Consumer Behavior in Tourism and Hospitality

Egger, Roman

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-11-2022-0198

This study aims to understand how traveling Instagrammers should be characterized by bridging socio-psychological concepts with Instagram usage and travel typologies.Design/methodology/approachUsing analysis of variance, differences between non-Instagrammers and passive and active users were identified with regard to their personality traits and human values; traveling Instagrammers and their travel types were characterized in more detail using k-means clustering, and, finally, posting behavior was examined using multiple regression.FindingsThe results demonstrate significant differences between the user groups in terms of their personality traits, their human values and their travel behavior. The multiple regressions provide deeper insights into tourists’ Instagram posting.Research limitations/implicationsThis study was conducted on 1,100 German travelers, meaning that the results are only valid for this cultural context. All data were collected using an online panel and participants received incentives, and thus extrinsic rewards, instead of using merely intrinsic motivation to take part in the survey.Originality/valueThis study contributes to a better understanding of Instagram usage behavior when traveling and adds valuable insights to this field of research. At the same time, the results are relevant for tourism businesses wishing to optimize their communication and marketing strategies.

Nguyen, Van Thanh; Phong, Le Thai; Chi, Nguyen Thi Khanh

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-06-2022-0131

This study aims to investigate the impact of AI chatbots on customer trust in AI chatbots for hotel services.Design/methodology/approachThe probability sampling method was employed to develop a research sample. The research uses correlation analysis and structural equation modeling to analyze the data of 413 valid observations collected in the structured questionnaire survey in Vietnam.FindingsThe paper reports that empathy response, anonymity and customization significantly impact interaction. Empathy response is found to be the strongest influence on interaction. Meanwhile, empathy response and anonymity were revealed to indirectly affect customer trust. This paper also contributes several implications for hotel providers in emerging economies.Originality/valueTo the best of the authors’ knowledge, this is the first study to shed light on the role of AI chatbots in explaining customers’ behavior. The results provide an enhanced understanding of how the AI chatbot system influences customers’ decision-making. It has been used to plan the chatbot application and highlight which implementation issues need the most attention in the hospitality industry.

Şanlıöz-Özgen, H. Kader; Kozak, Metin

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-11-2022-0197

Concerning the development of “experience” as an economic phenomenon, this study aims to analyse customers' evaluations of their experiences in five-star hotel businesses and to identify if the hospitality experience is evaluated as an “experience” by its specific aspects.Design/methodology/approachStructural and thematic narrative analyses in a multi-dimensional setting were applied to stories from 107 participants who stayed in five-star hotel businesses.FindingsCustomers evaluate their overall experience as an “experience” reflected by experiential statements. However, they demonstrate higher cognitive orientation at the sub-experience levels (food and beverage, rooms, etc.).Research limitations/implicationsThe paper sheds light on the fact that customers may evaluate their experiences with cognitive and experiential aspects. The study focuses on participants' lived experiences to understand the customer perspective with the “experience” concept leading to the memorability of customer experiences in hotel businesses. Further research is required with a larger sample group, mixed-methods implementation and longitudinal and comparable examination to understand seasonal, motivational and cultural differences.Practical implicationsThe paper reveals various aspects of customer experiences in five-star hotel businesses around the variety of their offerings evaluated by cognitive and experiential perceptions so that dedicated efforts of the managers will be enhanced with a better and strategic understanding of the “experience” concept to achieve business goals.Originality/valueThe study offers insightful findings relating to customers’ service- and experience-based experiences and how “experience” is perceived by customers from various angles in the five-star hotel businesses.

Lau, Yui-Yip; Xu, Jing (Bill); Mang, Tsz Ching

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-02-2022-0049

This study aims to explore university students' push and pull motivational factors towards their study tour destination choices and to investigate the differences between experienced and non-experienced students concerning their push and pull motivational factors.Design/methodology/approachThe study collected surveys from Hong Kong university students. In total, 248 usable responses were gathered. Among the 248 respondents, 148 university students from various universities did not have experience on a study tour in their university lives while 100 students did. The study also conducted interviews and collected qualitative data to supplement the survey findings.FindingsTop push and pull motivational factors were highlighted in the study tour context. This study also indicated that non-experienced students relatively have more concerns about geographic location, political stability and financial budget as pull factors and education as the push factor than experienced students. Education, as a high-level human need and push motivational factor, becomes less important for experienced students.Originality/valueA large number of Asian university students participated in study tour programmes each year. Nevertheless, there are few research papers relevant to exploring university students’ motivation to choose study tour destinations. This study provides useful insight for the universities to design and implement appropriate study tours according to students’ motivation.

