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Article
Publication date: 17 April 2024

Stephen W. Litvin, Daniel Guttentag, Wayne W. Smith and Robert E. Pitts

Travel decreased dramatically during the initial wave of the COVID-19 pandemic, only to return rapidly to prepandemic levels once the degree of fear toward the virus began to…

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Abstract

Purpose

Travel decreased dramatically during the initial wave of the COVID-19 pandemic, only to return rapidly to prepandemic levels once the degree of fear toward the virus began to diminish among potential travelers. This USA-based 16-month repeated-measure cross-sectional survey study aims to explore the degree to which fear of COVID affected people’s decisions to stay home rather than to travel during the pandemic.

Design/methodology/approach

The research used survey data. An extensive data set, composed of over 9,500 respondents, collected through Mechanical Turk over a 16-month time period, was used to compare respondent fear of the pandemic both with their attitudes toward future travel and with Smith Travel Research data reflecting actual pandemic travel patterns.

Findings

The results demonstrate how fear of COVID was closely and negatively linked to both travel intentions and travel behavior.

Research limitations/implications

Data were collected from US respondents only.

Practical implications

The findings significantly extend earlier studies and provide guidance for those studying travel consumer behavior regarding trends that should be monitored in the case of a future pandemic or other fear-inducing crisis. For hospitality and tourism managers and marketers, understanding fear as a leading indicator of future travel behavior can result in more timely promotional efforts and staffing and training decisions.

Social implications

Measuring and understanding consumer fear levels as this relates to travel decisions can help in the future to adjust the message that is sent to the public, perhaps reducing the amount of travel taken during periods when this is unwise and or unsafe.

Originality/value

This paper extends previous work that had been based upon cross-sectional reviews, providing a broader and more valuable study of an important and timely consumer behavior travel topic.

Details

Consumer Behavior in Tourism and Hospitality, vol. 19 no. 2
Type: Research Article
ISSN: 2752-6666

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Article
Publication date: 8 January 2018

Stephen W. Litvin, Ronald E. Goldsmith and Bing Pan

The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its…

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Abstract

Purpose

The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions.

Design/methodology/approach

The paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination.

Findings

The authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future.

Practical implications

The authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses.

Originality/value

eWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 1
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 22 October 2010

Wayne W. Smith, Stephen W. Litvin, Andrea Canberg and Stacy R. Tomas

The purpose of this paper is to determine how festivals allocated their funds among various expense categories.

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Abstract

Purpose

The purpose of this paper is to determine how festivals allocated their funds among various expense categories.

Design/methodology/approach

Festival managers from across North and South Carolina were asked to specify the percentages of their expense budgets allocated to each of the following categories: marketing, administrative, entertainment and operations.

Findings

It was found that “smaller” festivals spend a significantly greater proportion of their budgets on marketing (23 percent) and a far smaller share on administrative expenditures (5 percent) than do their “larger” counterparts that spend only 15 percent on marketing and triple the “smaller” festival's administrative costs (15 percent). The differences related to their spending for entertainment (35 versus 28 percent) and operations (36 versus 41 percent) are not as dramatic in relation to their proportion of total spending. The data herein suggest that festival size plays an important role when it comes to such allocations.

Originality/value

The paper has provided benchmarks that hopefully will assist festival directors' budget‐decision‐making strategies as they allow a measure with which to evaluate those decisions. While the research needs to be interpreted with great care due to its relatively small sample size and broad budgetary categorizations, the findings provide a guide to assist festival organizers as they manage their events for the benefit of their stakeholders and the communities that support them. The paper also provides a starting point for future research in this area, much of which is needed.

Details

International Journal of Event and Festival Management, vol. 1 no. 3
Type: Research Article
ISSN: 1758-2954

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Article
Publication date: 31 May 2013

Stephen Litvin, Bing Pan and Wayne Smith

The accurate measure of the economic contribution of festivals and special events is a challenge. Using a case study, the purpose of this paper is to demonstrate a previously…

2489

Abstract

Purpose

The accurate measure of the economic contribution of festivals and special events is a challenge. Using a case study, the purpose of this paper is to demonstrate a previously un‐captured economic contribution from increased hotel rates during the period of festival or event; the “rising tide” effect.

