International Journal of Hospitality Management最新文献

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The effect of specialized search on digital transformation maturity for improving sustainability: The impact of identity orientation and enabling controls 专业化搜索对数字化转型成熟度的影响:身份取向和启用控制的影响
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104314
Rogério J. Lunkes , Laura Gomez-Ruiz , María J. Sánchez-Expósito , Fabricia S. Rosa
{"title":"The effect of specialized search on digital transformation maturity for improving sustainability: The impact of identity orientation and enabling controls","authors":"Rogério J. Lunkes ,&nbsp;Laura Gomez-Ruiz ,&nbsp;María J. Sánchez-Expósito ,&nbsp;Fabricia S. Rosa","doi":"10.1016/j.ijhm.2025.104314","DOIUrl":"10.1016/j.ijhm.2025.104314","url":null,"abstract":"<div><div>The objective of this study is to analyze the effects of openness in specialized search and digital transformation maturity on sustainability. In this context, the moderating role of organizational identity orientation and enabling controls is explored. To collect the data used in this research, a questionnaire was administered to small and medium-sized hotels in Brazil. The data collected from 190 small hotels were analyzed using partial least square structural equation modeling (PLS-SEM). This research reveals that knowledge seeking from value chain partners (VCPs) affects the level of digital transformation maturity (DTM). In the analyses, we did not find the same effect when the hotel sought research-oriented knowledge from science organization (SCIs). The findings also showed that improving the level of DTM affects economic, social and environmental sustainability. The results showed that a relational organizational identity orientation (RIO) can cause losses by transforming research-oriented external knowledge into internal knowledge. At the same time, individualistic identity (IIO) and collectivistic identity (CIO) can negatively affect the relationship between the VCPs and digital transformation. The conclusions also reveal that enabling controls moderate the relationships between the levels of DTM and sustainability in terms of economic performance. This study improves our understanding of how technology can support the efforts of hotels to achieve their sustainability goals. Specifically, this study investigates how the openness in specialized search affects sustainability through the DTM. This paper contributes to the literature by analyzing the effect of such external knowledge search on DTM and by investigating whether such an effect depends on organizational identity orientation (OIO).</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104314"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184768","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}
引用次数: 0
A health-oriented decision model of insect protein bars: Moderated by age and sensory appeal 昆虫蛋白棒的健康导向决策模型:年龄和感官吸引力的调节
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104317
Jinha Lee , Woo Gon Kim , Kavitha Haldorai , Christina Soyoung Song , M. Omar Parvez
{"title":"A health-oriented decision model of insect protein bars: Moderated by age and sensory appeal","authors":"Jinha Lee ,&nbsp;Woo Gon Kim ,&nbsp;Kavitha Haldorai ,&nbsp;Christina Soyoung Song ,&nbsp;M. Omar Parvez","doi":"10.1016/j.ijhm.2025.104317","DOIUrl":"10.1016/j.ijhm.2025.104317","url":null,"abstract":"<div><div>This study aims to develop a health benefit promotion model for edible insect food targeting older consumers, using a mixed-methods design. Drawing on the holistic and individualistic theory of health and the AIDA model, the quantitative findings reveal that health consciousness drives health interest, which enhances perceived healthiness and subsequently influences purchase intention and willingness to pay more. Age moderates the relationship between health interest and perceived healthiness, with greater effects seen among older adults, while sensory appeal amplifies the impact of perceived healthiness on behavioral intentions. Building on these results, the qualitative findings provide deeper insights into how these factors shape and contextualize consumer adoption dynamics. The findings highlight the potential of targeting health-conscious older consumers with appealing sensory attributes to increase adoption. These insights offer practical guidance for hospitality practitioners and marketers on effective strategies to position edible insects as a sustainable and appealing addition to mainstream gastronomy.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104317"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184765","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}
引用次数: 0
Beyond the hype: Evaluating the impact of generative AI on brand authenticity, image, and consumer behavior in the restaurant industry 超越炒作:评估生成人工智能对餐饮行业品牌真实性、形象和消费者行为的影响
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104318
Laiba Ali , Faizan Ali , Moh’d Juma Abdalla , Salman Alotaibi
