如何在美国设计最佳的餐厅众筹活动

IF 2.9 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality & Tourism Administration Pub Date : 2022-02-22 DOI:10.1080/15256480.2022.2038335

Gabriela Lelo de Larrea, Jeong-Yeol Park, Kwangsoo Park, M. Altın

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引用次数: 4

摘要

摘要本研究探讨了餐馆企业家如何将各种内在和外在的线索纳入基于奖励的众筹活动的设计中，以最大限度地提高他们的成功概率。本研究旨在确定每种线索的最佳水平，以指导企业家的战略行为。基于线索利用理论和最佳唤醒概念，本研究从Kickstarter收集了餐厅项目数据。语言探究和字数统计（LIWC）也被用来量化项目标题中的语言线索。逻辑回归模型包括线索的线性项和二次项。一个最佳的活动应该有13张图片、2个视频、详细但简洁的描述和许多奖励。项目标题应该有一个中立和保守的风格，而不是非常积极。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Cues that Work: Designing the Optimal Restaurant Crowdfunding Campaign in the US

ABSTRACT This study explores how restaurant entrepreneurs incorporate various intrinsic and extrinsic cues into the design of reward-based crowdfunding campaigns to maximize their probability of success. This study aims to identify the optimal levels of each of these cues to guide entrepreneurs’ strategic behavior. Based on the cue utilization theory and the concept of optimal arousal, this study collected restaurant project data from Kickstarter. Linguistic Inquiry and Word Count (LIWC) was also used to quantify linguistic cues in the project title. Linear and quadratic terms of cues were included in the logistic regression model. An optimal campaign should have 13 pictures, 2 videos, a detailed but succinct description, and many rewards. The project title should have a neutral and conservative style instead of being extremely positive.

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来源期刊

International Journal of Hospitality & Tourism Administration HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.30

自引率

8.60%

发文量

期刊介绍： The International Journal of Hospitality & Tourism Administration is an applied, internationally oriented hospitality and tourism management journal designed to help practitioners and researchers stay abreast of the latest developments in the field as well as facilitate the exchange of ideas. The journal addresses critical competency areas that will help practitioners be successful in this growing field now and into the future. An exciting and challenging international forum, the journal reflects current happenings and trends in the industry.