Journal of Hospitality and Tourism Technology

Angskun, Thara; Angskun, Jitimon

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-09-2016-0047

PurposeThis paper aims to find a way to personalize attraction recommendations for travelers. The research objective is to find a more accurate way to suggest new attractions to each traveler based on the opinions of other like-minded travelers and the traveler’s preferences.Design/methodology/approachTo achieve the goal, developers have created a personalized system to generate attraction recommendations. The system considers an individual traveler’s preferences to construct a qualitative attraction ranking model. The new ranking model is the result of blending two processes: K-means clustering and the analytic hierarchy process (AHP).FindingsThe performance of the developed recommendation system has been assessed by measuring the accuracy and scalability of the ranking model of the system. The experimental results indicate that the ranking model always returns accurate results independent of the number of attractions and the number of travelers in each cluster. The ranking model has also proved to be scalable because the processing time is independent of the numbers of travelers. Additionally, the results reveal that the overall system usability is at a very satisfactory level.Research limitations/implicationsThe main theoretical implication is that integrating the processes of K-means and AHP techniques enables a new qualitative ranking model for personalized recommendations that deliver only high-quality attractions. However, the designed recommendation system has some limitations. First, it is necessary to manually update information about the new tourist attractions. Second, the overall response time depends on the internet bandwidth and latency.Practical implicationsThis research contributes to the tourism business and individual travelers by introducing an accurate and scalable way to suggest new attractions to each traveler. The potential benefit includes possible increased revenue for travel agencies that offer personalized package tours and support individual travelers to make the final travel decisions. The designed system could also integrate with itinerary planning systems to plot out a journey that pinpoints what travelers will most enjoy.Originality/valueThis research proposes a design and implementation of a personalized recommendation system based on the qualitative attraction ranking model introduced in this article. The novel ranking model is designed and developed by integrating K-means and AHP techniques, which has proved to be accurate and scalable.

Çakar, Kadir; Kalbaska, Nadzeya; Inanir, Ali; Şahin Ören, Tuba

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-02-2017-0019

PurposeThe purpose of this study was to investigate eVisa applications. eVisa is a service that falls under eTourism, whose growing use can be attributed to its ability to simplify the process of obtaining a visa. The objectives of this study were twofold: to explore the eVisa experience of tourists who have previously visited Turkey by using the service and to analyse the perceptions of stakeholders who have contributed to eVisa.Design/methodology/approachThe present research has utilised two methodologies within the context of qualitative research methods. Data were gathered from tourists by using reviews (n = 1690) and in-depth interviews key actors (n = 4), which represent consumers and contributors’ perspectives on the eVisa system, respectively. While consumers dictate the demand of the service, contributors control its supply. The contributors referenced herein are relevant eVisa stakeholders in Antalya.FindingsThe research findings revealed eVisa facilitation’s positive effects on a destination’s image and tourists’ intentions to revisit destinations compared to when they use traditional visa-obtaining processes. The research findings then present suitable data for destination managers and policymakers regarding eVisa facilitation, followed by this study’s conclusions and implications.Research limitations/implicationseVisa facilitation can foster demand for travel and tourism while maintaining bureaucratic elements of the traditional visa procedure. From a psychological perspective, eVisa facilitation can positively affect travel motivation to certain destinations where eVisas are applicable, as well as positively influence intentions to revisit tourist destinations.Originality/valueThe originality and uniqueness of the present study lies in its contribution to the increasing recognition of the significance and positive impacts of eVisa facilitation on travel and tourism demand.

Masa’deh, Ra’ed; Alananzeh, Omar; Tarhini, Ali; Algudah, Oroub

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-02-2017-0010

PurposeThis paper aims to investigate the effects of promotional mix in terms of advertisement, website and direct sale on job performance during the political crisis in the Middle East.Design/methodology/approachData were collected from 121 Jordanian employees working in hotels in Aqaba city, using a self-administrated questionnaire including 35 items. Multiple regression analysis was conducted to test the research hypotheses.FindingsThe results of the current study revealed that there is a significant impact of hotels’ advertisement and hotels’ direct sale on hotel performance, whereas hotels’ website has no significant impact.Originality/valueThis is the first study that examines the effect of promotional mix on hotel performance during the political and economical crises in the Middle East and clarifies the most important elements that affect the countries’ economy, especially those involved in political conflicts.

Gupta, Anil; Dogra, Nikita; George, Babu

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-02-2017-0013

PurposeThis study aims to identify factors affecting tourists’ intention of using travel apps installed in their smartphones.Design/methodology/approachA questionnaire was developed largely based on the available scales in the published literature. A total of 389 participants responded to the survey, out of which 343 valid responses were obtained for statistical analysis.FindingsSignificant predictors of smartphone app usage intention included performance expectancy, social influence, price saving, perceived risk, perceived trust and prior usage habits. Usage behavior was largely mediated by usage intention, except in the case of habits. Contrary to the expectation, factors such as hedonistic motivation, facilitating conditions or effort expectancy did not impact usage intention or behavior.Practical implicationsThe study gives app developers vital cues on tourist expectations from the apps. Oftentimes, developers tend to focus entirely on the material utility of their apps, neglecting every other factor influencing use. One particular implication is that despite tourism being a hedonistic activity, travel app usage behavior is not a hedonistic activity.Originality/valueThis is one of the few studies to examine adoption of smartphone travel apps in an emerging economy context by using extended unified theory of acceptance and use of technology framework with additional constructs.

