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Consumer marketing suggests that greater concern for the environment is impacting purchase behavior. Recent surveys into US pro-environmental (PE) purchase patterns show a considerable gap between consumers’ attitude and actual behavior regarding PE products. What these products have in common is a normative component. This research aims to understand whether perceived consumer effectiveness (PCE) and social desirability bias (SDB) influence consumers’ purchase decisions regarding PE wine products and willingness to pay (WTP).

To assess whether PCE and SDB influence consumer’s actual WTP for PE and conventional wine despite normative beliefs (NBs), two studies with sample sizes of 117 and 124 were conducted in the USA. The first part of each study involved surveying participants as to their NB, SDB, PCE and demographics. The second part of the study measured their actual WTP through participation in an experimental auction.

Consumers with high levels of NBs were significantly more likely to pay higher premiums for PE wines compared to non-PE wines and had higher levels of PCE, suggesting that they believe their purchase behavior makes a difference to the environment. However, this same group is strongly influenced by SDB, indicating that they may “over-report” desirable behaviors. Controlling for PCE and SDB, the significant difference in price for PE wine and non-PE wine was mitigated. Those with lower NBs were just the opposite, less concerned whether their purchase behavior directly impacts the environment, feeling that non-PE wine may be a better value proposition.

The use of an auction method to assess actual behavior may be skewed by the attempt to get a winning bid, and this research was conducted in one particular part of the USA, which limits the generalizability of the results to other parts of the country or world.

The findings from the current research provide important information for wine producers, distributors and retailers, specifically the development of marketing and branding strategies, and as a method for normative product/brand differentiation in a competitive marketplace.

The purpose of this systematic review is to highlight some of the business model changes restaurants, bars and beverage producers undertook to modify their operations in order to not only stay in business but also to better serve their employees and communities during the COVID-19 crisis.

An analysis was conducted on 200 industry articles and categorized into three major themes: expansion of take-out/delivery, innovative practices, and community outreach/corporate support, each are further subdivided into additional themes. The systematic review is further supported by personal interviews with industry professionals.

This research finds that there were many different approaches used in adjusting business models in response to the dining restrictions put in place due to COVID-19. From these approaches, themes were developed which resulted in uncovering some suggestions such as developing contingency plans, being flexible and creative, eliminating menu items, investing in a communication platform and getting involved with local government. In addition, some practices operators should be mindful of such as selling gift cards and starting a crowdfund.

This research provides a systematic analysis of business model changes that occurred due to COVID-19 dining restrictions. Researchers can use this information as a guide for further analysis on a specific theme introduced herein.

This research offers several practical implications which will assist the industry should another similar event occur in the future. The systematic analysis describes and documents some suggestions as well as practices to be mindful of in preparing contingency plans for the future.

This research documents an unprecedented time for the hospitality industry by examining how restaurant, bar and beverage producers around the country responded to COVID-19 restrictions. Distilling the multitude of information into succinct themes that highlight the business model changes that occurred will aid future research as well as operators.

This research aimed to fill several gaps in the tipping literature which has overlooked the server's perspective in identifying and understanding variables that influence a tip amount and therefore where they concentrate their efforts during the service encounter. Furthermore, the extant literature has theorized how or why certain variables influence the tip amount, but these studies fail to capture insight from server's which would supplement the theory and provide a more in-depth understanding of the mechanisms at play.

This study adopts a grounded theory approach using semi-structured one-on-one interviews with tipped restaurant employees who were identified and selected using snowball sampling. Content analysis is employed to code and categorize the data.

The content analysis revealed five categories where servers focus their time and effort to earn tips: service quality, connection, personal factors, expertise and food quality. The server's personality was identified as a variable the tipping literature has largely ignored as a determinant of the tip amount. Server's shift their style of service for groups of eight or more people, and for regular customers, who must dine in the restaurant at least once per week. Lastly, despite the many drawbacks associated with working for tips, servers would not want to replace it with any other method of compensation.

This is the first qualitative study focused on understanding the server's role in the service exchange relationship since McCarty et al. (1990) study. The results provide new insights on the often-studied variables from the tipping literature.

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).

Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.

Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.

This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.

Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

This study explores the effects of parents' attending status and alcohol consumption (scenario based) on their feelings of happiness, relaxation, family cohesion and family satisfaction.

This study uses a 2 (attending status: with a child or without a child) X 3 (alcohol consumption: water, a cup of beer or four cups of beers) between-subjects experimental design on an art festival and employs relational cohesion theory while spillover theory.

The results reveal (1) significant differences between parents' attending status on happiness and relaxation; (2) significant differences between alcohol consumption on happiness, family cohesion, and family satisfaction and (3) happiness significantly mediates the effect of parents' alcohol consumption on family cohesion and family satisfaction.

Attending art festivals provides families with a chance to consolidate family relationships. Art festival planners could promote the festival through enhancing participants' family cohesion and satisfaction through potential family leisure activities.

Events are an emerging topic in the hospitality and tourism discipline in recent years. Social impacts, especially family-related outcomes, on art festivals are barely examined. Additionally, while alcohol consumption is common in festivals, the influence of alcohol consumption on the attendees' emotions and behaviors is under-researched.

Applying signaling theory to Schein’s organizational culture framework, this study aims to explain how restaurants communicate that their establishments value wine through multiple cultural attributes.