{"title":"Beyond the hype: Evaluating the impact of generative AI on brand authenticity, image, and consumer behavior in the restaurant industry","authors":"Laiba Ali ,&nbsp;Faizan Ali ,&nbsp;Moh’d Juma Abdalla ,&nbsp;Salman Alotaibi","doi":"10.1016/j.ijhm.2025.104318","DOIUrl":"10.1016/j.ijhm.2025.104318","url":null,"abstract":"<div><div>Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study investigates the impact of Generative Artificial Intelligence (GenAI) adoption on brand authenticity, brand image, and self-brand congruity and their subsequent effects on consumer behavior, including electronic word-of-mouth (e-WOM) and behavioral intention, within the restaurant industry. A scenario-based experimental design was employed, presenting participants with hypothetical situations of restaurants utilizing AI-generated and human-created social media content. MANOVA results revealed that perceived brand authenticity, image, and self-brand congruity were significantly lower in the GenAI condition compared to the human-generated content condition. Multigroup analysis further indicated that while brand authenticity and image had diminished effects on consumer behavior under the GenAI condition, self-brand congruity played a significantly stronger role in driving e-WOM and behavioral intentions. These findings suggest that AI-generated content may weaken traditional brand perception cues, prompting consumers to rely more on internal identity alignment. The study contributes to S–O–R theory by demonstrating how content source (AI vs. human) moderates the pathways from brand perception to behavior and provides actionable guidance for hospitality marketers seeking to balance GenAI integration with consumer expectations for authenticity and personal resonance.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104318"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184771","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}
引用次数: 0
Atmosphere, function, and moderation: Congruity, environmental attitude, happiness, and satisfaction in SPA hotels 氛围、功能与适度:SPA酒店的和谐、环境态度、幸福感与满意度
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104289
Chin-Tsu Chen
{"title":"Atmosphere, function, and moderation: Congruity, environmental attitude, happiness, and satisfaction in SPA hotels","authors":"Chin-Tsu Chen","doi":"10.1016/j.ijhm.2025.104289","DOIUrl":"10.1016/j.ijhm.2025.104289","url":null,"abstract":"<div><div>This study addresses the overlooked aspect of landscape congruity in customer satisfaction research, providing a fresh perspective by examining the interplay between physical and psychological factors in the hospitality industry. It integrates the rarely explored health-related factors of environmental attitude and happiness. Grounded in environmental psychology and biophilic design principles, the research innovatively investigates how landscape, self, and functional congruity affect satisfaction, with environmental attitudes and happiness as moderators. Structural equation modeling of 486 samples from Taiwan’s hot spring SPA hotels reveals that landscape congruity (β = 0.277), self-congruity (β = 0.263), and functional congruity (β = 0.296) significantly impact both atmospheric (R² = 0.256) and functional satisfaction (R² = 0.352). Atmospheric satisfaction influences functional satisfaction (β = 0.405). Environmental attitude moderates the effects of landscape and self-congruity on atmospheric satisfaction, while happiness moderates the relationship between atmospheric and functional satisfaction. The study provides valuable academic and managerial implications.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104289"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184772","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}
引用次数: 0
Professionalization and performance of multi-unit Airbnb hosts: The effect of geographical distance and geographical diversification 多单元Airbnb房东专业化与绩效:地理距离与地域多元化的影响
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104315
Taehyee Um , Minwoo Lee , Ki-Joon Back , Tarik Dogru
{"title":"Professionalization and performance of multi-unit Airbnb hosts: The effect of geographical distance and geographical diversification","authors":"Taehyee Um ,&nbsp;Minwoo Lee ,&nbsp;Ki-Joon Back ,&nbsp;Tarik Dogru","doi":"10.1016/j.ijhm.2025.104315","DOIUrl":"10.1016/j.ijhm.2025.104315","url":null,"abstract":"<div><div>The purpose of this study is twofold: (1) to examine the extent to which the degree of professionalization affects Airbnb hosts’ listing performance, and (2) to investigate the extent to which geographical distance and geographical diversification affect the relationship between professionalization and listing performance of Airbnb hosts. Based on the postulations of the resource-based view and the extant literature on peer-to-peer (P2P) accommodation, Airbnb listings across seven major Korean cities was analyzed from 2014 to 2024 using panel random-effects model. The findings suggest that the degree of professionalization positively affects listing performance of Airbnb hosts. However, the results further show that geographical distance and geographical diversification negatively influence this effect as costs of operating multi-unit Airbnb listings intensifies with increased geographical distance and diversification. These findings contribute to the extant P2P accommodation research, resource-based view, and hospitality and tourism literature. Theoretical and practical implications are extensively discussed throughout the manuscript.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104315"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184769","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}
引用次数: 0
Perceptual mapping and key factors influencing hotel choices: A web mining approach to Booking.com reviews 感知映射和影响酒店选择的关键因素:Booking.com评论的网络挖掘方法
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104308
