Volume 10, Issue 1, 2024
The complete Volume 10, Issue 1, 2024, is available to download here (8,3MB). Detailed information for each paper included in Volume 10, Issue 1, 2024, is presented bellow:
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Anestis Fotiadis, Co-Editor, Zayed University, United Arab Emirates
Published online: 30 June 2024, JTHSM, 10(1), pp.1-2.
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We are pleased to present the nineteenth publication of JTHSM (volume 10, issue 1), the first issue in its tenth year of publication. In previous issues, this journal presented original refereed papers, both conceptual and research-based, focused on various topics of tourism, heritage, and services with an emphasis on marketing and management. Volume 10, issue 1 focus on furthering the journal’s scope and consolidating its position in both conceptual developments and practical applications in tourism, heritage and services through publication of nine quality manuscripts that underwent rigorous double-blind reviewing: eight full papers and one research note.
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Fotiadis, A. (2024). Editorial. Journal of Tourism, Heritage & Services Marketing, 10(1), 1–2. https://doi.org/10.5281/zenodo.13771425
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FULL PAPERS:
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The-Bao Luong, Ho Chi Minh City University of Technology and Education, Vietnam
Published online: 30 June 2024, JTHSM, 10(1), pp.3-13.
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Abstract
Purpose: This study investigates the relationships between uses and gratification (U&G) theory, destination image, and tourists’ attitudes and how they influence tourist behavioral intention.
Methods: The data was collected from 590 Vietnamese tourists through social media platforms like Facebook, Zalo, and Instagram. The Smart-PLS program (version 4.0) was used for data analysis and hypothesis testing.
Results: The outcome indicates all the hypotheses were supported. The result shows that U&G motivations positively affect both destination image and tourists’ attitudes toward using technology. Destination image positively affects tourists’ attitudes toward using technology. Tourists’ behavioral intention is positively affected by destination image and tourists’ attitudes toward using technology. Moreover, the research delved into the intermediary functions of destination image and tourists’ technological attitudes regarding the association between U&G motivations and tourist behavioral intention.
Implications: This study contributes significantly to literature as it is one of the pioneering works in integrating U&G theory. The correlations between variables bring new findings inside the tourism literature field. Furthermore, this study offers practical applications for managing and marketing heritage sites by exploring the crucial factors influencing tourists’ intentions to visit these sites.
Keywords: uses and gratification motivations, destination image, tourist’s attitude toward using technology, tourist behavioral intention
JEL Classification: C91, D7, L83
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Luong, T.-B. (2024). The impact of uses and motivation gratifications on tourist behavioral intention: The mediating role of destination image and tourists’ attitudes. Journal of Tourism, Heritage & Services Marketing, 10(1), 3–13. https://doi.org/10.5281/zenodo.13771484
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Yenal Yağmur, Siirt University, Turkey & Altan Demirel, Antalya Belek University, Turkey
Published online: 30 June 2024, JTHSM, 10(1), pp.14-27.
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Abstract
Purpose: The present study aimed to investigate the behaviors and preferences of university student-generation Z members towards outdoor activities based on the theory of leisure constraints.
Methods: In this study, qualitative research methods and phenomenological design were adopted to reveal the behaviors and preferences of Z generation members towards recreational activities in depth. Content analysis was performed on 95 data obtained by convenience sampling.
Results: The push-pull model developed was adapted as five themes in the context of recreation: social, physical, environmental, personal requirements, and spiritual regeneration-health. The strategies for coping with the constraints existing in the literature exactly overlap with the aggregate dimensions suggested in this research, and the difference in the context of outdoor recreation is based on the theme. The avoidance-ignoring theme is handled under the cognitive strategy aggregate dimension, while the behavioral strategy aggregate dimension comprises personal skills, environmental, social, planning, and financial themes. In addition, the classification of experience gained in the context of tourism as triple effects (immediate, destination, and global) has been expanded in the context of recreation by adding a new experience effect (individual-personal).
Implications: The research outputs obtained through content analyses will provide concrete data for relevant literature and recreation industry stakeholders.
Keywords: outdoor recreation, leisure constraints theory, qualitative research method, university students, generation Z
JEL Classification: L83, Q26, M31
Booking Intention Research Progress: Emerging Trends and Research Agenda
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Yagmur, Y., & Demirel, A. (2024). An exploratory study on determining motivations, constraints, and strategies for coping with constraints to participate in outdoor recreation activities: Generation Z. Journal of Tourism, Heritage & Services Marketing, 10(1), 14–27. https://doi.org/10.5281/zenodo.13771607
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Changes in marketing strategies at Spanish hotel chains under the framework of sustainability
Fatema Al Marta Marco-Gardoqui, University of Deusto, Spain, María García-Feijoo, University of Deusto, Spain & Almudena Eizaguirre, University of Deusto, Spain
Published online: 30 June 2024, JTHSM, 10(1), pp.28-38.
