Creating an Effective Support System for Small and Medium-Sized Farm Operators to Succeed in Agritourism

Agritourism has the potential not only to keep small farms in business but also to provide important local economic development spillover effects. However, key barriers prevent many farmers from diversifying to include agritourism. These barriers represent opportunity costs and include not only lack of information among producers, consumers, supporting organizations and policy makers, but also regulatory gaps across states. Project objectives include understanding the roles and educational needs of various organizations in supporting agritourism; understanding the factors that contribute to growth in agritourism across U.S. counties; and delivering educational materials to farmers and supporting organizations and policy makers.

Sponsor: National Institute of Food and Agriculture (NIFA) Agriculture and Food Research Initiative (AFRI)

PI/PD: Stacy Tomas

Penn State University: Claudia Schmidt, Stephan Goetz, Suzanna Windon University of Vermont: Lisa Chase

 

Hospitality Training for Wineries

Increased visitation and sales at Oklahoma wineries can be the result of positive staff interactions through great customer service and wine knowledge. The purpose of this project is to develop a research-based hospitality training program specific to Oklahoma wineries to help staff more fully engage with visitors and to increase tourism in many rural communities across the state. The curriculum will be developed by Oklahoma State University in consultation with an advisory committee comprised of Oklahoma Department of Agriculture, Food and Forestry, the Oklahoma Grape Industry Council and Oklahoma winery owners. The curriculum will be delivered state-wide through regional trainings.

Sponsor: State of Oklahoma Department of Agriculture, Food and Forestry

PI/PD: Stacy Tomas

 

Crafting Experience for Craft Beer Tourism in Conditions of “Coopetition.”

The study aims to examine the concepts of neo localism, and authenticity as applied to craft breweries, particularly ones that operate in conditions of coopetition. Specifically, the components of craft brewery customers’ experience that make it authentic and local will be assessed. The study will also examine how conditions of coopetition may impact authentic and local experiences.

Sponsor: multi-university project

PI/PDs: Shuangyu Xu, Mathew Bauman, Sandra Ponting, Ksenia Kirilova, Lisa Slevitch, Craig Webster

 

How to Successfully Sell Plant-Based Protein Products in a Carnivore State: Case of Oklahoma, USA.

The study employs a mix-method design to evaluate: (1) factors that make plant-based protein products attractive to carnivorous customers, (2) factors that make those products attractive to non-carnivorous customers, and (3) factors essential to successful operation of a vegan/vegetarian restaurant in a predominantly carnivore market.

Sponsor: Oklahoma State University

PI/PDs: Lisa Slevitch, Willie Tao, Erica Besch, Choonghyoung (Alexis) Lee, Kiyan Shafieizadeh

 

Applying Psycho-Physiological Methods to Comparison of Virtual Reality Visualizations to Traditional Visualizations in Hotel Settings.

360 VR images of a hotel servicescape were compared to static VR images of the same servicescape in terms of emotional, cognitive, attitudinal, and behavioral intention responses utilizing psycho-physiological measurement methods in addition to traditional survey methods.

Sponsor: Oklahoma State University

PI/PDs: Lisa Slevitch, Tilanka Chandrasekera, Luis Meja, Kate Korneva, Josie Agosa

 

Empirical Comparison of Kano Categorization Methods.

The aim of the study is to conduct a comprehensive empirical comparison of the existing Kano methods. The accuracy of the methods will be tested using a generated dataset simulating the relationships between attribute performance and customer satisfaction as proposed in the original Kano Model. Additionally, bootstrapping technique will be used to compare the generated dataset with a real data set. The findings will assist with choosing the most appropriate method and also help with application in a technically fitting manner.

Sponsor: Oklahoma State University

PI/PDs: Lisa Slevitch, Mindy McCann, Josephine Acosa, Aisya Larasati

 

Optimizing Frontline Shift Composition for Increased Customer Satisfaction and Firm Performance.

The effects of shift composition and culture on customer satisfaction and firm performance will be examined in OSU dining services using qualitative approach.

Sponsor: Oklahoma State University

PI/PDs: Tom Arnold, Lisa Slevitch, Amy Fehl, Valerie Good

 

Perceived Inclusion at Events: Scale development and validation

This study aims to develop the scales of an individual’s perception of inclusion in experience environment. An individual’s inclusion experience is a subjective and psychological experience and consists of a sense of belonging and sense of uniqueness. Events offer a unique opportunity to theorize inclusion due to its characteristics, which reflect society. By following Churchill’s (1979) paradigm, three phases will be conducted to develop the scales: theme identification and item generations, scale purification and refinement, and scale validation. The results contribute to advance the research and practice to foster consumers’ perception of inclusion.