Amin Mojoodi , Tafazal Kumail , Seyed Mohammad Ahmadzadeh , Saeed Jalalian
{"title":"Perceptual mapping and key factors influencing hotel choices: A web mining approach to Booking.com reviews","authors":"Amin Mojoodi ,&nbsp;Tafazal Kumail ,&nbsp;Seyed Mohammad Ahmadzadeh ,&nbsp;Saeed Jalalian","doi":"10.1016/j.ijhm.2025.104308","DOIUrl":"10.1016/j.ijhm.2025.104308","url":null,"abstract":"&lt;div&gt;&lt;h3&gt;Purpose&lt;/h3&gt;&lt;div&gt;In the hospitality industry, hotel managers have widely considered online customer reviews because they play an essential role in influencing the decisions of potential travelers and improving hotel performance. The purpose of this research is to identify the variables that influence the decisions of hotel customers and to perceptual map brands using the web mining method.&lt;/div&gt;&lt;/div&gt;&lt;div&gt;&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;&lt;div&gt;The research analyzed user comments on the Booking.com website for data entry. Hotel user evaluations on the Booking.com site were gathered textually using Python programming and web scraping techniques. A Python script was developed to get hotel information and reviews from Booking.com. We analyzed the number of 17,446 customer comments on the Booking.com site that were posted between November 2020 and November 2023. Customer comments were carefully pre-processed to start the processing process by removing comments that were not in English or were less than five words long. Finally, 6111 comments entered the processing process.&lt;/div&gt;&lt;/div&gt;&lt;div&gt;&lt;h3&gt;Findings&lt;/h3&gt;&lt;div&gt;According to the findings of this study, 40 variables were identified and categorized into six clusters using the K-Means technique and a dendrogram. The following clusters were sorted by weight and significance: facility stimuli (33.98 %), experimental stimuli (23.88 %), communication stimuli (23.85 %), locational stimuli (13.47 %), sensory stimuli (2.67 %), and hotel smartification stimuli (2.14 %). The silhouette index was used to assess the quality of the discovered clusters, and the resultant value was validated. Following cluster identification and rating, a perceptual map of hotel brands was developed for the two most prominent clusters (facility and experimental stimuli).&lt;/div&gt;&lt;/div&gt;&lt;div&gt;&lt;h3&gt;Practical implications&lt;/h3&gt;&lt;div&gt;By evaluating user comments on competing hotels, managers may improve their strategies for attracting customers and elevating their products. By analyzing online comments and examining the critical elements revealed in this study, hotel managers may formulate and execute plans to improve customer satisfaction and loyalty. Also, The results of this research and the information gathered from analyzing customer feedback can be used to develop targeted marketing strategies. These strategies enable hotel administrators to develop and execute advertising campaigns that attract more clients.&lt;/div&gt;&lt;/div&gt;&lt;div&gt;&lt;h3&gt;Originality/value&lt;/h3&gt;&lt;div&gt;This study used a different approach to evaluating customer opinions than previous research. Analyzing many online customer reviews on a website and identifying variables affecting their satisfaction or dissatisfaction is more reliable than other data collection methods, such as questionnaires. Also, since this study uses web mining, it has advantages over standard research methods. Due to cost and time constraints, we will study a large amount of data that would not be economicall","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104308"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184766","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}
引用次数: 0
Senior spa-goers’ potion: Brewing post-trip life satisfaction from the essence of motivations 老年水疗爱好者的魔药:从动机的本质中酿造旅行后的生活满意度
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-31 DOI: 10.1016/j.ijhm.2025.104292
Juan Luis Nicolau , Maria Carlos Lopez , Elisa Alén , Trinidad Domínguez Vila
{"title":"Senior spa-goers’ potion: Brewing post-trip life satisfaction from the essence of motivations","authors":"Juan Luis Nicolau ,&nbsp;Maria Carlos Lopez ,&nbsp;Elisa Alén ,&nbsp;Trinidad Domínguez Vila","doi":"10.1016/j.ijhm.2025.104292","DOIUrl":"10.1016/j.ijhm.2025.104292","url":null,"abstract":"<div><div>This study analyzes the effect of tourism-related life-enhancing motivations and tourism-related constraints on seniors’ life satisfaction after a visit to a spa. Drawing on expectancy-value, leisure constraints, and social comparison theories, the empirical application conducted in the thermal tourism context finds that tourism-related constraints have no effect on life satisfaction and that tourism-related life-enhancing motivations present a diversity of effects. While some motivations have no effect, others exert a positive effect in absolute terms (novelty) and in relative terms (relaxation and internal motivations) following a reference dependence pattern that is in line with prospect theory. Additionally, reference-dependent motivations present asymmetric effects from different angles: relaxation behaves according to the principles of loss aversion, while internal motivations show, nonetheless, <em>reverse</em> loss aversion. Theoretical frameworks related to motivation may benefit from recognizing the diverse effects of motivations on certain dimensions, such as life satisfaction.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104292"},"PeriodicalIF":9.9,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144184770","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}
