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Article
Publication date: 18 March 2022

Lan-Hsun Wang, Shih-Shuo Yeh, Kuan-Ying Chen and Tzung-Cheng Huan

This study aims to understand tourists’ travel intention during the COVID-19 pandemic by using the theory of planned behavior (TPB) with additional causal links and…

Abstract

Purpose

This study aims to understand tourists’ travel intention during the COVID-19 pandemic by using the theory of planned behavior (TPB) with additional causal links and moderators. The three research objectives of this study are to explore basic causality, mediating effects of attitude and moderating effects of age and perceived risk, of the extended TPB model, respectively.

Design/methodology/approach

An online survey was conducted in Taiwan during the COVID-19 pandemic. In total, the survey generated 351 responses. The structural model analysis was performed to test the cause-and-effect relationships in the traditional TPB model and the mediating role of an individual’s attitude regarding travel during the COVID-19 pandemic. The SmartPLS multi-group analysis procedure was applied to test the moderation effects of age and perceived risk.

Findings

It is found that the perceived behavioral control is the main contributor of travel intention for the traditional TPB while attitude partially mediates the relationship between subjective norm and travel intention for the test of mediation. Also, moderation tests confirm that both age and perceived risk show significant moderating effect only on subjective norm to travel intention relationship.

Originality/value

The novelty of this research is that this study proposed and verified the mediating influence of attitude and two additional paths, the moderating influence of age and perceived risk, which deepened the understanding of the TPB model and the impact of COVID-19 on travel intention. Because TPB model is context-dependent, using one mediating and two moderating variables allows the study to understand how TPB functions in a different situation.

游客旅游意图:以年龄及感知风险为调解因素态度为中介因素重新审视TPB模型

目的

本研究旨在通过使用计划行为理论 (TPB) 以及额外的因果关系和调节因素来了解 COVID-19 大流行期间游客的旅游意图。本研究的三个研究目标分别是探索 TPB 扩展模型的(1)基本因果关系、(2)态度的中介效应、和(3)年龄和感知风险的调节效应。

设计/方法/步骤

本研究在台湾COVID-19大流行期间, 进行了一项线上调查。该调查共收集了351份回复问卷。本研究以结构模型分析测试传统 TPB 模型中的因果关系及个人对 COVID-19 大流行期间旅行态度的中介作用。本研究也应用了 SmartPLS 多组分析程序来测试年龄和感知风险的调节作用。

研究结果

本研究发现感知行为控制是传统TPB旅行意愿的主要贡献者, 而态度在中介测试中部分中介了主观规范与旅行意愿之间的关系。此外, 本研究在调节测试中证实, 年龄和感知风险均仅对旅行意愿关系的主观规范显示出显着的调节作用.

独创性/价值

本研究独创之处在于提出并验证了态度的中介效应, 以及年龄和感知风险的调节效应这两条附加路径, 加深了对 TPB 模型的理解以及 COVID-19 对旅行意愿的影响。由于 TPB 模型是上下文相关的, 因此本研究使用一个中介变量和两个调节变量可以让未来研究了解 TPB 在不同情况下的功能。

Intención de viajar de los turistas: revisitando el modelo TPB con la edad y el riesgo percibido como moderadores y la actitud como mediadora

Propósito

Este estudio tiene como objetivo comprender la intención de viajar de los turistas durante la pandemia de COVID-19 mediante el uso de la teoría del comportamiento planificado (TPB) con vínculos causales y moderadores adicionales. Los tres objetivos de investigación de este estudio son explorar (1) la causalidad básica, (2) los efectos mediadores de la actitud y (3) los efectos moderadores de la edad y el riesgo percibido, del modelo TPB extendido, respectivamente.

Diseño/metodología/enfoque

Se realizó una encuesta online en Taiwán durante la pandemia del COVID-19. En total, la encuesta generó 351 respuestas. El análisis del modelo estructural se realizó para probar las relaciones de causa y efecto en el modelo TPB tradicional y el papel mediador de la actitud de un individuo con respecto a los viajes durante la pandemia del COVID-19. Se aplicó el procedimiento de análisis multigrupo SmartPLS para probar los efectos de moderación de la edad y del riesgo percibido.

