Journal of Hospitality and Tourism Technology

Lyu, Jiaying; Leung, Xi; Bai, Billy; Stafford, Marla

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-04-2020-0080

This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects.Design/methodology/approachAn experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group.FindingsThe study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR.Originality/valueThis research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.

Ali, Faizan; Koseoglu, Mehmet Ali; Okumus, Fevzi; Putra, Eka Diraksa; Yildiz, Mehmet; Dogan, Ismail Cagri

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-06-2020-0150

The study aims to investigate if lodging research suffers from a method bias by comprehensively reviewing the research methodology used in lodging related research articles.Design/methodology/approachIn all, 2,647 published papers in 16 leading hospitality and tourism published between 1990 and 2016 are analyzed using bibliometric technique.FindingsIn all, 69% of the empirical studies in lodging research across 26 years period used quantitative methods, with an increasing reliance on regression-based analysis and structural equation modeling, a disturbing plunging trend in methods diversity. Findings also suggest an increasing trend of using secondary data.Research limitations/implicationsBased on the findings of this study, theoretical and practical implications for hospitality and tourism researchers are provided.Originality/valueThis is the first study that reviewed a large corpus of published research (2,647 papers in 16 hospitality and tourism journals from the last 27 years) to highlight (a) methodology used, (b) methods employed and (c) data collection and analysis procedures.

Leung, Xi Y.; Wen, Han

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-05-2020-0117

The purpose of this study is to examine the role of consumption emotion in the digital food-ordering experience by comparing the performances of the three digital ordering methods in an experimental design.Design/methodology/approachA research model was developed based on the Feelings-as-Information (FaI) theory and the expectancy-disconfirmation theory. A 3 × 2 between-subjects lab experiment was conducted to compare the three digital ordering methods (online, mobile or chatbot) in two different types of restaurants (quick-service or full-service).FindingsThe results indicate that the chatbot ordering method evoked more negative emotions and less positive emotions than the other two methods. The online ordering method worked the best for quick-service restaurants, whereas the mobile ordering method was most suitable for full-service restaurants. Both positive and negative emotions (comfort and annoyance) significantly mediated the relationships between the ordering method and internal responses (satisfaction and behavioral intention). Only one negative emotion (anger) significantly mediated the relationship between the ordering method and order amount.Originality/valueThis is the first study that attempts to explore and compare consumers’ emotional responses resulting from restaurant digital ordering experiences in the context of the three food-ordering methods. The use of the FaI theory strengthens the theoretical foundation of research on emotion in the hospitality field. This study also pioneers the application of chatbot technology in the restaurant industry.

Wu, Xiaohong; Lai, Ivan Ka Wai

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-03-2020-0054

The purpose of this paper is to examine the factors that influence mainland Chinese film tourists’ behavioural intention in accepting an augmented reality (AR) feature film character-related tour APP (an IfilmAR-tour-APP) based on an extension of unified theory of acceptance and use of technology (UTAUT) model.Design/methodology/approachSystematic sampling was used to collect data; 360 valid questionnaires were collected from mainland Chinese film tourists visiting Macau. Partial least squares structural equation modelling (PLS-SEM) was applied to analyse the data.FindingsThe findings indicated that performance expectancy, effort expectancy, social influence, celebrity involvement and personal innovativeness have a significant impact on mainland Chinese film tourists’ behavioural intention in accepting the IfilmAR-tour-APP, while facilitating conditions do not significantly affect tourists’ behavioural intention. Furthermore, the study revealed that effort expectancy, celebrity involvement and personal innovativeness positively influence performance expectancy in the use of an IfilmAR-tour-APP.Practical implicationsThe findings of this study provide implications for AR tour APP developers which will help them to enhance their designs, and for the governments of tourist destinations to formulate their promotion strategies in developing niche tourism.Originality/valueThis study extended the application of UTAUT to tourism technology by introducing two personality traits in the context of AR tour APPs for film-induced tourism. This research contributes to niche tourism research by linking niche tourism and tourism technology.

