Tourism and Hospitality

Research

18 pages, 695 KB

Open AccessArticle

Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust

by Vilma Trigoso-Guevara, Kasandra Lisset Torres-Cortez, Fiorely Margoth Peralta-Córdova, Joel Cruz-Tarrillo and Robin Alexander Diaz-Saavedra

Tour. Hosp. 2026, 7(6), 151; https://doi.org/10.3390/tourhosp7060151 - 26 May 2026

Viewed by 283

Abstract

Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist [...] Read more.

Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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20 pages, 572 KB

Open AccessArticle

Tourist Expenditure Profiles in World Heritage Cities: A Conditional Inference Tree Approach

by Juan Ignacio Pulido-Fernández, Yaiza López-Sánchez, Jairo Casado-Montilla and Isabel Carrillo-Hidalgo

Tour. Hosp. 2026, 7(5), 134; https://doi.org/10.3390/tourhosp7050134 - 8 May 2026

Viewed by 700

Abstract

This study examines the relationship between sociodemographic factors and total tourist expenditure in the medium-sized UNESCO World Heritage Cities of Úbeda and Baeza, Spain. Using primary data from a structured survey of 1657 visitors, expenditure was analyzed across nine categories. The methodological approach [...] Read more.

This study examines the relationship between sociodemographic factors and total tourist expenditure in the medium-sized UNESCO World Heritage Cities of Úbeda and Baeza, Spain. Using primary data from a structured survey of 1657 visitors, expenditure was analyzed across nine categories. The methodological approach combined descriptive statistics, non-parametric tests, and a Conditional Inference Tree (CTree) model to identify hierarchical segmentation patterns. The analysis revealed seven distinct visitor segments, with nationality as the strongest predictor, followed by employment status, income, and education. Foreign tourists, particularly retired individuals with university degrees, consistently showed higher expenditure levels, especially in accommodation and shopping. Domestic tourists displayed more heterogeneous spending profiles, influenced mainly by income and employment status. Accommodation, food, and shopping dominated expenditure structures across segments, while transport and recreation played a secondary role. By applying an interpretable CTree approach, the study uncovers interaction-based expenditure profiles that are often overlooked in conventional analyses, thereby offering a more nuanced basis for identifying high-spending tourists and informing destination management strategies. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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15 pages, 753 KB

Open AccessArticle

Managing Multiple Customer Interactions: Exploring Customer Reactions and Gender Differences in Response to Employee-to-Other Customer Interaction Quality in the Social Servicescape

by Youngsun Sean Kim, Bosul Yoo, Danni Wang, Se Jin Kim and Chanho Song

Tour. Hosp. 2026, 7(5), 131; https://doi.org/10.3390/tourhosp7050131 - 6 May 2026

Viewed by 323

Abstract

Cultivating high-quality interactions between customers and employees has become a central concern for both researchers and practitioners. However, most studies have primarily centered on examining and enhancing the quality and effectiveness of direct interactions between employees and customers. Building upon social influence theory, [...] Read more.

Cultivating high-quality interactions between customers and employees has become a central concern for both researchers and practitioners. However, most studies have primarily centered on examining and enhancing the quality and effectiveness of direct interactions between employees and customers. Building upon social influence theory, this study diverges by investigating how interactions among employees and other customers, along with their quality, impact the service perceptions of observing customers within the social servicescape. Using a 2 × 2 × 2 between-subjects experimental design with 384 participants, this study provides the first empirical evidence that the interaction quality among other social actors in a shared service environment significantly influences the perceived customer orientation and service quality for observing customers. Hypotheses were tested using multivariate analysis of variance (MANOVA). Importantly, this effect persists even when the observing customers themselves are not directly involved in the interactions with either the service provider or the other customer. Additionally, the study uncovers a noteworthy gender difference in how individuals respond to the quality of interactions between employees and other customers. Furthermore, the findings suggest that an observing customer’s prior emotional attachment to the service provider does not significantly interact with the effects of employee-to-other customer interaction quality, indicating that the underlying expectation for interaction quality in the social servicescape remains consistent regardless of the customer’s preexisting relationship with the service provider. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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36 pages, 743 KB

Open AccessArticle

Servicescape, Price Perception, and Diner Loyalty: Empirical Evidence from Full-Service Restaurants in Northern Peru

by Marco Agustín Arbulú Ballesteros, Marilú Trinidad Flores Lezama, Luis Edgardo Cruz Salinas, Ana Elizabeth Paredes Morales and Cristina Fuentes Mejía

Tour. Hosp. 2026, 7(4), 114; https://doi.org/10.3390/tourhosp7040114 - 20 Apr 2026

Viewed by 905

Abstract

Customer loyalty is a critical asset for the restaurant industry, yet the mechanisms linking the physical environment, price perception, and satisfaction remain underexplored in emerging Latin American gastronomy markets. This study examines the relationships among three servicescape dimensions—décor and artifacts, spatial layout, and [...] Read more.