Sponsors: Oklahoma State University, The University of Alabama

PI/PDs: Jinyoung Im

The University of Alabama: Haemi Kim

 

Women executives’ experience of inclusion and gendered strategies in hospitality organizations

This study aims to: (a) explore women executives’ inclusion experience in terms of perceived belongingness and uniqueness, (b) investigate their negotiation strategies in their own context, and (c) examine the impact of the COVID-19 pandemic on their inclusion experience and strategies. This study employs a qualitative research design with in-depth interviews of women executives in hospitality organizations. The results illustrate the changes that women executives may have to make in their routine behaviors or beliefs for a feeling of belongingness and their own approaches to bringing their unique attributes as a woman.

Sponsors: Oklahoma State University, The University of Alabama

PI/PDs: Jinyoung Im, Rebecca Eastham, Jay West The University of Alabama: Haemi Kim

 

Relational resources for promoting restaurant employees’ thriving at work.

The study aims to investigate the significant role of restaurant employees’ relational resources to promote thriving at work. This study focuses on heedful relating as an underlying mechanism that transforms employees’ perception of relational resources at work to their sense of learning and vitality at work. In addition, this study investigates the moderating effect of employees’ perceived COVID-19 impact on the proposed relationships. The proposed research model is tested with frontline restaurant employees using convenience sampling method. By focusing on thriving at work, this study highlights employees’ self-adaptation process as a long-term resolution to cultivate employees’ commitment to the industry.

Sponsors: Oklahoma State University, The University of Alabama

PI/PDs: Jinyoung Im

The University of Alabama: Haemi Kim, Yeon Ho Shin

 

Exploring diversity, equity, and inclusion in hospitality and tourism firms through the organizational justice and stakeholder theory

This study aims to examine hospitality and tourism firms’ approaches to diversity, equity, and inclusion (DEI). DEI-related statements collected from 35 firms’ 10-K filings and websites were content-analyzed in terms of process, outcomes, and interaction based on organizational justice, taking into account the various stakeholders involved in DEI efforts. The results showed the prevalence of representativeness and bias suppressions of their DEI practices, the gap between the intended and realized outcomes, and the lack of visibility of interactional justice. In addition, this study captured the salience of stakeholders and directions of stakeholder engagement on the firms’ DEI efforts.

Sponsor: Oklahoma State University

PI/PDs: Jinyoung Im, Yeasun Chung, Dazhi Qin

 

Culinary knowledge sharing on social media: Case of the 2019 Malaysian World Pastry Champion Wei Loon Tan

Culinary knowledge is hard-earned and passed down frugally from one culinarian to another. This attitude is gradually diminishing as elite culinarians are becoming increasingly altruistic and open-minded in disseminating their knowledge. Based on a four-year qualitative project, the authors explore how an elite culinarian—the 2019 World Pastry Champion—navigates his responsibilities as a culinary knowledge bearer. Analysis yields three themes showing how one embraces the roles of a “fundamentalist,” “culinary ambassador,” and “generative culinarian.” Findings converge into the “generative model of culinary knowledge sharing,” a new conceptualization offering implications to both theory and practice in knowledge management and marketing.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, Kai-Sean Lee

 

Do strategy and content matter? Restaurant firms’ corporate social responsibility communication on Twitter: A social network theory perspective

Social media allows restaurants practitioners to distribute corporate social responsibility (CSR)- related information to interested individuals. However, it is unclear which types of CSR activities or communication strategies are more effective in terms of influencing consumers’ behavioral and emotional responses. This study collected CSR-related posts and stakeholders’ replies from the U.S. green restaurants’ Twitter accounts. It was found that CSR activities related to the local community and society were as important as the activities related to the environment. Moreover, the engagement CSR communication strategy had a stronger influence on customers’ behavioral responses, generating more positive sentiments on Twitter.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, KyongSik Sung, Lisa Slevitch

 

Information processing of food safety messages: What really matters for restaurant customers?

