Search Results (39)

Generation Z (Gen Z; born 1997–2012) is reshaping global tourism through digital fluency, ethical awareness, and a desire for authentic, sustainable travel experiences. This study surveys 413 Gen Z travelers across France, Portugal, Romania, and the USA to map their booking behaviors, information sources, transport modes, accommodations, dining practices, and leisure activities. The findings reveal a strong preference for independent online bookings and social-media-influenced destination choices (Instagram, TikTok), with air and car travel being used for long-distance journeys and walking/public transit being used for local journeys. Accommodation spans commercial hotels and private rentals, while informal, local dining and nature- or culture-centered leisure prevail. Chi-square tests were performed to identify differences between countries. To reveal distinct traveler segments and their country’s modulations towards sustainability, a hierarchical cluster analysis was performed. The results uncover four segments: “Tech-Active, Nature-Oriented Minimalists” (32.3% in France); “Moderate Digital Planners” (most frequent across all countries, particularly dominant among Romanian respondents); “Disengaged and Indecisive Travelers” (overrepresented in the USA); and “Culturally Inclined, Selective Sustainability Seekers” (>30% in France/Portugal). Although sustainability is widely valued, only some segments of the studied population consistently act on these values. The results suggest that engaging Gen Z requires targeted, value-driven digital strategies that align platform design with the cohort’s diverse sustainability commitments. Full article

Understanding and promoting guest satisfaction is central to the economic sustainability of the hospitality industry. Satisfaction influences consumers’ booking intentions, hotel choice, loyalty, and the reputation and performance of accommodation establishments. Thus, accurate decision making by hotel managers relies on trustworthy and easily accessible information on the variables that affect guest satisfaction. Nowadays, this information is available through reviews and ratings provided by online platforms, such as TripAdvisor. Indeed, much research into guest satisfaction uses TripAdvisor reviews. However, this study aims to analyse guest satisfaction using only TripAdvisor ratings. These ratings can be more succinct and tractable indicators than reviews. A sample of 118 hotels in Cape Verde and the Azores, two archipelagos belonging to Macaronesia, and a descriptive, predictive, and discriminant methodology are employed for this purpose. Four main results are obtained. First, the rated items on TripAdvisor are consistent with the scientific literature on this topic. Second, TripAdvisor ratings are valid and reliable. Third, TripAdvisor ratings can predict guest satisfaction based on the perceived quality of hotel services. Fourth, there are significant differences in ratings depending on the tourism destination chosen. These results are of interest to researchers, tourists, as well as hotel, destination, and platform managers. Full article

Despite free access to complete information regarding hotel quality and reference prices, consumers perceive significant price differences across different online platforms. We explore how perceived price dispersion on online travel agency platforms influences consumer purchase intention through mental account theory and propose a psychological mechanism explaining why consumers may tolerate and even embrace price discrepancies. Study 1 employs a scenario-based experiment that manipulates differing levels of price dispersion for the same hotel booking, demonstrating that higher PPD significantly amplifies perceived transaction utility and, in turn, acquisition utility. Study 2 corroborates these findings through an online survey with judgment sampling, highlighting that consumers—despite access to comprehensive OTA information—are often motivated, rather than deterred, by price discrepancies; multiple variable combinations were tested to ensure robust findings. This study challenges traditional marketing theories suggesting that price dispersion signals market unfairness and reduces consumers’ purchasing intention; instead, it mentally stimulates consumers. This perception enhances transaction and acquisition utility, positively impacting purchase intention. We also offer a robust model for mechanism study and provide insights for leveraging price dispersion as a cost-less promotional strategy, potentially increasing consumer engagement without additional marketing expenditure. We contribute to the literature by integrating the mental account theory into the context of online marketplaces and developing a price dispersion model with psychological utility in the consumer decision-making process. Full article

This study proposes the Tourism Adaptable Digital Marketing Framework (TADMF), a flexible, cyclical model tailored to optimize digital marketing strategies for hotels and destinations. By leveraging data-driven insights and neuromarketing principles, the framework addresses critical gaps in traditional linear models to maximize bookings for hotels and enhance awareness of destinations. The three-stage cyclical process, attraction, engagement, and conversion, ensures continuous feedback and refinement across the customer journey. Hotels benefit from tailored techniques, such as dynamic pricing and personalized recommendations, while destinations focus on storytelling and user-generated content to forge emotional connections. Compared to traditional marketing models, this framework uniquely integrates online and offline interactions to create cohesive customer experiences. Key findings reveal that the TADMF fosters a dynamic interplay between theoretical innovation and practical applicability, demonstrating scalability and adaptability to diverse tourism contexts. The study concludes that the TADMF offers a robust foundation for addressing the evolving challenges of digital marketing in tourism, paving the way for future research into advanced technologies such as AR, VR, and AI. Full article