Customer loyalty is a critical asset for the restaurant industry, yet the mechanisms linking the physical environment, price perception, and satisfaction remain underexplored in emerging Latin American gastronomy markets. This study examines the relationships among three servicescape dimensions—décor and artifacts, spatial layout, and ambient conditions—price perception, customer satisfaction, and loyalty in full-service restaurants in northern Peru (Chiclayo, Trujillo, and Piura). A cross-sectional survey was administered to 310 diners, and the proposed model was tested using partial least squares structural equation modeling (PLS-SEM) with 10,000 bootstrap resamples. Results supported seven of nine direct hypotheses and three of four mediation hypotheses. Décor and artifacts and ambient conditions significantly predicted both price perception and satisfaction, while spatial layout showed no significant effect on any path. Price perception partially mediated the effect of décor and ambient conditions on satisfaction, and satisfaction partially mediated the relationship between price perception and loyalty. The satisfaction–loyalty path yielded the largest effect size (β = 0.708, f² = 0.798). Serial chain analyses revealed that the physical environment shapes diner loyalty through sequential cognitive and evaluative mechanisms. These findings offer actionable insights for hospitality managers seeking to enhance gastronomy destination competitiveness through strategic servicescape investment. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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19 pages, 721 KB

Open AccessArticle

From Feed to Table: The Role of Food Influencers in Restaurant Choices

by Nicolás Sumba-Nacipucha, Jorge Cueva-Estrada, Pedro Cuesta-Valiño and Francisco Ganga-Contreras

Tour. Hosp. 2026, 7(3), 83; https://doi.org/10.3390/tourhosp7030083 - 13 Mar 2026

Viewed by 1610

Abstract

This study examines why consumers intend to visit restaurants recommended by food influencers on social media. Grounded in the Theory of Planned Behavior (TPB) and social influence mechanisms, we test an extended TPB model in which trust in the influencer is incorporated as [...] Read more.

This study examines why consumers intend to visit restaurants recommended by food influencers on social media. Grounded in the Theory of Planned Behavior (TPB) and social influence mechanisms, we test an extended TPB model in which trust in the influencer is incorporated as an additional antecedent of intention and as a mediating mechanism linking influencer–follower identification to visit intention. To obtain information, a structured questionnaire was administered to a sample of 474 Ecuadorian social media users who follow at least one gastronomic influencer. Hypotheses were assessed using partial least squares structural equation modeling (PLS-SEM) and predictive assessment (PLSpredict). The results show that attitude toward recommendations and perceived control exert a significant effect on intention, while subjective norms have a more moderate influence. Trust is projected as an additional facilitator in the transition from evaluation to intention, indicating that parasocial affinity translates into intended behavior only when it is accompanied by perceived credibility. The study contributes to TPB and influencer marketing by clarifying how influencer-mediated digital recommendation contexts reshape the classic TPB mechanism and by specifying trust as the key bridge between identification and behavioral intention in a high-uncertainty gastronomic decision. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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23 pages, 1397 KB

Open AccessEditor’s ChoiceArticle

E-Servicescape and Consumer Perception: Evidence from Sharing Economy Online Platforms in Hospitality

by Ana Cláudia Lopes, Anabela Elias, Ana Elisa Sousa and Carla Bento

Tour. Hosp. 2026, 7(2), 50; https://doi.org/10.3390/tourhosp7020050 - 15 Feb 2026

Cited by 1 | Viewed by 1433

Abstract

This study aims to examine how e-servicescape dimensions, demographic characteristics and user experience influence consumer perception of Peer-to-Peer (P2P) online platforms. The literature review is focused on servicescape, e-servicescape, and peer-to-peer (P2P) platforms in the hospitality sector. A relevant research model and hypothesis [...] Read more.

