International Journal of Culture, Tourism and Hospitality Research, Oct 2, 2017
Purpose Although experiential consumption has received some attention from tourism and hospitalit... more Purpose Although experiential consumption has received some attention from tourism and hospitality researchers in the past decade, the profile of experiential consumers has not been discussed thus far. The purpose of this paper is thus twofold: to test the sociodemographic antecedents of experiential versus utilitarian consumption for profiling purposes and to examine the potential behavioral consequences of experiential versus utilitarian consumption tendencies. Design/methodology/approach On an online research platform, 413 respondents answered questions concerning logic-based/emotion-based decision-making traits, as well as sociodemographic characteristics and several travel behavior variables. Findings Data revealed that emotion-based decision makers are more likely to be females, who are more passionate about their travel needs than are logic-based decision makers. Results also revealed that the importance that emotion-based decision makers place on travel preferences, potential travel risks and travel information sources is higher than that of their logic-based counterparts. Research limitations/implications The current study used one personality trait, emotion-based decision-making, as a proxy for experiential consumption. There are other potentially explanatory traits that should be investigated in future studies. Practical implications Destination marketing organizations (DMOs) promoting destinations with historical and cultural attractions can capitalize on the finding that these attractions are highly demanded by both types of decision makers, whereas DMOs of man-made attraction destinations may need to find ways to embellish the significance of these attractions for both types of decision makers. Social implications Even though social risk was the lowest-rated item in general, both decision-making traits were highly correlated with social risk. The higher the tendency in the decision-making style, either logic-based or emotion-based, the more important how a trip would make them look within their social circle. Social risk concerns for both types of decision makers should be addressed in marketing messages. Originality/value The current study represents one of the earliest attempts to draw a picture of experiential consumers in comparison with utilitarian consumers in sociodemographic and behavioral characteristics.
PurposeThe purpose of this paper is to measure the potential influence of sociodemographic charac... more PurposeThe purpose of this paper is to measure the potential influence of sociodemographic characteristics on consumers’ stated importance for sustainability benchmarks for satisfaction, the importance of different areas for benchmarks and the importance of different organizations having benchmarks.Design/methodology/approachQuantitative methods with a structured survey was applied on an online survey platform called Amazon’s Mechanical Turk, or MTurk. A total of 417 completed surveys were collected from residents in the USA; however, missing values reduced the sample size to 410 and 411 for some variables. The data were analyzed using descriptives, frequencies,t-test and one-way ANOVA test using SPSS version 24.FindingsThe results revealed consumers’ short-term focus on self-related benefits, rather than long-term-oriented sustainability concerns, and thus a lack of awareness and demand for sustainability-related benchmarks. Only gender showed a strong explanatory power in explaining the demand for all benchmarks, including those related to sustainability.Research limitations/implicationsThe study was conducted online with volunteer participants, regarding their general attitudes rather than a specific consumption experience. On-site studies of consumers of organizations applying or not applying sustainability benchmarks could enable the identification of fresh attitudes and opinions as consumers experience the products and services of the organizations.Practical implicationsOrganizations advocating sustainability may need to step up in increasing consumer awareness and attention. None of the formal sustainability-related certificates were mentioned by respondents. The burden of this education should perhaps also be placed on the organizations providing these certificates; they may need to start following the marketing approach, investigating consumers when formulating and promoting these certificates.Social implicationsIn light of the socially desirable tendencies of human beings, marketing communication messages that relate ethics and moral development to sustainable behavior may be more compelling for both suppliers and consumers. Consumers with different ethical views may require different motivation for demanding sustainability benchmarks.Originality/valueAlthough much attention has been focused on sustainable development, and many standardization tools and benchmarks have been developed to ensure sustainable tourism and hospitality practices, there is a lack of attention concerning consumers’ awareness of, demand for and especially, consumer characteristics that determine their demand for such benchmarks. The current study is one of the few that fill this void in literature.
