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Article
Publication date: 11 February 2019

Anastasios Zopiatis and Yioula Melanthiou

This paper aims to explore the nature of the celebrity chef phenomenon and its impact on the contemporary hospitality industry, to both enrich current knowledge on the topic, as…

1727

Abstract

Purpose

This paper aims to explore the nature of the celebrity chef phenomenon and its impact on the contemporary hospitality industry, to both enrich current knowledge on the topic, as well as inform future research endeavors.

Design/methodology/approach

The study was based on a narrative literature review of secondary data sources, namely, academic literature and industry-related articles, and video data collected from popular video-hosting websites.

Findings

Despite the vast popularity of celebrity chefs, the phenomenon remains underexplored, with limited coverage given to it by hospitality-related literature. Prior investigations primarily focused on celebrity chefs’ commercial influence and power of advocacy, with little reference to their impact on the next generation of culinary professionals and on the sustainability of the profession.

Research limitations/implications

This commentary has numerous theoretical and practical implications for industry stakeholders who wish to explore this phenomenon beyond the limited confinements of its commercial impact. In particular, the study explores the nature of the phenomenon, where television, social media and the celebrity status of chefs influence both the values and norms surrounding the profession, and individuals’ vocational choices. That said, findings suggest that additional research is required on this topic.

Originality/value

The exploration of celebrity chefs as a topic has so far been limited and has leaned toward one dimension in hospitality literature, despite its interesting scope. This critical overview provides conceptual clarity on issues such as the phenomenon’s commercial and vocational impact and highlights areas of concern and opportunity. Moreover, the study sets a clear pathway for further research.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 16 February 2023

Jilan Abdalmajid, Ioanna Papasolomou, Demetris Vrontis, Yioula Melanthiou, Alkis Thrassou and Naziyet Uzunboylu

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper…

Abstract

Purpose

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well.

Design/methodology/approach

Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics.

Findings

The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research.

Originality/value

There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.

Details

Journal of Asia Business Studies, vol. 17 no. 5
Type: Research Article
ISSN: 1558-7894

Keywords

Content available
Article
Publication date: 14 October 2020

Charles Dennis, Pantea Foroudi, T.C. Melewar, Philip Kitchen, Yioula Melanthiou and Ioanna Papasolonou

360

Abstract

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Article
Publication date: 5 February 2020

Naziyet Uzunboylu, Yioula Melanthiou and Ioanna Papasolomou

It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about…

1042

Abstract

Purpose

It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and contributes to the interactivity with the brands. This study aims to understand how the selfie phenomenon could mobilize the interactivity between brands and target audiences, in a way that could be used as a marketing tool by companies.

Design/methodology/approach

A netnographic research methodology was used for the current study because it is a method specifically designed to study online communities (Kozinets, 2010). The experiences of brand selfie postings on Instagram were studied by analyzing users’ selfies to predict brand usage. A purposive sample of Instagram users was chosen, and from these, a total of 74 brand selfies were analyzed.

Findings

This study provided an understanding of consumer behavior and marketing practices in the social marketplace through a detailed exploration of the data using visual and textual analysis. The main finding of this study is that consumers both consume and produce brand meanings in digital platforms; hence, companies should view them not only as passive receivers of messages, but also potential generators and co-creators of brand messages.

Research limitations/implications

An important limitation of this study is that it only examines a small number of cases, and conclusions can only be limited to the specific sample chosen. A future research endeavor could of course be carried out to include a larger sample audience for investigating the effect of brand selfies and the potential purchase decisions of peers following exposure. Theoretically, this study provided further insight into the selfie phenomenon and specifically as a marketing tool and not just a new social trend.

Originality/value

The growing trend in the selfie phenomenon along with social networking sites (hereinafter SNSs) have attracted the attention of both users and marketing experts in terms of consumer–brand relationship (Zhu and Chen, 2015). In line with this current trend, many studies have attempted to understand the influential impact of the selfie phenomenon through SNSs. Studies on the motivation of selfie postings (Pounders et al., 2016) and selfie-posting behavior on SNSs (Kim et al., 2016) have been carried out; however, how brand selfies posted on SNSs appeal to non-users and how they interact with them remain unclear. Consequently, the intention of the current study is to provide some insight in this area.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 19 September 2019

Surat Teerakapibal and Yioula Melanthiou

Evidence has shown that the population is growing “increasingly gray” and growing too are the concerns for the elderly population with regards to their food choices. Being well…

Abstract

Purpose

Evidence has shown that the population is growing “increasingly gray” and growing too are the concerns for the elderly population with regards to their food choices. Being well informed and seeking variety in food choices increase the likelihood that people will be better nourished and hence improve the quality of life for this group, and at the same time be beneficial for society overall. The purpose of this paper is to determine the influence of social network usage on food choice.