This study aims to examine how e-servicescape dimensions, demographic characteristics and user experience influence consumer perception of Peer-to-Peer (P2P) online platforms. The literature review is focused on servicescape, e-servicescape, and peer-to-peer (P2P) platforms in the hospitality sector. A relevant research model and hypothesis were established. For the empirical study, a questionnaire was developed and conducted on 135 users of P2P online platforms in the hospitality sector. Reliability analysis and hypothesis tests were identified through SPSSv31. Study results and implications were discussed and suggested. The results showed that all six subdimensions such as aesthetics, social presence, perceived personalization, perceived trust and safety, perceived interactivity and superior functionality, overall, create a positive perception in P2P users. While demographic characteristics showed no significant impact on consumer perception of the six e-servicescape dimensions, the user experience (frequency of use) confirmed that individuals that more frequently use P2P online platforms have a more positive perception of the e-servicescape. This study identified the importance of the dimensions of e-servicescape in P2P platforms in the hospitality sector and how they influence consumers’ perceptions, addressing a research gap caused by the limited empirical evidence on the role of demographic characteristics in the e-servicescape within hospitality in the sharing economy. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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23 pages, 609 KB

Open AccessArticle

Luxury Travel Retail Experiences of Chinese Tourists: Extending the Luxury Customer Experience Framework and Proposing the TRACE Model

by Zhiying Li and Roberto Cigolini

Tour. Hosp. 2026, 7(1), 22; https://doi.org/10.3390/tourhosp7010022 - 15 Jan 2026

Viewed by 1349

Abstract

International shopping is a significant motive for outbound travel; however, evidence on the experiential drivers of luxury travel retail among Chinese luxury travelers remains limited. This study investigates the factors shaping overseas shopping experiences and assesses the adequacy of the luxury customer experience [...] Read more.

International shopping is a significant motive for outbound travel; however, evidence on the experiential drivers of luxury travel retail among Chinese luxury travelers remains limited. This study investigates the factors shaping overseas shopping experiences and assesses the adequacy of the luxury customer experience (LCX) framework in this episodic, time-constrained, cross-border context. A quantitative survey of Chinese luxury travelers (N = 407) was conducted and analyzed using IBM SPSS Statistics (Version [30.0], Mac) within the LCX framework. The results show that modern artistic visual merchandising positively predicts overall experience evaluation (β = 0.162, p < 0.001), and emotional connection significantly predicts repurchase intention (β = 0.197, p < 0.001). We find that overall experience evaluation and subsequent behavioral responses are shaped by specific drivers, including service-related post-purchase factors, emotional fulfillment and brand trust, visual appeal, and affective/cognitive evaluations. These results point to possible gaps in theory when LCX is used in short-term travel retail contexts. To address these gaps, we propose the transient experience, relationship quality, action outcomes, connection, and engagement (TRACE) conceptual framework for analyzing feedback-driven encounters throughout the travel experience. Overall, this study extends LCX to episodic, time-constrained contexts and introduces TRACE as a conceptual complementary model to guide future theory testing and model validation in luxury travel retail contexts. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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29 pages, 1987 KB

Open AccessArticle

Nudging Eco-Tourism Behaviour Through Tourist Experience Satisfaction: Examining the Mediating and Moderating Mechanisms of Destination Bonds and Ecocentrism

by Bright Boadu, Xinying Jiang and Agyemang Kwasi Sampene

Tour. Hosp. 2025, 6(5), 275; https://doi.org/10.3390/tourhosp6050275 - 9 Dec 2025

Viewed by 1534

Abstract

The rapid expansion of the tourism sector has raised concerns about how to provide satisfaction to visitors while preserving the environment, especially at tourism destinations that are trying to be sustainable. This study, based on Value-Belief-Norm (VBN) and Place attachment theory, investigates how [...] Read more.

The rapid expansion of the tourism sector has raised concerns about how to provide satisfaction to visitors while preserving the environment, especially at tourism destinations that are trying to be sustainable. This study, based on Value-Belief-Norm (VBN) and Place attachment theory, investigates how tourism experience satisfaction predicts eco-tourism behaviour through destination bond while moderating the relationship between tourism experience satisfaction and eco-tourism behaviour via ecocentrism. A stratified random sampling technique was employed to capture a diverse representation of tourists visiting eco-heritage destinations. A total of 420 valid responses were retained after thorough screening for completeness and reliability. The final dataset was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate both the measurement and structural relationships in the proposed model. The findings indicate that tourism experience satisfaction creates significant destination bonds, which lead to eco-tourism behaviour. Both destination attachment and dependence contribute significantly to eco-tourism behaviour, indicating they both play a mediation role. Furthermore, ecocentrism positively moderates the relationship between satisfaction and eco-behaviour, demonstrating that tourists with stronger ecological value orientations are more likely to translate satisfaction into responsible environmental action. Theoretically, the study contributes to the VBN and place attachment theory by acknowledging the role of attachment and dependence as important belief processes enabling the interacting of experiential fulfilment to moral engagement, and by finding ecocentrism to be a dynamic moderator. To the policy makers, destination managers and community stakeholders, the findings provide a behavioural model of enabling the process of stewardship using experiential design based on values and participative-based conservation initiatives. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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20 pages, 709 KB