Resultados

Se muestra que el control del comportamiento percibido es el principal antecedente de la intención de viajar en el TPB tradicional, mientras que la actitud media parcialmente la relación entre la norma subjetiva y la intención de viajar. Además, los tests de moderación confirman que tanto la edad como el riesgo percibido muestran un efecto moderador significativo solo en la relación entre la norma subjetiva y la intención de viajar.

Originalidad/valor

La novedad de esta investigación es que este estudio propuso y verificó la influencia mediadora de la actitud y los dos efectos moderadores adicionales de la edad y del riesgo percibido, lo cual profundiza en la comprensión del modelo TPB y el impacto del COVID-19 en la intención de viajar. Dado que el modelo TPB depende del contexto, el uso de una variable mediadora y dos variables moderadoras permite comprender mejor cómo el TPB funciona en una situación diferente.

Article
Publication date: 21 April 2022

Chih-Hui Hsiao, Chia-Hsuan Chien, Shih-Shuo Yeh and Tzung-Cheng Huan

This study aims to examine the impacts of restaurant servers’ actions on the customers’ emotional contagion and the impacts of customers’ emotional contagion on their…

Abstract

Purpose

This study aims to examine the impacts of restaurant servers’ actions on the customers’ emotional contagion and the impacts of customers’ emotional contagion on their intention to tip and the likelihood of tipping. This study also explores social compliance and examines its impacts on customers’ intentions to tip and the likelihood of tipping.

Design/methodology/approach

Taking a restaurant in Taiwan as an example, this study uses questionnaires to investigate five constructs of the research framework, which are restaurant servers’ actions, restaurant customers’ susceptibility to emotional contagion, customers’ intention to tip, customers’ likelihood of tipping and customers’ social compliance. The questionnaires were distributed online using Surveycake website. A total of 310 completed questionnaires were collected.

Findings

The results indicate the following: restaurant servers’ actions positively affect customers’ susceptibility to emotional contagion; customers’ emotional contagion positively affects their intention to tip and likelihood of tipping; customers’ social compliance positively affects their intentions to tip and the likelihood of tipping; and customers’ emotional contagion partially mediates the effects of restaurant servers’ actions on customers’ intention to tip and likelihood of tipping.

Originality/value

The hypothesis test results in this article not only successfully integrate or confirm the research findings of past scholars, but also expand the scope of research on related topics. Furthermore, the research findings of this study provide restaurant practitioners with rich marketing implications.

微笑可换来小费吗?餐厅服务员行为会影响顾客的情绪感染和小费行为吗?

摘要

目的

本研究旨在检验餐厅服务员行为对顾客情绪感染的影响, 以及顾客情绪感染对他们给小费意愿和可能性的影响。本研究还探讨了社会合规性, 并检查了其对顾客给小费意愿和给小费可能性的影响。

设计/方法/步骤

本研究以台湾一家餐厅为例, 使用问卷调查研究框架的五个结构, 即餐厅服务员行为、餐厅顾客情绪感染、顾客给小费意愿、顾客给小费可能性以及顾客的社会责任。本研究使用了Surveycake线上问卷调查网站, 在线上分发问卷, 并共收集到 310 份已完整问卷。

研究结果

本研究结果表示:(1)餐厅服务员的行为正向影响顾客情绪感染, (2)顾客的情绪感染正向影响他们给小费的意愿和可能性, (3)顾客的社会责任正向影响他们给小费的意愿和可能性, 以及(4)顾客的情绪感染部分中介了餐厅服务员行为对顾客给小费意愿和小费可能性的影响。

独创性/价值

本文的假设检验结果不仅成功地整合或证实了以往学者的研究成果, 而且扩大了相关课题的研究范围。此外, 本研究的研究结果为餐厅从业者提供了丰富的营销意义。

¿Sonriendo por propinas? ¿Afectarán las acciones de los camareros al contagio emocional y a las propinas de los clientes?