This study aims to examine the influence of customers’ perceptions of the quality and credibility of restaurants’ food safety information on customers’ information adoption and, consequently, their trust in the restaurant and purchase intention. Results demonstrated that perceived information quality significantly affects perceived information credibility and has a significant direct and indirect effect on information adoption. Moreover, it was found that information adoption has a direct positive effect on customers’ trust in the restaurant and an indirect effect on purchase intention (full mediation effect of trust). Finally, the moderation effects of health consciousness and food safety knowledge were supported.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, Kiyan Shafieizadeh King Saud University: Salman Alotaibi

 

All that glitters is not green: Impact of biophilic designs on customer experiential values

This study investigated the effect of biophilic design on experiential values such as esthetics, escapism, economic value, and in turn attitude toward the hotel and the role of the hotel

segment and their environmental beliefs about green behavior on the relationships. The results indicated that at a luxury hotel setting, the biophilic design exerted higher esthetic perceptions, escapism, economic value, and attitude toward the hotel, whereas at a midscale hotel, the non- biophilic design induced higher economic value. Moreover, high environmental beliefs exhibited higher experiential values, providing pragmatic suggestions for hotel practitioners on how biophilic servicescapes can enhance the marketing effectiveness.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao

East Carolina University: Seung Hyun (Jenna) Lee

Auburn University: Alecia C. Douglas

University of South Carolina: Haemoon Oh

 

Consumer responses to leftover food in restaurants

This study aims to assess the contextual factors that influence consumer pro-conservative behaviors, and to examine if and to what extent the influence of affective and cognitive ambivalence on a host of pro-conservative behaviors differ. The findings showed that affective ambivalence bears higher predictive power for consumers’ intention to box the unfinished food than that of cognitive ambivalence. Moreover, consumers’ intentions to box the food were significantly lower when they ate with their business clients (vs. friends) in fine-dining settings. This study contributes to food waste literature by highlighting the role of self-conscious emotions in motivating and regulating pro-conservative engagement.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, Yan Cao

University of Macau: Li Miao

 

Exploring inclusivity at child-friendly restaurants: A text mining approach

This study investigates how restaurant’s inclusivity of children is rendered through the co- created experience from customers with and without children. By using structural topic modeling, 35 topics are identified from 28,841 user-generated online reviews that deliver helpful information regarding child-friendly restaurants. Moreover, five semantically correlated topical groups were identified and visualized, such as customer experience and customer expectation, to characterize what inclusivity means for child-friendly restaurants. The articulation of the salient topics within user-generated content alongside their correlations provide rich implications for the foodservice industry while yielding intriguing theoretical insights into restaurants’ inclusivity of children.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, Estella Zhang

 

Specialty coffee sustainable supply chain and its impact on customer value, happiness, and advocacy

With the trend of food upgrades and the wellness lifestyle, consumers’ interest in drinking specialty coffee has grown. This study identifies the impact of the customer’s perception of specialty coffee sustainable supply chain (SSC) on their happiness and advocacy behavior. The results showed that customers’ perception of SSC positively influences altruistic and social perceived value, and social perceived value and sensory brand experiences are positively related to customers’ happiness. The research findings encourage hospitality practitioners to cultivate a variety of marketing strategies highlighting the social, environmental, and economic impacts of their supply chains to elevate societal and individual well-being.

PI/PDs: Willie Tao, KyongSik Sung

Harrisburg University of Science & Technology: Wei-Kang Kao

 

Measuring Restaurant Service Sabotage Behaviors: Developing and Validating a Scale Despite the prevalence and profound negative impact of restaurant service sabotage behaviors (RSSB) worldwide, it has been a challenge for researchers to properly gauge such a construct and understand its contextualized specifications. The purpose of the study is to develop a reliable and valid scale to measure RSSB. A mixed-methods research design, consisting of scale development, refinement, and initial validation, was applied. A tri-dimensional 10-item RSSB scale was developed. This psychometrically valid and conceptually sound scale can be adapted

in future research to further explore the criterion network while providing pragmatic insights to the restaurant industry professionals.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao

Kansas State University: Junehee Kwon

 

What affects dining services at continuing care retirement communities? Manager’s perspective

Many older adults prefer to reside in continuing care retirement communities (CCRC). However, only limited research investigated the dining aspects of CCRC, and the perspective of foodservice managers was overlooked. This qualitative study explored the factors that influence CCRC dining service by interviewing 15 CCRC foodservice managers. Nine major subcategories under generic, aging-related, and organizational aspects of dining services emerged and guided the subsequent thematic analysis. Managers’ shared vision of “bringing in hospitality to older adults” for the future CCRC dining services was also identified and discussed, providing pragmatic strategies for CCRC operators and managers to strengthen the dining services.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, Kiyan Shafieizadeh, KyongSik Sung

Kansas State University: Junehee Kwon

 

What attracts older adults when dining at restaurants? A mix-methods study

Aging is a complex process; however, previous restaurant studies regarding older adults were conducted from managerial perspectives without considering the effect of aging itself. Drawing on the three pillars of aging and Kano Model, this mixed-methods research aims to identify the most influential factors affecting older adults’ dining behaviors when dining at restaurants. By integrating perspectives from gerontology into restaurant research, this study has broadened our understanding of the wide range of factors influencing older adults’ dining behaviors. Our study also provides and practical implications for the restaurant industry to better accommodate the aging population.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao

Kansas State University: Junehee Kwon

University of North Texas: Han Wen

Macao Institute of Tourism Studies: Xiaoye Li

 

Older Consumers’ Acceptance of Mobile Food Delivery Apps: Moderating Effects of Aging

Interweaving the theory of consumer acceptance technology with the three pillars of aging, this study aims to investigate the influential app attributes that affect older adults’ acceptance of mobile food delivery apps. The current research consists of two 2x2 experimental studies while assessing the moderating effects due to biological, social, and psychological aspects of aging.

This study will be one of the first FDA research focusing on older consumers and the critical FDA attributes for technology adoption, raising the awareness of the aging society and its impact on technology use in the restaurant industry.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao

East Carolina University: Seung Hyun (Jenna) Lee

Auburn University: Alecia C. Douglas

University of South Carolina: Haemoon Oh

 

Understanding rider’s job satisfaction exploring perceptions and emotions in user-generated content of mobile food delivery applications

The market of online food delivery services has been booming due to the global Covid-19 pandemic. Drawing on the two-factor theory, this study aims to examine food delivery riders’ perceptions and emotions. Reddit, one of the most active online communities with people sharing similar interests, will be used for finding hidden topics among frontline employees of mobile food delivery applications. Due to the dramatic expansion of using the food delivery service, delivery drivers are more likely to be needed. Structural Topic Modeling (STM) and sentiment analysis will be performed to identify the food delivery rider’s perceptions and emotions.

Sponsor: Oklahoma State University

PI/PDs: Willie Tao, Seonwoo (Summer) Ko

 

I am a robot, and I am your server: Understanding the influence of social presence on service robot adoption

The first study investigates the impacts of service robot’s social communication skills and the social context on customers’ perceived social presence. The results indicate the relevance of both on the saliency of presence. In the second study, we use SEM to examine the impact of social presence on customer’s intention, and the mediating role of attitude between them. Finally, we conducted a field experiment at an on-campus restaurant and found that social relation does not directly affect customers’ intention, and social presence plays a more important role on influencing customers’ intention on using service robots, compared to customer satisfaction.

Sponsor: Oklahoma State University, Harrisburg University of Science & Technology

PI/PDs: Willie Tao, Kevin So

Harrisburg University of Science & Technology: Wei-Kang Kao, Andre L'Huillier

 

How to successfully sell plant-based protein products in a carnivore state: Case of Oklahoma, USA

The current study examines factors essential to successfully selling plant-based products in foodservice settings in the market with predominantly carnivorous preferences like Oklahoma, USA. The study employs a mix-method design to evaluate: (1) factors that make plant-based protein products attractive to carnivorous customers, (2) factors that make those products attractive to non-carnivorous customers, and (3) factors essential to successful operation of a vegan restaurant in a predominantly carnivorous market. Several successful vegan restaurant business operators will be interviewed about the factors facilitating their success. Additionally, customers of the participating restaurants will be surveyed.

Sponsor: Oklahoma State University

PI/PDs: Lisa Slevitch, Willie Tao, Erica Besch

 

Customers’ response to hotels’ environmental, social, and governance (ESG) practices: The moderating role of perceived greenwashing and price-consciousness

Resort hotels are operating within environmental ecosystems, making social and environmental impacts on the local community. Therefore, managers should ensure to minimize the negative effects of their operation. Environmental, social, and governance (ESG) are non-financial factors that can act as important indicators to assess a company’s investment value and can affect customers’ attitude and trust in a company. The purpose of this study is to investigate the influence of customers’ perceptions of three dimensions of ESG on customer-company identification, customers’ trust, and consequently their loyalty while considering the moderating role of perceived greenwashing and price-consciousness.

Sponsor: Oklahoma State University

PI/PDs: Brij Thapa, Willie Tao

MSU-Denver: Kiyan Shafieizadeh

 

How artificial intelligence will change the future of tourism and hospitality

Fueled by technological advances, artificial intelligence (AI) has emerged as a top technological priority of organizations. However, limited research has been conducted to investigate how AI will change the future of tourism and hospitality. Using a multilevel data collection and multiple data sources, this study attempts to provide a deeper understanding of the current development and application status of AI as well as to predict how AI will transform the future of tourism and hospitality. Findings provide a comprehensive overview of AI, identify research questions, and present a fruitful research agenda.