Journal of hospitality and tourism insights, Mar 23, 2021
PurposeThe current study aims to develop a comprehensive model of cocreation and immersion/engage... more PurposeThe current study aims to develop a comprehensive model of cocreation and immersion/engagement for café brands as well as their antecedent and consequences in a café brand context. Inherently involving highly socially involving consumption settings, cafés are particularly conducive to brand cocreation.Design/methodology/approachThe current study tested a model of these relationships by analyzing data from customers of a local café and those of a global café, Starbucks, situated in the same town, Karakoy, in Istanbul, Turkey. Data from 241 respondents were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the model of the study.FindingsResults show that sense of brand community is a powerful predictor of cocreation and brand immersion, which are also important antecedents of attitude toward a brand including, cognitive, affective and conative dimensions. Results also revealed slight differences between the local and global brands in terms of brand cocreation's influence on brand trust and loyalty.Research limitations/implicationsThe study is conducted with a limited number of customers of two cafés in a city in Turkey. Future research with the customers from other locations of these cafés, especially the multinational customers of the international café brand is needed to retest the model for its validity.Practical implicationsThe significant differences between ratings of local and global café brands are positive news for local and traditional cafés that are losing considerable market share to their global competitors. Strategic cocreation implementations can be used to instill special and robust relationships with consumers.Originality/valueThe study provides evidence that in highly socially dynamic brand contexts, such as café brands, brand community is a critical predictor of cocreation and brand immersion, which then affect attitude toward a brand with cognitive, affective and conative dimensions, reflected in brand trust, brand love, satisfaction with the brand, brand commitment and brand loyalty.
International Journal of Contemporary Hospitality Management, 2020
Purpose This paper aims to explore theme park visitors’ attitudes toward interacting with robots ... more Purpose This paper aims to explore theme park visitors’ attitudes toward interacting with robots and investigated the qualities and functions of robotic servers and their influence on customers’ loyalty. A structural equation modeling approach was used to identify the complex relationships among variables in the entire network. Design/methodology/approach An online survey randomly assigned respondents to four different robotic server scenarios with robots that look like humans, animals, cartoon characters and anime features. The influence of robot types was investigated by manipulating robot type with four different pictures; however, the data were analyzed with a structural equation modeling model to identify the complex relationships rather than one-way analysis of variance to identify influences of robot types on different variables in separate analyzes. Findings The data collected from the 385 experienced theme park visitors revealed that perception of robots with human orientat...
Previous research addressed the impact of dynamic pricing strategies in different economic sector... more Previous research addressed the impact of dynamic pricing strategies in different economic sectors. While consumer loyalty towards theme parks received attention, its relationships with consumer trust and value under different dynamic pricing strategies have not been studied. This study investigated the potential influences of different dynamic pricing strategies on the modeled relationships among consumer trust, consumer value, and brand loyalty. A randomized online experiment of six scenarios was developed, sampling 50 theme park visitors in each scenario, and obtaining a usable sample of 286 respondents. The findings revealed that consumers’ overall trust in their favorite theme park, measured by benevolence and competitive trust, positively influenced their overall value perceptions measured by emotional, financial, reputation, and social dimensions. These dimensions had different effects on consumers’ theme park brand loyalty. The multi-group analysis did not show a clear patte...
