International Journal of Contemporary Hospitality Management最新文献

{"title":"What drives Millennials and Generation Z to adopt cryptocurrency for hotel payments?","authors":"Jehun Moon, Mehmet Erdem, Ozgur Ozdemir, Hyelin (Lina) Kim, Eda Anlamlier","doi":"10.1108/ijchm-12-2023-1936","DOIUrl":"https://doi.org/10.1108/ijchm-12-2023-1936","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate and compare the factors that affect Millennials and Generation Z (Gen Z) hotel guests’ intention to adopt cryptocurrency payments (CPs) when booking a hotel.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A sequential mixed-methods approach was used. Study 1 included 20 semi-structured interviews. The qualitative findings subsequently informed the design of a quantitative survey in Study 2, conducted with 604 participants. Additionally, the authors examined the moderating effect of generational differences.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Through a thematic analysis, Study 1 identified six predetermined factors from the innovation diffusion theory and the unified theory of acceptance and use of technology – trialability, observability, performance expectancy, effort expectancy, facilitating conditions and social influence – and two additional elements – personal innovativeness and perceived risk. Study 2 quantitatively examined that all eight factors were significant predictors of intention to adopt CPs among Millennials and Gen Z hotel guests. Furthermore, the findings from the comparative analysis based on the generational cohort theory indicated that generational differences moderated the relationships among performance expectancy, effort expectancy and personal innovativeness and adoption intention.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results of this study offer actionable insights for hotel operators and policymakers aiming to expedite CP adoption among Millennials and Gen Z hotel guests.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is among the first studies to comprehensively identify the determinants and their significance differences in Millennials and Gen Z hotel guests’ intentions to adopt CPs via a sequential mixed-methods approach.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"27 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143473439","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unraveling the mechanisms of AI system aversion among customer-contact employees: a perspective from advice response theory","authors":"Yong Yang, Yue Li, Xinyuan Zhao, Rob Law, Hongjin Song","doi":"10.1108/ijchm-05-2024-0651","DOIUrl":"https://doi.org/10.1108/ijchm-05-2024-0651","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Based on the advice response theory perspective, this study aims to investigate the effects of human managers and artificial intelligence (AI) systems on customer-contact employees’ aversion to AI systems in the hospitality industry. It examined the mediating role of advice content characteristics (efficacy, feasibility and implementation limitations) and advice delivery (facework and comprehensibility) on customer-contact employees’ aversion to AI systems.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two scenario-based experiments were conducted (Nexperiment 1 = 499 and Nexperiment 2 = 300). Experiment 1 compared the effects of different advisor types (human managers vs AI systems) on employees’ aversion to AI systems. Experiment 2 investigated the mediating role of advice content characteristics (efficacy, feasibility and implementation limitations) and advice delivery (facework and comprehensibility).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results showed employees tended to prioritize advice from human managers over output from AI systems. Moreover, advice content characteristics (efficacy, feasibility and implementation limitations) and advice delivery (facework and comprehensibility) played mediating roles in the relationship between advisor type characteristics and employees’ aversion to AI systems.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>These findings contribute to the understanding of AI system aversion and provide theoretical insights into management practices involving customer-contact employees who interact with AI technology in the hospitality industry.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The primary contribution of this study is that it enriches the literature on employee aversion to AI systems by exploring the dual mediators (advice content characteristics and advice delivery) through which advisor type characteristics affect AI system aversion.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"3 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143462786","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Artificial intelligence in the kitchen: can humans be replaced in recipe creation and food production?","authors":"Hyunsu Kim, Sungwoo Choi, Hyejo Hailey Shin","doi":"10.1108/ijchm-04-2024-0549","DOIUrl":"https://doi.org/10.1108/ijchm-04-2024-0549","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Artificial intelligence (AI) is increasingly involved in idea generation and production processes. To understand AI’s pivotal roles in the back-of-house operations of restaurants, this study aims to examine the effects of AI involvement in recipe creation and food production on consumers’ willingness to order food.