Design/methodology/approach

This paper uses a series of logistic and ordinal logistic regression models using Health and Wellness Survey data and Internet Usage Survey data from the National Statistical Office of Thailand. The data sets contain information on health status, food consumption, proportion of population using the internet, and detailed demographics.

Findings

Empirical results show the association between variety in food consumption and lower probability of being chronically ill. More importantly, social network usage is found to significantly encourage variety seeking behavior (VSB) in food consumption.

Research limitations/implications

Though the benefit of using Thai data sets lies in the fact that there is a large variation in network usage across the country, this study should extend beyond Thailand to establish greater external validity.

Practical implications

Marketing new food products must not neglect the promotion through social networks due to its potential to encourage VSB in food consumption. Moreover, while sometimes this particular age group may be somewhat marginalized and not targeted to enough, this research study has shown that it is indeed an important segment.

Social implications

In order to relieve the growing financial burdens in health care for citizens, policy makers should encourage this ageing population to eat a balanced diet. Social media is shown to be an effective medium for promoting variety in food consumption. Notably relevance, engagement and emotion are principal elements for social network platforms targeting aging consumers.

Originality/value

This paper utilizes two large representative data sets with detailed information which does not only allow for controlled analyses but also provides implications for the growing aging consumer segment.

Details

British Food Journal, vol. 122 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 20 September 2021

Galina Berjozkina and Yioula Melanthiou

Education can provide learners with the necessary awareness, values and skills to understand the complexity of sustainability. This study aims to analyse the extent to which…

Abstract

Purpose

Education can provide learners with the necessary awareness, values and skills to understand the complexity of sustainability. This study aims to analyse the extent to which sustainability concepts have been implemented in higher education programmes in the tourism and hospitality fields.

Design/methodology/approach

For the purpose of the current study, data on all tourism and hospitality programmes offered in Cyprus higher education institutions (HEIs) at the Bachelor level was obtained. Analysis was conducted on publicly available programme descriptions, learning outcomes, program content and syllabi and course descriptions.

Findings

The study finds that sustainability concept implementation in undergraduate hospitality and tourism degree programmes is at a developing stage. The majority of the HEI follow trends and offer sustainability courses either as compulsory or elective courses, but concept implementation in programme learning outcomes and programme descriptions is relatively limited.

Originality/value

This paper presents a review of data and evidence on sustainability concept implementation in tourism and hospitality education in Cyprus.

Details

Worldwide Hospitality and Tourism Themes, vol. 13 no. 6
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 23 August 2021

Costanza Nosi, Tommaso Pucci, Yioula Melanthiou and Lorenzo Zanni

The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers…

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Abstract

Purpose

The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer buying intention.

Design/methodology/approach

A convenience sample of 3,335 total individuals participated in the survey. Structural equation modelling was used to test the hypotheses.

Findings

Online brand trust is significantly influenced by trust in all investigated nonbrand-owned touchpoints. Both offline and online brand trust positively influence buying intention.

Research limitations/implications

Whereas brand trust is considered a multidimensional construct that includes both cognitive and affective aspects, in addition to individuals' personality traits, the present study only investigated the rational dimension of the brand trust paradigm. Moreover, this study examined the influence of brand trust on consumers' buying intention and not overt behavior. In addition, even though the extant literature suggests that the relation between trust and behavioral outcomes may vary across cultures, no test of the possible influences that culture exerted on brand trust and BInt was run. Finally, given the convenience sampling method used in this research, statistically significant surveys would provide a more solid basis for the investigated phenomenon, and they would enable an appropriate generalization of the findings.

Practical implications

To build brand trust and favour buying intention, marketers should monitor and influence the online touchpoints that are partially under or totally out of their control, and reconceive and manage physical stores.

Originality/value

This paper contributes to the stream of literature on online brand trust by proving that it is a multifactorial construct resulting from trust in different non-proprietary online entities and pointing out the prevalent role that physical stores play in shaping consumer buying intention. It also indicates that a trust transfer effect takes place between different online information sources and offline outlets.

Details

EuroMed Journal of Business, vol. 17 no. 4
Type: Research Article
ISSN: 1450-2194

Keywords

Content available
Article
Publication date: 26 October 2021

178

Abstract

Details

Worldwide Hospitality and Tourism Themes, vol. 13 no. 6
Type: Research Article
ISSN: 1755-4217

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