Oday, Akile; Ozturen, Ali; Ilkan, Mustafa; Abubakar, A. Mohammed

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-01-2020-0007

Little empirical attention has been paid to the effects of electronic word-of-mouth (eWOM), electronic referral (eReferral), familiarity and cultural distance on behavioral outcomes, especially within the context of educational tourism. Based on the social network theory, this paper aims to explore the effects of eReferral, eWOM, familiarity and cultural distance on enrollment intention.Design/methodology/approachSurvey data (n = 931) were obtained from educational tourists using a judgmental sampling technique. Linear modeling and artificial intelligence (i.e. artificial neural network [ANN]) techniques were used for training and testing the proposed associations.FindingsThe results suggest that eReferral, eWOM, familiarity and cultural distance predict intention to enroll both symmetrically (linear modeling) and asymmetrically (ANN). The asymmetric modeling possesses greater predictive validity and relevance.Originality/valueThis study contributes theoretically and methodologically to the management literature by validating the proposed relationships and deploying contemporary methods such as the ANN. Implications for practice and theory are discussed.

Yoon, Sungsik; Erdem, Mehmet; Schuckert, Markus; Lee, Patrick C.

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-04-2019-0057

The current study aims to investigate hotel guests’ intention to use virtual reality (VR) and willingness to pay more for hotels that have VR applications (e.g. virtual room tour) when booking a hotel.Design/methodology/approachThrough a theoretical lens of stimuli–organism–response (S-O-R), relationships among an individual’s performance expectancy, effort expectancy, social influence, utilitarian motivation, hedonic motivation, perceived value, intention to use VR and willingness to pay more for VR were tested using partial least square-structural equation modeling.FindingsPerformance expectancy, social influence, utilitarian motivation and hedonic motivation affect the perceived value of VR. An individual’s perceived value of VR affects his/her intention to use VR and willingness to pay more for a hotel that has VR contents (e.g. virtual room tour) available during the hotel booking process.Originality/valueThrough the S-O-R framework, this study provided insights into hotel guests’ intention to use VR and explored how their intentions lead to their willingness to pay more for a hotel if VR is available during the reservation or hotel selection process.

Le, Linh Ha; Hancer, Murat

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-08-2020-0200

Applying social learning theory and the source credibility model, this study aims to investigate the impacts of perceived attractiveness, expertise and trustworthiness of YouTube travel vloggers on viewers’ wishful identification and behavioral intention. The study also aims to examine the effects of vlogger gender on viewers’ perception and on their wish to be like the vlogger.Design/methodology/approachWith an online data collection from 402 YouTube travel vlog viewers, a moderated mediation model was tested using multiple linear regression and multivariate nested linear regression.FindingsThis study found that physical attractiveness, social attractiveness and credibility of travel vloggers positively affected audience wishful identification, among which credibility had the strongest impact. The effect of the travel vlogger’s social attractiveness on viewer wishful identification was even strengthened when the vlogger and the viewer were of different genders. Wishful identification partially mediated the relationship between vloggers’ attributes and viewers’ behavioral intention. Finally, the finding revealed female vloggers were perceived as more physically attractive than males, whereas male vloggers were assessed as more credible than their female counterparts.Originality/valueExpanding upon the literature on mass media and social media, this study explains the mechanism of developing intention to imitate the travel vloggers of YouTube viewers. The findings provide tourism and hospitality managers with solution in choosing the most inspirational travel vlogger to influence consumer behavior.

Mu, Yu; Bossink, Bart; Vinig, Tsvi; You, Suchuan

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-08-2020-0190

Research on service innovation management of online travel agencies (OTAs) remains relatively scarce. This study aims to illuminate the detailed components of managing service innovations at OTAs.Design/methodology/approachAn in-depth case study is conducted at Trip, the largest OTA in China. A coherent framework of managing service innovations at OTAs is proposed through refining an existing framework from new service development (NSD), and concerning the success factors of service innovation. Based on theoretical synthesis and empirical analysis, the NSD framework is adapted, restructured and refined for service innovation management at OTAs.FindingsThe proposed framework contains three facets and associated managerial elements: (1) resources, including stakeholders, technologies and systems; (2) contexts, including innovation strategy, structure and culture; and (3) ideation, including idea generation and idea application. Different success factors are attached to the managerial elements. The facets, managerial elements and success factors serve as the components in the framework.Research limitations/implicationsThis study provides academia with an analytical framework to understand and interpret service innovation management at OTAs, which can be used as a point of departure for future research.Practical implicationsThe analytical framework inspires OTA managers to adopt a structured approach in service innovation management, and policymakers to design related interventions.Originality/valueThis study offers a first step toward the investigation of service innovation management at OTAs, specifically in China. The proposed framework is potentially applicable to other industries.