International Journal of Culture, Tourism and Hospitality Research, Oct 2, 2017
Purpose Although experiential consumption has received some attention from tourism and hospitalit... more Purpose Although experiential consumption has received some attention from tourism and hospitality researchers in the past decade, the profile of experiential consumers has not been discussed thus far. The purpose of this paper is thus twofold: to test the sociodemographic antecedents of experiential versus utilitarian consumption for profiling purposes and to examine the potential behavioral consequences of experiential versus utilitarian consumption tendencies. Design/methodology/approach On an online research platform, 413 respondents answered questions concerning logic-based/emotion-based decision-making traits, as well as sociodemographic characteristics and several travel behavior variables. Findings Data revealed that emotion-based decision makers are more likely to be females, who are more passionate about their travel needs than are logic-based decision makers. Results also revealed that the importance that emotion-based decision makers place on travel preferences, potential travel risks and travel information sources is higher than that of their logic-based counterparts. Research limitations/implications The current study used one personality trait, emotion-based decision-making, as a proxy for experiential consumption. There are other potentially explanatory traits that should be investigated in future studies. Practical implications Destination marketing organizations (DMOs) promoting destinations with historical and cultural attractions can capitalize on the finding that these attractions are highly demanded by both types of decision makers, whereas DMOs of man-made attraction destinations may need to find ways to embellish the significance of these attractions for both types of decision makers. Social implications Even though social risk was the lowest-rated item in general, both decision-making traits were highly correlated with social risk. The higher the tendency in the decision-making style, either logic-based or emotion-based, the more important how a trip would make them look within their social circle. Social risk concerns for both types of decision makers should be addressed in marketing messages. Originality/value The current study represents one of the earliest attempts to draw a picture of experiential consumers in comparison with utilitarian consumers in sociodemographic and behavioral characteristics.
PurposeThe purpose of this paper is to measure the potential influence of sociodemographic charac... more PurposeThe purpose of this paper is to measure the potential influence of sociodemographic characteristics on consumers’ stated importance for sustainability benchmarks for satisfaction, the importance of different areas for benchmarks and the importance of different organizations having benchmarks.Design/methodology/approachQuantitative methods with a structured survey was applied on an online survey platform called Amazon’s Mechanical Turk, or MTurk. A total of 417 completed surveys were collected from residents in the USA; however, missing values reduced the sample size to 410 and 411 for some variables. The data were analyzed using descriptives, frequencies,t-test and one-way ANOVA test using SPSS version 24.FindingsThe results revealed consumers’ short-term focus on self-related benefits, rather than long-term-oriented sustainability concerns, and thus a lack of awareness and demand for sustainability-related benchmarks. Only gender showed a strong explanatory power in explaining the demand for all benchmarks, including those related to sustainability.Research limitations/implicationsThe study was conducted online with volunteer participants, regarding their general attitudes rather than a specific consumption experience. On-site studies of consumers of organizations applying or not applying sustainability benchmarks could enable the identification of fresh attitudes and opinions as consumers experience the products and services of the organizations.Practical implicationsOrganizations advocating sustainability may need to step up in increasing consumer awareness and attention. None of the formal sustainability-related certificates were mentioned by respondents. The burden of this education should perhaps also be placed on the organizations providing these certificates; they may need to start following the marketing approach, investigating consumers when formulating and promoting these certificates.Social implicationsIn light of the socially desirable tendencies of human beings, marketing communication messages that relate ethics and moral development to sustainable behavior may be more compelling for both suppliers and consumers. Consumers with different ethical views may require different motivation for demanding sustainability benchmarks.Originality/valueAlthough much attention has been focused on sustainable development, and many standardization tools and benchmarks have been developed to ensure sustainable tourism and hospitality practices, there is a lack of attention concerning consumers’ awareness of, demand for and especially, consumer characteristics that determine their demand for such benchmarks. The current study is one of the few that fill this void in literature.
Journal of hospitality and tourism insights, Mar 23, 2021
PurposeThe current study aims to develop a comprehensive model of cocreation and immersion/engage... more PurposeThe current study aims to develop a comprehensive model of cocreation and immersion/engagement for café brands as well as their antecedent and consequences in a café brand context. Inherently involving highly socially involving consumption settings, cafés are particularly conducive to brand cocreation.Design/methodology/approachThe current study tested a model of these relationships by analyzing data from customers of a local café and those of a global café, Starbucks, situated in the same town, Karakoy, in Istanbul, Turkey. Data from 241 respondents were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the model of the study.FindingsResults show that sense of brand community is a powerful predictor of cocreation and brand immersion, which are also important antecedents of attitude toward a brand including, cognitive, affective and conative dimensions. Results also revealed slight differences between the local and global brands in terms of brand cocreation's influence on brand trust and loyalty.Research limitations/implicationsThe study is conducted with a limited number of customers of two cafés in a city in Turkey. Future research with the customers from other locations of these cafés, especially the multinational customers of the international café brand is needed to retest the model for its validity.Practical implicationsThe significant differences between ratings of local and global café brands are positive news for local and traditional cafés that are losing considerable market share to their global competitors. Strategic cocreation implementations can be used to instill special and robust relationships with consumers.Originality/valueThe study provides evidence that in highly socially dynamic brand contexts, such as café brands, brand community is a critical predictor of cocreation and brand immersion, which then affect attitude toward a brand with cognitive, affective and conative dimensions, reflected in brand trust, brand love, satisfaction with the brand, brand commitment and brand loyalty.
