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Abstract

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 3
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 23 September 2019

Jing Li, Simon Hudson and Kevin Kam Fung So

The purpose of this study is to investigate the multi-dimensional structure of the Airbnb customer experience and to examine the influences of this experience on…

Abstract

Purpose

The purpose of this study is to investigate the multi-dimensional structure of the Airbnb customer experience and to examine the influences of this experience on behavioral outcomes.

Design/methodology/approach

A multi-phase methodology was adopted using a survey questionnaire to explore the dimensions. Data were collected from a sample of 561 Airbnb users in the USA. Exploratory factor analysis and confirmed factor analysis were conducted to evaluate the reliability and validity of the scale.

Findings

First, the results support the hypothesis that the Airbnb customer experience comprises four dimensions: home benefits, personalized services, authenticity and social connection. Second, the study demonstrates that these dimensions significantly influence customers’ behavioral intentions.

Research limitations/implications

The use of a US Airbnb users sample may affect the generalizability of the results.

Practical implications

The findings of this study provide insights for Airbnb hosts and hotel managers. More specifically, this study offers suggestions to Airbnb hosts about how to enhance their services to customers based on the four experience dimensions and to hotels about how they can compete with Airbnb on the four experience dimensions.

Originality/value

This study provides an important theoretical framework for measuring the Airbnb customer experience through an empirical examination.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 13 no. 4
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 6 March 2017

Simon Hudson, Karen Thal, David Cárdenas and Fang Meng

This study aims to examine the direct relationships between behavioral intention and factors driving the growth of the wellness tourism industry in the USA. Relationships…

Abstract

Purpose

This study aims to examine the direct relationships between behavioral intention and factors driving the growth of the wellness tourism industry in the USA. Relationships were hypothesized based on alternative explanations for the rise in popularity of wellness tourism in research streams.

Design/methodology/approach

Two models were estimated and tested using the theory of planned behavior (TPB), each incorporating two constructs – Life stress and involvement in health – in addition to theoretically stipulated precursors to Behavioral Intention.

Findings

Both constructs were found to be significant predictors of behavioral intention. However, involvement proved a much stronger predictor than life stress. Implications for the management and marketing of this subsector are discussed in the paper.

Originality/value

This study extends the understanding of travelers’ behavioral intentions in the context of wellness tourism by using an extended TPB, with life stress and involvement in health and wellness considered. The study compares general travelers with current/potential wellness travelers (excluding those whose sole purpose was wellness) and the factors that influence their travel behavior.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 1
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 22 March 2019

Karen Thal and Simon Hudson

The purpose of this paper is to propose and test a theoretical framework to identify the specific aspects of the guest experience at a wellness facility that contribute to…

Abstract

Purpose

The purpose of this paper is to propose and test a theoretical framework to identify the specific aspects of the guest experience at a wellness facility that contribute to well-being. Self-determination theory (SDT) is used as the theoretical framework. According to SDT, basic needs must be met in order for psychological well-being to be achieved. Thus, in addition to the services and amenities offered, the quality of interactions with staff and service providers are integral to wellness vacation outcomes or basic need fulfillment.

Design/methodology/approach

Psychological precursors, or basic needs, were estimated using structural equation modeling, and these precursors were significant with the model explaining considerable variation in the outcome variable, well-being.

Findings

The results suggest that guest experiences can be enhanced if management facilitates guest autonomy, helps guests develop a sense of mastery with respect to activities and encourages positive interactions between guests.

Research limitations/implications

Study limitations include the single venue used for data collection, sample size and a focus on exercise activities as a proxy for staff–guest interactions.

Practical implications

This study sheds light on an under-researched area, providing managerial guidelines for wellness tourism destinations with respect to service delivery.

Originality/value

This study extends the wellness tourism literature by suggesting a framework to assess the service product and optimize guest experiences within the niche wellness sector of the tourism and hospitality industry.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

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Article
Publication date: 11 September 2017

Ge Zhu, Kevin Kam Fung So and Simon Hudson

This paper aims to investigate what motivates consumers to adopt one of the emerging mobile applications of the sharing economy, ridesharing application. Using social…

Abstract

Purpose

This paper aims to investigate what motivates consumers to adopt one of the emerging mobile applications of the sharing economy, ridesharing application. Using social cognitive theory as the theoretical framework, this study develops a value adoption model to illustrate important factors that influence adoption of ridesharing applications.

