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This study attempts to explore how a cultural and creative firm's competitive advantages can be maintained through the accumulation of intellectual capital and entrepreneurial orientation. Another goal of this study is to identify the different mechanisms of network ties to explore the interrelationships between organizational capital and competitive advantage in the context of Taiwan and China.

Study 1 and study 2 settings are applied, and 786 samples (i.e., 418 samples from Taiwan and 368 samples from China) are used to examine the proposed model.

Study 1 reveals that entrepreneurial orientation may influence the organization capital through human capital and social capital, which discloses the mutual relationships of intellectual capital. Further, the results of study 2 confirm the mediating role of intellectual capital that links the relationships between entrepreneurial orientation and competitive advantage. Specifically, this study also discovered that firms with more network or political ties (e.g. the Chinese samples) and business ties (e.g. the Taiwanese samples) tend to amplify the effects of organizational capital on competitive advantage.

According to our empirical results, cultural and creative managers should build a learning mechanism to encourage and develop entrepreneurial orientation and intellectual capital capacities and to provide means of understanding of customers' changing expectations. Hence, in enhancing entrepreneurial orientation and intellectual capital cultural and creative firms can develop a competitive advantage over competitors. Our findings also offer new insight to support further studies of the benefits of managerial ties for firms operating in Guanxi cultural settings in Chinese contexts.

Most previous studies on tourism strategies have disregarded the impacts and different roles of government (e.g. political ties) and business (e.g. business ties) forces on cultural and creative firms' competitive advantages, suggesting a need to address social network issues in response to dynamic tourism environments. Therefore, this study examines differences in network ties and the differences observed between China and Taiwan in the context of Chinese cultural and creative firms.

This study aims to propose an integrated moderated mediation model to examine the process by which hotels obtain competitive advantage from the perspective of hotel managers.

After obtaining the agreement of the participants, a total of 560 candidates, all of whom were hotel managers, completed a survey administered online over a three-month period from November 2020 to January 2021. Ultimately, 257 valid responses were obtained after data screening by research assistants, for a response rate of 45.89%.

By reference to the concepts of big data (BD) and sustainability, the results show that BD management is a foundational attribute with respect to the indirect effects of BD analytics capabilities via proactive market orientation and social media collaboration. Furthermore, sustainability commitments and marketing are found to affect the relationship between such analytics capabilities and competitive advantage. Additionally, information sharing and food services have positive moderating effects that strengthen the changes in critical attributes during the process of obtaining competitive advantage.

To date, despite the proliferation of the concepts of BD, social media and sustainability, there is a lack of adequate empirical evidence and systematic literature reviews to comprehensively synthesize the emerging body of literature in the fields of tourism and hospitality research.

本研究于2020年11月到2021年1月的三个月期间, 在取得560位饭店管理者的同意后, 让他们完成了在线问卷调查。最终, 经过研究助理的数据筛选后, 收集到257份有效问卷, 有效回收率为45.89%。

本研究提出了一个调节式中介模型, 透过酒店管理者的角度来探讨酒店获得竞争优势的过程。

研究结果显示, 大数据管理透过参考大数据和永续的概念, 探讨主动式市场导向和社交媒体协作对大数据分析能力产生间接影响的基本重要归因。此外, 永续承诺和行销会影响分析能力与竞争优势之间的关系。再者, 信息共享和食品服务的关系起着显著的调节作用, 在获得竞争优势的过程中加强了关键属性间的关系。

迄今为止, 尽管大数据、社交媒体和永续的概念逐渐受到重视, 但仍缺乏足够的实证和系统性文献综整来阐逑观光餐旅研究文献缺憾。

Tras obtener el consentimiento de los participantes, un total de 560 candidatos, todos directores de hotel, completaron una encuesta online en un período de tres meses, desde noviembre de 2020 hasta enero de 2021. Finalmente, se obtuvieron 257 respuestas válidas tras un proceso de comprobación por los técnicos de investigación, lo que supone una tasa de respuesta del 45,89%.

Este estudio propone un modelo de mediación moderado integrado para examinar el proceso por el cual los hoteles obtienen ventajas competitivas desde la perspectiva de los directores de hotel.

Haciendo referencia a los conceptos de macrodatos y sostenibilidad, los resultados muestran que la gestión de macrodatos es un atributo fundamental para los efectos indirectos de las capacidades analíticas de macrodatos a través de la orientación proactiva al mercado y la colaboración en los medios sociales. Además, se observa que los compromisos de sostenibilidad y el marketing afectan a la relación entre dichas capacidades analíticas y la ventaja competitiva. Asimismo, el intercambio de información y los servicios de alimentación tienen efectos moderadores positivos que fortalecen los cambios en los atributos críticos durante el proceso de obtención de una ventaja competitiva.

