Consumer Behavior in Tourism and Hospitality

Nirkow, Anna; Abbasian, Saeid

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-01-2024-0029

This study aims to empirically investigate solo travel behavior, comparing decision-making, destination choice, motivations, perceived experiences and constraints between the pre-pandemic and post-pandemic eras.Design/methodology/approachUsing a mixed-methods approach, the study combines quantitative and qualitative data to enhance reliability and flexibility. An online survey attracted 250 respondents, providing demographic data and pandemic-related insights, complemented by eight in-depth interviews. Qualitative content analysis was used to extract key findings on motivations, constraints and destination choices.FindingsThe findings reveal that, pre-pandemic, independence and flexibility were key motivators for solo travel, with safety and budget as significant constraints. During the pandemic, half of the respondents continued solo travel, mainly within Europe, facing constraints related to destination choice and health concerns. Post-pandemic, solo travel interest resurged, emphasizing unchanged motivations but reduced concerns over companionship and planning. The study identifies a “traveling for revenge” trend post-pandemic, showcasing a desire to overcome constraints imposed during the pandemic.Originality/valueThe study contributes original insights into the nuanced changes in solo travel behavior due to the COVID-19 pandemic, offering a deeper understanding of solo travelers' evolving mindsets. It is one of the few studies to examine the pandemic's impact on solo traveling, providing short-term shifts in motivations and constraints with implications for the travel industry.

Piedade, David; Guerreiro, Manuela; Pinto, Patrícia

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-05-2023-0060

Following an experiential marketing approach, this study addresses whether customer destination-based experiences (CDBE) affect tourists’ loyalty and emotions and if positive and negative emotions mediate this relationship. Hence, this study aims to verify the role positive and negative emotions play in the link between CDBE and tourists’ loyalty in a safe and joyful tourism destination in Europe.Design/methodology/approachA conceptual model was tested using data collected from tourists visiting the Algarve region, a mature seaside tourism destination in southern Portugal. The relationships implicit in the model were tested through the partial least squares structural equation modelling method.FindingsThe findings highlight that positive and negative tourist’s emotional responses mediate the relationship between CDBE and loyalty. Moreover, tourists’ experience and loyalty are influenced by their positive and negative emotions. Practical and theoretical implications are discussed.Originality/valueLeveraged on extant research gaps, this study contributes to deepening the existing tourism literature by discussing whether CDBE affect tourists’ loyalty and emotions and whether these positive and negative emotions mediate that relationship in the context of a highly appraised touristic destination in Europe.

Tasci, Asli D.A.; Moreno-Gil, Sergio

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-01-2024-0004

Image change through visit experience with a destination is a common assumption, yet with rare empirical support to date. Thus, this study treats destination image as an interactive system of cognitive and affective components that are dynamic and changing through the course of an experience with a destination.Design/methodology/approachThis longitudinal study tracks the change in images of 162 European visitors to the Gran Canaria Island one month before a two-week trip, on the last day of the trip, one month after the trip, and one year after the trip. A one-way repeated-measures analysis of variance with Bonferroni post hoc tests was conducted to evaluate the change in visitors’ cognitive, affective, or holistic images of Gran Canaria Island.FindingsThe Gran Canaria Island’s one-month post-visit image was more positive than the pre-visit image reflecting an improvement because of visitation. However, this improvement did not last long since the one-year post-visit image was not as positive as the one-month post-visit image. Surprisingly though, principle component analysis revealed more factors with more image items in the pre-visit image, whereas post-visit image factors were fewer in numbers and more generic, reflecting a reduction of details in the image after the visit.Originality/valueThis study is one of the very few efforts that contribute empirical evidence for the role of visitation in destination image evolution. It focuses on the pre and post-visit changes in the cognitive image and pre-, during, and post-visit changes in affective and overall images of a tourist destination in Europe.

Radic, Aleksandar; Quan, Wei; Ariza-Montes, Antonio; Han, Heesup

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-01-2024-0007

This study aims to evaluate the behavioral predictors that affect tourists’ intentions to visit silver screen destinations.Design/methodology/approachThe survey questionnaire was composed of multi-item measures, and a total of 432 questionnaires were collected by purposive sampling technique. Participants were asked about sensory stimuli, social stimuli, naturalistic stimuli, cultural stimuli, hospitality culture stimuli, cognitive responses, affective responses and behavior approach, which were evaluated using a seven-point Likert scale.FindingsThe authors discovered that cognitive and affective responses positively influence the tourists’ intention toward destinations with film-induced tourism, because tourists highly value unique and refreshing symbolic connotations of silver screen destinations, which are commonly predisposed to nostalgia and poetic on the scene.Originality/valueThe originality of this study and the theoretical value of the present research lies with revealing specific relations within the film-induced experienscape constructs that are based on the multistakeholder and multidisciplinary approach. Moreover, this study puts forward constructive suggestions for destination stakeholders in regard to how to market film-induced tourism that uses a multidisciplinary approach that is encompassed by experienscape constructs, which thereby reinforces the film-induced tourists’ experience and their behavior approach.