Open AccessArticle

From Screen to Destination: Exploring the Determinants of Film Tourists’ Revisit and WOM Intentions

by Dongqi Shi and Panuwat Phakdee-auksorn

Tour. Hosp. 2025, 6(5), 270; https://doi.org/10.3390/tourhosp6050270 - 8 Dec 2025

Cited by 1 | Viewed by 1948

Abstract

As destinations featured in films and television programs attract growing numbers of tourists, exploring the factors that sustain film tourists’ loyalty and advocacy has become increasingly important. This study explores the determinants of post-visit behaviors through the lens of cognitive appraisal theory (CAT), [...] Read more.

As destinations featured in films and television programs attract growing numbers of tourists, exploring the factors that sustain film tourists’ loyalty and advocacy has become increasingly important. This study explores the determinants of post-visit behaviors through the lens of cognitive appraisal theory (CAT), investigating how perceived authenticity, perceived value, and satisfaction shape revisit and word-of-mouth (WOM) intentions among 436 Chinese film tourists visiting Thailand. Data were analyzed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to capture both symmetrical and configurational effects. The SEM results reveal that perceived authenticity, perceived value, and satisfaction significantly enhance WOM intentions. The complementary fsQCA findings reveal multiple causal pathways leading to high revisit and WOM intentions. The study advances theoretical understanding by demonstrating the applicability of CAT to film tourism and showing how tourists’ cognitive evaluations and emotional appraisals jointly shape their post-visit behavioral intentions. The findings also offer practical guidance for developing authenticity-based strategies to foster loyalty and positive destination advocacy. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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19 pages, 937 KB

Open AccessArticle

Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model

by Amany E. Salem, Thowayeb H. Hassan, Mostafa A. Abdelmoaty, Muhannad Mohammed Alfehaid, Mahmoud I. Saleh and Neveen Mohamed Mansour

Tour. Hosp. 2025, 6(5), 245; https://doi.org/10.3390/tourhosp6050245 - 18 Nov 2025

Viewed by 1227

Abstract

The adoption of smart farm tourism in agritourism is primarily determined by consumer acceptance, yet limited research has assessed the psychological determinants of the intention to apply smart farm systems. The current study aimed to explore the impact of perceived value on consumer’s [...] Read more.

The adoption of smart farm tourism in agritourism is primarily determined by consumer acceptance, yet limited research has assessed the psychological determinants of the intention to apply smart farm systems. The current study aimed to explore the impact of perceived value on consumer’s attitudes and intentions to use indoor smart farm restaurant systems in Al-Ahsa, Saudi Arabia, using a value–attitude–behavior framework. A cross-sectional survey was conducted among 110 participants, and partial least squares structural equation modeling (PLS-SEM) was employed to assess the hypothesized relationships. The final measurement model showed acceptable levels of convergent and discriminant validity. The results of the structural model demonstrated that the perceived value significantly predicted both attitudes (β = 0.687, p < 0.001) and intentions to use (β = 0.308, p = 0.002). Attitudes also had a direct positive effect on the intention to use (β = 0.557, p = 0.001) and significantly mediated the relationship between perceived value and intention (indirect effect β = 0.383, p = 0.003), accounting for 55.4% of the total effect. These results highlight the positive effect of perceived value in shaping favorable consumer attitudes and behavioral intentions towards the adoption of smart farm restaurant systems. As a consequence, targeting consumer perceived values would influence the behavioral attributes of consumers and support sustainable agritourism innovations in Saudi Arabia and beyond. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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25 pages, 602 KB

Open AccessEditor’s ChoiceArticle

The Influence of Consumers Socio-Demographic Characteristics on the Perception of Quality and Attributes of Traditional Food Products in the Hospitality and Tourism Market of AP Vojvodina (Republic of Serbia)

by Stefan Šmugović, Bojana Kalenjuk Pivarski, Dragana Novaković, Velibor Ivanović, Tihomir Novaković, Srboljub Nikolić, Milan Mihajlović and Marjan Mirčevski

Tour. Hosp. 2025, 6(4), 206; https://doi.org/10.3390/tourhosp6040206 - 10 Oct 2025

Cited by 3 | Viewed by 2745

Abstract

Traditional food products (TFPs) hold a significant place in the cultural and gastronomic identity of Vojvodina, and consumer interest in these products is continuously growing, positioning them among the most relevant research topics in the fields of hospitality and consumer behavior. The aim [...] Read more.