Sponsors: Oklahoma State University, California State University, The Hong Kong Polytechnic University, Texas Tech University

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

The Hong Kong Polytechnic University: Seunghun Shin

Texas Tech University: Jing Li

Fortune Institute of International Business: Sneha Pandey

 

Service robots: The dynamic effects of anthropomorphism and functional perceptions on consumers’ responses

Although humanoid service robots continue to be adopted in many business settings, the dynamic effects of anthropomorphism and the functional perceptions of service robots on consumers’ responses remain somewhat unclear. The three sequential studies in this paper theorize and empirically examine the mediating effects of perceived ease of use and perceived usefulness in the relationship between anthropomorphism and consumers’ responses to service robots. The findings contribute to the literature by demonstrating the positive anthropomorphic effects of service robots on customers’ responses as well as the roles of functional characteristics and task complexity in adopting these robots.

Sponsors: Oklahoma State University, University of South Carolina, Ohio State University, National University of Singapore

PI/PDs: Kevin Kam Fung So and Fang Xiang

California State University: Hyunsu Kim

Ohio State University: Stephanie Li

National University of Singapore: Jochen Wirtz

 

Service robots: Applying social exchange theory to better understand human-robot interaction

Despite service robots’ importance in the tourism industry, few studies have investigated human–robot interaction from a reciprocal exchange perspective. This paper applies social exchange theory to the context of human–robot interaction along with relational and psychological states based on two empirical studies with two service robots (i.e., Pepper and Connie) in hotel settings. The findings of this research deliver key insight into how human– robot interaction attributes influence users’ relational and psychological states and subsequent behavioral intention.

Sponsors: Oklahoma State University, California State University, National University of Singapore

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

Ohio State University: Stephanie Li

National University of Singapore: Jochen Wirtz

 

Artificial intelligence in service management: Service robots and customer responses

The emergence of artificial intelligence and the increasing adoption of service robots in service organizations have called for more research on human-robot interactions. This study investigates the role of different attributes of service robots in influencing trust and attitude by adopting a multi-study approach to test the theoretically derived hypotheses. Study 1 adopts Connie to empirically analyze the structural relationships between constructs, while Study 2 adopts Pepper to replicate the model with a different robot to improve external validity. Study 3 and Study 4 provide further investigate the customer responses to service robots and the relevant mechanism through multiple experimental research.

Sponsors: Oklahoma State University, California State University, Ohio State University, National University of Singapore

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

Ohio State University: Stephanie Liu

National University of Singapore: Jochen Wirtz

 

I am a robot, and I am your server: Understanding the influence of social presence on service robot adoption

The first study investigates the impacts of service robot’s social communication skills and the social context on customers’ perceived social presence. The results indicate the relevance of both on the saliency of presence. In the second study, we examine the impact of social presence on customer’s intention and the mediating role of attitude. Finally, we conducted a field experiment at an on-campus restaurant and the results show that social relation however does not directly affect customers’ intention, and social presence plays a more important role on influencing customers’ intention on using service robots, compared to customer satisfaction.

Sponsors: Oklahoma State University, Harrisburg University of Science & Technology

PI/PDs: Willie Tao, Kevin Kam Fung So

Harrisburg University of Science & Technology: Wei-Kang Kao, Andre L'Huillier

 

Service failure and service recovery in hospitality and tourism: An integrative review and research agenda

This study uses two complementary approaches (i.e., bibliometric analysis and systematic review) to provide an updated, objective, and holistic evaluation of the scholarly status and thematic evolution of the service failure and service recovery literature. More specifically, we initially used bibliometric analysis to examine publication outlets and trajectories and identify influential authors and papers that have made significant contributions to the academic foundation and intellectual development in service failure and service recovery research. The findings enable us to objectively assess the knowledge structure, development, and evolution of service failure and recovery to unveil current trends and potential research avenues.

Sponsors: Oklahoma State University, California State University

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

 

Technology experience measurement: Multi-sector approach

Despite the growing importance of technologies in the hospitality and tourism industry, not much has been documented about consumers’ experience with hospitality and tourism technologies. This project aims to cross-validate a newly developed scale for consumers’ experience with hospitality and tourism technologies. Specifically, this project aims to establish predictive and external validity by re-assessing the technology experience scale across multiple sectors within the hospitality domain. Furthermore, this project also seeks to identify the differences in consumer technology experiences across the different sectors of the hospitality and tourism industry.