In the era of online accommodation reviews, understanding the consumer mind is essential for the hospitality industry. This study seeks to profile consumers based on their reservation decisions made after reviewing online feedback and to explore the complex relationship between consumer perceptions and their decision-making processes. To lay a solid foundation for this research, a thorough bibliometric analysis was conducted to map the existing literature and identify key trends in the field. Data were collected using a non-probability convenience sampling method through an online survey targeting Romanian residents. Performing a hierarchical cluster analysis, followed by a K-means cluster analysis, distinct consumer segments with varying levels of trust and responsiveness were identified. The four primary clusters are Young Risk-Averse Planners, Trust-Oriented Quality Seekers, Skeptical Detail Seekers and Independent Value Seekers. Each segment displayed unique preferences regarding the types of reviews they value and their influence on booking decisions. These findings highlight the need for hotel managers and marketers to develop tailored strategies that cater to the diverse needs of consumers, enhancing service delivery and promoting sustainable tourism practices. This research provides valuable insights into the dynamics of online reviews and stresses the importance of understanding consumer perceptions in navigating the complexities of today’s hospitality industry. Full article

This study examines the significant growth of e-commerce in Romania, which has surpassed the rates of expansion observed in other more developed countries of the European Union. Based on market analysis by sector-specific companies, the Romanian e-commerce market has reached over €6.5 billion. This rapid growth trajectory is expected to continue, driven by various factors, including the impact of the COVID-19 pandemic and the natural evolution of the market. The main purpose of this study is to assess the expansion of the e-commerce market in Romania, identify the key factors behind this growth, and project future market values. Data for this analysis has been collected from industry reports, market analysis, and relevant statistical databases. The study uses a quantitative approach, utilizing financial data and growth rates to forecast future market trends. The dataset includes financial figures from e-commerce sales, digital services such as bill payments, and airline and hotel bookings from 2018 to 2023. Projections for 2024 and beyond were derived from this historical data. In 2019, the e-commerce market in Romania was valued at €4.68 billion, representing a significant increase compared to previous years. By 2020, amid the pandemic, the market value increased to €5.5 billion, marking a 38.4% increase from the previous year. Forecasts for 2024 estimate that the market will exceed €8 billion. In addition, when related digital services are included, the total market value could exceed €10 billion, illustrating the substantial economic impact of the online sector and the growth potential. This study highlights the dynamic nature of the e-commerce landscape in Romania and underlines the significant economic opportunities it presents. Full article

Social commerce plays a significant role in various aspects of the hotel industry. By using social commerce platforms such as Facebook, Instagram, and hotel booking websites, hotels can enhance their brand visibility, engage more effectively with guests, and stimulate hotel bookings. Nonetheless, prior research reported a lack of studies in this area, namely social commerce in the context of domestic tourism. Drawing on Stimuli–Organism–Response (SOR) theory as being a well-established framework in social commerce research, this study seeks to examine the impact of social commerce on hotel booking intentions, both directly and indirectly, by considering the mediating effects of both brand image and customer engagement. This research used an online survey questionnaire as a tool for collecting primary data from domestic tourists in Egypt during the period from January to April 2024. The study sample encompassed 315 participants who were recruited using the convenience sampling technique. Using Smart PLS 4.0 software, Structural Equation Modeling was performed to examine the proposed model and hypotheses. The results highlighted the significant impact of social commerce on both hotel brand image and customer engagement, which in turn encouraged booking intentions among potential domestic guests. The results also supported the significant mediating effect of hotel brand image and customer engagement in the relationship between social commerce and hotel booking intentions. This study provides some theoretical contributions to the literature of hospitality management by addressing notable gaps in knowledge. This study also suggests some practical implications for industry executives that support their social commerce techniques and boost booking intentions and behavior among domestic tourists such as creating visually attractive content, sponsoring virtual mega events, actively interacting with social media followers, and incorporating booking functionalities in social media platforms. In so doing, hotels can boost their sustainable marketing practices to target a promising market segment by exploiting Web 2.0 capabilities. Full article