Traditional food products (TFPs) hold a significant place in the cultural and gastronomic identity of Vojvodina, and consumer interest in these products is continuously growing, positioning them among the most relevant research topics in the fields of hospitality and consumer behavior. The aim of this study was to examine how consumers’ socio-demographic characteristics influence their attitudes and perception of the quality and attributes of TFPs on hospitality and tourism market. The research was conducted on a sample of 507 adult respondents from the territory of the Autonomous Province of Vojvodina. Data were analyzed using descriptive statistics, nonparametric tests (Mann–Whitney U and Kruskal–Wallis) and ordinal logistic regression. The results indicate that age, gender, education level and place of residence significantly affect attitudes toward the quality, price, availability, and advantages of TFPs compared to industrial or imported products. Respondents from rural areas, those with lower education levels and lower incomes, show a greater tendency to consume traditional products. The main barriers to consumption were identified as high prices and insufficient information. The regression results showed that gender and place of residence were significant predictors of consumers’ tendency to choose dishes prepared with TFPs in hospitality establishments. The study highlights the need for tailored marketing and educational strategies to improve the accessibility, diversity, and visibility of TFPs on the market, with particular attention to their integration into the hospitality sector. However, the study is limited to the region of Vojvodina and relies on self-reported data, which may introduce response bias. Future research could explore comparative analyses across different regions or include qualitative insights into consumer motivations. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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21 pages, 851 KB

Open AccessArticle

The Impact of Psychological and Risk Factors on Tourists’ Loyalty Toward Nature-Based Destinations

by Abdullah Al Mahruqi, Ibtisam Al Abri, T. Ramayah and Lokman Zaibet

Tour. Hosp. 2025, 6(4), 197; https://doi.org/10.3390/tourhosp6040197 - 1 Oct 2025

Viewed by 3582

Abstract

Tourist loyalty is vital for destination success, fostering repeat visits and positive word-of-mouth. This study explores the psychological and safety-related factors driving tourist loyalty to natural attractions in Oman, a rising destination known for its stability and safety. Using Social Cognitive Theory as [...] Read more.

Tourist loyalty is vital for destination success, fostering repeat visits and positive word-of-mouth. This study explores the psychological and safety-related factors driving tourist loyalty to natural attractions in Oman, a rising destination known for its stability and safety. Using Social Cognitive Theory as a foundation, the research incorporates perceived risk and novelty seeking as key moderating variables. Data were collected via an online survey of 165 international tourists and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings show that attachment, satisfaction, and novelty seeking significantly affect both attitudinal and behavioral loyalty. While perceived value strongly influences behavioral loyalty, its impact on attitudinal loyalty appears more complex, suggesting possible unobserved mediators. Additionally, risk perception and novelty seeking moderate the link between destination familiarity and loyalty, underscoring the role of tourists’ internal evaluations of safety and desire for new experiences. This study advances the limited literature on tourist loyalty in developing countries by integrating psychological and risk-related dimensions. It offers actionable insights for tourism planners and marketers in Oman: emphasizing the country’s safety reputation, improving satisfaction levels, and crafting experiences that blend familiarity with novelty can enhance tourist loyalty and ensure sustained competitiveness in the global tourism market. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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21 pages, 1277 KB

Open AccessEditor’s ChoiceArticle

Experience, Price, and Loyalty: A Comparative Analysis of Wine and Beer in Baja California, Mexico

by Sandra Nelly Leyva-Hernández, Leonardo Ramos-López, Octavio Tadeo Barrera-Perales and José Manuel Camarena-Onofre

Tour. Hosp. 2025, 6(4), 195; https://doi.org/10.3390/tourhosp6040195 - 1 Oct 2025

Cited by 2 | Viewed by 2438

Abstract

In the tourism industry, loyalty is a crucial factor that can significantly impact a business’s success and survival. In niche markets such as wine and beer, it is even more relevant, as in Mexico, most businesses are small and medium-sized enterprises. This study [...] Read more.