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Abstract
Purpose: This study analyses, based on qualitative research, the changes in marketing strategies and activities at the main Spanish hotel chains in terms of turnover, following their commitment to sustainability.
Methods: To that end, 8 in-depth interviews were conducted with professionals in management positions at the hotel chains with the highest turnover. Data analysis was conducted using IRaMuTeQ software by performing a Descending Hierarchical Classification (DHC).
Results: The results enable us to conclude that product policy, price, distribution and communication are significant classes in text analysis and the price variable predominates over the rest. The analysis also shows positioning is highly important.
Implications: This research allows to establish the details of the main marketing changes that have taken place at the main organisations in the Spanish tourism sector. It also helps other organisations to define their action framework in the current context of sustainability.
Keywords: tourism, marketing strategy, marketing mix, sustainability, hotels, SDG
JEL Classification: M00, L1, M31
Employee Empowerment and Tourism Sector Employment Around the World
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Marco-Gardoqui, M., García-Feijoo, M., & Eizaguirre, A. (2023). Changes in marketing strategies at Spanish hotel chains under the framework of sustainability. Journal of Tourism, Heritage & Services Marketing, 10(1), 28–38. https://doi.org/10.5281/zenodo.13771756
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Restaurant attributes and consumer choice
Pascal Friedmann, Darmstadt Technological University, Germany & Lisa Brooks, Eastern Illinois University, USA
Published online: 30 June 2024, JTHSM, 10(1), pp.39-47.
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Abstract
Purpose: The purpose of this study is to develop a regression model which allows insight into the way restaurant attributes influence the willingness of prospective patrons to travel to dine at restaurants.
Methods: Data was obtained from 194 U.S.-based consumers using an online questionnaire which measured the impact of 11 literature-based restaurant attributes on the time patrons are willing to travel to a restaurant. A linear-log ordinary least-squares regression model with travel time as the dependent variable and the restaurant attributes as independent variables was used to isolate significant predictors of acceptable travel time.
Results: Perceived authenticity and food quality are the only two predictor variables that significantly increase the maximum acceptable travel time to a restaurant. Uniqueness of the restaurant in the geographic area reduces acceptable travel time.
Implications: Restaurant owners and managers who aim to increase their establishment’s geographic market size should focus on instilling high levels of perceived authenticity and food quality. New restaurants with unique offerings in their geographic realm may face barriers to attracting patrons.
Keywords: restaurants; consumer behavior; restaurant quality; authenticity; patronage decision
JEL Classification: L84, D19, E2
Regenerative Tourism: A Bibliometric Analysis
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Friedmann, P., & Brooks, L. (2024). Restaurant attributes and consumer choice. Journal of Tourism, Heritage & Services Marketing, 10(1), 39–47. https://doi.org/10.5281/zenodo.13771887
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Alain Decrop, University of Namur, Belgium & Giacomo Del Chiappa, University of Sassari, Italy
Published online: 30 June 2024, JTHSM, 10(1), pp.48-55.
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Abstract
Purpose: The contemporary retail landscape is marked by a vast array of products and information, presenting consumers with an increasing number of choices. This phenomenon, known as choice overload, often overwhelms individuals and leads them to abandon their purchase, delay their decision, or opt for simpler choices. This study contributes to the literature on choice overload by focusing on two services (i.e. hotels and telecommunication plans) and exploring the mediating role of decision strategy complexity on subjective states and behavioral outcomes.
Methods: This study applies an experimental approach with a 2 (large vs small choice set) by 2 (hotels vs telecommunication programs) factorial design being developed and applied to a sample of 220 Belgians.
Results: Results show that the complexity of the strategy used by decision-makers may play a mediating role on the consequences that a choice set size may have in terms of psychological and behavioral responses.
Implications: Marketers should try to better understand which decision strategy best fits into their market target in order to fix the choice set accordingly. Moreover, they should also fix a choice architecture, such as a tournament-style choice architecture, that can enable choice set to remain large while reducing the effect of choice overload.
Keywords: choice overload, decision strategies, services, experiment-based approach, Belgium
JEL Classification: D7, D91, M31
Investigating Brand Image and Brand Trust in Airline Service: Evidence of Korean Air
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Decrop, A., & Del Chiappa, G. (2024). Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes. Journal of Tourism, Heritage & Services Marketing, 10(1), 48–55. https://doi.org/10.5281/zenodo.13771945
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Reliability generalization meta-analysis of the food neophobia scale: Turkish sample
Eray Polat, Gumushane University, Turkey & Serkan Çalışkan, Kastamonu University, Turkey
Published online: 30 June 2024, JTHSM, 10(1), pp.56-64.