Design/methodology/approach

This paper uses a case study on Charleston's hotel occupancy changes, and how the changes coincide with the occurrence of festivals and events in the community, to demonstrate the increased tourism income due to rising accommodation prices during festivals and events.

Findings

The study validates the increased tourism income due to rising accommodation prices during festivals and events, which can provide a significant boost to the economy of a local community.

Practical implications

Festival organizations, as well as hoteliers and other beneficiaries of tourist spending during festivals and events, should note how this additional contribution benefits them and their communities.

Originality/value

Many economic contributions of festivals/events overstate their values. The current study first demonstrates a previously un‐captured economic contribution using a case study approach.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 7 no. 2
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 31 May 2013

Stephen W. Litvin

The purpose of this paper is to motivate hospitality leaders and local festival and special event management to grow their events from simply local events to those that attract…

3281

Abstract

Purpose

The purpose of this paper is to motivate hospitality leaders and local festival and special event management to grow their events from simply local events to those that attract tourists and tourists' dollars to the community.

Design/methodology/approach

Previous research is discussed but no new research is offered.

Findings

This commentary challenges event managers to elevate their local events into attractors bringing tourists and tourist spending to the community.

Practical implications

Festivals and special events should consider growing their events such that they attract new monies to the community, put heads in beds, and generate revenue for tourism providers and other merchants across the local economy. The article offers suggestions to tourism officials for the distribution of public support funding to help local festivals successfully grow their events.

Originality/value

Readers will find the Charleston model discussed herein of value as they consider the politics of funding festivals and special events in their community. The paper offers suggestions and warnings for the growth.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 7 no. 2
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 1 January 2006

Stephen W. Litvin and Elizabeth Fetter

The purpose of this research is to study the impact of the Spoleto, USA festival on the Charleston, SC hotel industry. Anecdotal evidence indicates that, while the highly…

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Abstract

Purpose

The purpose of this research is to study the impact of the Spoleto, USA festival on the Charleston, SC hotel industry. Anecdotal evidence indicates that, while the highly successful event has benefited the community as a whole, hotels have not shared in the good fortune festival organizers and university‐sponsored economic studies indicate should have accrued.

Design/methodology/approach

Secondary data, obtained from Smith Travel Research, spanning four festival periods (2000‐2003), have been analyzed, comparing festival‐period hotel occupancy rates and average daily rates (ADRs) with non‐festival periods.

Findings

Neither Spoleto‐period hotel occupancy nor ADR were enhanced by the festival. Analysis indicated that local hotels are not receiving the expected festival‐driven benefits. The numbers indicate that Spoleto has caused more potential visitors to avoid the city than it has attracted.

Research limitations/implications

On a micro‐level, Charleston hotel and tourism officials learn about a festival's impact on their city. On a macro‐level, other cities and festival organizers may be encouraged to review their events to determine whether they are contributing to their local economy as expected. There is no suggestion that what has occurred in Charleston would necessarily occur elsewhere.

Practical implications

The paper is quite practical and should be of significant value to industry and governmental officials. The most significant contribution is making the stakeholders aware of an issue of importance that is easily overlooked.

Originality/value

This research offers a fresh look at an issue not previously specifically addressed. While a healthy body of research speaks to the positive benefits of festivals and special events, looking at the potential shortfalls from the hotel's perspective makes this paper of significant value.

Details

International Journal of Contemporary Hospitality Management, vol. 18 no. 1
Type: Research Article
ISSN: 0959-6119

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Book part
Publication date: 16 January 2024

Oliver Cruz-Milán

One of the most well-known, seminal models in the tourism field is the one proposed 50 years ago by Stanley C. Plog. His venturesomeness model has been widely cited in journal…

Abstract

One of the most well-known, seminal models in the tourism field is the one proposed 50 years ago by Stanley C. Plog. His venturesomeness model has been widely cited in journal articles, textbooks, and has also been used as a reference for planning and designing tourism marketing projects. However, empirical research using Plog's psychographics has yielded varied results, some of which have corroborated his model, while others have found partial or no support for some postulates. Therefore, the purpose of this chapter is to offer an exhaustive review of 47 studies in the literature which have employed Plog's venturesomeness concept to examine travelers' personality traits, attitudes, and behavior, synthetizing empirical findings and drawing conclusions from the cumulative results. A discussion of the model's contribution to the current body of knowledge, managerial implications for tourism practitioners, and directions for future research are presented.

