Journal of Hospitality and Tourism Technology

Kwon, Wooseok; Lee, Minwoo; Back, Ki-Joon; Lee, Kyung Young

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-04-2020-0077

This study aims to uncover how heuristic information cues (HIC) and systematic information cues (SIC) of online reviews influence review helpfulness and examine a moderating role of social influence in the process of assessing review helpfulness. In particular, this study conceptualizes a theoretical framework based on dual-process and social influence theory (SIT) and empirically tests the proposed hypotheses by analyzing a broad set of actual customer review data.Design/methodology/approachFor 4,177,377 online reviews posted on Yelp.com from 2004 to 2018, this study used data mining and text analysis to extract independent variables. Zero-inflated negative binomial regression analysis was conducted to test the hypothesized model.FindingsThe present study demonstrates that both HIC and SIC have a significant relationship with review helpfulness. Normative social influence cue (NSIC) strengthened the relationship between HIC and review helpfulness. However, the moderating effect of NSIC was not valid in the relationship between SIC and review helpfulness.Originality/valueThis study contributes to the extant research on review helpfulness by providing a conceptual framework underpinned by dual-process theory and SIT. The study not only identifies determinants of review helpfulness but also reveals how social influences can impact individuals’ judgment on review helpfulness. By offering a state-of-the-art analysis with a vast amount of online reviews, this study contributes to the methodological improvement of further empirical research.

Casais, Beatriz; Castro, Celine

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-07-2019-0096

It is important to design accessible destinations for disabled tourists. However, to attract this market segment, it is also important to efficiently communicate online the accessibility provided. This paper aims to analyse the online communication of physical accessibility conditions designed for disabled tourists, to discuss the existence or non-existence of a design–communication gap in tourist destinations.Design/methodology/approachThe authors analysed the physical accessibility of a selection of touristic spots in Porto, Portugal. The online communication regarding the physical accessibility of these spots’ informative websites was also analysed. Subsequently, a content analysis of these same websites was conducted to ascertain whether accessibility conditions for disabled tourists are disclosed in line with the physical and online facilities observed.FindingsThe destination websites’ online contents targeting disabled tourists are generic and do not inform about all the accessible facilities provided by the touristic spots analysed.Originality/valueThe authors found a gap between the accessible destination design and its communication in destination websites. This situation creates a barrier for people with physical disabilities and it is particularly concerning, considering that this market segment seeks for information in online sources to plan trips and does not find on the internet all the information about the accessible facilities provided. This fact may hinder the positioning of destinations as inclusive places and impair accessible tourism competitiveness. A better online communication of the accessible destination design is recommended.

Bagherzadeh, Sayeh; Shokouhyar, Sajjad; Jahani, Hamed; Sigala, Marianna

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-02-2020-0034

Research analyzing online travelers’ reviews has boomed over the past years, but it lacks efficient methodologies that can provide useful end-user value within time and budget. This study aims to contribute to the field by developing and testing a new methodology for sentiment analysis that surpasses the standard dictionary-based method by creating two hotel-specific word lexicons.Design/methodology/approachBig data of hotel customer reviews posted on the TripAdvisor platform were collected and appropriately prepared for conducting a binary sentiment analysis by developing a novel bag-of-words weighted approach. The latter provides a transparent and replicable procedure to prepare, create and assess lexicons for sentiment analysis. This approach resulted in two lexicons (a weighted lexicon, L1 and a manually selected lexicon, L2), which were tested and validated by applying classification accuracy metrics to the TripAdvisor big data. Two popular methodologies (a public dictionary-based method and a complex machine-learning algorithm) were used for comparing the accuracy metrics of the study’s approach for creating the two lexicons.FindingsThe results of the accuracy metrics confirmed that the study’s methodology significantly outperforms the dictionary-based method in comparison to the machine-learning algorithm method. The findings also provide evidence that the study’s methodology is generalizable for predicting users’ sentiment.Practical implicationsThe study developed and validated a methodology for generating reliable lexicons that can be used for big data analysis aiming to understand and predict customers’ sentiment. The L2 hotel dictionary generated by the study provides a reliable method and a useful tool for analyzing guests’ feedback and enabling managers to understand, anticipate and re-actively respond to customers’ attitudes and changes. The study also proposed a simplified methodology for understanding the sentiment of each user, which, in turn, can be used for conducting comparisons aiming to detect and understand guests’ sentiment changes across time, as well as across users based on their profiles and experiences.Originality/valueThis study contributes to the field by proposing and testing a new methodology for conducting sentiment analysis that addresses previous methodological limitations, as well as the contextual specificities of the tourism industry. Based on the paper’s literature review, this is the first research study using a bag-of-words approach for conducting a sentiment analysis and creating a field-specific lexicon.

