{"id":7140,"date":"2024-12-18T13:28:07","date_gmt":"2024-12-18T12:28:07","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=7140"},"modified":"2025-06-13T11:20:50","modified_gmt":"2025-06-13T10:20:50","slug":"volume-10-issue-2-2024","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=7140","title":{"rendered":"Volume 10, Issue 2, 2024"},"content":{"rendered":"\n

The complete Volume 10, Issue 2, 2024, is available to download here<\/mark><\/a><\/strong> (14,8MB). Detailed information for each paper included in Volume 10, Issue 2, 2024, is presented bellow:<\/p>\n\n\n\n

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Editorial<\/mark><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a> Antonios Giannopoulos<\/em><\/strong>, <\/em><\/strong>Co-Editor, International Hellenic University, Greece<\/em>
Published online: 1 December 2024, JTHSM, 10(2), pp.1-2.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.14535723<\/a><\/p>\n\n\n\n

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We are pleased to present the twenteeth publication of JTHSM (volume 10, issue 2), the last 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 2 focus on furthering the journal\u2019s 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: seven exciting full papers.<\/p>\n\n\n\n

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Cite as (APA):<\/strong><\/p>\n\n\n\n

Giannopoulos, A. (2024). Editorial. Journal of Tourism, Heritage & Services Marketing, 10(2), 1\u20132. https:\/\/doi.org\/10.5281\/zenodo.14535723<\/p>\n\n\n\n

Full-text download:<\/em><\/p>\n\n\n\n

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FULL PAPERS:<\/strong><\/p>\n\n\n\n

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The moderating role of sense of power and psychological risk on the effect of eWOM and purchase intentions for Airbnb<\/mark><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a> Thuc Thi Mai Doan Do<\/strong><\/em>, Thai Binh Duong University, Vietnam<\/em>, \"\"<\/a> Jo\u00e3o Albino Matos Silva<\/strong>, Universidade do Algarve, Faro, Portugal<\/em>, \"\"<\/a> Giacomo Del Chiappa<\/strong>, University of Sassari, Italy<\/em> & \"\"<\/a> Lu\u00eds Nobre Pereira<\/strong>, Universidade do Algarve, Faro, Portugal<\/em>
Published online: 1 December 2024, JTHSM, 10(2), pp.3-14.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.14535723<\/a><\/p>\n\n\n\n

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Abstract<\/strong><\/p>\n\n\n\n

Purpose: <\/em><\/strong>This study aims to explain the effect of electronic word-of-mouth (eWOM) on Airbnb consumers\u2019 behavioral intentions by examining the moderating role of sense of power and perceived psychological risk, especially in the challenging time after the COVID-19 pandemic. Moreover, this research also considers the critical role of culture in Airbnb customers\u2019 experience by conducting a cross-cultural study in Italy, Portugal, and Vietnam.<\/p>\n\n\n\n

Methods: <\/em><\/strong>Survey data from 1,146 Italian, 262 Portuguese and 441 Vietnamese customers allow us to test the hypothesis with the partial least squares structural equation modeling.<\/p>\n\n\n\n

Results: <\/em><\/strong>The findings confirm the differential moderating role of sense of power and psychological risk in Airbnb customers\u2019 eWOM adoption process across those research settings. Moreover, the desire to book shared accommodation is the most influential factor in customers\u2019 purchase intention.<\/p>\n\n\n\n

Implications:<\/em><\/strong> This research is among the first to delve into the understanding of how customers perceive and respond to eWOM with a specific emphasis on the accommodation sharing sector in a global pandemic. Additionally, it investigates the differential moderating role of sense of power and psychological risk in the online reviews adoption process of Airbnb customers by considering cultural differences.<\/p>\n\n\n\n

Keywords:<\/strong> Airbnb, eWOM, sense of power, psychological risk, cross-cultural study <\/em><\/p>\n\n\n\n

JEL Classification: <\/strong>L81, D81, D91<\/p>\n\n\n