Solo Consumption – A machine learning approach

[EN] This study aims at conceptualizing the solo tourism consumption journey. We use a semisupervised machine learning approach and analyze more than 27,000 tweets. The seed sets extraction, seed and topic confidence and model fit evaluations will provide us with the dimension of solo tourism conceptualization.The results will reveal how consumers perceive solo tourism consumption. This study provides scholars and managers with an evidencebased solo consumption conceptualization, as well as with a marketing, psychological, and operation tool to manage the solo consumer segment.Manthiou, A.; Luong, VH.; Klaus, P. (2023). Solo Consumption – A machine learning approach. Editorial Universitat Politècnica de València. 231-234. https://doi.org/10.4995/CARMA2023.2023.1650823123

Reason and reaction: The dual route of decision making process on social media usage: The case of hospitality brand fan pages

A new phenomenon on Facebook, resulting from social media revolution, is the emergence of numerous Facebook fan pages. This form of online brand community is an effective tool for building relationships with consumers. Many hospitality firms (i.e. restaurants) have captured the strength of a fan page because it can enhance brand attractiveness and draw consumer attention. Little is known about the experiences and possible outcomes of consumers' intentions and willingness on Facebook fan pages. Previous studies on social networking sites have focused on the benefits or needs that members fulfill through participation. This research employed two theories from social psychology: the Theory of Reasoned Action (TRA) and the Prototype Willingness Model to understand the underlying dual processing of behavior on restaurant Facebook fan pages. To the author's knowledge, the two theories have never been combined together to comprehensively investigate consumers' behavior in hospitality industry. The aim of this research was to systematically understand the dual-route when people use restaurant Facebook fan pages with the theoretical support of the Theory of Reasoned Action (TRA) and the Prototype Willingness Model. The present study investigated the conceptual model in the context of the restaurant Facebook fan pages. Data were collected from online surveys completed by 1131 students. This research performed the two-step structural equation modeling (SEM) approach. The first step involved confirmatory factor analysis (CFA), which was employed to validate the scales for the measurement of specific constructs proposed in the research model and SEM was used to test the conceptual model. The results indicate that: 1) Fans decision-making is a dual route process, an intentional as well as an unintentional decision-making path. Therefore, both paths operate simultaneously. 2) This research reveals that the cognitive and affective components influence consumer attitude towards participation in restaurant Facebook fan pages. In particular, social interaction ties affect the most attitudes toward fan pages, followed by information source, design characteristics, and entertainment. 3) Attitude is a strong predictor of behavioral intention and behavioral willingness on Facebook Fan pages. 4) Subjective norms are significant and meaningful for consumers' intention and behavioral willingness towards these online communities. 5) The prototype image in the social reaction path is an important determinant of behavioral willingness toward restaurant fan pages. 6) Behavioral willingness and intentions towards fan pages create a positive change in the product purchase behavior of consumers indicating that members modify their consumption behaviors toward the brand because of their membership in the restaurant Facebook fan page. The research is significant in both theory and practice. From the theoretical perspective, the study contributes substantially to the understanding of consumers' decision-making process on Facebook fan pages. From the practical perspective, the description of fans' cognitive and affective believes assist restaurant marketers and Facebook fan page designers in developing more effective fan pages.</p

Measuring the Experience Economy and the Visitors Behavioral Consequences: An Empirical Study on Veishea Event

Experience is a core product of the events and plays a crucial role in surviving and achieving a competitive advantage within the industry. Four dimensions of event experiences (4 E experience) are discussed in the study, including entertainment, education, esthetics, and escapism. The authors propose a theoretical model which investigates the impact of 4 E experiences on visitors’ emotions, and consequently the satisfaction and behavioral intention. Structural Equation Model is employed to test the validity of the conceptual model. The study provides event organizers with guidance on the improvement of event activities and suggests promotional strategies for event marketers to attract attendees

Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Our paper challenges several notions regarding emotion’s role and their influence on the customer experience (hereafter CX). Based on our analysis, we develop the following five propositions to advance our understanding of emotions’ role in customer experience research. First, we argue that positive and negative emotions can coexist during the consumption experience. Second, positive emotions do not automatically lead to positive consumption outcomes, and negative emotions may not necessarily generate negative results. Third, positive or negative emotions toward a company employee might not automatically transfer to the company as a whole. Fourth, customers are not apathetic victims of their emotions with no capability to control their emotional experiences. Our last proposition is that consumption emotions are not a purely intrapersonal phenomenon, but that the social context matters and influences the consumption experience. We propose a related future research agenda highlighting opportunities for scholars and managers alike

A Visitor-Based Brand Equity Perspective: The Case of a Public Festival

Purpose– This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty. Design/methodology/approach– The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study. Findings– The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals. Research limitations/implications– This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information. Practical implications– This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity. Originality/value– This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory

The Incorporation of Consumer Experience into the Branding Process: An Investigation of Name-Brand Hotels

Given the growing number of hotel brands, improving consumer experience has become an increasingly important area of interest to industry practitioners. The purpose of this study is to investigate the relationship between hotel guests\u27 brand experience, knowledge and loyalty to name-brand hotels. Confirmatory factor analysis and structural equation modeling with the incorporation of a second-order factor analysis were employed to achieve the research goals. The findings indicate that brand experience was represented as a holistic concept with sensory, affective, behavioral and intellectual aspects. While brand experience influences brand loyalty, its impact is partially mediated by brand knowledge. This is a pioneer study that combines consumer experience with branding in the hospitality industry and offers practical suggestions to facilitate hotel managers in their development of effective branding strategies

Investigating the Effects of Memorable Experiences: an Extended Model of Script Theory

Providing visitors with unique and memorable experiences is believed to be a competitive advantage of theme parks. The purpose of this study was to examine the impact of theme park visitors’ experiences on their recollection-based memories, satisfaction, and loyalty using the foundation of script theory. Surveys were collected from visitors at the Fantasilandia theme park in Santiago, Chile. The findings indicated that satisfaction partially mediated the relationship between experience and recollection, and that both satisfaction and recollection influenced loyalty behaviors. The study is anticipated to provide theme park managers with effective strategies for the design of attractions and activities, as well as for the development of marketing techniques