Moro, Sérgio; Esmerado, Joaquim

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-01-2020-0026

This study aims to propose a model to explain online review helpfulness grounded on both previously identified constructs (e.g. review length) and new ones, which have been analyzed in other online reviews’ contexts but not to explain helpfulness.Design/methodology/approachA total of 112,856 reviews published in TripAdvisor about 21 Las Vegas hotels were collected and a random forest model was trained to assess if a review has received a helpful vote or not.FindingsAfter confirming the validity of the proposed model, each of the constructs was evaluated to assess its contribution to explaining helpfulness. Specifically, a newly proposed construct, the response lag of the manager’s replies to reviews, was among the most relevant constructs.Originality/valueThe achieved results suggest that hoteliers should invest not only in responding to the most interesting reviews from the hotel’s perspective but also that they should do it quickly to increase the likeliness of the review being considered helpful to others.

Katsoni, Vicky; Poulaki, Ioulia

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-12-2019-0145

The rapid digital transformation (DX) that airlines experienced during the past decade has been proven to be the driving force of significant benefits for the airlines when it comes to cost reduction, branding and revenue opportunities when passengers purchase tickets and ancillaries directly from their websites. This paper aims to contribute empirically to the theoretical approaches of DX and revenue management (RM) with the investigation of the Aegean airlines DX progress, focusing on emerging RM practices and digital distribution channels.Design/methodology/approachA content analysis of the airlines’ website and social media performance is used to note the current situation combined with previous and upcoming developments. Evaluation of the company’s digitalization progress is approached by using a combination of two selected DX models, the digital transformation maturity (DTM) concept and the technology acceptance model (TAM).FindingsThe analysis of qualitative and quantitative secondary data provided by the Aegean airlines indicates that the adoption of a digital evolution marketing plan, enriched with emerging RM practices, is leading to the increase of the bookings coming from the airline’s direct distribution channels (Web & Apps) over those from intermediaries (GDSs). Consequently, Aegean airlines’ DX progress favors cost reduction and revenue increase at the same time.Originality/valueDX model-based airline steps combined with direct versus indirect ticket purchase pattern compose a tool to evaluate the airline digitalization progress toward revenue integrity and product customization, as the latest trend in customer-centric strategy of businesses and customer relationship management (eCRM).

Yang, Ting; Lai, Ivan Ka Wai; Fan, Zhao-Bin; Mo, Qing-Min

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-02-2020-0041

The purpose of this paper is to identify the factors that explain the acceptance of self-service ordering systems (SOSs) for restaurants and to explore the effects of “self-service system service quality” (SSQ) and “interpersonal service quality” (ISQ) on the acceptance factors extended from the Unified Theory of Acceptance and Use of Technology model.Design/methodology/approachThis study targets customers who have recently used SOSs to order foods in middle-class restaurants. In total, 402 valid survey samples were obtained. Partial least squares (PLS) analysis was used to examine the factors of user acceptance of using SOSs.FindingsThe results of the PLS-SEM analysis indicate that SSQ has a significant effect on accuracy expectancy, speed expectancy and effort expectancy; ISQ has a significant effect on accuracy expectancy, speed expectancy, effort expectancy and facilitating conditions; and accuracy expectancy, speed expectancy, effort expectancy, social influence, facilitating conditions and budget expectancy significantly influence user acceptance of SOSs. Furthermore, user experiences moderate the effect of speed expectancy and effort expectancy on user acceptance.Originality/valueThis study introduces three technology acceptance factors (accuracy, speed and budget) for researchers to consider in the future. It also extends the knowledge about the human service factor when middle-class restaurants adopt self-service technologies (SSTs). Recommendations are provided for system developers to improve the system quality of SSTs and service staff to rethink their roles in adopting SSTs in the service industry.