Hasta la fecha, a pesar de la proliferación de los conceptos de macrodatos, medios sociales y sostenibilidad, se carece de evidencia empírica adecuada y de revisiones bibliográficas sistemáticas que sinteticen de forma exhaustiva la literatura emergente en los campos de investigación del turismo y la industria hotelera.

The purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the brand equity development process.

In terms of the study setting, structural equation modelling was conducted. Study 1 used the views of 323 star hotels’ employees on the mutual relationships among employee-based brand equity, and Study 2 used 516 star hotels’ customer perspectives concerning the mutual relationships among customer-based brand equity.

In the antecedent model of Study 1 from an employee viewpoint, service quality is a foundational attribute of the indirect influences of brand equity development through brand promise, values and message. A moderating role of brand identity is also found. In the consequence model of Study 2 from the perspective of customers’ evaluation, mutual relationships of brand equity are identified, and social interactions are established that enhance the positive relationships among the different critical attributes of brand equity.

Although numerous hotel branding studies have identified the consequences of hotels for employees, few have simultaneously considered employees and customer feedback in terms of star hotel branding. This research considers the bidirectional effects of such a comprehensive perspective.

The purpose of this study is to examine the mediating and moderating processes that link crisis management to tourist attitude changes and hygiene/safety perceptions through destination image.

Data from 524 tourists and structural equation models were used to examine the tourists’ perceptions of attitudes, safety perceptions and destination images in Taiwan.

The effectiveness of crisis management may positively influence destination image through attitude changes and hygiene/safety perceptions. This study also confirms that information sharing may not only speed up the process of positive destination-image development but also strengthen relationships among the critical attributes of crisis management.

As the impact of the COVID-19 crisis continues, it is critical to understand the role of crisis management in destination image and identify how attitudes or behavior intentions can be affected in the fast-spreading network of information sharing in an increasingly competitive tourism and hospitality market.

本研究的目的是检验如何通过中介和调节过程将危机管理与卫生/安全感知、游客态度变化和目的地形象联系起来的。

数据来自 524 名游客, 并通过结构方程模型 (SEM)进行分析 , 用于检验游客对台湾的态度、安全感知和目的地形象的看法。

危机管理的有效性可以通过态度改变和卫生/安全认知对目的地形象产生积极影响。目前的研究还进一步显示信息共享不仅可以加速积极的目的地形象发展过程, 还可以加强危机管理的关键属性之间的关系。

随着 COVID-19 危机的影响持续, 了解危机管理在目的地形像中的作用, 并确定态度或行为意图如何在竞争激烈的旅游和酒店市场中影响快速传播的信息共享网络至关重要。

El propósito de este estudio es examinar los procesos de mediación y moderación que vinculan la gestión de crisis, con los cambios de actitud de los turistas y las percepciones de higiene/seguridad a través de la imagen del destino.

Se utilizaron datos de 524 turistas, así como la metodología de ecuaciones estructurales (SEM), para examinar las percepciones de los turistas sobre la influencia del coronavirus 2019 (COVID-19) en el comportamiento del consumidor en forma de actitudes, percepciones de seguridad y destino sobre imágenes en Taiwán.

La eficacia de la gestión de crisis puede influir positivamente en la imagen del destino a través de cambios en la actitud y percepciones de higiene/seguridad. El estudio también confirma, que el intercambio de información no solo puede acelerar el proceso de desarrollo de una imagen positiva del destino, sino también fortalecer las relaciones entre los atributos críticos de la gestión de crisis.

A medida que continúa el impacto de la crisis del COVID-19, es fundamental comprender el papel en la gestión de crisis, imagen del destino e identificar cómo las actitudes o las intenciones de comportamiento pueden verse afectadas por la rápida expansión e intercambio de información, en un cada vez más competitivo mercado turístico.

The purpose of this study was to explore the influence of entrepreneurial attitudes, motivation and orientation on the entrepreneurial competitive advantage of innovative entrepreneurs in the tourism and hospitality industry, including those involved with bed and breakfasts, travel agencies and restaurants.