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We conduct three experiments in the context of casual dining restaurants. The authors examine the main effect of AI involvement in recipe creation and food production on the willingness to order food in a hypothetical restaurant (Study 1) and a real restaurant (Study 2). In addition, the authors also investigate the mediating role of uniqueness neglect. The authors explore whether the negative effect of AI involvement in recipe creation is attenuated in the presence of cues of uniqueness consideration (Study 3).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>We demonstrate that AI involvement in food production does not elicit negative responses to a menu but that consumers show unfavorable responses when AI is involved in recipe creation. The authors also identify the mediating role of uniqueness neglect. Furthermore, the authors reveal a way to mitigate the negative perceptions of AI involvement in tasks requiring intuition and instinctive decision-making (i.e. recipe creation) by incorporating cues that emphasize uniqueness considerations.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>We deliver causal evidence for the significant impacts of AI involvement in recipe creation and food production, using multiple experimental designs involving both hypothetical and real restaurants. The findings, thus, can tackle an ongoing challenge in the tourism and hospitality industry – the deficit of human resources in back-of-house operations.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"19 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143462788","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Expert perspectives on factors shaping metaverse adoption for cultural heritage experiences in hospitality industry within an emerging economy","authors":"Padmi Nagirikandalage, Cherifa Lakhoua, Arnaz BInsardi, Nektarios Tzempelikos, Christopher Kerry","doi":"10.1108/ijchm-09-2023-1517","DOIUrl":"https://doi.org/10.1108/ijchm-09-2023-1517","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Although the metaverse has been widely adopted in developed countries, there has not been any research investigating the implantation of this highly transformative technology in emerging economies and disadvantaged regions, such as Tunisia. This paper aims to critically explore the factors influencing the adoption of metaverse for cultural heritage experience and discusses how will it disrupt the future of the hospitality industry.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 44 semi-structured interviews were conducted in the Tunisian hospitality industry who provided their expert opinions during in-depth interviews. The interviews were then analysed using thematic analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that the metaverse presents benefits, success factors and challenges for offering cultural heritage experiences in the hospitality industry and that its adoption in poor and less developed countries is nuanced.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings of the study help hospitality managers identify opportunities and challenges in metaverse, fostering an understanding of the cultural environment and its socio-economic development as key requirements to enhance visitor experience via metaverse.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>Leveraging the metaverse for cultural enrichment can be a powerful tool for the socio-economic development of underprivileged regions, provided that it is implemented inclusively to include underprivileged labour, whose work in the industry lies on the bottom of the economic pyramid.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper further explains the impacts of metaverse on cultural heritage experience provided in the hospitality industry rooted in the previous literature relating to technology-enhanced experience.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"66 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143462783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Show a smiley face: the persuasive role of emoji on customers’ recycling experiences","authors":"Seonjeong Ally Lee, Kiwon Lee, Shinyong Jung","doi":"10.1108/ijchm-01-2024-0054","DOIUrl":"https://doi.org/10.1108/ijchm-01-2024-0054","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the role of emoji and the moderating effects of recycling messages in encouraging customers’ attitudes toward recycling and their recycling intentions via processing fluency.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two 2 × 2 between-subject experiments are conducted to investigate the role of emojis, the moderating role of recycling messages and the mediating role of processing fluency on customers’ recycling experiences.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Study 1 identifies that customers’ attitudes toward recycling are enhanced when a positive emoji is used with a promotion-focused message, compared to a prevention-focused message. Study 2 finds that customers’ attitudes and recycling intentions are enhanced when a positive emoji is used with an upcycling message, compared to a recycling message. Both Study 1 and Study 2 identify the mediating role of processing fluency.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Results suggest strategically using emojis and various recycling messages to enhance customers’ recycling experience.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study investigates the role of emojis as an effective recycling communication strategy.