Hidalgo-Fernández, Amalia; Moral-Cuadra, Salvador; Menor-Campos, Antonio; Lopez-Guzman, Tomas

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-06-2022-0132

The purpose of this paper is to perform an analysis of how pets in general and dogs in particular condition the planning and realisation of people’s trips. Similarly, the motivations that lead families to travel with their pets in Spain are analysed.Design/methodology/approachThe methodology used in this research consisted of carrying out fieldwork based on surveys of 1,696 dog owners in Spain. The data analysis was carried out using a Partial Least Squares methodology (PLS-SEM) to test the relationship of the families with their pets, the motivations they have for travelling with their pets and the assessment of the destination by both the family and the pet itself.FindingsThe main results of this research focus on analysing how and when a family plans a trip with their pet, except for their second home, there are several motivations for both families themselves and their pets, which condition this trip and that must be considered by tourist destinations. Similarly, it is also concluded that the motivations are closely related to the attachment that the family has to the pet.Originality/valueThe originality of this research focuses on including the relationship of the family with their dog and the adequacy of the destination to the needs of their pet as motivation to make a certain trip or choose a certain destination.

Hasan, Abdulla Al-Towfiq

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-02-2023-0009

The purpose of this study is to explore the antecedents and their impacts on behaviors toward agro-tourism by proposing a theory of green consumption behavior.Design/methodology/approachBased on a review of the literatures and collection of 471 usable responses, the study is conducted through partial least squares structural equation modeling method using SmartPLS 3.3.3.FindingsFindings of the study have revealed that carbon mitigation attitude, energy saving norms, perceived hygiene value and agro-tourist spot visit intentions significantly influence agro-tourist spot visit behavior. Furthermore, the study has suggested that agro-tourist spot visit intentions partially mediate the strength of the relationship between carbon mitigation attitude, energy saving norms, perceived hygiene value and agro-tourist spot visit behavior.Practical implicationsThe study findings may be useful to encouraging agro-tourism managers of understanding antecedents of customer’s behavior and formulating business strategies influencing behaviors toward agro-tourism, coping with competitive business environment and environmental sustainability.Originality/valueThe study has presented a unique case discovering what antecedents are influencing customers’ green consumption behavior (agro-tourist spot visit behaviors) and how that behavior contributes to sustainable communities and cities development. Furthermore, the study has provided important insights for industry professionals by integrating carbon mitigation attitude, energy saving norms, perceived hygiene value and agro-tourist spot visit intentions in examining agro-tourist spot visit behavior.

Leung, Wing Ki; Ho, Grace; Leung, Rosanna

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-04-2022-0100

The servicescape model has been widely adapted in various service industries, but this model may not be applicable if the exhibition is transformed from physical to online. Moreover, there is only a handful of research on online exhibitions; studies focusing on visitor behaviors from various types of online exhibitions and the differences between genders are still lacking. This study aims to examine the different variables in the e-servicescape model and discuss how e-servicescape affects visitor behavior based on the exhibition types and gender differences.Design/methodology/approachThe e-servicescape model is adapted in this study. Qualitative interviews were conducted prior to a quantitative online survey to examine by regression analysis the relationships among the dimensions in e-servicescape and how it affects visitor subsequent behavior. Data analyses are based on the differences between exhibition types and gender differences in response to the three environmental dimensions, namely, aesthetic appeal, layout and functionality, and security concern.FindingsThe findings show that visitors pay more attention to artistic enjoyment in art-related exhibitions and focus on informative issues in other types of exhibitions. “Aesthetic appeal” and “layout and functionality” are important to both genders, but little concern is shown to computer security issues. Female visitors are concerned with aesthetic design and male visitors stress layout and functionality elements. In terms of the security concerns, females have no concern about cookies function, while males have no concern on leaving search history on the website.Originality/valueThere is no previous relevant research on the relationships and influence between e-servicescape and online exhibition; this study focuses on the application of e-servicescape to the online exhibition industry and helps fill this research gap.