Objetivo

Este estudio tiene como objetivo examinar cómo impactan las acciones de los camareros de restaurantes en el contagio emocional de los clientes, y cómo ese contagio emocional influye en su intención de dejar propina y en la probabilidad de hacerlo. Este estudio también explora el cumplimiento social y examina su impacto en la intención de los clientes de dejar propina y la probabilidad de hacerlo.

Diseño/Metodología/Enfoque

Tomando un restaurante en Taiwán como ejemplo, este estudio utiliza cuestionarios para investigar cinco constructos del marco de investigación, que son las acciones de los camareros del restaurante, la susceptibilidad de los clientes del restaurante al contagio emocional, la intención de los clientes de dejar propina, la probabilidad de hacerloy el cumplimiento social de los clientes. Los cuestionarios se distribuyeron online a través de la web Surveycake. Se recogieron un total de 310 cuestionarios completados.

Resultados

Los resultados indican: (1) las acciones de los camareros del restaurante afectan positivamente a la susceptibilidad de los clientes al contagio emocional, (2) el contagio emocional de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, (3) el cumplimiento social de los clientes afecta positivamente su intención de dejar propina y la probabilidad de hacerlo, y (4) el contagio emocional de los clientes media parcialmente los efectos de las acciones de los camareros del restaurante sobre la intención de los clientes de dejar propina y la probabilidad de hacerlo.

Originalidad/Valor

Los resultados de la prueba de hipótesis en este artículo no solo integran o confirman con éxito los hallazgos de estudios previos, sino que también amplían el alcance de la investigación sobre temas relacionados. Además, los resultados de este estudio proporcionan a los profesionales de la restauración importantes implicaciones de marketing.

Article
Publication date: 6 June 2022

Juei-Ling Ho, Kuan-Ying Chen, Lan-Hsun Wang, Shih-Shuo Yeh and Tzung-Cheng Huan

Many tourism-related industries, such as hotels, use social media as a marketing tool for promotion and distribution. This paper aims to use a model that explores the…

Abstract

Purpose

Many tourism-related industries, such as hotels, use social media as a marketing tool for promotion and distribution. This paper aims to use a model that explores the impact of social media platform image (SMPI) on customers’ visit intention (VI) in a hotel context, using hotel image (HI), motivation (Mot) and anticipated service quality (ASQ) as mediators. The objectives of this study are then: to understand the interactions between the two brand images, to test the mediation effect of HI, Mot and ASQ and to investigate how this interaction contributes to customers’ VI to hotel.

Design/methodology/approach

This study used a convenience sampling method that targeted respondents who are willing to book a hotel using a social media platform such as Facebook and a hotel reservation website (Agoda, Airbnb, Booking.com, Hotels.com and Trivago) that have forums that allow customers to share their experiences. The survey was conducted through various social media platforms, with 349 responses being collected.

Findings

This study finds that SMPI contributes to Mot largely through HI, Mot partly mediates the relationship between HI and ASQ and Mot contributes to VI mostly through direct impact and a small part through ASQ. The findings also indicate that SMPI is less potent in terms of contributing to the later constructs if HI is low.

Practical implications

This research provides practical implications for marketers serving the hotel industry, and social media sites, and establishes the interrelationship between them. This research also offers insight to the hotel managers for using social media platforms to attract potential visitors because social media platforms in recent years have become significant contributors to customers’ decision-making process of booking and visiting a hotel.

Originality/value

This study provides results on how social media platforms can be caused to become a more effective hotel promotion channel.

Details

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

Keywords

Article
Publication date: 13 June 2016

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…

1661

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

Keywords

Article
Publication date: 16 March 2015

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

Keywords

Book part
Publication date: 14 October 2019

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

Keywords

Book part
Publication date: 27 December 2016

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

Keywords

Book part
Publication date: 13 August 2012

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

Keywords

Book part
Publication date: 22 August 2017

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

Keywords

Book part
Publication date: 20 September 2014

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

Keywords

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