Cankul, Duran; Ari, Ozlem Peksen; Okumus, Bendegul

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-02-2020-0052

This study aims to analyze the current practices of food and beverage (F&B) photography and styling through the eyes of professionals involved in the food business.Design/methodology/approachA phenomenological research approach was used and empirical data were collected via a series of semi-structured interviews with professional food photographers. Purposive and snowballing sampling methods were used and the participants of this study consisted of 26 F&B photographers and stylists who were actively and professionally working in this field. Content analysis was applied to the empirical data.FindingsThe research findings reveal several key themes in F&B photography and styling: emotional appeal, key trends, career opportunities, required skills and abilities and interventions and ethical considerations. Three specific roles were identified in F&B photography and styling: food and beverage photographer, food and beverage stylist and prop stylist.Research limitations/implicationsThis study offers discussions on the pros and cons of F&B photography beginners and professionals and the food business.Originality/valueThis is one of the first studies to offer empirical findings and discussions on the concept of F&B photography and styling.

Ozturk, Ahmet Bulent; Wei, Wei; Hua, Nan; Qi, Ruoxi

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-03-2020-0058

Based on the unified theory of acceptance and use of technology (UTAUT2), the purpose of this study was to examine users’ continued usage intention of mobile event application (MEA) technology.Design/methodology/approachA self-administered online survey was used to collect the study data from 407 MEA users, and structural equation modeling was used to test the study’s hypotheses.FindingsThe study’s results revealed that users’ continued usage behavior was positively influenced by effort expectancy, performance expectancy, habit, facilitating condition and perceived security. The study’s results further indicated that personal innovativeness had a positive impact on effort expectancy and performance expectancy.Practical implicationsThe findings of the current study deliver important practical implications for event organizers and event technology vendors for identifying factors affecting MEA users’ continued usage intention.Originality/valueBy extending UTAUT2, the current study is one of the first studies that examined users’ intention to continue to use MEA technology.

Guzman-Parra, Vanesa F.; Trespalacios Gutierrez, Juan; Vila-Oblitas, José Roberto

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-07-2018-0058

This study aims to demonstrate the application of computer-aided text analysis (CATA) software in identifying primary associations and impressions of a specified tourist destination.Design/methodology/approachThe Leximancer software is applied on primary information to analyze the concepts evoked by a destination. Because no specific planning has been done for destination image marketing strategies for rural tourism in Andalusia, this study visualizes and determines clusters of the main attributes associated with this destination.FindingsThe analysis identifies the main clusters among associations and impressions of the destination that can be useful in developing strategies.Research limitations/implicationsOnly a target segment is studied, with a relatively small sample size.Practical implicationsLeximancer can not only be applied to online user-generated content, but primary information can also be mapped to generate a holistic destination image. Furthermore, identification of the relevant attributes and impressions can serve to identify unique assets to help tourism organizations develop a destination.Social implicationsSeveral implications concerning destination marketing are outlined.Originality/valueAlthough previous studies have applied Leximancer and other CATA software, the present research uses a new approach. Deriving the primary information on destination image using an unstructured methodology, the concepts evoked by a destination are mapped. Because there is a lack of research on rural tourism in Andalusia and its destination image, its associated attributes are studied.

