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Using the context of a farm holiday venue, the purpose of this study is to empirically test whether textual references can have significant influences on potential consumers' affective responses and interest in advertisements.

In a between-subjects experiment, a reference to sunshine (the underlined phrase in the following narrative) was inserted into a Facebook advertisement for a farm holiday venue: “Relax and Rejuvenate for a couple of days on our farm. Great food, fun, and sunshine … See More”.

Results indicate that a reference to sunshine significantly improves consumers' affective responses to the advertisement and significantly increases their interest (propensity to click “see more”). This study also examines the potential influence of a textual reference to fresh air as well as fresh air in combination with sunshine. No statistically significant results are found with the fresh air reference.

While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in the body of the existing literature.

Growing health concerns amid the COVID-19 pandemic have led guests to focus on various aspects of hotel cleanliness. This study aims to investigate whether customers’ perceived importance of hotel cleanliness during their stay depends on local pandemic severity and moderators of the pandemic–cleanliness relationship.

Based on TripAdvisor data from 26,519 reviews in 2020 for 2,024 hotels across the USA, this study evaluated the importance of hotel cleanliness using the estimated coefficient of the cleanliness score in a regression of overall hotel rating scores.

Results of a multilevel ordered logit model confirmed that a more difficult local pandemic situation rendered cleanliness more important during hotel stays. Additionally, the effect of the pandemic was more pronounced among specific groups: men and travelers with more expertise, and guests staying in hotels without COVID-19 protocols for linen cleaning, with a lower average rating, with a larger size and in a more urbanized location.

This study represents a pioneering effort to assess how pandemics shape people’s (perceived) importance of cleanliness during hotel stays based on revealed data. Despite potential managerial relevance, a number of the moderating variables included in this study, such as traveler expertise and hotel location, have never been studied within the context of cleanliness perceptions during a pandemic.

Whether expatriate cross-cultural training programs significantly influence expatriate adjustment has been debated for more than two decades. The purpose of this paper is to examine a pivotal variable not yet addressed in the literature: the expatriate's perceptions of the employer's investment in the training (termed “perceived corporate training investment”: PCTI).

Completed surveys were collected from 71 hotel expatriate managers stationed around the globe.

When an expatriate manager perceives that his/her company's investment in expatriate training (PCTI) exceeds industry standards, it leads to enhanced work adjustment. Interestingly, PCTI is also found to significantly influence the expatriate's general adjustment in the foreign culture. A firm's organizational learning climate mediates the relationship between PCTI and both forms of adjustment (work and general).

It could prove informative for future research to model additional variables in these relationships, such as an expatriate's spousal support.

These findings suggest that firms should not only invest in expatriate training, but should also communicate to their expatriates the extent and importance that they assign to investment in training to foster a positive learning climate that in turn improves adjustment.

This research is the first to examine perceived corporate training investment (PCTI). Since PCTI is found to ultimately influence an expatriate's work adjustment and general adjustment, it is a key variable that should be considered by multinational hotel firms.

While all recoveries are good, some are better than others with regard to their speed and/or magnitude. Many revenue-related key performance indicators (KPIs), such as comparisons to budgets and forecasts that were designed pre-pandemic to assess a hotel's or destination's performance are no longer valid. Therefore, the primary purpose of this conceptual paper is to highlight the need to peg financial-related KPIs relative to competitors' performance during and following a radical market disruption. The secondary purpose of this paper is to summarize advances reported in the literature and in the industry related to competitor benchmarking and accurately identifying competitor sets.

This conceptual paper synthesizes research from disparate sources to offer a series of recommendations to the industry regarding best practices for developing and monitoring revenue-related KPIs during pandemic recovery. Such KPIs will be different based upon hospitality or tourism sector but must be largely founded upon benchmarking off comparable operations.

Industry disruptions triggered by COVID-19 underscore the need (1) to increasingly utilize competitor-based revenue KPI benchmarks; (2) to have reliable competitor benchmarking data more readily available for use by hotels and destination marketing organizations (DMOs) and (3) for both hotels and DMOs to more accurately identify their competitive sets.

The recommendations offered in this paper are anchored with appropriate theories and empirical research; and as a consequence, offer guidance for the industry for KPI formulation during and following the pandemic.

The purpose of this paper is to test whether a hospitality worker's degree of individualism/collectivism influences his/her organizational citizenship behavior (OCB), comfort with empowerment, and leader‐member exchange (LMX) in the workplace.

Hypotheses were tested through the use of a sentence completion experiment conducted on American and Korean hotel workers. To increase generalizability, results were then replicated through the use of an identical sentence completion experiment conducted on American and Korean restaurant workers.

This research first confirms the notion that hospitality workers in a collective nation are more apt to possess a collective mindset in their work environments than those in an individualistic nation. Moreover, this research finds that hospitality workers in a collective nation demonstrate more OCB, possess lower comfort levels with empowerment, and possess higher levels of LMX than hospitality workers in an individualistic nation.