Sponsors: The Hong Kong Polytechnic University

PI/PDs: Kevin Kam Fung So

The Hong Kong Polytechnic University: Hailey Shin

University of South Carolina: Miyoung Jeong

 

Scale development in tourism and hospitality research: Cross-sectional versus longitudinal data

Despite the apparent benefits of longitudinal data, most scale development research has employed cross-sectional data to evaluate psychometric properties. To address this knowledge gap, taking sensory destination experience as a case demonstration, this study empirically compares cross-sectional data (at one time point) and longitudinal data (at three time points) on the basis of common method variance, common method bias, construct validity and reliability, and causal inferences. Our results indicate that longitudinal data exhibit diverse advantages over cross-sectional data in terms of identifying common method variance, reducing common method bias, demonstrating construct validity, and enhancing causal inferences.

Sponsors: Oklahoma State University, Texas Tech University, California State University

PI/PDs: Kevin Kam Fung So

Texas Tech University: Jing Li

California State University: Hyunsu Kim

 

Actor value formation in a peer-to-peer accommodation: Insight from text-mining

The sharing economy including Airbnb has been described as a disruptive innovation transforming many traditional businesses. Capturing actor value formation (AVF) in the context of Airbnb, this study proposes two stages of investigation. Stage One adopts a hybrid approach involving deductive and inductive thematic analyses to evaluate 586,778 existing Airbnb reviews. This study then investigates the effects of AVF on value, communication, accuracy, and overall rating. Stage Two subsequently investigates the linkages through primary consumer data capturing negative and positive Airbnb experience. Also, testing the moderating effects of valence experience on the relationships among AVFs, accuracy, communication, value, and satisfaction.

Sponsors: Oklahoma State University, California State University, The Hong Kong Polyethnic University

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

The Hong Kong Polyethnic University: Hailey Shin

 

Social influencers and argument quality on online engagement and behavior

This study focuses on social influencer marketing in tourism. The research draws on the elaboration likelihood model (ELM) and examines social influencers as a peripheral cue and argument quality as a central cue to identify how customers process information differently in different service settings. Through a series of experiments, this study investigates the effects of social influencers and argument quality on online engagement and behavior intention. Follow investigations examines (1) self-esteem and (2) brand familiarity as moderators of the effects of a dual-route on online engagement and behavior intention.

Sponsors: Oklahoma State University, California State University

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

 

Post-disaster recovery strategies in tourism destinations

Covid-19 devastated the global travel and tourism industry. This proposal’s four-fold aim is first, by reconciling the literature on disaster management with the findings from automatic and manual text analysis, this study develops a framework of post-disaster recovery strategies for tourism destinations. Second, this study empirically examines the effects of post-disaster recovery strategies on behavioral outcomes in tourism destinations. Third, investigating spatial- temporal behavioral patterns of tourism destinations by using the UNWTO Tourism Recovery Tracker. Fourth, this research uses user-generated contents and cutting-edge big data mining techniques to identify the most frequently mentioned areas and extract main themes in the reviews.

Sponsors: Oklahoma State University, California State University, University of South Carolina

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

University of South Carolina: Bryan Mihalik

 

Customer touchpoints with co-creation experience: Scale development and validation

This study explores the role of the emerging concept of customer touchpoints in building a co- creation experience in the context of tourism and hospitality services (i.e., hotels, restaurants, and airlines). The scale, developed from a restaurant, hotels, and airline customers survey, is further tested to demonstrate strong psychometric properties across multiple samples and service settings. This article contributes to the literature by providing a comprehensive conceptualization of customer touchpoints within the tourism context, developing a scale to measure customer touchpoints with the cocreation experience effectively, and using evaluations of the critical customer touchpoints to predict the co-creation experience.

Sponsors: Oklahoma State University, California State University, University of South Carolina

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

University of South Carolina: Bryan Mihalik

University of South Carolina: David Cardenas

University of South Carolina: Simon Hudson

 

Customer touchpoints, customer engagement, and co-creation experience: Insight from symmetric and asymmetric approaches

This study focuses on the empirical relationships between customer touchpoints, customer engagement, and the co-creation experience. From an analytical standpoint, this study uses symmetric structural equation modeling (SEM) and asymmetric fuzzy-set qualitative comparative analysis (fsQCA) to test the research hypotheses. In addition to using SEM to examine the effects of the transactional and relational antecedents of the co-creation experience, this study uses fsQCA to reveal general patterns and synergy effects of several equifinal configurations, which contribute to the co-creation experience. The findings uncover the important customer touchpoint dimensions and their combinational synergy effects, which in turn affect business performance.