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Abstract
Purpose: The Food Neophobia Scale developed by Pliner and Hobden (1992) has been widely utilized globally and in Turkey for many years to measure people’s fear of new foods. This study aims to determine the mean value by conducting a reliability generalization meta-analysis for the reported reliability coefficients of individual studies in Turkey’s tourism field, which employed Pliner and Hobden’s scale to investigate food neophobia. Additionally, this study explores variations in the mean value among subgroups.
Methods: A reliability generalization meta-analysis based on a random-effects model was conducted to examine the heterogeneity of reliability coefficients in the study, along with heterogeneity analyses and moderator analyses.
Results: Based on the analysis of 48 independent samples (N= 23306), the transformed mean Cronbach’s alpha value was estimated to be .827 (95% CI [.796-.853]) and found to be significant. The Q-test and I2 values reveal significant heterogeneity between alpha coefficients, indicating a notable variation in the measurement reliability across samples. Moderator analyses using analog to the ANOVA and meta-regression analyses showed that reliability coefficients differed according to the variables of publication type, sample type, and proportion of women in the sample.
Implications: The results offer valuable insight for researchers seeking to select appropriate scales for investigating food neophobia.
Keywords: food neophobia, reliability generalization, meta-analysis
JEL Classification: L66, L83, Z33
Investigating Brand Image and Brand Trust in Airline Service: Evidence of Korean Air
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Polat, E., & Çalışkan, S. (2024). Reliability generalization meta-analysis of the food neophobia scale: Turkish sample. Journal of Tourism, Heritage & Services Marketing, 10(1), 56–64. https://doi.org/10.5281/zenodo.13772034
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Complying winery marketing strategies based on attitudes and perceptions towards winery terroir
Spyridon Mamalis, International Hellenic University, Greece, Irene (Eirini) Kamenidou, International Hellenic University, Greece, Aikaterini Karampatea, International Hellenic University, Greece, Spyridon Arseniou, Horizontal Support to Western Balkans DG NEAR, European Commission, Greece, Elisavet Bouloumpasi, International Hellenic University, Greece, Adriana Skendi, International Hellenic University, Greece & Glykeria Fourkioti, Regional Center of Plant Protection and Quality Control of Thessaloniki, Greece
Published online: 30 June 2024, JTHSM, 10(1), pp.65-78.
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Abstract
Purpose: This study explores winery visitors’ attitudes towards terroir significance as well as perceptions of terroir for marketing communication and as a competitive advantage for wineries, and uses these as a basis to examine intergenerational cohort differences.
Methods: An online questionnaire was distributed using criteria for inclusion and employing a non-probability sampling frame. Over a seven-month period, 1174 questionnaires from members of four different generational cohorts were obtained and statistically analyzed. Descriptive statistics, factor, reliability analysis and One-way ANOVA were used.
Results: On a 7-point Likert scale, cohorts in all cases, somewhat agree with the statements regarding winery and wine terroir. Cohort differences towards the three dimensions “Attitudes towards terroir significance”, “Terroir as a competitive advantage” and “Terroir for marketing communication”. were detected for the first and last dimension, whereas Baby Boomers and Generation Y had more positive attitudes and perceptions than Generation X and Generation Z.
Implications: Acknowledging actual and potential wine tourists’ attitudes towards terroir significance and perception of terroir as a competitive advantage tool and for marketing communication, wineries may implement effective marketing strategies in order to survive and thrive in the current competitive wine tourism market.
Keywords: wine terroir, marketing communication, competitive advantage, generational cohorts, generational cohort differences
JEL Classification: L66, M3, M31
Investigating Brand Image and Brand Trust in Airline Service: Evidence of Korean Air
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Mamalis, S., Kamenidou, I. (Eirini) ., Karampatea, A., Arseniou, S., Bouloumpasi, E., Skendi, A., & Fourkioti, G. (2024). Complying winery marketing strategies based on attitudes and perceptions towards winery terroir. Journal of Tourism, Heritage & Services Marketing, 10(1), 65–78. https://doi.org/10.5281/zenodo.13772034
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Religious tourism and life satisfaction: the role of motivation, perceived value and social cohesion
Shang-Pao Yeh, National Kaohsiung University of Hospitality and Tourism, Taiwan, Tai-Ying Chiang, Chienkuo Technology University, Taiwan, Jia-Hao Zhong, National Chiayi University, Taiwan & Shih-Shuo Yeh, National Cheng Kung University, Taiwan
Published online: 30 June 2024, JTHSM, 10(1), pp.79-89.
