This study (1) proposes optimal in-flight and ground services for maximizing the brand prestige of passengers taking first-class flights; (2) investigates the relationships between brand prestige, passengers’ well-being perception, and brand loyalty; and (3) tests the moderating effect of status consumption. To empirically test the proposed conceptual model, a survey was conducted using a sample of passengers who experienced first-class flights with any airline by an online market research firm in the United States (US), and data collected from 205 passengers were analyzed through structural equation modeling. The results reveal that (1) all five in-flight service factors and three of four ground-service factors played crucial roles in the formation of passengers’ brand prestige perceptions;, (2) brand prestige had a significant effect on well-being perceptions and brand loyalty; and (3) status consumption had a significant moderating effect on the relationship not only between brand prestige and well-being perceptions, but also on the relationship between brand prestige and brand loyalty. These results have important practical implications for first-class service managers as well as theoretical implications for luxury marketing in the context of brand prestige.
J. Laing and W. Frost, Bristol, Channel View Publications, 2012, 210 pp., (hbk), ISBN 978-1-84541-348-4 Books can inspire readers to dream about travel, to seek adventures they read about in storie...
The enduring legacy of a mega-event can be the unique opportunities it provides for visitors. Thus, focusing on the visitors' experiences should be a priority for the tourism industry. Festivals and mega-events are typical experiential products that provide high-quality experiences in the field of tourism. This study examines Pine and Gilmore's concept of the experience economy in the context of a mega-event. Specifically, the relationships among Expo experience, quality, satisfaction, and the effect of the Expo 2012 Yeosu Korea are examined. This study empirically tests whether the Expo experience and Expo quality influence visitor satisfaction. It also investigates whether visitor satisfaction influences the effect of the Expo. A self-administered survey was conducted for visitors (N = 377) of the Expo. The results of testing Pine and Gilmore's concept of the experience economy reveal that among four dimensions, esthetic experience followed by entertainment experience were the most important experiences influencing visitor satisfaction. The results also show that the effect of the Yeosu Expo was determined by Expo satisfaction. However, the findings indicate that educational and escape experiences were not closely related to satisfaction for Expo visitors.
Purpose This study aims to identify the effect of age identity on attitude to online sites, examine the impact of this attitude on e-loyalty and investigate the moderating effect of motivational orientation. Design/methodology/approach A survey was distributed to an online panel consisting of US-based adults older than 50 and usable data were collected from 284 participants, followed by an analysis using structural equation modeling. Findings Psychological and social age negatively influenced older adults’ attitude toward travel websites. Recreation-oriented motivation influenced the effect of online attitude on e-loyalty more strongly than did task-oriented motivation. Originality/value Unlike previous studies, the current study provided several managerial implications for e-marketers intending to attract older adults by adopting the multidimensional scale of age identity to predict older adults’ online attitude.
This study aimed to suggest performance-based fire egress planning at the youth ward in the general hospital. Required Safety Egress Time (RSET) was measured with egress simulation at the individual analysis node, and Allowed Safety Egress Time (ASET) was measured with fire simulation. Fire egress performance was analyzed with the time difference between two measures, and the study found weak egress spaces showing less Allowed Safety Egress Time than Required Safety Egress Time. According to the analysis result, reduction of visibility distance among Life Safety Standard components affected the reduction of fire egress performance. In addition, the study clarified that adult assistant’s egress performance was decreased when youth patient’s egress performance was decreased. For decreasing Required Safety Egress Time, architectural space planning providing additional horizontal escape routes and vertical ones is suggested. For increasing Allowed Safety Egress Time, the installation of equipment and control devices is also suggested.
The purpose of this study is to examine the relationships among CSR activities, brand trust, supportive communication intention, and brand loyalty in a halal restaurant franchise. This study attempts to understand the brand loyalty formation among foreigners visiting a halal ethnic restaurant franchise in South Korea. This study can contribute to the body of empirical evidence showing that CSR activities for different stakeholders can increase brand loyalty mediated by trust. Data were collected from an online survey platform, and visitors were recruited in one of the largest halal franchise restaurants in Korea. This study used a convenience sampling technique, and 225 questionnaires were used for final analysis. Structural equation modeling was likewise used in this research. The results reveal that CSR activities include four constructs: for communities, employees, the environment, and customers. These four dimensions reflect voluntary activities for core stakeholders and are positively associated with enhancement of trustful relationships between customers and restaurants. Among four CSR dimensions, CSR activities to employee are the most influential dimension, followed by CSR to community and to environment. However, the insignificant effect of CSR activities to customers on trust is found. Furthermore, trust positively influences supportive communication intention and brand loyalty. The proposed model of this present study can shed light on how to enhance brand loyalty and sustain trustful and emotional value of an ethnic restaurant franchise. The results can provide important implications for planning CSR engagement from a practical and managerial perspective in the restaurant industry.
This qualitative study investigated the process of Korean Demilitarized Zone (DMZ) storytelling created by tour guides. It explored the strategies that DMZ guides use and their influences at this complex site. This study investigates the training of the guides, their viewpoints on the DMZ, and the factors that influence their storytelling, taking guide status into consideration. A total of thirteen tour guides were interviewed. The findings identify various storytelling components that are used to build relationships with tourists, deliver an immersive experience, and provide the core information and regulations of the tour. Therefore, the proposed conceptual model includes three components that contribute to the creation of a memorable experience: the guide and the tourists, the guide and the site, and the tourists and the site. The findings enrich the body of literature on storytelling and could be used by travel agencies to create new training programs for DMZ tour guides and travel package group management. In addition, DMZ tours could be redesigned to increase the effectiveness of storytelling.
Abstract This study examines how product design affects museum visits and museum product loyalty. Based on the gaps in previous research, the study posits interrelationships among product design (esthetics and symbolism), emotional states (pleasure and arousal), attitude toward the product, loyalty repurchase intention and electronic word‐of‐mouth (eWOM), and museum visit intention. This research applied partial least squares‐structural equation modeling to analyze data from 316 customers who purchased the museum's random boxes. The empirical results suggest that (1) esthetics and symbolism are antecedents of attitude, pleasure, and arousal; (2) attitude toward the product mediates the effect of product design on product loyalty and museum visit intention; (3) arousal helps mediate the relationship between symbolism and repurchase intention; and (4) pleasure is an antecedent of attitude toward the product. This study provides valuable practical simplications and offers new areas for future studies.
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