Relationships between the Direct and Induced Effects of Destination Advertising

Tourism advertising is one of the most important tools for destination marketing organizations. As such, many advertising effectiveness studies have been conducted which focus on the direct consequences of destination advertising. However, little of this research has examined the linkages between advertising, changes in trip-related decisions and their impact on length of stay and money spent. The results of this study confirm that destination advertising influences the various aspects of trip structure (e.g. including accommodations, etc.) which in turn, affects trip budgets, but this relationship is not linear. These relationships provide important implications for the design of destination advertising

Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior

The luxury hotel market has been developing rapidly recently in the Asian Market. To provide useful outcomes to hotels competing in fierce market conditions, the current study investigated the relationship between customer experience values, customer post-experience consequences, and citizenship behaviors. Our findings confirmed the valuable contribution of customer experience values (ROI and service excellence) to the development of brand satisfaction, which in turn positively influences brand commitment and love. Meanwhile, brand commitment and love were found to have a direct positive impact on customer citizenship behaviors (CCBs). Overall, the findings bridge the gap in the relationship between brand love and CCBs in the hospitality industry and provide broad insights into brand management and marketing theories for tourism and hospitality

Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior

The luxury hotel market has been developing rapidly recently in the Asian Market. To provide useful outcomes to hotels competing in fierce market conditions, the current study investigated the relationship between customer experience values, customer post-experience consequences, and citizenship behaviors. Our findings confirmed the valuable contribution of customer experience values (ROI and service excellence) to the development of brand satisfaction, which in turn positively influences brand commitment and love. Meanwhile, brand commitment and love were found to have a direct positive impact on customer citizenship behaviors (CCBs). Overall, the findings bridge the gap in the relationship between brand love and CCBs in the hospitality industry and provide broad insights into brand management and marketing theories for tourism and hospitality

Differential Effects of the Valence and Volume of Online Reviews on Customer Share of Visits: The Case of US Casual Dining Restaurant Brands

Online customer reviews increasingly influence customer purchase decisions. Indeed, many customers have highlighted the significance of online reviews as an influential source of information. This study reports an investigation of the differential effects of online reviews, such as valence and volume, on the customer share of visits. Our findings suggest that valence (i.e., star rating) had more effect, giving a higher average check size to restaurants on the share of visits, while number reviews (volume) did not drive the share of visits to restaurants regardless of the average check size. Therefore, the ideal for casual dining restaurant brands would be to manage highly positive ratings to retain their customers

Risk perception, Olympic Host Image, and Destination Visit Intention: Applying Both Symmetric and Asymmetric Approaches

Tourist risk perception has been studied extensively in tourism literature and considered an important factor influencing destination choice. However, earlier studies using mostly symmetric approach (e.g., regression, or SEM) cannot accurately analyze the constrain case – i.e., a case having a negative perception but a high visit intention. Therefore, this study utilized both symmetric and asymmetric approaches to understand the relationships among destination-related risk perception (i.e. safety and disease), Olympic host image, attitude, individual characteristics, and visit intention. Results from the two methods are inconsistency. Based on SEM, while attitude, safety, Olympic host city image, past experience, and age were statistically significant, ZIKA perception was not statistically significant. However, in fsQCA results, it influences both the high and low score of visit intention. This study contributes to the existing knowledge of risk perception by applying complexity theory and confirming the diverse effects of safety and disease perception on future behavior intention

For Sustainable Benefits and Legacies of Mega-Events: A Case Study of the 2018 PyeongChang Winter Olympics from the Perspective of the Volunteer Co-Creators

This study examined the outcome of the 2018 PyeongChang Winter Olympics from multiple perspectives. Tourism and sport researchers have focused on the legacy of mega-events, due to the opportunity they provide to transform a city positively, including through the development of the tourism industry. However, outcomes are not always positive, and the effects differ for every event. The effects of an event can be short-term or long-term. An event, to be truly successful, should aim to have a long-lasting and sustainable positive effect for everyone involved in hosting the event. Additionally, the outcome effects are perceived to be different by each stakeholder of any event. While the roles of volunteers are critical to the success of an event, their perspectives of the event outcomes have been relatively overlooked. Therefore, this study examined the legacy of the 2018 Winter Olympics, as the most recent and unique Olympics (also known as the Peace Olympics), from the perspectives of the volunteers as co-creators. Specifically, volunteers were asked to explain their perceptions of the success of the Olympics. Furthermore, they were asked to identify the legacy of volunteering and the legacy of the Olympics, in order to examine whether volunteers can distinguish the difference between the legacies of volunteering and the Olympics (i.e., event legacy). Using a modified version of content analysis, the results of the volunteer interviews indicated that volunteers identified the legacies of volunteering on a more personal level, emphasizing personal experience, while they identified the legacies of the Olympics on a community and national level

Digital Tourism and Wellbeing: Conceptual Framework to Examine Technology Effects of Online Travel Media

The current pandemic is accelerating the wide-spreading popularity of digital tourism. Given that technology innovation has broadened the horizon of tourist experiences to the realm of virtual environments, this study aims to (re)conceptualize travel experience and develop a theoretical framework to examine media technology effects on virtual travel experience, destination image, and tourists’ well-being. As a conceptual work, this study adopts technological perspectives on online travel media to decompose technology attributes and articulate distinctive effects of technology-centric variables. The proposed framework illustrates five propositions that specify and explain the relationships among technology-centric variables (modality, agency, interactivity, and navigability), three groups of moderators (user-centric, content-centric, and situation-centric variables), virtual travel experience, destination image, and psychological wellbeing. By adopting the variable-centered approach to decompose online travel media, this study provides a new theoretical lens to understand the psychological mechanism of media technology effects in digital tourism. The framework will serve as useful methodological guidelines to conduct experiments to investigate the distinctive effect of a particular affordance or a specific technical feature. The potential benefits of digital tourism to enhance tourists’ wellbeing are discussed by highlighting the environmentally friendly and inclusive aspects

Legacies and Benefits of mega-events from the perspective of volunteer co-creators: A Case Study on 2018 PyeongChang Winter Olympic

This study examines the outcome of the 2018 PyeongChang Winter Olympics from multiple perspectives. Tourism and sport researchers have focused on the legacy of mega-events because of the opportunity to transform the city positively including the development of tourism industry. However, outcomes are not always positive, and the effect differs for every event. Additionally, the outcome effects are perceived to be different by each stakeholder of any events. While the roles of volunteers are critical for the events’ success, their perspectives of the event outcomes were relatively overlooked. Therefore, this study aims to explore the legacy of the 2018 Winter Olympics as the most recent and unique Olympics (also known as Peace Olympic) by expanding and building on the previous studies of the Olympic outcome from the perspective of the co-creator, volunteers