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Abstract
Purpose: This study aimed to explore the relationships between religious tourism motivation (RTM), tourist perceived value (TPV), social cohesion (SC), life satisfaction (LS), and fear induced by COVID-19 (FC). The focus was on understanding how these factors interacted during the Dongshan Welcomes the Buddha parade, particularly in the context of the ongoing pandemic. Dongshan is a small town in Tainan, Taiwan.
Methods: Data collection with a snowball sample occurred from 23-12-2023, to 10-1-2024, yielding 304 responses. The survey assessed participant experiences and adaptations during the modified event. The relationships among RTM, TPV, SC, LS, and FC were analyzed using quantitative methods, with particular attention to the direct and indirect effects of RTM on TPV and SC, and their subsequent impact on LS.
Results: RTM significantly enhances TPV and SC directly and indirectly through TPV, positively influencing both SC and LS, with SC also positively contributing to LS. Interestingly, while fear negatively impacts LS, it does not significantly moderate the relationships between TPV and LS, nor SC and LS. This suggests that the direct and indirect effects of RTM and TPV are robust, even in the presence of pandemic-induced fear.
Implications: This study makes several theoretical and practical contributions religious tourism. It confirms the significant role of RTM in enhancing perceived value and social cohesion, and it establishes the importance of perceived value in fostering social cohesion and life satisfaction. Moreover, it highlights the resilience of these relationships despite external disruptions such as the COVID-19 pandemic. The findings offer valuable insights for managers and organizers of religious tourism events, emphasizing the need to enhance participant motivation and perceived value to boost social cohesion and life satisfaction, even amidst external challenges.
Keywords: religious tourism, religious tourism motivation, tourist perceived value, social cohesion, life satisfaction, fear
JEL Classification: Z12, A13, L83
Investigating Brand Image and Brand Trust in Airline Service: Evidence of Korean Air
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Yeh, S.-P., Chiang, T.-Y., Zhong, J.-H., & Yeh, S.-S. (2024). Religious tourism and life satisfaction: the role of motivation, perceived value and social cohesion. Journal of Tourism, Heritage & Services Marketing, 10(1), 79–89. https://doi.org/10.5281/zenodo.13772304
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RESEARCH NOTE:
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End-of-life hospitality? A preamble for supply-side notions of suicide tourism
Aaron Tham, University of the Sunshine, Australia & Hayley Stainton, Tourism Teacher, Australia
Published online: 30 June 2024, JTHSM, 10(1), pp.90-93.
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Abstract
Purpose: Suicide tourism has existed for several decades in countries such as Switzerland, allowing inbound tourists to seek death with dignity. The growth of suicide tourism has not gone unnoticed, with an emerging body of work unpacking this phenomenon, its underpinning factors, and its controversies. At present, most work surrounding suicide tourism is located within a demand-driven perspective, with very little known about how end-of-life hospitality should be conceptualized.
Methods: Using the case of global destinations where recent policy changes have allowed for euthanasia, this article presents different dimensions for end-of-life hospitality, to guide current and future research directions toward a more nuanced understanding of the supply-side perspectives associated with suicide tourism.
Results: A conceptual framework on end-of-life hospitality is proposed, where different stakeholders and decisions related to such an undertaking are identified and discussed.
Implications: End-of-life hospitality necessitates a timely and coordinated approach to its undertaking, as there is still a significant variation of medically assisted dying globally. Having an integrated and systematic framing of the issues and stakeholders mitigates the likelihood of misuses and abuses of end-of-life experiences and enables all participants to have the necessary assurances to make informed decisions.
Keywords: end-of-life travel, death tourism, euthanasia, assisted dying and tourism
JEL Classification: J2, Z32, J10
Determinants of International Tourism: Empirical Evidence From Three Mediterranean Countries
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Tham, A., & Stainton, H. (2024). End-of-life hospitality? A preamble for supply-side notions of suicide tourism. Journal of Tourism, Heritage & Services Marketing, 10(1), 90–93. https://doi.org/10.5281/zenodo.13772405
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BOOK REVIEW:
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Post-Disaster and Post-Conflict Tourism
Peter Tarlow, Texas A&M University, USA
Published online: 30 June 2024, JTHSM, 10(1), pp.94-95.
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Review of: Maximiliano E. Korstanje, Hugues Seraphin & Vanessa Gowreesunkar (eds). Palm Bay, CRC & Apple Academic Press, 2024. ISBN 978-1774913505
JEL Classification: H84, Q54, D74
The ‘Dinner Date’ Concept: Reconciliating the Dating and Hospitality Industries
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Tarlow, P. (2024). Book review of “Maximiliano E. Korstanje, Hugues Seraphin & Vanessa Gowreesunkar (2024) Post-Disaster and Post-Conflict Tourism. Journal of Tourism, Heritage & Services Marketing, 10(1), 94–95. https://doi.org/10.5281/zenodo.13777697
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