Saragih, Harriman Samuel

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-03-2020-0067

This paper aims to explore textual patterns in ten years of electronic word-of-mouth communications amongst social media (SM) users of the Java Jazz Festival.Design/methodology/approachThis study uses a data-scraping technique to gather user-generated content from Twitter. Word-cloud and word-frequency analysis, along with descriptive coding and pattern matching, are used to categorise the initial findings. Trends and differences in terms of the number of tweets over a ten-year period were examined using analysis of variance and seasonality analysis.FindingsFrom more than 1.3 million Twitter tweets between 2008 and 2018, this study identified six initial themes. Quantitative analysis revealed that the number of tweets differed significantly in the four quarters of the ten-year period.Research limitations/implicationsThe results of this study contrast with the claim that digital media communication generally occurs before a festival begins and are least during the festival. Nevertheless, this study supports the notion that SM interaction results in positive consequences, drives conversations amongst users and increases engagement.Practical implicationsThis study offers five practical implications for music festival organisers and related entities.Originality/valueTo the best of the author’s knowledge, this study is the first to provide a systematic and practical data mining and interpretation approach from Twitter within a ten-year period in the Asia Pacific context, through the case of the Java Jazz Festival.

Ali, Faizan; Terrah, Abraham; Wu, Chengzhong; Ali, Laiba; Wu, Hui

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-09-2020-0221

This study aims to test the effect of system quality, information quality and service quality on user engagement and its effect on smartphone travel apps’ satisfaction, love and behavioral intentions.Design/methodology/approachUsing the self-selection sampling technique, data was collected from 417 respondents recruited via Amazon Mechanical Turk. Data was subjected to partial least squares based structural equation modeling.FindingsResults indicate that system quality, information quality and service quality have a significantly positive impact on user engagement with smartphone travel apps. Moreover, user engagement has a positive and significant impact on smartphone app satisfaction, smartphone app love and behavioral intentions.Originality/valueThis is the first study to integrate DeLone and McLean (2003) updated information system success model and stimulus-organism-response model to propose a holistic model of user’s engagement with smartphone travel apps.

Ho, Ree Chan; Amin, Muslim; Ryu, Kisang; Ali, Faizan

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-09-2019-0112

Travelers are increasingly planning trips using smart travel planning apps to manage travel-related activities. They obtain their preferred tour itineraries with the use of these apps and subsequently choose their tour destinations. Therefore, the purpose of this study is to investigate the effects of smart tour itineraries on travelers and explain what drives the continual use of them.Design/methodology/approachDrawing on the unified theory of acceptance and the use of technology model and experiential consumption (UTAUT), the authors conducted this study in Malaysia with a sample of 307 travelers who are familiar with the use of mobile apps.FindingsThe results confirmed that all the UTAUT dimensions except the facilitating condition are significantly related to the intention to use the itinerary. Both the hedonic and utilitarian values in personal consumption significantly motivate the travelers in the behavioral intention to use the itinerary.Originality/valueThis paper offers a good explanation of how the itinerary plans can be used by examining the theories behind the current app’s usage. Many researchers have examined the adoption of the smart travel apps, which has rarely been tied to the antecedents that drive how the travelers use itineraries that are designed by the smart travel apps. This study contributes to the research regarding using the mobile travel apps by developing an integrative model to explain the traveler intentions to use smart travel itineraries.

Shin, Hyejo Hailey; Jeong, Miyoung

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-08-2018-0082

This study aims to identify travelers’ motivational factors to adopt augmented reality (AR) applications at tourism destinations. Furthermore, this study seeks to investigate the role of personal innovativeness as a moderator in the relationships between motivations and travelers’ behavioral outcomes.Design/methodology/approachBuilding upon two theories, cognitive evaluation theory and self-presentation theory, this study developed a conceptual framework to identify travelers’ inclination to use AR applications at tourism destinations. A sample size of 473 was collected through an online self-administered survey. Using partial least square (PLS) analysis, the proposed model was examined. To examine the moderating effect of personal innovativeness, a multi-group analysis was conducted with two groups: high-innovative and low-innovative. PLS method is used to test the study’s theoretical model.FindingsFindings of this study indicate that both hedonic and utilitarian motivations significantly influenced travelers’ attitudes toward AR applications at tourism destinations. Self-presentation motivation appears to have a significantly positive impact on travelers’ attitudes toward AR applications only for the highly innovative group.Originality/valueThis study helps a better understanding of what motivates travelers to adopt AR applications at tourism destinations by integrating preeminent theories and applying them to the tourism context.