Hua, Chenggang; Cole, Shu; Xu, Nan

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-01-2020-0013

This study aims to explore the role of trust and effect of age in the process of technology acceptance.Design/methodology/approachUsing data collected from an online survey, this study conducts structural equation modeling to assess the relationship between technology adoption and users’ trust in that technology.FindingsFindings of this study indicate that the formation of trust in technology is based on user experiences (i.e. the perception of usefulness and ease of use), while the perception of trust in technology is similar to human-like trust (i.e. competence and benevolence). This study clarifies that trust has a mediating effect on the relationship between perceived technology ease of use and behavioral intention to use. Trust belief of competence is found to be more effective on adoption behavior than trust belief of benevolence. In exploring the moderating effect of age, results find that easy use of an app is crucial for elderly people to create trust belief in technical competence and develop behavioral control over such technologies. Trust in technology is an essential factor that should be widely applied when analyzing technology adoption behaviors.Originality/valueThis study contributes in three ways. First, it reveals both how trust in technology is formed and the effect of that trust on technology adoption. Second, it extends the discussion of age as a variable in tourism app usage. Third, it shows how the experience of usage influences intentions towards the adoption of tourism apps.

Hua, Nan; Zhang, Tingting; Jahromi, Melissa F.; DeFranco, Agnes

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-07-2020-0180

This study aims to investigate the impact of the speed of change (trend) in information technology (IT) expenditures on performance risk indicated by revenue volatility in the US hotel industry.Design/methodology/approachTo systematically investigate the impacts of IT expenditures on hotel performance risks, this study collects the same store proprietary data of 1,471 hotel properties from CBRE, a leading hotel consulting firm in the USA, from 2011 to 2017, with a total of 10,297 observations.FindingsEconometric analyses are performed and results indicate a significant and positive impact of the speed of change of IT systems expenditures on the performance risk after comprehensively controlling for confounding factors following prior research.Originality/valueWith the increased importance of IT in day-to-day activities, hospitality business owners have started to quickly adjust their investment in IT infrastructure and superstructure to enhance their business performance. However, their fast-changing expenditures may introduce more risks to their businesses based on the speed–accuracy tradeoff, systems theory and the Schumpeterian Growth Model. This study is one of the pioneer projects that ever assessed the impact of IT expenditure and speed of change on performance risks of hotels.

Leung, Xi Y.; Torres, Bryan; Fan, Alei

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-03-2020-0065

This study aims to compare the performance of self-service kiosks in a quick-service setting with the performance of cashiers. In particular, this study explores both internal responses and external responses between the two ordering methods with the moderating role of crowdedness.Design/methodology/approachThis study develops a theoretical framework based on the stimulus-organism-response (S-O-R) model. A 2 × 2 field experiment was conducted in a real quick-service outlet to collect data.FindingsThe results reveal that customers reported a better experience when using self-service kiosks compared to placing orders with cashiers. However, cashiers generated more revenue for the quick-service outlet than kiosks. Significant interaction effects were found for external responses. Customers spent more time placing orders with cashiers than with kiosks in less crowded periods, while cashiers generated more sales than kiosks during busier periods.Originality/valueThis study enriches the hospitality and tourism literature by applying the S-O-R framework in an experimental design incorporating both internal and external responses. The findings on the interaction between ordering methods and crowdedness on external responses provide practical insights for quick-service restaurant operators to find a balance between technology and human services.

Hwang, Jinsoo; Kim, Jinkyung Jenny

2021 Journal of Hospitality and Tourism Technology

doi: 10.1108/jhtt-05-2020-0123

This study aims to propose the effect of five sub-dimensions of the expected benefits, which include compatibility, social influence, convenience, function and emotion on attitude and behavioral intentions.Design/methodology/approachA research model including eight hypotheses was tested using 413 samples collected in South Korea.FindingsThe data analysis results indicated that the five sub-dimensions of expected benefits aid to enhance attitude, which plays an important role in the formation of behavioral intentions.Originality/valueThis study was designed to empirically identify the important role of expected benefits in the context of drone food delivery services for the first time.