A phenomenological research design was adopted to conduct three focus groups with 14 restaurateurs about wine culture. Conversational analysis with Straussian coding was used.

A comprehensive definition of wine culture was provided, and five factors emerged that signal the presence of a wine culture. A wine presence includes a wine list, marketing efforts, community involvement and restaurant aesthetics. Employee traits are defined by individual attributes, communications skills and overall knowledge (training). Restaurant identity reflects the cultural alignment and customer relationship expectations set forth by ownership. Organizational structure reflects a restaurant’s hierarchy within which an individual or department is afforded the freedom to invest in wine. Future alignment reflects generational differences and trends in wine preferences and consumption.

Researchers are provided a wine-culture definition and framework for wine research. Restaurants can use the study’s findings to formulate strategies for establishing a wine culture.

This study provided a framework for restaurateurs who wish to be known for wine to implement. Researchers and restaurateurs may facilitate communication between guests, staff and an organization regarding wine as a means of creating a competitive advantage.

This paper aims to investigate the antecedents that contribute to wine club members’ intention to remain in the wine club. Additionally, this study examines the potential departure and retention rates of wine club members, as well as provides insight into socio-demographic profiles and differences of wine club members.

This research relied on prior literature to build hypotheses that were tested using multiple linear regression analyses. An online questionnaire was used to recruit a total of 352 usable surveys from wine club members of a winery located in Fredericksburg, Texas. The researchers examined the predictive power of perceived service quality, winery wine club policy, customer loyalty and brand attitude on wine club members’ intention to remain in the wine club.

Customer loyalty and brand attitude were found to significantly predict wine club members’ intention to remain in the wine club, accounting for approximately 49 per cent of the variance explained. However, perceptions of service quality and winery wine club policy were not found to significantly predict wine club members’ intention to remain in the wine club. Additionally, household income was found to also positively correlate with wine club members’ intention to remain.

First, this research relied on self-reported measures. Second, wine club members from only one winery were surveyed, limited generalizability. Third, this paper specifically examined the antecedents of wine club members’ intention to remain and did not examine the reasons why wine club members leave. Ultimately, the main implication of this research is in demonstrating the importance of customer loyalty and brand attitude as antecedents of wine club members’ intention to remain in the wine club, as well as in providing insights as to the potential retention and churn rates of wine club members.

Prior research is yet to investigate the factors that predict wine club members’ intention to remain in the wine club. Thus, this paper provides evidence as to two powerful predictive antecedents that prevent wine club member churn. Furthermore, this research yields additional insights regarding wine consumer behavior within the context of the direct-to-consumer marketing channel.

In this paper, the authors argue that the blueprint that was organically developed over the course of approximately three centuries, from The Grand Tour to this day, is likely to see something close to a repeat in the development of that final frontier.

The study used the methodology of reviewing the literature and model comparison.

Opportunities will expand and change along the same trends that lead The Grand Tour to evolve into mass tourism, because as in the past people's perceptions about what is possible and reasonable will change the more common such once fictional ideas become reality.

Nothing is in the current tourism literature, on this topic. This is new and unique.

This paper seeks to empirically test the use of persuasion knowledge among the millennial generation.

College aged students were randomly assigned into two groups and given scenarios where one was designed for persuasion knowledge to be more likely utilized by consumers, and a second where is was less likely to use it. The respondents were exposed to a scripted sales scenario and their perceptions of the salesperson were measured. It was hypothesized that millennial consumers using persuasion knowledge were more likely to develop negative affective and cognitive attitudes toward the salesperson, and were less likely to develop purchase intentions than those not using persuasion knowledge. Factor analysis was used to confirm that three dimensions existed, and a follow‐up MANOVA/t‐test was used to measure the differences between the two treatment groups.

All three hypotheses were supported. Millennial consumers that feel compelled to cope with the salesperson's tactics were significantly more likely to develop negative perceptions of the salesperson, and were less likely to buy than other consumers.

This study was limited in scope, as it was designed to be a basic sales interaction with a retail salesperson. Future research is needed to identify millennial's use of persuasion knowledge in a variety of sales environments, and for different types of products.

This was the first study to provide empirical evidence supporting the use of persuasion knowledge by younger consumers.

The purpose of this study is to segment the respondents using their location, gender and age as well as their statements about environmental involvement, knowledge and attitudes as the basis for selective marketing classification.

A URL link was sent to the 2,000 members of the Society of Wine Educators. Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables.

The results offer insights when considering selective marketing. First, a distinct, measurable, substantial market segment for ecological products was identified, namely: the Millennial male with strong environmental attitudes. Second, residence has an influence on the strength of respondents' environmental attitudes.

Although the sample represents most of the states, members of the Society of Wine Educators are individuals that are highly involved with wine as a product and thus may not represent the entire population of the USA.

Consumers bring to the purchasing decision varying types of attitudes and beliefs. Understanding how environmental knowledge and attitude, when consumers are segmented by location, gender and age, can be used in selective marketing in the service industry to aid in designing promotional plans; whether the product of choice is a vacation resort, hotel or tourism destination such as a winery.

The contribution of the research is to broaden the understanding of environmental concerns and the role location, gender, and age play for marketers when considering the selective marketing concepts discussed by Inskeep and Dolnicar and Leisch.