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"31 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143435196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Intercultural sensitivity and sociocultural adaptation among cabin attendants: direct, indirect and interaction effects on organizationally valued job outcomes","authors":"Gyehee Lee, Osman M. Karatepe, Jieun Kim, Victor Oluwafemi Olorunsola, Taegoo Terry Kim","doi":"10.1108/ijchm-01-2024-0161","DOIUrl":"https://doi.org/10.1108/ijchm-01-2024-0161","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aimed to propose a research model that investigated job satisfaction (JSAT) and affective organizational commitment (AOC) as the serial mediators linking intercultural sensitivity (IS) to service-oriented organizational citizenship behavior (SOCB). It also explored sociocultural adaptation (SA) as a moderator of the influence of IS on JSAT.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data gathered from Korean cabin attendants employed at Middle Eastern airlines were utilized to gauge the aforementioned relationships via structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Cabin attendants high on IS were satisfied with their jobs and therefore exhibited affective commitment to their airline company. Such employees in turn displayed heightened SOCB. SA strengthened the positive influence of IS on JSAT.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The presence of interactive training, scenario-based simulations and cross-cultural communication exercises would enable cabin attendants to manage passengers with different cultural background successfully.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This empirical piece contributes to the pertinent literature by investigating the mechanisms underlying the link between IS and organizationally valued behavioral outcomes such as SOCB. It also enhances the understanding about SA which increases the positive impact of IS on JSAT.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"24 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143435292","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digital well-being in hospitality: epistemology, scope, aggregation, and specification","authors":"Yihong Chen, Rob Law, Xinyuan Zhao","doi":"10.1108/ijchm-05-2024-0785","DOIUrl":"https://doi.org/10.1108/ijchm-05-2024-0785","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Digital well-being (DWB) has become a preoccupation of society, businesses and consumers because of the proliferation of technology and the pandemic. This study aims to understand the four main problems of DWB in hospitality (DWBH): epistemology, scope, aggregation and specification by adopting integrative literature review.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The systematic analysis process develops a dynamic DWBH framework, which connects individuals and society, based on the doughnut model. A critical method is used to conceptualize the DWBH and digital behavior change interventions (DBCIs) by combining psychology and sociology.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study provides a definition of DWBH. It identifies three antecedents (digital design, awareness and utilization advancement), three decision factors (individual psychology, category differences and external environment) and four outcomes. The doughnut model visualizes dynamic sustainability of subjective well-being, master, engagement, autonomy, relationship and mastery. DBCIs provide a comprehensive strategy: effective design is essential, personalized implementation is standard, and strategy and structure ensure success.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study theoretically addresses issues of epistemology, scope and aggregation, expanding the existing knowledge base of DWBH and fostering theoretical integration across different disciplines. Practically, it provides actionable guidelines for stakeholders in hospitality to enhance community DWB, thereby promoting both individual and societal well-being.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study makes a pioneering effort by extending the knowledge of DWBH with epistemology, scope, aggregation and specification. Furthermore, this study helps clarify the academic research process of DWBH, formulating management and practical strategies and improving individuals’ well-being.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"586 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143417256","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Facing or avoiding? How dependence on artificial intelligence influences hotel employees’ job crafting","authors":"Hongdan Zhao, Yunshuo Ma, Yuanhua Chen","doi":"10.1108/ijchm-06-2024-0939","DOIUrl":"https://doi.org/10.1108/ijchm-06-2024-0939","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>As more hotels adopt artificial intelligence (AI), it becomes inevitable for employees to rely on abilities enhanced by the use of AI to complete tasks. However, our understanding of how employees adapt to this shift in work design remains limited. Therefore, the purpose of this study is to explore hotel employees’ approach and avoidance behavioral reactions to dependence on AI.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A three-wave field study was conducted, collecting data from 303 hotel employees and analyzed using Mplus 8.3.