In the tourism industry, loyalty is a crucial factor that can significantly impact a business’s success and survival. In niche markets such as wine and beer, it is even more relevant, as in Mexico, most businesses are small and medium-sized enterprises. This study aimed to compare the influence of experience and price on tourist loyalty between wine and beer, using a sample of 245 adult tourists in Baja California, Mexico. Structural equation modeling using partial least squares (PLS) was employed for data analysis, utilizing an embedded two-stage approach. It was found that there is no significant difference in the influence of experience and price on loyalty, regardless of the type of beverage being consumed. In both cases, price is the variable that most influences tourist loyalty, although the influence of experience on loyalty is also significant but only for beer. These results enable the development of targeted marketing strategies for regions that focus on gastronomic tourism centered on these types of beverages. In addition to practitioners concentrating on developing a sensory, affective, and behavioral experience for tourists, it is also essential to set an attractive price for the consumer. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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24 pages, 1158 KB

Open AccessArticle

More than Likes: A Mediation and Moderation Model of Consumer Brand Preference and Awareness Among Gen Z Coffee Shop Consumers in Saudi Arabia

by Ahmed Hassan Abdou

Tour. Hosp. 2025, 6(4), 190; https://doi.org/10.3390/tourhosp6040190 - 24 Sep 2025

Cited by 3 | Viewed by 6711

Abstract

Background: In an increasingly digital marketplace, social media marketing activities (SMMAs) have become vital for building consumer–brand relationships, particularly among Generation Z (Gen Z) consumers. Coffee shops offer a unique context because they are lifestyle-oriented and highly dependent on repeat visits, making them [...] Read more.

Background: In an increasingly digital marketplace, social media marketing activities (SMMAs) have become vital for building consumer–brand relationships, particularly among Generation Z (Gen Z) consumers. Coffee shops offer a unique context because they are lifestyle-oriented and highly dependent on repeat visits, making them especially responsive to digital engagement. This study examines the impact of SMMAs on brand loyalty in the Saudi Arabian coffee shop sector, with a particular focus on the mediating role of consumer brand preference and the moderating role of brand awareness. Drawing on the Stimulus–Organism–Response (S-O-R) framework and Generational Marketing Theory, the research explores how Gen Z consumers respond to social media efforts that are informative, interactive, trendy, and personalized. Methods: Data were collected using convenience sampling via an online survey of 412 Gen Z consumers in Saudi Arabia who follow at least one local or international coffee shop brand on social media. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships, mediation, and moderation effects. Results: The findings revealed that SMMAs have a substantial direct effect on both brand loyalty and consumer brand preference. Moreover, consumer brand preference partially mediates the relationship between SMMAs and brand loyalty, underscoring its importance as a psychological mechanism in the formation of loyalty. Additionally, brand awareness was found to significantly moderate the SMMAs–brand loyalty relationship, with more potent effects observed among consumers with higher levels of brand familiarity. Implications: The study contributes theoretically by extending the S-O-R framework with Generational Marketing Theory, demonstrating the partial mediating role of brand preference and the moderating direct effect of brand awareness. Practically, the results suggest that coffee shop marketers should design social media strategies that are informative, interactive, trendy, and personalized while also investing in awareness-building campaigns to amplify loyalty among Gen Z consumers. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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25 pages, 942 KB

Open AccessArticle

Visual eWOM and Brand Factors in Shaping Hotel Booking Decisions: A UK Hospitality Study

by WinnieSiewKoon Chu, Kim Piew Lai and Robert Jeyakumar Nathan

Tour. Hosp. 2025, 6(4), 171; https://doi.org/10.3390/tourhosp6040171 - 8 Sep 2025

Viewed by 4662

Abstract

This study aims to bridge the research gap emerging from the relationships between Visual electronic Word-of-Mouth (VeWOM) and brand factors, and their impact on consumers’ behavior by exploring the causal effects of eWOM attributes on hotel brand factor spreading through Brand Awareness (BA) [...] Read more.

