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1 – 10 of 465Terry Lease, Marni Goldenberg, Matt Haberland and Sam Wallan
The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of…
Abstract
Purpose
The paper has a twofold purpose: (1) to test the application of means-end theory to providers of hospitality goods and services, and (2) to explore this question in the context of winery tasting rooms when they had a unique opportunity to restructure their hospitality experience due to government restrictions in response to COVID.
Design/methodology/approach
A qualitative approach was adopted, and a convenience sample was used to conduct semi-structured laddering interviews. Forty interview transcripts were coded as means-end ladders, which were analyzed using a custom computer program to develop the implication matrix and the hierarchical value map.
Findings
This paper demonstrates that means-end is a useful approach to investigate the values and behaviors of the producer, specifically hospitality hosts. It finds that the principal goal of tasting rooms is to generate sales, and offering a compelling guest experience is the characteristic that contributes the most to achieving that goal. The staff and the atmosphere created for the guests are the two factors with the greatest influence on the guest experience.
Originality/value
This is the first paper to use means-end theory to study the hospitality host, or the producer of goods and services in general, and the first to study winery hospitality primarily through the lens of means-end theory. The study also helps fill a gap in research on tasting room sales focused on the winery’s goals.
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Ying Kit Cherry Kwan, Mei Wa Chan and Dickson K.W. Chiu
In the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation…
Abstract
Purpose
In the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.
Design/methodology/approach
This paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.
Findings
The Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.
Practical implications
By concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.
Originality/value
Few studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.
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Doris Chenguang Wu, Chenyu Cao, Ji Wu and Mingming Hu
Wine tourism is gaining increasing popularity among Chinese tourists, making it necessary to thoroughly examine tourist behavior. While online reviews posted by wine tourists have…
Abstract
Purpose
Wine tourism is gaining increasing popularity among Chinese tourists, making it necessary to thoroughly examine tourist behavior. While online reviews posted by wine tourists have been extensively studied from the perspectives of destinations and wineries, the perspective of the tourists themselves has been overlooked. To address this gap, this study aims to identify significant attributes intrinsic to the tourism experiences of Chinese wine tourists by adopting a text-mining approach from a tourist-centric perspective.
Design/methodology/approach
The authors use topic modeling to extract these attributes, calculate topic intensity to understand tourists’ attention distribution across these attributes and conduct topical sentiment analysis to evaluate tourists’ satisfaction levels with each attribute. The authors perform importance-performance analyses (IPAs) using topic intensity and sentiment scores. Furthermore, the authors conduct semistructured in-depth interviews with Chinese wine tourists to gain insights into the underlying reasons behind the key findings.
Findings
The study identifies eleven attributes for domestic wine tourists and seven attributes for outbound wine tourists. From the reviews of both domestic and outbound tourists, three common attributes have been identified: “scenic view”, “wine tasting and purchase” and “wine knowledge”.
Practical implications
According to the results of the IPAs, there is a pressing need for enhancements in the wine tasting and purchasing experience at domestic wine attractions. Additionally, managers of domestic wine attractions should continue to prioritize the positive aspects of the family trip experience and scenic views. On the other hand, for outbound wine attractions, it is crucial for managers to maintain their efforts in providing opportunities for wine knowledge acquisition, ensuring scenic views and upholding the reputation of wine regions.
Originality/value
First, this study breaks new ground by adopting a tourist-centric perspective to extract significant attributes from real wine tourism reviews. Second, the authors conduct a comparative analysis between Chinese wine tourists who travel domestically and those who travel abroad. The third novel aspect of this study is the application of IPA based on textual review data in the context of wine tourism. Fourth, by integrating topic modeling with qualitative interviews, the authors use a mixed-method approach to gain deeper insights into the experiences of Chinese wine tourists.
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Kathleen Kelley, Helene Hopfer and Michela Centinari
This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the…
Abstract
Purpose
This study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.
Design/methodology/approach
A total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.
Findings
Although only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.
Originality/value
The paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.
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Li Ge, Chun-Hung (Hugo) Tang, Carl Behnke and Richard Ghiselli
This study (1) assessed restaurant consumers' perceived importance of better food quality versus larger portion sizes, (2) classified restaurant consumers into different segments…
Abstract
Purpose
This study (1) assessed restaurant consumers' perceived importance of better food quality versus larger portion sizes, (2) classified restaurant consumers into different segments based on their perceived importance of seven food quality attributes (taste, texture, aroma, appearance and the use of natural, local and organic ingredients) relative to portion size and (3) compared the identified market segments.
Design/methodology/approach
An online survey assessed 613 USA adult participants' perceived importance of seven food quality attributes relative to portion size. A K-means cluster analysis classified participants into different segments based on their perceptions.
Findings
Five restaurant consumer segments were identified: sensory-oriented consumers, taste-oriented organic food consumers, local and natural food consumers, quantity-oriented consumers and quality-oriented consumers. In general, quality-oriented consumers were the least likely to visit fast-food restaurants, had the highest average per-meal spending and were the least likely to eat out alone. Local and natural food consumers and taste-oriented organic food consumers had higher total restaurant spending than other groups. Quantity-oriented and sensory-oriented consumers visited fast-food restaurants more often and had lower total restaurant spending and per-meal spending than other groups. Age, sex and income were significantly associated with the segmentation outcomes.
Practical implications
Findings suggest promising opportunities for restaurants to enhance consumer perceptions of value by prioritizing the factors that hold the greatest significance to their target customers.
Originality/value
This study is the first attempt to segment restaurant consumers based on their perceived importance of food quality attributes relative to portion size, effectively identifying five distinct consumer segments.