As a result of globalization and other factors, periodic shocks to economic activity have become more frequent in recent years. How these periods of economic uncertainty affect different business sectors and industries has become an important emerging area of research activity. Sensory experiences are increasingly recognized as an important aspect of the customer experience. Likewise, online reviews and the usefulness rating given by review consumers are important factors in the consumers’ purchasing decision-making process. How these factors are affected by periods of crisis is an underexplored area of research that this study addresses through the exploration and comparison of the perceived helpfulness of sensory experience online reviews, specifically in the hotel industry, before and since the COVID-19 pandemic. Primary data were harvested from the Booking.com website before and during the pandemic; 143,739 online reviews were analyzed using a keyword search based on six dimensions of hotel services to identify those reviews with sensory experience content. The analysis applied Herzberg’s two-factor theory, where each service attribute was examined as both positive (satisfier) and negative (dissatisfier). Empirical analytical methods were applied to produce compelling findings. The findings indicate that the reviews of multisensory experiences affect the perceived value of a post both negatively and positively, respectively, and that the pandemic did not affect the relationship between reviews and the perceived helpfulness of the reviews. This study has both theoretical and practical implications for researchers and practitioners by applying and building on Herzberg’s two-factor theory of online reviews in the hospitality sector during a period of crisis, as well as addressing a gap in the existing literature on how the pandemic affected the relationships between the online reviews of sensory experiences and their perceived usefulness. Practitioners may find the results useful in how they allocate their resources and focus during such periods to optimize their competitiveness. Full article

This research tests the relationship between aspects of customer influenceability at the time of booking a hotel with the propensity to write a review in electronic word-of-mouth communication. A valid sample of 739 online questionnaires was obtained. An Exploratory Factor Analysis was conducted in order to reduce the dimensions of the two critical variables, and a measurement model was built. Then a Path analysis was carried out. The novelty of this research lies in measuring the evolution from being a passive eWOM reader to a proactive eWOM writer. Results indicate a relationship between being influenced by reading reviews and the propensity to write reviews. The most important underlying motivation to write a review is altruistic. Managers should try to identify the most responsive customers and encourage them to write reviews on altruistic grounds. This study effectively validated the impact of being responsive to reading reviews on the inclination to, in turn, write them. Findings contribute to the evolving research landscape in eWOM within the hospitality and tourism sector, offering practical insights for industry practitioners to formulate more effective strategies in soliciting and managing customer reviews. Full article

Recommender systems have become indispensable tools in the hotel hospitality industry, enabling personalized and tailored experiences for guests. Recent advancements in large language models (LLMs), such as ChatGPT, and persuasive technologies have opened new avenues for enhancing the effectiveness of those systems. This paper explores the potential of integrating ChatGPT and persuasive technologies for automating and improving hotel hospitality recommender systems. First, we delve into the capabilities of ChatGPT, which can understand and generate human-like text, enabling more accurate and context-aware recommendations. We discuss the integration of ChatGPT into recommender systems, highlighting the ability to analyze user preferences, extract valuable insights from online reviews, and generate personalized recommendations based on guest profiles. Second, we investigate the role of persuasive technology in influencing user behavior and enhancing the persuasive impact of hotel recommendations. By incorporating persuasive techniques, such as social proof, scarcity, and personalization, recommender systems can effectively influence user decision making and encourage desired actions, such as booking a specific hotel or upgrading their room. To investigate the efficacy of ChatGPT and persuasive technologies, we present pilot experiments with a case study involving a hotel recommender system. Our inhouse commercial hotel marketing platform, eXclusivi, was extended with a new software module working with ChatGPT prompts and persuasive ads created for its recommendations. In particular, we developed an intelligent advertisement (ad) copy generation tool for the hotel marketing platform. The proposed approach allows for the hotel team to target all guests in their language, leveraging the integration with the hotel’s reservation system. Overall, this paper contributes to the field of hotel hospitality by exploring the synergistic relationship between ChatGPT and persuasive technology in recommender systems, ultimately influencing guest satisfaction and hotel revenue. Full article

User-generated online ratings have become a prominent tool for hotels to enhance overall customer satisfaction. Prior research on online ratings has mainly considered commercial destinations, whereas research on religious destinations is limited. This study uses the IPA technique and beta regression analysis to investigate the destination’s (commercial and religious) varying effects on the relationship between hotel service quality attributes and customer satisfaction. In total, data from 338 hotels representing 82,704 customer reviews in two Saudi Arabian cities (Alkhobar and Makkah) were collected from Booking.com and analyzed. Makkah was selected as a key religious heritage destination, whereas Alkhobar was chosen as a commercial destination as it hosts major sea resorts, recreational parks, and shopping destinations. The results indicate that commercial and religious destination tourists do not have similar perceptions of the selected eight hotel service quality attributes. While comfort, facilities, and value-for-money service quality attributes were considered important for commercial destination tourists, religious destination tourists viewed location, cleanliness, and breakfast as important. Since effective management of customer satisfaction is essential for hotels’ profitability and sustainability, therefore it is imperative to identify and prioritize service quality attributes related to each group of customers. This will enable the efficient application of limited resources. Full article

