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Article
Publication date: 9 January 2024

Hafiz Muhammad Wasif Rasheed, He Yuanqiong, Hafiz Muhammad Usman Khizar and Junaid Khalid

This study aims to identify, review and synthesize existing literature on key theories, drivers and barriers affecting consumer adoption or resistance to artificial intelligence…

Abstract

Purpose

This study aims to identify, review and synthesize existing literature on key theories, drivers and barriers affecting consumer adoption or resistance to artificial intelligence (AI) in the hospitality sector.

Design/methodology/approach

This study aims to conduct a complete literature review of the accrued knowledge generated so far on AI in the hospitality sector. To attain the overall objectives of this study, we used the systematic literature review (SLR) method. This method systematically handles the diversity of knowledge in a specific topic to answer precise research questions. It also generates new visions through a synthesis of the literature, to identify the knowledge gaps, set the new directions for the future researcher and provide sufficient guidance to inform the policy and practice.

Findings

The findings of this study are presented in three sections, as follows: descriptive analysis, content analysis and synthesized framework. The findings highlighted the state-of-the-art mapping of the existing research in terms of publication frequency over time and across publication outlets, key theories, methods and geographies. In addition, literature on consumer adoption (or resistance) of AI in hospitality is content analyzed to highlight key drivers and barriers. Moreover, this review critically evaluates extant literature and sets future agendas by postulating specific research questions for further knowledge development in this field of study.

Research limitations/implications

The SLR focused on consumer adoption or resistance to use AI in hospitality literature. The future researcher may include additional streams to get better results.

Practical implications

The study findings will help multiple stakeholders to understand the underlying causes of customer resistance or barriers to the intention to use/adopt AI services in the hotel sector. Furthermore, study results will allow them to better analyze the relationship between customer barriers, intents or consumer decision behaviors.

Originality/value

First, this study provides a comprehensive synthesis of the literature on the consumer adoption or resistance of AI in hospitality. This study categorizes the existing diversified literature in two main themes – drivers and barriers – to present a simplistic picture of the existing literature. Second, the review highlights the gaps and limitations in existing research and provides guidance for future scholars. Third, the key contribution of this review is the development of a unified framework on the consumer adoption or resistance of AI in the hospitality sector. That is, this study puts forward the behavioral reasoning theory framework and suggests that future research using this lens will immensely contribute to existing literature. Finally, this study facilitates the practitioners to understand the key motivating and hindering factors affecting the adoption and resistance behavior.

Details

Journal of Hospitality and Tourism Technology, vol. 15 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 30 November 2023

Dandan Zhu, Nina Michaelidou, Belinda Dewsnap, John W. Cadogan and Michael Christofi

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

1088

Abstract

Purpose

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

Design/methodology/approach

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

Findings

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

Research limitations/implications

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

Practical implications

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

Article
Publication date: 22 March 2024

Wang Qing, Asif Ali Safeer and Muhammad Saqib Khan

This paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer…

Abstract

Purpose

This paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer purchase decisions (CPD) through the lens of perceived brand authenticity (PBA). This paper also investigates the moderating influence of brand prestige (BP) and brand familiarity in the luxury hotel sector.

Design/methodology/approach

This study collected data from 390 consumers who were regularly using social media platforms, traveled frequently and stayed in luxury hotels. Following stringent data filtering, 371 responses were analyzed via structural equation modeling.

Findings

The findings indicate that FGC and CGC significantly strengthened PBA. However, CGC was the effective driver that directly influenced CPD. Likewise, PBA directly and indirectly substantially impacted CPD. Finally, BP’s direct and moderating effects significantly influenced CPD in the luxury hotel sector.

Originality/value

This novel study contributes to signaling theory, social media communications and branding literature in the luxury hotel sector.

Article
Publication date: 11 March 2024

Davood Ghorbanzadeh, Atena Rahehagh and Maryam Ghiyasi

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this…

Abstract

Purpose

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.

Design/methodology/approach

This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

Findings

This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.

Research limitations/implications

This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.

Practical implications

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

Originality/value

This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

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