Design/methodology/approach

Based on prior literature, a quantitative methodology was adopted using a survey questionnaire that allows for the measurement of the nine constructs contained in the hypothesized theoretical model. Data collected from a sample of 314 respondents in Beijing, China provided the foundation for the examination of the proposed relationships in the model.

Findings

First, the results indicate that self-efficacy is a fundamental factor that has a direct effect on consumers’ perceptions of value and an indirect effect on behavioral intentions. Second, the study demonstrates that functional value, emotional value and social value are critical antecedents of overall perceived value of ridesharing applications. On the other hand, learning effort and risk perception are not significant perceived costs for consumers in adopting ridesharing applications.

Research limitations/implications

Although typical adopters of internet applications constitute a significant portion of younger consumers, the use of a college student sample in this study may affect the generalizability of the results.

Practical implications

The findings provide critical insight into consumer motivations behind adoption of ridesharing applications specifically, and for sharing economy platforms in general.

Originality/value

This study provides important theoretical implications for innovation adoption research through an empirical examination of the relationship between personal, environmental and behavioral factors in a framework of social cognitive theory.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 9
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 12 April 2011

Simon Hudson

The purpose of this paper is to show how an increasing number of film and tourism industry stakeholders are working together with the dual goals of attracting film…

Abstract

Purpose

The purpose of this paper is to show how an increasing number of film and tourism industry stakeholders are working together with the dual goals of attracting film production and then capitalizing on the subsequent exposure.

Design/methodology/approach

Recently published reports and articles related to the film industry and film tourism in particular are thoroughly reviewed.

Findings

Although most tourism organizations and film commissions have been slow to tap the potential benefits of film tourism, the examples highlighted show how partnerships between the two industries can be mutually beneficial.

Practical implications

If leveraged well, film tourism can have large economic gains for countries and regions. Destination marketing organizations should be working with film commissions and engaging in marketing activities at four distinct stages of a film's lifecycle; before production of a film, during production, during release of the film, and after release.

Originality/value

This is the first full film tourism paper to reflect on existing collaboration between the film and tourism industries.

Details

Worldwide Hospitality and Tourism Themes, vol. 3 no. 2
Type: Research Article
ISSN: 1755-4217

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Article
Publication date: 30 March 2010

Simon Hudson and Vincent Wing Sun Tung

The purpose of this paper is to understand and identify the marketing strategies and specific promotional tools used by film commissions to attract the production of films…

Abstract

Purpose

The purpose of this paper is to understand and identify the marketing strategies and specific promotional tools used by film commissions to attract the production of films and television.

Design/methodology/approach

The paper involves in‐depth interviews with film commissions worldwide and a content analysis of their promotional materials.

Findings

Film commissions employ three key strategic marketing approaches when promoting their locations to film producers – product differentiation, service differentiation, and cost advantages. They use six main specific promotional tactics – advertising, sales promotions, joint promotions, public relations, online marketing, and direct marketing and personal selling. A model explaining the relationship between film commissions and film producers involving these strategies and promotional tools is suggested.

Research limitations/implications

The marketing of film locations is under‐researched and has to be further addressed in the marketing literature. Future research can seek to identify the specific marketing activities that will lead to success for the marketing of film locations.

Practical implications

Examples of the best marketing practices amongst film commissions are highlighted.

Originality/value

This is an original contribution in that it is the first academic paper to address the marketing of film locations. It will be of significant value to film locations seeking to attract production to their locations.

Details

Marketing Intelligence & Planning, vol. 28 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 22 June 2010

Simon Hudson

The purpose of this paper is to highlight consumer trends relating to the baby boomer generation and identify the relevant marketing communications required to connect…

Abstract

Purpose

The purpose of this paper is to highlight consumer trends relating to the baby boomer generation and identify the relevant marketing communications required to connect with these travelers.

Design/methodology/approach

This study involved a thorough review of recently published marketing research and new reports dedicated to the baby boomer generation and the travel industry.