In light of the development of online travel agencies (OTAs), the rules of the entire tourism industry have changed. Due to the ease of finding information and comparing products, consumers can choose a hotel not only by room type, but also by rate, according to their preferences. The purpose of this study was to explore the effect of price discrimination on the fairness perception toward reservation intentions. The interaction effects of the brand familiarity and the type of consumers on the fairness perception were also examined. The study used an experimental design, with 2 price discriminations × 2 brand familiarities × 2 regulatory focuses, on a total of 320 valid subjects. The results showed that advantaged-price discriminations had higher fairness perceptions than equal-price discriminations, and that higher fairness perceptions had higher reservation intentions. The interaction effect of brand familiarity showed no significant impact on the fairness perceptions, while the regulatory focus had a mitigating effect on the price discrimination and on the fairness perceptions. This study provides insights into the relationship between online price discrimination and tourism, and it contributes to the literature on hospitality. It also provides the managerial implications for online hotels in developing pricing strategies. Full article

Customers are becoming more concerned about the use of green practices in the hotel industry. Managers are therefore starting to recognise the significance of green practices for clients’ purchasing decisions and levels of satisfaction. This study aims to investigate how customers’ decisions to book green hotels online and make purchases are impacted by green certificates. Two variables, namely the intentions to return and to pay a premium price, are used to measure customer satisfaction and purchasing behaviour towards green hotels. SmartPLS has been employed to analyse data gathered from 161 individuals from two hotels in Saudi Arabia. The results suggest that green certifications, environmental considerations, and green brand perception have a significant impact on online customers’ satisfaction and purchase choices in the hotel sector. This paper provides a comprehensive framework that illustrates the connection between hotels’ aspirations towards environmental concerns and customers’ willingness to revisit and pay a premium price. Full article

The study aims to contribute to tourism literature and the Norwegian hospitality industry by integrating and mapping guests’ green hotel experiences. Hence, the study deploys mix-methods to aid in depicting guest preferences and perspectives on Norwegian green hotels. Accordingly, these experiences are represented with 1575 guests’ venue-specific generated contents (UGC) found within designated hotel pages of TripAdvisor. Scholars conducted descriptive analysis on guest ratings, machine-learning integrated content analysis to map harmonious and divergent qualities of venue-specific green hotel experiences, and explored users’ community profiles to enrich and reveal further similarities with guest demographics. Consequentially, the study unveiled key themes and concepts relevant to guests’ satisfaction with nine Norwegian green hotels and attributed qualities. Accordingly, the study revealed ten key themes, namely “hotel”, “room”, “food”, “location”, “staff”, “stay”, “service”, “recommend”, “value”, and “experience”. To exemplify, the majority of guests were found to be satisfied with their attributed qualities. Regarding hotel themes, guests were dissatisfied with green practices, booking, check-in, and other aspects of attribution. To contribute, the study offers valuable insights for practitioners and provides theoretical implications. Green hoteliers of Norway should firmly grasp green practices, as improvements and diversification strategies with green practices must be present for both online and embodiments of their venues. In an ever-evolving world of digital presence, practitioners must sustain relevance with UGC content encompassing guest experiences. Full article

The study investigates the connections between tourists‘ hotel preferences and distance from resort expressed in meters, distance from ski lift expressed in meters, booking score, number of reviews, room type, feature of free cancellation, price expressed in Euro, type (private host/hotel), destination (ski-to-door access/travel sustainable property) from 10 highly appreciated European ski locations offered in from February 2023 by Booking, using a sustainable, electronic instrument for collecting and analyzing a large amount of data, Octoparse 8 and a multi-attribute decision model. Previous studies concerning tourist preferences and online behavior used traditional methods, such as questionnaires and surveys, being limited to a certain number of questions and respondents; thus, this study covers a research gap in the literature with regard to the use of a large amount of data, electronic instruments and multi-attribute models to rank the hotel locations, which derives from the difficulty in obtaining the necessary data to carry out an in-depth analysis. The results show that when selecting a hotel location from an exclusive ski resort, the tourists are interested in the number of reviews, the price and the distances from the resorts to the ski slopes, while the booking score is less important. This is translated into practical implications for marketers and hotel managers, presented at the end of the paper. Full article