This paper presents two experimental studies examining how online customer reviews, specifically positive and negative evaluations of hotel attributes, influence travellers’ decision-making processes. In the first study, we investigate how guest evaluations of three types of hotel attributes—cognitive, sensory, and affective—affect booking intentions and the likelihood of recommending the hotel. Our results show that positive reviews of sensory and cognitive attributes significantly enhance both booking intentions and recommendations, while affective attributes have a lesser impact. The second study compares the effectiveness of two types of managerial responses—personalized versus generic—on these decision-making outcomes. Our findings reveal that personalized managerial responses are more impactful than generic ones. Furthermore, when a hotel review contains a mix of positive and negative evaluations across cognitive, sensory, and affective attributes, personalized responses notably improve the perceived attitude toward the hotel and the likelihood of booking, more so than generic responses.
The global pandemic has significantly reshaped societal and organizational paradigms, creating a distinct divide between the pre- and post-pandemic eras. These shifts have left the academic and professional communities grappling with the challenges of understanding and adapting to a transformed world. Among the most impactful changes are the workforce phenomena known as the "Great Resignation" and "Quiet Quitting," which have disrupted traditional organizational dynamics, particularly within the hospitality sector. These developments necessitate a revaluation of internal marketing strategies and human resource practices to align with the evolving expectations of the workforce. This paper explores the scale and implications of the Great Resignation and Quiet Quitting, highlighting their profound effects on employee engagement and retention. It emphasizes the urgent need for hospitality leaders to adopt innovative experiential practices that resonate with the values and demands of the post-pandemic workforce. By proposing a conceptual framework tailored to these emerging trends, the study aims to provide actionable insights and strategic guidance for fostering a more resilient and adaptive organizational culture.
The study shall conceptualize antecedents for customer loyalty and word-of-mouth (WOM) intentions to be moderated through interactional justice. Based on the collected data from 500 tourists who took trips in different parts of six locations of northern Pakistan, service quality, relationship quality, and perceived service value would determine and observe their influencing role towards customer loyalty and intentions to express their word of mouth. The results suggest that service and relationship quality have a significant relationship with customer loyalty and WOM intentions, mediated by perceived service value. Interactional justice moderates the mediated effects, thereby bringing out the important role of this variable in the customer outcomes. To my surprise, hotel image was not significant and did not mediate most relationships. These findings imply that hotel marketers should take into consideration the complexity of customer perceptions of value when developing strategies to improve loyalty and WOM intentions. This paper adds to extant theoretical and empirical understanding regarding customer behavior within the hospitality industry and underlines the role of interactional justice in generating positive customer outcomes.
This study examines the influence of personality traits on travellers' decision-making processes within the context of social media content consumption. Grounded in the EBM decision-making model and the Big Five personality framework, the research explores how individual traits shape responses to user-generated content (UGC) and marketing-generated content (MGC). A total of 582 responses were collected through a structured questionnaire and analysed to understand these dynamics. The results demonstrate that personality traits significantly impact all phases of the travel decision-making process, from initial inspiration to post-purchase behaviour. Moreover, the findings reveal that UGC exerts a stronger influence on traveller behaviour compared to MGC, underscoring the growing importance of peer-generated reviews and experiences in shaping travel choices. These insights contribute to theoretical advancements in understanding decision-making in the travel context and offer practical implications for marketers. Social media strategies should prioritize authentic and relatable UGC to resonate with diverse personality types, thereby enhancing engagement and influencing travel decisions effectively.
This study explores the interrelationships between service experience, emotions, perceived value, satisfaction, and behavioural intentions within the context of wellness spa services. The focus is on understanding how emotions, perceived value, and satisfaction mediate the relationship between service experience and behavioural intentions, a pathway not previously explored in its entirety. Data were gathered through a survey of 500 Thai day spa visitors from five major cities in Thailand. The findings reveal that emotions, perceived value, and satisfaction fully mediate the relationship between service experience and behavioural intentions, with direct effects proving to be nonsignificant. Notably, strong connections were identified among the key variables, offering a comprehensive insight into the decision-making process of Thai spa-goers. The paper concludes with a discussion of the theoretical contributions and practical applications of these results.