Factors affecting value co-creation through artificial intelligence in tourism-a general literature review

Purpose This is a general review study aiming to specify the key customer-based factors and technologies that influence the value co-creation (VCC) process through artificial intelligence (AI) and automation in the hospitality and tourism industry. Design/methodology/approach The study uses a theory-based general literature review approach to explore key customer-based factors and technologies influencing VCC in the tourism industry. By reviewing the relevant literature, the authors conclude a theoretical framework postulating the determinants of VCC in the AI-driven tourism industry. Findings This paper identifies customers' perceptions, attitudes, trust, social influence, hedonic motivations, anthropomorphism and prior experience as customer-based factors to VCC through the use of AI. Service robots, AI-enabled self-service kiosks, chatbots, metaversal tourism and new reality, machine learning (ML) and natural language processing (NLP) are technologies that influence VCC. Research limitations/implications The results of this research inform a theoretical framework articulating the human and AI elements for future research set to expand the models predicting VCC in the tourism industry. Originality/value Few studies have examined consumer-related factors that influence their participation in the VCC process through automation and AI

ЭКОНОМИКА СОВМЕСТНОГО ПОТРЕБЛЕНИЯ В ИНДУСТРИИ ГОСТЕПРИИМСТВА И ТУРИЗМА

The article discusses the role of sharing economy in hospitality and tourism sector. The paper argues that sharing economy business models are perceived as sustaining innovations at the time of their emergence. To date they demonstrate the features of disruptive innovations, exerting a growing and ambiguous influence on all key elements of tourism industry structure. The example of Greece discussed in the article shows the opportunities and threats for new business models in hospitality and tourism, as well as the need for existing market players to adapt to new conditions and to improve legal framework and mechanisms for their implementation. All these will help to mitigate possible negative effects of sharing economy development and to create conditions for realizing the benefits of sharing economy for business, government and society.В статье рассматривается роль экономики совместного потребления (ЭСП) в индустрии гостеприимства и туризма. Показано, что бизнес-модели ЭСП, которые на момент своего возникновения воспринимались как улучшающие инновации, в настоящее время приобрели черты подрывных инноваций, оказывая растущее и неоднозначное влияние на все ключевые элементы отраслевой структуры. На примере Греции показаны возможности и угрозы новых моделей в гостеприимстве и туризме, целесообразность адаптации традиционных игроков рынка к новым условиям, а также необходимость совершенствования законодательных норм и механизмов их реализации с целью снижения возможных негативных последствий развития экономики совместного пользования и создания условий для реализации выгод, которые может приносить развитие ЭСП для бизнеса, государства и общества

Winery website loyalty: the role of sales promotion and service attributes

Purpose: toward buying wine on mobile phones and m-commerce website loyalty by examining a) the mediating role of sales promotion and b) the moderating role of service attributes of the m-commerce websites in influencing the mediation. Design/methodology/approach: A total of 3,318 completed surveys were collected. Drawing on a large non-probability criterion based purposive sample across six countries (France, Germany, Greece, South Africa, United States and Canada) mediation analysis was performed to examine hypothesized relationships. Findings: Results show that sales promotion mediates the relationship between feelings towards buying wine on mobile phones and m-commerce website loyalty. Moderated mediation reveals that the indirect pathways (sales promotion) through which feelings towards buying wine over mobile exert its effect on m-commerce website loyalty is dependent on the value of service (wine delivery) attributes of the website. The results demonstrate that sales promotion and service are of paramount importance to wineries and wine marketers. Research implications/limitations: Wine producers and retailers should consider the use of sales promotion to enhance sales and loyalty to m-commerce websites. Practical implications: Wine producers and retailers should consider use sales promotion (such as SMS or push notifications) to enhance sales and influence consumer feelings and hence their loyalty. Originality/value: Wine m-commerce studies are limited, especially with an international perspective comparing 6 different countries: 3 from the old world (such as France, Germany and Greece) and 3 from the New World (North America with USA and Canada; and South Africa). Altogether those 6 countries represent around 40% of the world consumption

Don't believe the hype: a grounded exploratory six country wine purchasing study

The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified

Digital Humanist: An Innovative Learning Approach for a New ICT Specialist in the Field of Creative Industry

At a time when it seems that those who have a humanistic culture are to be thrown away and will not find any work because of the development of new technologies and skills that now seem outdated, it is precisely the new technologies that offer us a rock to lean on: there are several jobs and professions that a digital humanist can undertake. Above all, it should be emphasized that those who possess a humanistic culture can bring a breath of fresh air and lateral thinking even in companies that are very “set” and whose processes are rather rigid. A humanist who knows the new technologies inside out can work closely with teams of engineers and economists to bring innovation into the workplace. In this scenario, the European project Digital Humanist (http://www.digitalhumanist.unisa.it/ ), funded under the funding line Erasmus + KA2 Strategic Partnerships for Higher Education and which sees the participation of nine European partners, develops its activities. In this paper, the project outputs and the results of the first experimentation of the proposed approach will be presented

Attitudes towards m-wine purchasing A cross-country Study

The objective of this paper is to focus on exploring consumer perceptions regarding m-wine purchasing (buying wine through mobile commerce) between different countries. This topic is of major importance nowadays especially based on the research firm Gartner Inc statement that predicts that m-commerce (mobile commerce) will soon overtake e-commerce (Gartner, 2011). Furthermore, like other industries, the wine industry began using the Internet in the 1990s but the early adopters were constrained by complicated wine shipping regulations, security concerns by customers, among other things (Bruwer & Wood, 2005; Gebauer & Ginsburg, 2003; Quinton & Harridge-March, 2003; Thach, 2009). Following Lockshin & Corsi’s suggestions (2012), we are investigating one of the areas with the greatest research needs: m-wine purchasing. To answer our research question, a quantitative study examined mobile phone ownership, wine purchasing and consumption, and wine purchasing via mobile phones across six countries each of which varies in terms of wine consumption levels (Trade Data and Analysis, 2011), Internet penetration (International Telecommunications Union, 2013; United States Census Bureau, 2012) and mobile phone usage (Adobe, 2013; ComScore, 2013 ; Kaplan, 2012).This research involved 3317 respondents from six countries, including France, Germany, Greece, South Africa, the U.S.A and Canada. Data was collected between October 1 and December 15, 2013, using both personal and online questionnaires. The online survey resided on a landing page designed using responsive web design (e.g. adaptable to all screen sizes and devices). The questionnaire was structured into three sections: (1) use of mobile phone (2) wine purchasing and consumption and (3) wine and mobil

Influences of M-commerce and Social Media on Wine Purchases: A Multi-Cultural Study

Wine shoppers may transition effortlessly back and forth between the real an d digital worlds, using their mobile phones to research products, consult with friends near and far, compare prices, and order online. It may behoove wine marketers to engage with consumers in both the real and digital worlds. While the wine industry has been adopting online marketing and e-commerce, research into the potential of mobile (m)-commerce has not yet been undertaken. This exploratory study examines how consumer behavior is shaped by the use of mobile devices and social media and consumer expectations about m-wine purchasing. This study of 2853 respondents from six countries examines the characteristics of mobile users regarding several variables: use of mobile phone -wine purchase and consumption -m-wine purchasing. The survey research was conducted using both online and personal questionnaires. Our findings show that mobile phone usage and m-wine purchasing differed by country. Different ways of selling are observed and results show that small and medium sized winemaking companies may wish to consider mobile platforms in their strategy to advertise market, promote and sell more wine. Results show that m-commerce websites/applications using social media offer potential for wine marketers. Implications for the international wine industry are detailed. Limitations and suggestions for future research are discusse