It would prove informative for future research to test these relationships in other contexts and settings.

These findings demonstrate the need to consider country culture when interpreting and managing OCB, employee empowerment, and LMX tendencies in hospitality settings.

Research that examines the influences of individualism/collectivism on OCB, comfort with empowerment, and LMX is scarce.

This paper aims to synthesize the services marketing and hospitality marketing literature, identify a gap in hospitality specific marketing models and develop the constituency model for hospitality marketing.

This study is a research through extensive review of relevant literature in hospitality marketing and services marketing.

This paper presents the constituency model of hospitality marketing which conceptualizes hospitality marketing activities as being predominately either external marketing (links between management and target market segments), interactional marketing (links between frontline providers and target market segments) or internal marketing (links between management and frontline providers). According to this model, each of these three areas has planning, implementation and control functions.

Builds upon the hospitality literature by presenting the constituency model.

Practitioners, marketers and academics in the field of hospitality will find this useful in guiding the future growth of hospitality marketing literature and related pedagogy. The aim of this paper is to stimulate dialogue regarding the dominant paradigm in the field.

This research examines the hospitality and services marketing and presents a new model for hospitality marketing.

The paper seeks to illustrate that a holistic selection, training, and organizational support approach encompassing variables such as the expatriate's family status, emotional intelligence, dietary and exercise habits, and his/her learning orientation is needed to enhance the odds of the expatriate's success.

The argument brought forth in this article is the product of a literature review drawing upon multiple streams of current research.

The holistic approach to expatriate selection, training, and organizational support detailed in this paper should be employed by multi‐national hotel corporations.

This information should benefit hoteliers since the industry is currently experiencing a high rate of expatriate failure.

No research to date has addressed the issue of expatriate failure from this holistic viewpoint.

The purpose of this study is to develop and test a model in which exercise, mediated by emotional intelligence and trust, can result in increased job satisfaction and organizational commitment of frontline hotel workers.

Data for this study were collected from a judgment sample of frontline workers at nine full‐service hotels in South Korea. A total of 210 questionnaires were retrieved.

This study finds that: frequent exercise among hotel workers leads to higher levels of emotional intelligence among them; this emotional intelligence then spawns increased cognition‐based trust in their managers, affect‐based trust in their managers, and overall job satisfaction; the heightened level of cognition‐based trust also has a direct path to overall job satisfaction; and overall job satisfaction results in bolstered organizational commitment.

It could prove informative for future research to investigate the relationships between these constructs in different contexts and settings.

Regarding exercise, those working in the hotel business should be encouraged to make fitness activities part of their lifestyles. In terms of emotional intelligence, this trait should be gauged in the selection process and can also be developed through on‐going training efforts. With respect to associate/manager trust, managers are advised to continually demonstrate “evidence of trustworthiness”.

This research is the first to examine the consequences of exercise among hotel workers. The cascading effects found in this study hold practical value for hoteliers.

The research objectives of this paper are to propose explanations for why some service firms are disguising commercially sponsored messages as genuine word‐of‐mouth (W‐O‐M) and to discuss the potentially harmful consequences that they can encounter as a result of this strategy.

Objectives are achieved through conceptual analysis of extant literature.

This paper finds that service firms may be placing messages disguised as W‐O‐M on internet blogs due to the recent popularity of blogging, the sheer power of W‐O‐M in the marketing mix, and because services offerings often entail experience qualities. Using a different platform, some service firms may utilize brand pushers because the social risk inherent in some service purchases leads consumers to rely more heavily on perceived social norms. Moreover, brand pushers are able to offer vivid message content in a flexible format. Lastly, various companies within the service sector may be asking celebrities to present their paid endorsements under the guise of unsponsored W‐O‐M because genuine support is a critical driver of endorser effectiveness.

Service practitioners are advised of the potential erosion of customer commitment and trust that can result from presenting a commercial message under the guise of sincere W‐O‐M. Ethical and legal implications of such strategies are also outlined.

This paper fills a gap in the services literature in that it specifically addresses the motivations and potential consequences that service firms can encounter by disguising a sponsored message as genuine W‐O‐M.

The purpose of this study is to address the discrepancy between research that supports the service failure recovery and that which does not by examining customer satisfaction in the event of a service failure empirically.

The objective of the study was achieved by conducting role‐play experiments on undergraduate business students.

Analysis showed that a service recovery paradox is most likely to occur when the failure is not considered by the customer to be severe, the customer has had no prior failure with the firm, the cause of the failure was viewed as unstable by the customer, and the customer perceived that the company had little control over the cause of the failure.

This information should benefit service managers since service failures are common and typically trigger heightened customer attention. These findings may stimulate future research because the limitations of this study include the use of undergraduate business students and the examination of only one service setting. Nevertheless, this paper does demonstrate that, under the appropriate conditions, a customer can experience a paradoxical satisfaction increase after a service failure.