International Journal of Contemporary Hospitality Management, 2020
Purpose This paper aims to explore theme park visitors’ attitudes toward interacting with robots ... more Purpose This paper aims to explore theme park visitors’ attitudes toward interacting with robots and investigated the qualities and functions of robotic servers and their influence on customers’ loyalty. A structural equation modeling approach was used to identify the complex relationships among variables in the entire network. Design/methodology/approach An online survey randomly assigned respondents to four different robotic server scenarios with robots that look like humans, animals, cartoon characters and anime features. The influence of robot types was investigated by manipulating robot type with four different pictures; however, the data were analyzed with a structural equation modeling model to identify the complex relationships rather than one-way analysis of variance to identify influences of robot types on different variables in separate analyzes. Findings The data collected from the 385 experienced theme park visitors revealed that perception of robots with human orientat...
Previous research addressed the impact of dynamic pricing strategies in different economic sector... more Previous research addressed the impact of dynamic pricing strategies in different economic sectors. While consumer loyalty towards theme parks received attention, its relationships with consumer trust and value under different dynamic pricing strategies have not been studied. This study investigated the potential influences of different dynamic pricing strategies on the modeled relationships among consumer trust, consumer value, and brand loyalty. A randomized online experiment of six scenarios was developed, sampling 50 theme park visitors in each scenario, and obtaining a usable sample of 286 respondents. The findings revealed that consumers’ overall trust in their favorite theme park, measured by benevolence and competitive trust, positively influenced their overall value perceptions measured by emotional, financial, reputation, and social dimensions. These dimensions had different effects on consumers’ theme park brand loyalty. The multi-group analysis did not show a clear patte...
Highlights
•Uses Network Analysis to analyze qualitative data about destination brand elements.
•... more Highlights •Uses Network Analysis to analyze qualitative data about destination brand elements. •Identifies primary and secondary brand elements of a destination, Orlando, USA. •Visually depicts relations among different elements of a destination brand. •Suggests a destination brand concept based on primary and secondary brand elements. Abstract This paper proposes network analysis of qualitative consumer data as a practical method to identify the sensory capital, inclusive of both dominant and latent brand elements, of a well-known tourist destination in the United States, Orlando. Although the results show that the Orlando brand is primarily represented by Disney, network analysis also reveals several latent brand elements, which could enable projection of the city as a destination inclusive of a multitude of attractions for different consumer needs and preferences. These results may help strategic re-branding of Orlando. The methodology developed in this study may help Destination Marketing Organizations (DMOs) in identifying a destination's primary and latent brand elements for different stakeholders in order to hone its strategic brand theme.
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•Uses Network Analysis to analyze qualitative data about destination brand elements.
•Identifies primary and secondary brand elements of a destination, Orlando, USA.
•Visually depicts relations among different elements of a destination brand.
•Suggests a destination brand concept based on primary and secondary brand elements.
Abstract
This paper proposes network analysis of qualitative consumer data as a practical method to identify the sensory capital, inclusive of both dominant and latent brand elements, of a well-known tourist destination in the United States, Orlando. Although the results show that the Orlando brand is primarily represented by Disney, network analysis also reveals several latent brand elements, which could enable projection of the city as a destination inclusive of a multitude of attractions for different consumer needs and preferences. These results may help strategic re-branding of Orlando. The methodology developed in this study may help Destination Marketing Organizations (DMOs) in identifying a destination's primary and latent brand elements for different stakeholders in order to hone its strategic brand theme.