引用次数: 0
The effect of job availability on hospitality and tourism industry performance 工作可得性对酒店和旅游业绩效的影响
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-30 DOI: 10.1016/j.ijhm.2025.104316
Abhinav Sharma , Sean McGinley , Tarik Dogru , Juan Luis Nicolau
{"title":"The effect of job availability on hospitality and tourism industry performance","authors":"Abhinav Sharma ,&nbsp;Sean McGinley ,&nbsp;Tarik Dogru ,&nbsp;Juan Luis Nicolau","doi":"10.1016/j.ijhm.2025.104316","DOIUrl":"10.1016/j.ijhm.2025.104316","url":null,"abstract":"<div><div>This study analyzes the impact of job openings in the overall economy on the performance of hospitality and tourism firms. By using interlinkages theory, the results show that the availability of jobs in the overall economy negatively impacts hospitality and tourism. This effect is pronounced for the hotel and restaurant subsector, while absent for airlines. Apart from critical managerial implications, the main theoretical contribution of the results is the nuanced understanding of interlinkages within the tourism industry, revealing that economic factors such as job opportunities impact subsectors differently. This highlights the importance of considering sector-specific variables and interdependencies in interlinkages theory, rather than treating hospitality and tourism as a homogeneous whole.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104316"},"PeriodicalIF":9.9,"publicationDate":"2025-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144178540","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}
引用次数: 0
Research on ChatGPT in tourism and hospitality: A systematic review and future directions 旅游与酒店业ChatGPT研究:系统回顾与未来方向
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-30 DOI: 10.1016/j.ijhm.2025.104287
Quang Dai Tuyen , Tan Vo-Thanh , Nguyen Huu Nghi , Bui Tuan Phuong , Bui Trong Tien Bao
{"title":"Research on ChatGPT in tourism and hospitality: A systematic review and future directions","authors":"Quang Dai Tuyen ,&nbsp;Tan Vo-Thanh ,&nbsp;Nguyen Huu Nghi ,&nbsp;Bui Tuan Phuong ,&nbsp;Bui Trong Tien Bao","doi":"10.1016/j.ijhm.2025.104287","DOIUrl":"10.1016/j.ijhm.2025.104287","url":null,"abstract":"<div><div>This review examines the topic of ChatGPT in tourism and hospitality research. With their emphasis on dynamic customer interactions, the tourism and hospitality sectors are increasingly incorporating Artificial Intelligence (AI) technologies into their service delivery and operations. Meanwhile, the impact of AI on research and education within these fields has become a focus of academic interest. This study consolidates insights from 43 publications indexed in major databases—Scopus, Web of Science (WoS), and Google Scholar—up to April 2024. It explores various applications of ChatGPT in research, education, and industry within the tourism and hospitality domain. While ChatGPT offers numerous advantages, its implementation also presents significant challenges. The review concludes by outlining potential future directions, underscoring the importance of advancing research to enhance ChatGPT’s applications and address its limitations. Beyond summarizing the current state of research, this review highlights critical gaps and opportunities for future exploration to maximize ChatGPT’s potential.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104287"},"PeriodicalIF":9.9,"publicationDate":"2025-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144169160","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}
引用次数: 0
East meets middle east: Unpacking cultural drivers of masstige brand experience in the hospitality sector 东方遇见中东:解读酒店行业大众品牌体验的文化驱动因素
IF 9.9 1区 管理学
International Journal of Hospitality Management Pub Date : 2025-05-30 DOI: 10.1016/j.ijhm.2025.104296
Rehan Husain
{"title":"East meets middle east: Unpacking cultural drivers of masstige brand experience in the hospitality sector","authors":"Rehan Husain","doi":"10.1016/j.ijhm.2025.104296","DOIUrl":"10.1016/j.ijhm.2025.104296","url":null,"abstract":"<div><div>The dynamic nature of global consumer behaviour has positioned masstige brands as vital players in contemporary markets, warranting rigorous examination. This research advances our understanding of the interplay between culture and consumer interactions with masstige brands, particularly within the hospitality sector. By employing expectancy value theory, the study elucidates the roles of brand identification, engagement, prestige, and trust in shaping consumer experiences. Utilising structural equation modelling across two culturally distinct contexts (N = 953), demonstrating the relative importance of brand identification and trust in India (Study 1) and the significance of prestige and engagement in the United Arab Emirates (Study 2). The findings suggest the moderation of culture in shaping the masstige brand experience in the hospitality sector in both countries. This study contributes to the masstige literature from the lens of the hospitality sector and offers various practical implications for brand managers.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"131 ","pages":"Article 104296"},"PeriodicalIF":9.9,"publicationDate":"2025-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144169161","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}
引用次数: 0
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