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Dependence on AI can be construed as a positive stimulus, augmenting employees’ harmonious work passion and subsequently promoting approach job crafting. The promotion focus of employees positively moderates this process. On the other hand, dependence on AI also can be perceived as a negative stimulus, heightening employees’ feelings of AI threat and, consequently, fostering avoidance job crafting. In this case, the prevention focus of employees positively moderates the process.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study provides theoretical foundations and decision-making references for management practice. Managers should implement measures to guide employees in developing a proper understanding of AI and provide them with emotional support and institutional safeguards.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study unveils the consequences of dependence on AI for employees, offering new perspectives for AI research in the hotel industry. By differentiating job crafting, this study theorizes and tests a dual-path model of how dependence on AI may influence hotel employees’ approach and avoidance job crafting, thereby enriching the AI–job crafting literature.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"86 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143393504","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Advancing information search through GenAI: the roles of search type, travel motive and GenAI customization level","authors":"Xiaoyan Luo, Ding Xu, Yuan (William) Li, Lisa C. Wan","doi":"10.1108/ijchm-06-2024-0941","DOIUrl":"https://doi.org/10.1108/ijchm-06-2024-0941","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The advancements in generative artificial intelligence (GenAI) encourage disruptive transformation in the hospitality industry. Previous discussions predominantly focused on the impact of AI-powered agents on the labor force. This research extends previous studies by investigating the feasibility of GenAI as an information search agent in comparison to the predominant role of search engines.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Based on the Tourist Online Information Search Behavior framework, the authors proposed that consumers’ GenAI adoption may vary upon search purpose (search type), individual differences (travel motive) and situational differences (GenAI task-oriented customization level). Four studies with a total number of 813 participants were conducted.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Taking GenAI over traditional search engines for pre-trip information search significantly increased with a non-decision-based (vs decision-based) purpose. To enhance the adoption of GenAI in its less effective but more important decision-based situations, the authors proposed and confirmed the incremental effect of utilitarian travel motives and task-oriented customization levels.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study highlights GenAI’s potential as an information communication technology (ICT). This encourages tourism and hospitality businesses to consider integrating GenAI to strengthen ICT services. Moreover, search type, travel motive and task-oriented customization level are important in deploying GenAI for ICT improvement.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study deepens the understanding of GenAI adoption in the tourism and hospitality sector by elaborating on the GenAI-as-ICT perspective and offers fresh insights into AI for pre-trip or pre-consumption information search.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"30 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143125337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Virtual influencers going head-to-head with human influencers: the impact of influencer type on trust perceptions of endorsement","authors":"Xing (Stella) Liu, Lisa C. Wan, Anna S. Mattila","doi":"10.1108/ijchm-06-2024-0886","DOIUrl":"https://doi.org/10.1108/ijchm-06-2024-0886","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore how the extensive implementation of virtual influencers (VIs) in the hospitality and tourism industry shapes tourists’ trust perceptions. Specifically, it compares the differences between human influencers (HIs) and VIs based on mind perception theory and outlines the strategies for hospitality and tourism marketers to efficiently adopt influencers to enhance customers’ trust in diversified consumption contexts.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three experiments were conducted with online panels (<em>n</em> = 799). Study 1 outlines the anticipated focal effect and the mediating role of perceived experience. Study 2 replicates the effect and investigates its downstream consequences. Study 3 examines the moderating effect of product type.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results reveal that customers are more likely to distrust VIs than their human counterparts because the former is thought to possess a lower degree of perceived experience. This effect is more prominent in the endorsement of experiential (versus functional) products and services.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research advances the understanding of how tourists perceive HIs andVIs differently in social media endorsement, enriching the growing literature on VIs. Hospitality marketers can also gain insights into the advantages and limitations of VIs, providing valuable information to optimize their marketing effectiveness.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"55 1","pages":""},"PeriodicalIF":11.1,"publicationDate":"2025-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143072152","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}