Alansari, Mansour Talal; Velikova, Natalia; Jai, Tun-Min (Catherine)

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-09-2017-0096

PurposeThe purpose of the study is to investigate the relationship between consumers’ attitudes toward hotel Twitter accounts and attitudes toward hotel brands, booking intentions and electronic word-of-mouth. The study focuses on Saudi Arabia owing to the widespread use of Twitter in that market.Design/methodology/approachModifying a previously developed theoretical model on marketing effectiveness of social media, this study empirically tests consumers’ attitudes toward hotel Twitter accounts. Data have been collected via a structured online survey. A confirmatory factor analysis and a structural equation model fit have been used to test the model.FindingsWhen consumers have positive attitudes toward hotel tweets, they have positive attitudes toward the hotel’s Twitter account, which, in turn, improves their attitudes toward the hotel’s brand and results in intent to book and spread electronic word of mouth.Originality/valueThe study contributes to the body of knowledge about social media marketing effectiveness in the hospitality industry.

Lalicic, Lidija; Weismayer, Christian

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-02-2017-0020

PurposeAirbnb, a popular peer-to-peer accommodation platform, exceeds the yearly revenue of hotel chains, such as Marriot and Hilton. However, the reason why consumers engage with peer-to-peer accommodations and become loyal is not completely clear yet. This study aims to investigate Airbnb as a service setting. In doing so, more insights into the relevance of concepts, such as service quality (SQ) and hospitality factors, to explain consumers’ behavioral intentions with peer-to-peer accommodations and its effect on loyalty can be gained.Design/methodology/approachThrough an online survey among Airbnb users and structural equation modeling, the model connecting the measurement constructs is analyzed.FindingsThis study shows that SQ and importance of having social and authentic experiences are significant antecedents of tourists’ loyalty toward Airbnb hosting services. Interestingly, perceived economic benefits do not impact the level of loyalty, neither does feelings of perceived reduce risk.Originality/valueThe theoretical contributions reveal tourists’ behavioral patterns in the peer-to-peer accommodation context influenced by standard service factors used for other types of accommodations. This study has particular implications for the accommodation sector when segmenting customers according to their needs and designing appropriate marketing strategies.

Rizal, Hamid; Yussof, Soffri; Amin, Hanudin; Chen-Jung, Ku

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-12-2016-0084

PurposeDrawing from DeLone and McLean’s Theory of Information System Success, this study aims to develop a theoretical model of electronic word of mouth (eWOM) for the homestay lodging.Design/methodology/approachThe study examines the relationship between information quality, system quality and electronic service quality towards user’s satisfaction and eWOM intentions. Data were collected from homestay lodgers in Malaysia.FindingsResults indicate that the effects of information quality and e-service quality on satisfaction are of significance, in turn affects eWOM intention. System quality, however, is not a driver of satisfaction.Research limitations/implicationsThis study contains three limitations that provide direction for future studies. The details are provided.Practical implicationsThe results provide a direction to the service providers at improving their services for customers’ satisfaction and loyalty.Originality/valueThe study offers fresh new insights on eWOM intentions from a homestay lodging perspective in Malaysia.

Alsetoohy, Omar; Ayoun, Baker

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-04-2017-0028

PurposeThis paper aims to empirically investigate the influence of the intelligent agent technology (IAT) on hotels’ food procurement practices (FPPRs) and food procurement performance (FPP). The study also explores the influence of FPPR on FPP in hotels.Design/methodology/approachData from a survey of managers at luxury hotels in Florida, which yielded an effective sample of 78, were subjected to partial least squares structural equation modeling analysis.FindingsIAT usage has statistically significant positive effect on both FPPR and FPP. Additionally, the results indicated that PPR has a positive influence on FPP.Research limitations/implicationsThe study provided academia with a comprehensive review of the prior research on IAT benefits in food supply chain management (FSCM) and a comprehensive explanation of how the hotel FPPR are being performed by IAT. It also offers industry and technology specific insights.Practical implicationsHotel managers should pay more attention to IAT application regarding the FPPR, specifically gathering information, supplier contract, contacting, requisitioning and intelligence and analysis. Moreover, hotel managers should enhance their employees’ abilities to be technology-oriented to maximize IAT benefits in FPP.Originality/valueThe results represent an extension to the technological innovation literature of the hospitality industry to bridge the gap of IAT in hotel FP. The framework used in the study serves as a foundation for future research studies in the hospitality industry, in FSCM in particular.

Raab, Carola; Berezan, Orie; Christodoulidou, Natasa; Jiang, Lan; Shoemaker, Stowe

2018 Journal of Hospitality and Tourism Technology

doi: 10.1108/JHTT-10-2016-0069

PurposeHoteliers are often frustrated by the significant fees charged for bookings by Online Travel Agents (OTAs), and they try to encourage more direct bookings that circumvent the OTA system. However, there are billions of dollars of room revenues generated by OTAs every year; and many companies in other industries sell their products through multiple channels. The purpose of this study is to investigate how hotel revenue managers can collaborate successfully with OTAs.Design/methodology/approachQualitative methods are applied in this study, specifically focus groups and in-person interviews with market managers of a leading OTA. Content analysis is performed, using ATLASti 5, to discover emerging themes and categories from the transcripts.FindingsThis study highlights several OTA value propositions and how hotels can benefit from them. Additionally, the findings of this study reveal that effective two-way communication between OTAs and revenue managers is the key to success. An “optimization loop” is established, which specifies that partnership and collaboration between OTAs and hotels must occur in a circular sequence of communication, engagement, collaboration and strategy.Research limitations/implicationsA major limitation for this study is that interviews were conducted only with market managers, limiting the perspective to that of OTAs.Originality/valueThere is a paucity of research and dialogue discussing productive relationships between OTAs and hotel firms. Through in-depth in-person interviews with a diverse set of market managers from a leading OTA, this study brings to light an array of perspectives of what is required to optimize the OTA/hotelier relationship.