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Yunyao Liu and Seongseop (Sam) Kim
To generate the measurement instrument seven steps were implemented. A total of 819 questionnaires were collected in Yunnan Province, China, where it has long tradition of eating…
Abstract
Purpose
To generate the measurement instrument seven steps were implemented. A total of 819 questionnaires were collected in Yunnan Province, China, where it has long tradition of eating insects.
Design/methodology/approach
This study aims to explore the influences of the multidimensional benefits of consuming insect-based food on its consequences. Food neophilia and hedonic motivation are used as moderating variables.
Findings
Health, nutritional value, taste and cultural domains effectively explained consumers’ attitudes toward insect-based food, food consumption value, satisfaction, subjective well-being, loyalty to the restaurant and community attachment. Food neophilia and hedonic motivation partially moderated the relationships between the proposed constructs.
Research limitations/implications
This study provides a conceptual model for exploring insect-based food consumption experiences and offers a useful guideline for developing and designing marketing strategies for stakeholders in the food and restaurant industry.
Originality/value
This is one of the few studies examining the benefits of consuming insect-based food from the perspective of consumers.
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Angsuthon Thuannadee and Chutarat Noosuwan
This study investigated consumers’ willingness to pay (WTP) for a local, organic chicken breed “Taphao Thong-Kasetsart” and the drivers that shape consumers’ WTP across different…
Abstract
Purpose
This study investigated consumers’ willingness to pay (WTP) for a local, organic chicken breed “Taphao Thong-Kasetsart” and the drivers that shape consumers’ WTP across different meat preferences in Thailand.
Design/methodology/approach
Face-to-face interviewing was used to collect data at food-service outlets in Bangkok and Nakhon Pathom provinces, Thailand. Data analysis used the double-bounded dichotomous choice model across different consumers’ meat preferences for preferred chicken and non-preferred chicken consumers.
Findings
The results showed that there were different WTP amounts for local organic chicken across consumers’ meat preferences, with a higher WTP among non-preferred chicken consumers. This indicated that local organic chicken may attract more consumers in the alternative market. Consumers’ values and attitudes to taste drove chicken-preferred consumers to pay a premium for local organic chicken; health concerns mattered for non-preferred chicken consumers. These findings should provide useful information for food marketing campaigns based on consumers’ preferences.
Originality/value
The study contributed to understanding consumer heterogeneous preferences toward WTP for local organic chicken. The findings indicated that analyzing WTP across different meat preferences highlighted more effective marketing strategies to achieve the premium that consumers would pay. These strategies could help farmers to enlarge their local organic market share, leading to increased revenue and farmers’ well-being.
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Alvaro Luis Lamas Cassago, Mateus Manfrin Artêncio, Daniele Ribeiro Contin, Beatriz Costa de Souza, Guilherme Silva Dias, Leonardo Gobbo Neto, Janaina de Moura Engracia Giraldi and Fernando Batista Da Costa
This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.
Abstract
Purpose
This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.
Design/methodology/approach
Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.
Findings
The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.
Originality/value
To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.
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Nimit Soonsan, Sarayute Thongmun and Panuwat Phakdee-auksorn
The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative…
Abstract
Purpose
The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative gastronomic destination.
Design/methodology/approach
In this study, cluster analysis is used to identify tourist segments in Phuket, a well-known United Nations Educational, Scientific and Cultural Organization (UNESCO) gastronomic city. The analysis is based on data collected from 525 domestic Thai tourists.
Findings
Cluster analysis revealed three distinct tourist segments: gastronomy enthusiasts, taste discoverers and gourmet wanderers. These segments exhibit significant differences in their characteristics and perceptions of Phuket’s gastronomic offerings.
Research limitations/implications
This study is limited to domestic Thai tourists in Phuket and does not include international visitors. In addition, the findings are specific to the context of Phuket and may not be entirely generalizable to other gastronomic destinations.
Practical implications
The identified tourist segments provide valuable guidance for tourism professionals to tailor their marketing efforts, develop targeted products and meet the preferences of different gastronomically oriented tourists, contributing to the successful management of a gastronomic city.
Originality/value
This study contributes to the fields of destination management and gastronomy tourism by providing valuable insights for practitioners seeking to enhance their offerings and consider the preferences of different gastronomically oriented tourist segments. Identifying these segments enriches the understanding of visitor behavior in creative gastronomy cities.
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Olivier Gergaud and Florine Livat
This paper aims to model the price of cellar tours using a hedonic pricing approach. The authors analyze the complex relationship between the price of an add-on (here, cellar…
Abstract
Purpose
This paper aims to model the price of cellar tours using a hedonic pricing approach. The authors analyze the complex relationship between the price of an add-on (here, cellar tours) and the price of the reference product (here, wine).
Design/methodology/approach
Thanks to a large database containing information on about 1,000 winery experiences, the authors regress the price of cellar tours on wine prices and on a broad set of objective characteristics that are (1) tour specific and (2) common to all tours offered by the winery. These exogenous controls include the type and style of experience offered, amenities and winemaking characteristics.
Findings
The authors show that the price of cellar tours follows the price of the most expensive wine sold by the winery, which is a proxy for reputation. The authors find that one of the main determinants of cellar tour prices is visit length: wineries charge more for longer experiences. The number of wines tasted during the visit also increases the price. Prices are higher in places where there is a high level of wine tourism activity, which might be a sign of authenticity.
Practical implications
Wine producers in different countries need to gain insights on how to price cellar tours, which are composite goods. The results can help practitioners price their winery experience according to common practices in different wine regions. The results may also be of interest to professionals in the tourism sector who are in charge of the pricing of by-products (e.g. tee-shirts, books, etc.), or for luxury fashion labels extending their brand in the catering industry with cafes and restaurants.
Originality/value
To the best of the authors’ knowledge, this paper is the first empirical analysis that examines the complex relationship between the price of an add-on and the price of the reference product in the context of wine tourism.
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