Sponsors: Oklahoma State University, California State University, University of South Carolina

PI/PDs: Kevin Kam Fung So

California State University: Hyunsu Kim

University of South Carolina: Bryan Mihalik

University of South Carolina: David Cardenas

University of South Carolina: Simon Hudson

 

How does Airbnb experience transfer to memorability and platform loyalty? Findings from a sequential mixed method approach

While the sharing economy has received increasing attention from academics and industry practitioners, the role of Airbnb experience in transforming memorability and platform loyalty remains unexplored. As such, a sequential mixed-method approach is adopted to achieve fill the research gaps. Building on the memory-dominant logic, Study 1 proposes a conceptual framework to investigate how the three dimensions of Airbnb experience form memorability and subsequently build platform loyalty. Study 2 adopts in-depth interviews to further explain and contextualize the findings of Study 1. The findings of this study make significant theoretical and practical contributions to the current understanding of Airbnb experiences.

Sponsors: Oklahoma State University, Texas Tech University, University of South Carolina

PI/PDs: Kevin Kam Fung So

Texas Tech University: Jing Li

University of South Carolina: Simon Hudson

 

Touch vs. Tech service in the hospitality

Due to COVID-19, both scholars and industry professional suggest applying innovation technology such as self-service kiosk and service robots in the tourism and hospitality industry. Previous studies have suggested that consumers wanted to have service robots in the areas such as front desk, concierge, and room service within a hotel. However, the interaction comfort and perceived service quality with service robot at these three settings remain sparse. Thus, this study investigates the effects of service encounter types and service settings through a number of scenario-based experiments on customer behavioral intentions together with context-dependent factors informed by prior consumer research.

Sponsors: Oklahoma State University, Texas Tech University

PI/PDs: Kevin Kam Fung So

Texas Tech University: Jing Li

 

Platform branding vs. pipeline business branding

Despite increasing attention has been paid to platform business models, studies focusing on branding in platform business remain sparse. Pipeline business models are significantly different from platform business models. The triatic business model has made the branding process different from the pipeline business models. Thus, it is critical to investigate branding related issues with both pipeline business and platform businesses to understand the factors that draw customers to the platform. Taken together, this study aims to explore how platform branding differs from pipeline business branding, and the role of customer engagement in building platform loyalty.

Sponsors: Oklahoma State University, Texas Tech University, University of South Carolina

PI/PDs: Kevin Kam Fung So

Texas Tech University: Jing Li

University of South Carolina: Simon Hudson

 

Inside the feeling economy: understanding consumer adoption behavior of empathetic artificially intelligent device

AI has significantly transformed the economy as mechanical tasks have largely been taken over by machines. A number of studies have investigated customers’ adoption motivation of AI, such as utility, capacity, and usefulness of AI devices. However, research on the potential acceptance of empathetic AI applications remain sparse. This study investigates consumers’ adoption of empathetic AI applications in the tourism and hospitality industry. Building on sRAM and extended TAM models, this study includes social-emotional and relational elements to explore the adoption motivation of empathetic AI applications.

Sponsors: Oklahoma State University, Texas Tech University

PI/PDs: Kevin Kam Fung So

Texas Tech University: Jing Li

 

The effects of travel experiences across time: A three-wave longitudinal investigation

This study examines the effects of travel experiences across time. Using three-wave data collection, this study investigated the lagged effects of travel experiences on customer engagement, subjective well-being, and revisit intention. The findings are expected to offer critical insight into the interrelationships among the well-established components of the

consumer evaluative process underlying travel experiences. This study is one of first to provide longitudinal evidence of the potential fading of the impacts of travel experiences on destination specific factors as well as the more general subjective well-being.

Sponsors: Oklahoma State University, Texas Tech University

PI/PDs: Kevin Kam Fung So, Yueying He

Texas Tech University: Jing Li

 

Reciprocal links between destination brand experience and social media stickiness: a three- wave longitudinal study

This study aims to investigate how tourists’ remembered experience interplays with social media usage and their consequences on tourists’ intention to revisit. The model was tested using 3-wave longitudinal data collected across three time points. The finding suggests that positive remembered destination brand experience could lead to increased social media stickiness among tourists, and then the increased social media stickiness enhanced the destination brand experience recalling, which could evoke tourists’ intention to revisit.

Sponsors: Oklahoma State University, Texas Tech University

PI/PDs: Kevin Kam Fung So, Yueying He

Texas Tech University: Jing Li

 

The reciprocal relationships between remembered destination brand experience, emotions, and brand attachment: A cross-lagged panel model

Creating a memorable destination brand experience has been recognized as the ultimate competitive advantage of tourism destination management organizations. Prior research has largely concentrated on the use of cross-sectional data to draw statistical inferences. The study aims to evaluate the reciprocal associations between remembered destination brand experience, emotions, and brand attachment using a cross-lagged model using 3-wave longitudinal data collected across three months after a recent trip. The findings of the research will offer a longitudinal perspective on the casual chain of remembered destination brand experience, emotions, and brand attachment.