First, the sample for this study was selected through news media reporting on well-known new entrepreneurs, from lists of those entrepreneurs who have won innovation entrepreneurship loan subsidies from the government and from lists of those who have won innovation awards. Second, a pretest was used to confirm the feasibility of the questionnaire. The pretest survey was distributed to a total of 150 tourism and hospitality entrepreneurs. A total of 8 dimensions/facets and 36 items were confirmed. Finally, data collection took place for 9 months. A total of 1,150 questionnaires were distributed, and 606 questionnaires were recovered.

This study proposes a new multi-integration model of moderation-mediation analysis. The innovative business model explores the relationship between entrepreneurial factors and competitive advantage. Based on a survey of 606 staff members and managers of tourism and hospitality firms, entrepreneurs in the tourism and hospitality industry with entrepreneurial attitudes and motives had opportunities to increase their entrepreneurial orientation.

In the process of innovative entrepreneurship, whether through organizational learning or other enterprise cooperation, it is necessary to pay more attention and propose different environmental management strategies. In addition, this study also found that marketing uncertainty moderates between entrepreneurial attitudes and entrepreneurial motives. Entrepreneurial motives are more conservative than other motives, and there is increased confidence in investing in innovative entrepreneurship in stable environments.

This study indicates that innovative entrepreneurial tourism and hospitality firms have a mediating or moderating effect on the relationship between entrepreneurial attitudes and positional advantage. If used properly, these resources can help the new entrants in the tourism and hospitality sector avoid the limitations of environmental change, firm size or insufficient information and improve their competitive advantage.

The purpose of this study was to demonstrate “what” critical attributes are actually associated with the development of blockchain technology and “how” it influences service improvement in the context of tourism and hospitality operations.

This paper aims to provide a new and novel viewpoint by using the blockchain perspective to discover the relationships between knowledge management, sustainability marketing and service improvement using 311 samples collected from tourism and hospitality firms in Taiwan.

The results show that knowledge management may influence service improvement through sustainability marketing commitment. Furthermore, the study found that consumer interest may strengthen the relationships between knowledge management, sustainability marketing and service improvement. Additionally, the sub-dimension of knowledge management is also discussed in the integrated mediation–moderation model.

The results provide sufficient support for employees or managers undertaking new technology or development to facilitate business-to-consumer trade models in their present and future operations.

The study advances the existing tourism and hospitality literature by identifying consumer interest as an important effective characteristic that may positively strengthen the relationship among critical attributes of knowledge management and sustainability marketing commitment during the service improvement process.

We seek to contribute to the literature by comparing and analyzing the relationship between Australian and Taiwanese students regarding environmental value attitude, action intention and green marketing intention. Specifically, by comparing the green marketing intention of hospitality and tourism (H&T) students in the East with that in the West.

A well-designed curriculum examines student thinking and behavior (learn). This study compares and analyzes the value and attitude and the application of big data to green marketing among Taiwanese and Australian university students using the stimulus-organism-response (S-O-R) model. Structural equation modeling (SEM) was used to test the hypotheses in a sample of 633 H&T students in Taiwan (389) and Australia (244).

This study also shows how the national differences between Australia and Taiwan have interference effects on the relationship between value attitudes and action intentions and between action intentions and the green marketing intention. We also combined the application of big data and related variables and estimated the mediating effect of related variables to evaluate the impact on action intentions and green marketing of big data applications.

There are significant differences in the sustainable behavior and intentions of H&T higher education students that reflect the educational differences between the East and the West. These different results may be due to a lack of natural resources and the relatively smaller size of Taiwan. With the strengthening of environmental action intention (AI) and green marketing intention (GMI), Taiwanese hospitality and management (H&M) students' sense of crisis increases, and their performance in GMI is slightly higher than that in Australia.

These findings indicate that it is necessary to consider students' ecological concepts, environmental knowledge, environmental value attitude and environmental action intention to improve their intentions to engage in green marketing under the stimulus-organism-response (S-O-R) framework. We also found that environmental knowledge has a mediating effect on the relationship between ecological concepts and environmental value attitude.

This study attempts to fill the research gap by extending sustainability literature and providing empirical evidence that considers sustainability marketing commitment (SMC) as a fundamental attribute of effective marketing strategy that consequently improves tourism service quality, as represented by service attractiveness.

In the current study, data was collected from 313 tourism and hospitality firms. To test the model, this study applied structural equation modeling (SEM) to investigate the relationships among environmental strategy, SMC, supplier trust and service attractiveness in a mediation-moderation setting.

The results indicate that the multiple mediation effects of environmental strategy may indirectly influence tourist attractiveness through SMC and tourism services. The two-way moderating effects reveal that supplier trust and socialization strengthen the service attractiveness development process, while three-way interaction discovered that socialization and supplier trust positively moderate the relationships between tourism services and service attractiveness.

