides green service can be supported by supporting EE. The findings and applications of this study are useful for both academia and practitioners.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78441-174-9

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Book part

Shih-Shuo Yeh, Chun Chen and Yao-Chung Liu

This study postulates that the nostalgic emotion of cultural tourists affects their perceived experiential value and helps to evoke their destination image, which…

Abstract

This study postulates that the nostalgic emotion of cultural tourists affects their perceived experiential value and helps to evoke their destination image, which contributes to the formation of place attachment. The study deploys a survey research in which questionnaires are distributed in Mystical Yan Cheng, a theme park in China that is built on the historical remains of the Spring and Autumn Annals. The study collects 347 valid responses. The results reveal the multifaceted nature of a destination image. Furthermore, nostalgic emotion positively contributes to the place attachment of cultural tourists. However, the study also illustrates an inadequate understanding of the nature of nostalgic emotion and further study is recommended. The results of the study also indicate that a high level of satisfaction does not necessarily contribute to destination image and place attachment.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78052-936-3

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Book part

Hsing-Jung Tsai, Shih-Shuo Yeh and Tzung-Cheng TC Huan

Using the Chiayi International Band Festival (CIBF) as an example, this study attempts to examine the relationships between visitor involvement, visitor satisfaction…

Abstract

Using the Chiayi International Band Festival (CIBF) as an example, this study attempts to examine the relationships between visitor involvement, visitor satisfaction, place attachment, and visitor loyalty. A survey was carried out from December 25, 2010, to January 3, 2011, and was able to obtain 400 valid responses. The study initially theorizes, based on literature review, that satisfaction contributes greatly to place attachment and loyalty, and visitor involvement is just an antecedent of satisfaction. However, the result indicates that visitor involvement is in fact a strong contributing factor of visitor loyalty. Furthermore, the study proposes that the casual relationship between visitor involvement and visitor satisfaction is indirect. The originally proposed model is then revised accordingly.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-0-85724-769-8

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Book part

Wen-Chuan Chang, Li-Hui Chang and Shih-Shuo Yeh

Literature reveals that a positive store environment is likely to be a driver to enhance buying experiences and stimulate customers purchase decision. This study further…

Abstract

Literature reveals that a positive store environment is likely to be a driver to enhance buying experiences and stimulate customers purchase decision. This study further investigates the perception of restaurant environment. A field survey is conducted in the Chiayi City, Taiwan by collecting 398 usable samples. The questionnaire is based on past studies of store environment attributes, therefore, considers ambient, design, and social factors. The study finds that a high correlation exists between ambient factor and design factor. It suggests that they could be viewed as a conjunctive dimension. Furthermore, one result indicates that primary and secondary emotions create different levels of impact on planned behaviors.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78190-746-7

Keywords

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