Details

Tourism Planning and Destination Marketing, 2nd Edition
Type: Book
ISBN: 978-1-80455-888-1

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Article
Publication date: 22 October 2024

Xuerong Peng, Lian Zhang, Seoki Lee, Wenhao Song and Keyan Shou

This study aims to identify key contributors, research themes, research gaps, and future directions in hospitality innovation by conducting bibliometric and content analyses of…

120

Abstract

Purpose

This study aims to identify key contributors, research themes, research gaps, and future directions in hospitality innovation by conducting bibliometric and content analyses of peer-reviewed articles in this field.

Design/methodology/approach

A bibliometric analysis was conducted using VOSviewer software on 2,698 peer-reviewed English-language articles retrieved from the Web of Science database, published between 1995 and 2023. Key contributors were identified based on publication volume, citation, and co-citation analysis. Co-occurrence analysis of index keywords and content analysis of influential articles were used to identify research themes.

Findings

The study identified four distinct research themes in hospitality innovation: (1) digital technology adoption primarily among customers, (2) innovation management within hospitality firms, focusing on knowledge management and eco-innovation, (3) service innovation primarily among employees, and (4) business model innovation involving multiple stakeholders. Additionally, the study determined key contributors, highlighted research gaps, and provided suggestions for future research directions.

Originality/value

This study contributes to the existing literature by providing a systematic and in-depth review of hospitality innovation research. It identifies key contributors, research themes, and potential gaps for future research, offering valuable insights for both industry practitioners and scholars.

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Book part
Publication date: 29 November 2018

Oliver Cruz-Milan

One of the most well-known, seminal models in the tourism marketing field is the one proposed more than 40 years ago by Stanley Plog. His venturesomeness model has been widely…

Abstract

One of the most well-known, seminal models in the tourism marketing field is the one proposed more than 40 years ago by Stanley Plog. His venturesomeness model has been widely cited in journal articles, textbooks, and has also been used as a reference for planning and designing tourism marketing projects. However, empirical research on Plog’s psychographic model has yielded varied, inconclusive results, and the postulates of his conceptual framework are still subject to academic scrutiny. While some empirical investigations have corroborated the model, others have found partial or no support for it. Therefore, the purpose of this chapter is to offer an exhaustive review of 26 studies in the literature which have employed Plog´s venturesomeness concept to examine travellers’ personality traits, attitudes, and behaviour, as a way to synthetise empirical findings and draw conclusions from the cumulative results. A discussion of the model’s contribution to the current body of knowledge and managerial implications for tourism marketing practitioners are presented.

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Book part
Publication date: 29 December 2016

Manuela López, María Sicilia and Carmen Hidalgo-Alcázar

Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM)…

Abstract

Purpose

Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM), the topic is still very recent, thus very little is known about how to develop a WOMM campaign effectively. This chapter develops a literature review on WOMM in social media for better understanding on how to manage WOMM.

Methodology/approach

The studies reviewed have allowed us to identify the main decisions that should be taken when planning a WOMM campaign: the selection of the seed, the type of message and the inclusion of incentives.

Findings

We identify the two types of objectives that companies can follow with WOMM: information diffusion or consumers’ persuasion. Depending on the campaign objectives, the strategy to be used in order to be successful is different.

Social implications

This chapter can be useful to both, marketers, by showing them how to develop a WOMM campaign effectively; and researchers, by showing them the main gaps on WOMM that should be addressed in future studies.

Originality/value

This is one of the first attempts to review the literature and organize knowledge on WOMM. Concepts that have been treated as synonymous by many researchers such as opinion leaders, market mavens, innovative consumers, and hubs are clarified and distinguished one from the other which may help in improving previous knowledge on this field.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

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