Bonfanti, Angelo; Vigolo, Vania; Gonzo, Elisa; Genuardi, Ileana

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-04-2022-0099

This study aims to examine the role of the servicescape in the customer experience management (CEM) of a themed amusement park following the COVID-19 pandemic. Considering the managers’ and customers’ perspectives, this study specifically addresses the following three research questions: first, What changes have occurred in the servicescape following the adoption of safety measures in the park in response to the COVID-19 pandemic? Second, What are the effects of these safety measures in relation to CEM? Third, What are the changes that could be maintained in the future to continue improving the customer experiential journey in the park?Design/methodology/approachA single case study method was adopted. Gardaland Park was selected as the case for this study. Data were collected from several sources: in-depth interviews with managers of Gardaland Park, focus group interviews with customers, and the corporate website and documentary. Reflexive thematic analysis was used to examine the data.FindingsThe findings reveal that safety measures affect the physical, social and digital (e- and smart) servicescape by influencing the aesthetic (reassurance), entertainment (relaxation), escapist (enjoyment and distraction) and educational (learning) experiences. Among the various changes implemented, the digital servicescape can be improved in the future when the pandemic is over by providing flexible solutions in relation to services at the park (e.g. virtual queuing) or on the website (e.g. dynamic booking).Practical implicationsThe findings provide park managers with practical advice about servicescape organization to facilitate offering safe and memorable customer experiences.Originality/valueTo the best of the authors’ knowledge, this is the first study to address the effects of safety measures on the servicescape and CEM in themed amusement parks after the COVID-19 pandemic.

Nath, Atanu Kumar; Saha, Parmita; Mei, Xiang Ying

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-04-2022-0086

Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing the servicescape. This paper aims to propose an extension of Bitner’s original conceptualization, including pandemic-induced physical and social constraints on servicescape in the form of crowding, consumer risk perception during the crisis and their impact on consumers' and employees’ behavioral changes in retail and hospitality sectors.Design/methodology/approachThis paper critically reviewed the past and emerging servicescape and risk literature. It then examines and delineates the concepts of crowding, density and associated risk perceptions to offer an extended servicescape framework. Alongside, scales were proposed to measure the constructs and guidelines given to conduct future empirical studies.FindingsThis paper discussed the major impact on servicescape during a pandemic situation, to what extent risk is perceived during consumption and the impact of crowding and store density on employee and customer behavioral responses.Research limitations/implicationsThis paper principally contributes by explicitly including specific risk dimensions and crowding and proposes the scales to measure consumers’ understanding of pandemic-induced perceptions of risk, crowding and density within servicescapes for further empirical testing. Alongside this, the identification and concretization of different types of perceived risks under COVID-19 provide critical and useful marketing implications.Originality/valueThis study identifies relevant risk dimensions, proposes crowding as an independent construct apart from servicescape physicality and proposes relevant measures for empirical verification.

Srivastava, Praveen; Srivastava, Shelly; Mishra, Niraj

2023 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-03-2022-0076

The paper aims to illuminate the relationship between attitude toward the hotel’s website (e-servicescape) and purchase intention. It proposes modeling the dimension of the hotel’s website, its impact on building attitude toward the website and the relations with purchase intention. Further, the role of social risk arising from COVID-19 on the relationship between attitude and purchase intention is explored.Design/methodology/approachThe authors conducted empirical research using an online questionnaire based on a comprehensive evaluation of prior literature. The online questionnaire has 15 questions, and data is gathered from guests who have visited the hotel’s website in the preceding year. SmartPLS was used to analyze the data. Attitude toward the website has been identified as a higher-order factor, and a two-stage embedding technique was adopted for analysis.FindingsThe paper gives empirical evidence about how different dimensions of a hotel’s website influence one’s attitude. The finding indicates that the ambience factor, i.e. how effectively a website provides a pleasant and interesting atmosphere for online visitors, is the most critical component for attitude development. Additionally, the finding reveals the negative moderating effect of social risk on the relationship between attitude and purchase intention.Research limitations/implicationsSince demographic factors play a significant role in the social-risk component, the study findings may lack generalizability. As a result, scholars are urged to do more study on the offered ideas.Practical implicationsThe paper includes implications for the development of a better e-servicescape, which should incorporate the dimensions discussed in the study to entice the customers for hotel booking and can remove the fear of social risk.Originality/valueThis paper addresses an established need by examining how social risk affects the relationship between attitude toward a website and purchase intention.