Berenguer-Contri, Gloria; Gil-Saura, Irene; Gallarza, Martina

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-12-2023-0231

This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The country chosen is Spain, in the context of the “new normal,” where the increase in tourist flow after the COVID-19 pandemic has been very relevant, setting up the chance to better assess and discuss value creation in a post-pandemic era.Design/methodology/approachThe causal model is validated with partial least squares (PLS) in a panel of 405 hotel guests (applying sampling quotas by sex, age and region).FindingsThe chain of effects is verified with stronger links at the end and with a greater weight of value-in-use compared to coproduction. Hotels’ efforts to adapt to the pandemic situation work better if a customized, unique experience is offered and if intensive communication is with and not just to the guest. The role of experience value is key for the cocreation to produce results for satisfaction and loyalty.Originality/valueThis study contributes to the value creation literature by highlighting the respective roles of coproduction and value-in-use as drivers of the satisfaction−loyalty chain, and by introducing the guest’s overall hotel experience value into this chain. This is viewed against the backdrop of the contextual changes that have occurred since 2020 in the Spanish hotel industry. The post-pandemic context “forces” the client to actively participate. Analysis of the implications of this kind of new cocreation on the overall customer experience is relevant for both tourism scholars and managers.

El-Adly, Mohammed Ismail; Souiden, Nizar; Khalid, Arusa

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-11-2023-0207

This study aims to investigate the impact of emotional perceived value on hotel guests’ satisfaction, affective commitment and loyalty.Design/methodology/approachData were collected from 348 respondents living in the United Arab Emirates, and hypotheses were tested using AMOS 28 and structural equation modeling.FindingsThis study’s unique contribution lies in its revelation that emotional perceived value directly impacts guests’ satisfaction, affective commitment and loyalty. Furthermore, it uncovers that emotional-perceived value indirectly influences loyalty through satisfaction and affective commitment.Practical implicationsThis research underscores the importance of hotel managers prioritizing guests’ emotional perceived value in their offerings. Managers can significantly enhance guests’ satisfaction, affective commitment and loyalty by highlighting self-gratification, aesthetics, prestige, transaction and hedonics.Originality/valueThis study brings a fresh perspective to understanding customer perceived value (CPV). It argues that the mere emphasis on the functional aspect of CPV would likely fall short of fully comprehending specific outcomes of their experience (e.g. satisfaction-dissatisfaction, loyalty, etc.). Assessing the emotional aspect of CPV, known as emotional customer perceived value (ECPV), adds further explanations and sheds light on the understanding of the CPV concept and its impacts on consumers’ experience. Furthermore, this study emphasizes that emotional perceived value is better comprehended as a multidimensional rather than a unidimensional construct. It adds that the concept of customer value as a multidimensional concept is context-specific (i.e. dimensions vary from one service sector to another), providing a unique and valuable perspective for the luxury hotel industry.

Ali, Aafreen; Chittiprolu, Vinay; Rongala, Sourya; Bellamkonda, Raja Shekhar

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-07-2023-0096

Although extant studies found the determinants of customer complaints in luxury hotels, comparison of complaint severity using reviewer characteristics (nationality, reviewer type and expertise) is limited. This study aims to identify the variation in customers’ complaint attributes among different customer categories.Design/methodology/approachThis study tried to address this gap by using structural topic modelling and text mining techniques to find the sentiment score, word count, complaints attributes and severity score. The research sample covers luxury hotels in India, and online review text and their associated data has been collected and analysed.FindingsThe authors found that leisure customers wrote lengthier reviews and complained about the facility-related aspects (valet parking, entertainment and amenities) and food-related aspects (food variety, service and menu) while the business customers’ complaint severity score is more on salient aspects (room size, bathroom and staff related services). The international customers wrote lengthier reviews and complained more about the facility-related aspects (amenities, pick-up and entertainment) and core service offerings (stay experience, bathroom, dirtiness and complaint resolution). Whereas domestic customers complained more about stay-related aspects (food variety, quality, services, staff behaviour and stay experience). Also, this study used correlation analysis to find the dependencies between topics and uncovered underlying patterns, trends and associations, aiding in a deeper understanding and interpretation of the complaints. This study can help service providers tailor their services based on customer attributes to ensure maximum customer satisfaction.Originality/valueThe findings of this study can enable hotel service providers to customise their services based on customer attributes to reduce dissatisfaction among customers and promote customer loyalty. The findings of this study can also be used to devise differential promotional strategies for different types of customers.