Sponsors: Oklahoma State University

PI/PDs: Kevin Kam Fung So, Yueying He

 

A bibliometric investigation of service innovation literature and a research agenda

To identify the knowledge structure and offer a synthesis of findings on service innovation in hospitality and tourism, this study conducts bibliometric investigation by assessing peer-viewed articles sampled from Web of Science (WOS) database. Through BibExcel, Pajek, Gephi, and VOSviewer, citation analysis, co-citation analysis, co-authorship analysis and co-occurrence analysis, the literature will form a service design-delivery-evaluation theoretical model that combines both the organization perspective and customer perspective.

Sponsors: Oklahoma State University, Temple University

PI/PDs: Kevin Kam Fung So

Yueying He Temple University: Xiang (Robert) Li

 

An uncharted territory in the sharing economy: Perceived fairness and compliance in lodging taxes among Airbnb owners

Drawing on the multiple theories of rational choice, communications accommodation, and social penetration communication, this research identifies how communication strategies combined with process pathways influence voluntary tax compliance and enforced tax compliance in a relatively new lodging sector dominated

by Airbnb. By adopting a sequential mix-methods approach, the results of a qualitative phase was coupled with the literature review to provide a comprehensive conceptual model. This model was empirically tested in a quantitative phase to expand on the initial findings of lodging sales taxes.

Sponsors: Oklahoma State University, University of Hawaii, University of South Carolina

PI/PDs: Kevin Kam Fung So

University of Hawaii: John Crotts

Longwood University Vincent Magnini California State University: Hyunsu Kim University of South Carolina: David A. Cardenas

 

How to enhance hotels’ social media engagement? Investigating the effects of influence tactics through survey and eye-tracking data

This study investigates the effect of reciprocity and social proof on hotels’ Facebook customer engagement performance, as well as gender’s role as a moderator. Data across multiple stages were collected from online surveys and from an eye-tracking study. The results reveal the dynamic interplay of influence tactics and gender in enhancing online customer engagement performance. Study results provide theoretical and practical insights into the effective design of social media-based engagement strategies and call for methodological designs incorporating objective data in future customer engagement research.

Sponsors: Oklahoma State University, Griffith University, Temple University

PI/PDs: Kevin Kam Fung So

Ying Wang Temple University: Xiang (Robert) Li

 

Conceptualizing AI-Friendly Hotel Brand Experiences: Psychometric Characteristics and Validation

Development of artificial intelligence (AI) and its application in the hotel industry has reshaped the concept of hotel brand management. This study examines the impact of AI on hotel brand experience and underlying factors that describe the experience with AI services. An exploratory qualitative study conceptualized an AI-friendly hotel brand experience and formulate its underlying constructs/measures. A quantitative study followed to confirm the validity and reliability of the developed constructs. The study produced four constructs/measures: anthropomorphic, affective, entertaining, and escapism experiences. The results of this study revealed the experiences with AI services that are essential for enhancing brand values.

PI/PDs: Bill Ryan

Texas Tech University: Bonhak Koo

Florida Gulf Coast University: Catherine Curtis

 

When Employees Feel Envy: The Role of Psychological Capital

This study explores the relationships between LMXSC, malicious and benign envy, and Psychological Capital (PsyCap) in the hotel industry. This study found that the employees with low LMXSC were likely to experience not only negative envy but also positive envy as the emotional responses towards the unpleasant low LMXSC. The employees’ PsyCap impacted the ability for employees to manage their emotional responses: employees can alleviate hostile emotions towards the envied coworkers (malicious envy) and focus on improving their current situation rather than annoying the envied coworkers (benign envy).

PI/PDs: Choonghyoung Lee, Bill Ryan

Daegu University, South Korea: Jahyun Song

 

Hotel General Managers’ Brand Love: A Thematic Analysis

Literature has identified support from top managers as one key success factor in internal branding, a knowledge gap remains regarding understanding general managers’ (GMs’) mindset toward their brands. This study conceptualizes brand love and explores factors influencing brand love identified through interviews. Thematic analysis is applied with three raters to code the information collected. This study identifies five dimensions of hotel GMs’ conception of brand love: affinity, experience, pride, loyalty, and reputation. Four dimensions of positive factors (employee benefits, organization, product, community) and four dimensions of negative factors (individual, organization, product, guests) emerged with several sub-dimensions.

PI/PDs: University of Florida: Yao-Chin Wang

University of New Orleans: Han Chen

Bill Ryan

University of Arkansas: Courtney Troxtel, Mackenzie, Cvar