Findings

Traveling boomers are looking for a memorable experience rather than a holiday, seeking authenticity, spiritual and mental enlightenment, nostalgia, convenience and spontaneity, all packaged in a safe, customized, healthy, green wrapping and delivered with great customer service. To connect with these boomers, marketers should emphasize youth, use nostalgia, show how to improve boomers' lives, provide detailed information, promote the experience, and use a variety of media.

Research limitations/implications

The literature on marketing to baby boomers is fragmented and sometimes contradictory. This could be because the boomer market is not homogenous. Further research is needed to understand the different segments of the boomer market. Recognizing the differences among these segments and understanding their motivations and desires, can help tourism marketers craft products, strategies and messages that will resonate with this generation.

Practical implications

The key to securing and retaining this growing lucrative segment is better understanding of how they behave, their buying motivations and their needs as they get older. This paper has moved one step forward in this understanding by identifying the key psychographic nuances of the traveling boomer and suggesting how to connect with them.

Originality/value

This is an original contribution in that it is one of the first academic papers to address the traveling baby boomer. It will be of significant value to those marketing tourism services in the twenty‐first century.

Details

Marketing Intelligence & Planning, vol. 28 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 February 2005

Natasa Slak and Matjaz Robinsak

Until now the majority of researchers of sports tourism have focused their research on the tourist and their characteristics, meaning, on the demand. Since the majority of…

Abstract

Until now the majority of researchers of sports tourism have focused their research on the tourist and their characteristics, meaning, on the demand. Since the majority of authors (Gibson 1998; Seddighi and Theoracharous 2002; Hudson 2003; ?inch and Higham 2001) studied tourists and their characteristics we decided to focus on the providers of active sports holidays. According to Planina, Mihali_(2002, pg. 29) the tourism model is built on demand and supply. The supply side was analyzed by WTO (2004) in their research amongst European tour operators with the highest turnover in order to establish how sport features in products involving Latin America. Based on this idea we decided to carry out a research amongst providers of active sports holidays and asked them about a typical client. We divided the providers into segments according to the type of guests. The research was carried out to find the answer to the question “What do providers of active sports holidays offer in Slovenia and how they perceive their guests?” We were interested to know what they actually offer and the trend of the enquiries they receive from their visitors. The characteristics of the visitors are important to help providers decide how to develop their facilities to meet the demands of the market. We learnt that in Slovenia the majority of tourists are short‐length stays. We also researched the supply and demand and learnt that the providers expect the demand to be highest for skiing and cycling. In the largest of the segments the activities most frequently offered are swimming (water sports), tennis (racquet sports), the usual team sports and skiing. However, the demand for these sports is not growing. Amongst the activities which are in lesser demand but have been defined by the providers as growing are mountain biking and golf.

Details

Tourism Review, vol. 60 no. 2
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 11 October 2013

Simon Hudson and Rupert Hudson

Social media has fundamentally changed the consumer decision process, and in the last decade a more nuanced view of how consumers engage with brands has emerged. Instead…

Abstract

Purpose

Social media has fundamentally changed the consumer decision process, and in the last decade a more nuanced view of how consumers engage with brands has emerged. Instead of the traditional purchase funnel, consumers research products and services during an extended evaluation stage, and after purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it using social media. This paper describes the new consumer decision journey, and then adds to the body of research on events and festivals management by applying this new model to events and festivals.

Design/methodology/approach

The study uses a case study methodology with a multi-method approach to analyze the use of social media at three major music festivals. Case studies offer depth and comprehensiveness for understanding a specific phenomenon, enabling inductive and rich description, and are specifically welcome in new situations where little is known about the phenomenon.

Findings

In general, the music festivals profiled are proactive in their use of social media, engaging with consumers throughout the consumer decision journey. In particular, social media is making the “evaluate” and “advocate” stages of the decision journey more relevant for festival marketers.

Originality/value

This paper provides an illuminating view of the use of social media in an event and festival context. It supports the theory previously developed in this area, and is further evidence of the powerful impact that new technology can have on consumer behavior. The results have important implications for both researchers and practitioners interested in the marketing of festivals and events.

Details

International Journal of Event and Festival Management, vol. 4 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

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