Rasheed, A.K. Fazeen; Balakrishnan, Janarthanan

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-08-2023-0134

This study aims to examine the roles of minimalist and citizenship behaviors in influencing sustainable tourism practices. It further examined the role of moral credit as a mediating factor in these relationships. Additionally, this research scrutinizes the moderating effects of age and gender on these behavioral influences.Design/methodology/approachThis study used a descriptive, quantitative and cross-sectional design to examine the data of 451 tourists visiting three destinations in India. The proposed conceptual model was evaluated through partial least squares structural equation Modeling, and the impact of the control variables was examined via PLS-Multi Group Analysis.FindingsThe results confirmed that minimalist and citizenship behaviors significantly influence pro-environmental actions. Moral credit has emerged as a pivotal bridge between these behaviors and sustainable tourism practices, underscoring its mediating role. Additionally, the analysis revealed that age and gender substantially moderated these relationships, highlighting the demographic-specific dynamics.Originality/valueThis study provides novel insights into how behaviors such as minimalism and citizenship contribute to sustainable travel practices. The identification of moral credit as a key mediator, along with the demographic nuances of age and gender, offers unique perspectives on sustainable consumer behavior dynamics within tourism. These findings provide valuable directions for stakeholders in sustainable tourism and policymakers aiming to cultivate positive consumer behaviors and advance the sustainability of the sector.

Parvez, M. Omar; Eluwole, Kayode Kolawole; Aureliano-Silva, Leonardo; Cobanoglu, Cihan

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-09-2023-0162

This study aims to examine the direct impact of perceived service quality (PSQ) on satisfaction and the intention to use accommodation sharing (IAS). Additionally, it investigates the mediating role of satisfaction between PSQ and IAS. To extend the findings, the study also analyzes the moderating roles of behavioral change and family status in the relationship between satisfaction and IAS within a collective group.Design/methodology/approachThis study includes 413 accommodation sharing (AS) users in the USA using data collected through MTurk. The authors analyzed the data using the ordinary least squared regressions path analytical framework and bootstrapping methods in PROCESS Macro to estimate the hypothesized mediated moderation models.FindingsThe findings underscore the significant impact of PSQ on satisfaction and IAS. Moreover, they reveal the crucial role of satisfaction as a mediator in this relationship and the moderating influence of family status and behavior change on the observed indirect relationship. These insights are invaluable for understanding and navigating the dynamics of the accommodation-sharing industry.Originality/valueThis paper is a pioneering work that sheds new light on the roles of change in behavior and family status in the context of AS. It makes significant contributions to the sharing economy and offers valuable managerial insights for companies operating in this market. The study s originality lies in its explanation of the mediator role of satisfaction in the sharing economy and the moderator mechanism of change in behavior and family status on IAS.

Magdy, Ahmed; Hassan, Hamada Gamal

2024 Consumer Behavior in Tourism and Hospitality

doi: 10.1108/cbth-02-2024-0056

This study aims to analyse the antecedents and consequences of consumer participation behaviour in the hotel industry. It investigates how citizenship behaviour influences the link between participation and switching intention. It also investigates hotel innovativeness, brand identification and consumer value co-creation using the frameworks of innovation diffusion theory, social identity theory and social exchange theory. By combining different academic perspectives, the study provides a thorough grasp of the elements that influence consumer behaviour and loyalty to hospitality brands.Design/methodology/approachThis study used a descriptive-analytical approach to survey 526 guests who stayed at five-star hotels affiliated with chains in Egypt. The hotels were chosen using stratified random sampling, which ensured representation across multiple segments. For practical reasons, convenience sampling techniques were used to pick research participants. To test the study hypotheses, structural equation modelling was used, which provided a strong statistical analysis to assess the correlations between variables and validate the suggested theoretical framework.FindingsThe research indicates that hotel innovativeness has a substantial impact on consumers’ brand identification and involvement behaviour, but not their propensity to move brands. The relationship between participation behaviours and intention to switch is mediated by consumer citizenship behaviour.Research limitations/implicationsThe cross-sectional study methodology may not address causal linkages or developmental difficulties because it only collected data at one point in time. A longer study period is required, and the sample group’s breadth is restricted to five-star hotel guests from Egypt’s chain-affiliated hotels.Originality/valueThis study offers a thorough methodology for assessing how hotel innovation influences consumer brand identification. It also looks at how consumer brand identification affects involvement and switching intentions. The study also investigates the moderating influence of consumer citizenship behaviour in the link between involvement and switching intentions.