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Since the COVID-19 epidemic, the number of restaurant service quality studies has continued to increase. However, until now, there has not been an overall perspective or accurate instructions for research on restaurant service quality and experiential value enhancement. This study conducts multiple comparison studies to discover differences between consumer-perceived service quality and satisfaction perspectives on hotel fine dining and chain restaurants.

This study integrates a hotel’s fine dining and chain restaurant to obtain 636 participants (e.g. Study 1 has 318 hotel fine dining customers; Study 2 has 318 chain restaurant customers), mainly expanding the SERVQUAL model and stimulus–organism–response (S–O–R) theory.

The results of Study 1 show that value co-creation has a mediating effect on the relationship between service quality and satisfaction. In addition, customer experiences have a significant moderating effect on customer satisfaction. The outcomes of Study 2 showed that experiential value has a significant mediating effect on the relationship between service quality and satisfaction. In addition, customer relationship quality is a critical criterion in regulating the process of experience value delivery.

Hotels’ fine dining should pay attention to the item risk in the value co-creation factor, while chain restaurants should enhance the item service excellence in the experiential value factor to satisfy the changing customer requirements.

This study provides several alternative models to verify the robustness of the empirical results.

1. This research has brought clarity to the diverse mediation-moderation models that compare of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions.

2. These models delve into how different service quality requirements after the epidemic that affect customer satisfaction, as perceived by customers consumed in hotel fine dining and chain restaurant.

3. Value cocreation and experiential value emerge as pivotal factors, they act as mediators between service quality and satisfaction.

4. They demonstrate a moderation effect of customer experiences between value cocreation and satisfaction, as well as customer relationship quality between experiential value and satisfaction.

This research has brought clarity to the diverse mediation-moderation models that compare of hotel fine dining and chain restaurant consumer perceived service quality and satisfaction predictions.

These models delve into how different service quality requirements after the epidemic that affect customer satisfaction, as perceived by customers consumed in hotel fine dining and chain restaurant.

Value cocreation and experiential value emerge as pivotal factors, they act as mediators between service quality and satisfaction.

They demonstrate a moderation effect of customer experiences between value cocreation and satisfaction, as well as customer relationship quality between experiential value and satisfaction.

This study aims to explore post-COVID-19 tourism digital transformation, study innovative service delivery and provide insights for industry leaders and policy-makers to nurture robust sector growth amid evolving consumer demands.

This study used anonymous questionnaires and explored views on digital technology in sports centers and entertainment venues. Structural equation modeling explores latent variable interactions with respect to mediating and moderating effects.

Digital transformation practices influence decision-making indirectly through perceived behavior control, attitudes and service innovation, with differentiation strategies moderating this relationship.

This study focuses on the recreation sector; future efforts should include insights, attitudes and actions from experts and government policy-makers.

This study enhances the literature on recreation professionals, offering guidance for navigating the evolving landscape of digital dynamics in the leisure and recreation sector.

The rise of digital technology highlights the importance of analyzing customer decisions influenced by digital behavior within the leisure and recreation industry.

Given the growing use of virtual reality (VR) technology in marketing, our research focuses on the development trajectory of research in the marketing field from 2012 to 2022 to identify essential phases and sub-trends within this topic.

This study employs a main path analysis (MPA) methodology to analyze academic articles related to VR in marketing from the Web of Science database.

The research on VR in marketing has experienced significant growth over the past 10 years and is projected to continue thriving in the future. During the past decade, research in this field has transitioned from exploring VR affordances in marketing to realizing the potential of VR in marketing. From the information systems perspective, the three primary research trends that have garnered the most attention from researchers are VR technology as an artifact, marketers’ motivational approach and consumers’ motivational approach. With the continual advancement of VR technology, the research trend of Metaverse marketing will gradually displace VR in marketing.

To the best of our knowledge, this is the first research using MPA to explore the development trajectory of VR in marketing and provide a comprehensive picture of it under the Affordance-Actualization theory.

The purpose of current study aims to provide a different perspective on customer-based brand equity (CBBE) and integrate this with previous brand equity theory to contribute to the brand equity literature.

Proposed hypotheses were verified using structural equation modelling (SEM) with multiple datasets. Study 1 collected data from 574 foreign tourists and 624 domestic tourists of culinary tourism. Study 2 used 1,020 customers from anti-epidemic restaurants, and Study 3 investigated 464 hotel customers’ perceptions of customer-based brand equity.

Building on the mediation-moderation model, the present study posits that perceived quality relates to brand loyalty through brand image and brand awareness of using 2,682 participants. Specifically, we argue that this indirect relationship exhibits a difference moderated pattern in which motivation and hedonic function are most likely to benefit from revisit destinations for tourists when they are moderate. We further explored the new anti-epidemic concepts of COVID-19 and identified restaurant operation as an important moderator that influences customer image of restaurant revisit.

Until now, no tourism and hospitality studies have addressed these unsolved problems in an integrated manner. This study was to investigate the brand equity development process.