Sustainable strategy is a future trend for tourism business management; however, unknown to most is the role of marketing and environmental strategy in tourism business due to lack of integration with concepts in marketing strategy, with the multidimensionality of tourism services, and with the function of trust and socialization, critically undermining analyses of service attractiveness. This paper combines corporate sustainability and sustainability marketing methods to explore how an environmental strategy can improve tourism services and enhance a destination's attractiveness based on a mediation-moderation mechanism.

The purpose of this paper is to propose a new integrated model that combines the concepts of network ties (e.g. political ties and business ties), the organization of internal critical attributes (such as social capital, human capital and innovation capability) and analyses of how those critical attributes influence organization performance and competitive advantage.

A structural equation model and three-way interactions in moderated multiple regressions was used to test the hypotheses on a sample of 621 cultural and creative industry (CCI) managers in Taiwan.

The results indicate that human capital mediates the relationship between social capital and innovation capability. Furthermore, innovation capability also plays a mediating role in connecting the relationships between human capital, competitive advantage and organizational performance. The findings indicate that business ties strengthen the relationship between social and human capital. The level of human capital is at its peak when social capital, business ties, and political ties considerably interact with one another.

The present study conceptualized the topic and systematized the questionnaire design and data collection, statistical analysis, and report writing. This study performs a systematic analysis to present the research but does not employ in-depth qualitative interviews to analyse the essential attributes of the different entrepreneurial styles. In-depth interviews enable the interviewees to completely depict their feelings, experiences, motivations, emotions and attitudes. Thus, this method can provide an in-depth analysis. Studies can be conducted to analyse the complexity of the processes involved.

This study determines and emphasizes that networking with various factors to create innovation is the key to enhancing competitive advantage and organizational performance. Innovation is a unique characteristic and a basic kinetic energy that affects various strategic organizational behaviours that positively influence competitive advantage and facilitate organizational performance. Hence, CCI firms need to consider market orientation and innovation in this highly competitive environment.

To the best of the knowledge, how CCI firms use networking sources to create competitive advantage and organizational performance, thereby promoting the development of the CCIs of Taiwan, has not been analysed in the tourism-related literature. Thus, the present study provides a significant contribution to the human capital literature, in which empirical research analyses the three-way interaction and demonstrates the empirical insights that may be used to study human capital. The findings reported in this study will encourage future researchers to employ multilevel human capital perspectives.

The purpose of this study is to illustrate the different systems controlling coronavirus disease 2019 (COVID-19) and curbing the impact of the virus on the hospitality economy. The author’s clarified the critical attributes of the government, organization management system and consumer behaviour using mediation-moderation models and demonstrated how those critical attributes influenced customer consumption intention during COVID-19 in Taiwan.

Due to the impact of the COVID-19 pandemic, this research is mainly distributed through online questionnaires through Facebook and other social media channels to recruit volunteers. Second, the pre-test survey used 100 questionnaires collected from juniors and seniors from a university in northern Taiwan to make predictions. Third, this study also conducted a questionnaire validity analysis, which identified 9 criteria and 34 items. Fourth, the questionnaire collected samples for a total of three months. Structural equation modelling was used to test the hypotheses in a sample of 1,098 consumers in Taiwan.

This study considers government, enterprise and consumer levels and conducts relevant factor analysis from consumers’ perspectives to understand the changes in consumer behaviour under COVID-19 influence. Regarding mediation, this study finds that information and communication mediate the relationships between crisis management and COVID-19 impact. Regarding moderation, this study exposes the critical moderating part of human resources, that hygiene and safety strengthen the relationships between COVID-19 impact and attitude towards life and that perceived anxiety strengthens the relationship between attitude towards life and consumption intention.

During COVID-19, restaurants should cooperate with the government to reduce the risk of community infection. Therefore, the government also needs to cooperate with restaurant companies to enhance the industrial economy, actively communicate with consumers and provide correct and sufficient information. At the same time, restaurant enterprises also need to have sufficient human resource arrangements, hygiene and safety planning to eliminate consumers’ doubts.

These findings indicate that consumers’ consumption intention to eat out is affected by the COVID-19 impact and attitude towards life. This research also confirms that perceived anxiety has a mediating effect on the relationship between consumer attitudes towards life and consumption intentions. To improve the restaurant economic process, they should consider solutions to reduce consumers’ perception of the COVID-19 impact and fear of eating out.