This study aims to bridge the research gap emerging from the relationships between Visual electronic Word-of-Mouth (VeWOM) and brand factors, and their impact on consumers’ behavior by exploring the causal effects of eWOM attributes on hotel brand factor spreading through Brand Awareness (BA) and Brand Perceived Value (BV) and its consequences on Purchase Decisions (PD) in the hospitality context. Attribution Theory was extended to incorporate brand-mediated effects and crisis-specific factors. The study investigates the impact of VeWOM on consumer Purchase Decisions (PD) in terms of hotel room bookings in the British hospitality market, emphasizing the mediating role of brand-related constructs. Drawing on Attribution Theory, the research proposes a structural model to assess both direct and indirect pathways through which VeWOM influences behavioral outcomes. A stratified, non-probability sampling approach yielded 443 valid responses from hotel bookers who engaged with user-generated visual content prior to booking. The Partial Least Squares Structural Equation Model (PLS-SEM) was employed to test the hypothesized relationships. The findings reveal that VeWOM significantly influences Brand Value (BV), eWOM Credibility, and Information Quality, which in turn shape consumer purchase behavior. Crucially, Brand Value emerges as a key mediating variable, bridging VeWOM and Purchase Decisions, while VeWOM alone does not directly affect booking behavior. Moreover, Brand Awareness showed no significant mediating effect. The study underscores the indirect attribution process in visual review contexts, demonstrating that the influence of VeWOM is channeled primarily through brand perception mechanisms rather than direct persuasion. These insights extend Attribution Theory by highlighting the distinct cognitive pathways activated by visual content compared to text-based reviews. Practically, the research suggests that hoteliers should focus on enhancing Brand Value via bundled offerings and relationship-based marketing rather than relying solely on visual appeal or awareness to drive bookings. The study contributes to the growing body of VeWOM literature by clarifying its nuanced effects on decision-making in digital hospitality environments. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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13 pages, 249 KB

Open AccessArticle

The Quality of Hilton Hotel Services in the V4 Countries: The Impact of the Platform on Ratings and Customer Satisfaction

by Stela Kolesárová, Anna Šenková, Erika Kormaníková and Kristína Šambronská

Tour. Hosp. 2025, 6(4), 169; https://doi.org/10.3390/tourhosp6040169 - 5 Sep 2025

Viewed by 5084

Abstract

(1) This study aims to quantify differences between platforms and countries by comparing Hilton’s ratings on Booking.com and Google.com in the V4 countries. (2) Data were collected directly from Booking.com and Google.com for selected Hilton hotels. Descriptive statistics were used to process and [...] Read more.

(1) This study aims to quantify differences between platforms and countries by comparing Hilton’s ratings on Booking.com and Google.com in the V4 countries. (2) Data were collected directly from Booking.com and Google.com for selected Hilton hotels. Descriptive statistics were used to process and analyze the data, and a paired Student’s T-test was used to compare standard deviations between platforms. (3) The analysis showed that these differences can be applied not only to subjective preferences but also to sociotechnical devices, including cultural platforms and their associated norms and user expectations. Additionally, factors such as price, food quality, and atmosphere were shown to influence overall guest satisfaction, with ratings approximately indicating satisfaction or dissatisfaction. (4) From a practical perspective, these insights can help hotel managers optimize their online communication strategy, tailor content to different platforms, and manage their reputation more effectively. Overall, the findings highlight that effectively managing online reviews is key to establishing trust, increasing satisfaction, and ensuring the long-term success of the Hilton brand in diverse sociocultural contexts. Future research should focus on sociotechnical aspects and the impact of seasonal or marketing campaigns on reviews to gain a more comprehensive understanding of the dynamics of online reviews in the hospitality industry. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

28 pages, 1012 KB

Open AccessArticle

Personalisation and Predictive Marketing in a Croatian Tourist Destination: Behavioural Strategies for Enhancing the Tourist Experience

by Željka Zavišić, Mladen Pancić and Hrvoje Serdarušić

Tour. Hosp. 2025, 6(4), 167; https://doi.org/10.3390/tourhosp6040167 - 4 Sep 2025

Cited by 1 | Viewed by 2750

Abstract

This paper explores the role of personalisation and predictive marketing in Croatian tourism and analyses how behavioural strategies can enhance the tourist experience and increase visitor loyalty. In today’s competitive tourism market, personalised marketing strategies have become a key factor in attracting and [...] Read more.

