Gloria Berenguer-Contri, Irene Gil-Saura and Martina Gallarza
This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The…
Abstract
Purpose
This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The country chosen is Spain, in the context of the “new normal,” where the increase in tourist flow after the COVID-19 pandemic has been very relevant, setting up the chance to better assess and discuss value creation in a post-pandemic era.
Design/methodology/approach
The causal model is validated with partial least squares (PLS) in a panel of 405 hotel guests (applying sampling quotas by sex, age and region).
Findings
The chain of effects is verified with stronger links at the end and with a greater weight of value-in-use compared to coproduction. Hotels’ efforts to adapt to the pandemic situation work better if a customized, unique experience is offered and if intensive communication is with and not just to the guest. The role of experience value is key for the cocreation to produce results for satisfaction and loyalty.
Originality/value
This study contributes to the value creation literature by highlighting the respective roles of coproduction and value-in-use as drivers of the satisfaction−loyalty chain, and by introducing the guest’s overall hotel experience value into this chain. This is viewed against the backdrop of the contextual changes that have occurred since 2020 in the Spanish hotel industry. The post-pandemic context “forces” the client to actively participate. Analysis of the implications of this kind of new cocreation on the overall customer experience is relevant for both tourism scholars and managers.
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Maria Eugenia Ruíz-Molina, Irene Gil-Saura, Gloria Berenguer-Contrí and Sergio Belda-Miquel
The concept of Sustainability-Oriented Service Innovation (SOSI) has been recently suggested from a conceptual reflection approach in an attempt to integrate innovation and…
Abstract
Purpose
The concept of Sustainability-Oriented Service Innovation (SOSI) has been recently suggested from a conceptual reflection approach in an attempt to integrate innovation and sustainability in services, being an emerging field of innovation in services. This study aims to propose a scale to measure Sustainability-Oriented Service Innovation from the perspective of the company. Because the whole is different from the sum of its different parts, we need to better understand the synergy between sustainability and innovation for the future of tourism companies.
Design/methodology/approach
Upon a literature review, we propose a scale and explore its dimensionality with data from 268 to 256 Spanish hotel and travel agency managers, respectively. The dimensionality of the scale for measuring Sustainability-Oriented Service Innovation is similar in hotels and travel agencies.
Findings
Five factors emerge from the principal component analyses carried out: two dimensions referred to technological and non-technological innovation, respectively, and three dimensions labelled as economic, social and environmental sustainability.
Practical implications
To guide managers towards their operations, the proposed scale is expected to inspire models to assess the impact of SOSI practices in such a highly competitive industry and to identify the most influencing dimensions on the future performance of the tourism company.
Originality/value
To the best of our knowledge, no scale has been presented so far that brings together the dimensions of technological and non-technological innovation, as well as sustainability from a Triple Bottom Line approach.
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Madelyn Mendoza-Moreira, Beatriz Moliner-Velázquez, Gloria Berenguer-Contri and Irene Gil-Saura
Social networking has provided the appropriate context to investigate Electronic Word of Mouth (eWOM) behaviour. Despite this, there are fewer studies from the recipient’s…
Abstract
Purpose
Social networking has provided the appropriate context to investigate Electronic Word of Mouth (eWOM) behaviour. Despite this, there are fewer studies from the recipient’s perspective. Under this premise, this paper aims to address the behaviour of adoption of online reviews to analyse the chain of relationships between the constructs of social influence, engagement with eWOM and adoption of eWOM in a poorly researched segment such as that of female consumers of cosmetics in Ecuador.
Design/methodology/approach
Partial Least Squares Structural Equation Modelling was used on a sample of 236 cosmetics consumers in Ecuador.
Findings
The results not only confirm the relationship between the variables and contribute to the understanding of behavioural patterns in a scarcely explored market, but also highlight implications crucial for brand and product marketing strategies on social media.
Research limitations/implications
The focus on a specific demographic segment may limit the generalisability of the findings to broader populations. This suggests avenues for further investigation to enhance the robustness and applicability of the study’s findings.
Practical implications
The paper provides valuable insights for marketing and communication management.
Originality/value
This paper integrates the Information Acceptance Model and the Dual Process Theory, providing empirical insights into consumer behaviour with eWOM.
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This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
eWOM remains a large element to any advertising on social media platforms due to it being free but also the fact that it demonstrably improves the sales performance of products and services.
Originality/value
The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.