This paper explores the role of personalisation and predictive marketing in Croatian tourism and analyses how behavioural strategies can enhance the tourist experience and increase visitor loyalty. In today’s competitive tourism market, personalised marketing strategies have become a key factor in attracting and retaining tourists. Based on the theoretical framework and previous research, hypotheses were formulated on various aspects of behavioural marketing, such as the impact of personalisation on destination choice, the perception of marketing effectiveness by different demographic groups and the correlation between tourists’ satisfaction and their willingness to revisit a destination. The aim of this study was to test six hypotheses relating to the personalisation of marketing messages, demographic factors and their correlation with tourists’ willingness to revisit the destination. Using a quantitative methodology, a survey was conducted among 415 tourists who had visited the Croatian city of Vodice. A total of 257 questionnaires were completed. The data was analysed using descriptive statistics, correlation analysis and regression models to identify the most important factors influencing tourists’ behaviour and preferences. The results show that personalised marketing messages have a positive impact on tourists’ decision to visit the destination. In addition, this study shows that demographic factors such as gender, age and education significantly influence the perception of marketing effectiveness. Tourists who received predictive marketing messages expressed higher satisfaction with their stay and showed a greater willingness to visit the destination again than those who did not receive personalised offers. These results underline the importance of integrating behavioural strategies into marketing activities to build tourist loyalty and improve the overall tourism experience. Based on the research findings, further application of these marketing approaches is recommended to increase competitiveness and attract more loyal tourists. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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12 pages, 253 KB

Open AccessArticle

Atmosphere, Service, and Flavor: Exploring Quality Dimensions of Farm-Raised Foods in Agritourism

by Jibin Baby and Dae-Young Kim

Tour. Hosp. 2025, 6(4), 165; https://doi.org/10.3390/tourhosp6040165 - 29 Aug 2025

Cited by 1 | Viewed by 2740

Abstract

The integration of farm-raised foods plays a pivotal role in elevating the attractiveness and long-term sustainability of agritourism destinations. These locally sourced culinary offerings not only provide economic opportunities and environmental benefits but also enhance the authenticity of the visitor experience, contributing to [...] Read more.

The integration of farm-raised foods plays a pivotal role in elevating the attractiveness and long-term sustainability of agritourism destinations. These locally sourced culinary offerings not only provide economic opportunities and environmental benefits but also enhance the authenticity of the visitor experience, contributing to the vitality and resilience of rural communities. This study explores how three quality dimensions of farm-raised foods (atmospherics, service quality, food quality) shape visitors’ behavioral intentions. Furthermore, it examines the mediating role of visitors’ perceptions of farm-raised foods in this relationship. Drawing on data collected from 615 agritourism visitors using a quantitative approach and a structured survey instrument, the results indicate that all three quality dimensions significantly influence behavioral intentions, highlighting the importance of how the farm-raised foods are presented and interpreted. Furthermore, visitors’ perceptions of farm-raised foods significantly mediated the relationship between food quality and behavioral intentions. The findings underscore the need for agritourism operators to create immersive, high-quality food experiences that connect guests to local agriculture and culture. By emphasizing these dimensions, destination managers can enhance visitor satisfaction, build brand loyalty, and promote more sustainable rural tourism development. This research provides practical insights for strengthening agritourism strategies while supporting broader goals of sustainability and community enrichment. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

31 pages, 1216 KB

Open AccessArticle

Unveiling the Outcome of the Implementation of Experiential Value Co-Creation on the Behavioral Intention of Online Travelers

by Parlagutan Silitonga, Juliana Juliana, Gilang Puspita Rini and Anastasia Posmaria Setiasiwi Sitohang

Tour. Hosp. 2025, 6(3), 157; https://doi.org/10.3390/tourhosp6030157 - 21 Aug 2025

Cited by 9 | Viewed by 5212

Abstract

Augmented reality has hastened innovators to create things instantly. It has long been understood that the tourism industry is an industry of cultural exchange and visitation seeking experience, satisfaction, and pride. This study aims to increase behavior intention and delight mediating through experiential [...] Read more.

Augmented reality has hastened innovators to create things instantly. It has long been understood that the tourism industry is an industry of cultural exchange and visitation seeking experience, satisfaction, and pride. This study aims to increase behavior intention and delight mediating through experiential value co-creation using service-dominant logic theory. This study answers the focused research question by conducting surveys (n = 307) of members of Generation Y in Jakarta and Semarang city. The findings show that experiential value co-creation and delight directly and indirectly have a positively effect on behavior intention in virtual travel. This research offers a new concept, namely experiential value co-creation, to explain the connection between how tourists’ behavior in surfing the internet can influence their behavior intentions. This research certainly has managerial implications which are very useful for increasing behavioral intention, especially in the tourism sector. Tourist attraction managers must pay attention to content that discusses tourist destinations. Complete and accurate information is very useful in increasing the desire to visit tourist locations. Full article

(This article belongs to the Special Issue Customer Behavior in Tourism and Hospitality)

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