Curtis Love

Online Traveler Reviews as Social Influence: Price is no Longer King

Price is a major influence on travel purchases; however, traveler reviews have also become a prevalent source of influence. Theories of social influence and cognitive dissonance provide insight into consumer decisions. This research investigated the effect of social influence in the form of traveler reviews and price on consumer decisions and postdecision dissonance. Student subjects evaluated two resorts for a Spring Break vacation in Cancun using a 2 (valence: positive or negative) × 2 (unanimity: unanimous or nonunanimous) × 3 (price: same, slightly lower, much lower) experimental design. The results reveal that social influence had a strong effect on both resort evaluations and postdecision dissonance. Nonunanimous reviews reduced the prevailing valence of reviews, but increased dissonance. The lack of results for price suggests that price may not be the predominant influence on decisions, as previously thought. This research provides new insight into the effect of traveler reviews on decisions by evaluating the unanimity of social influence, the effect of price differences, and the extent to which consumers engage in postdecision dissonance reduction.

How Information Quality and Market Turbulence Impact Convention and Visitors Bureaus Use of Marketing Information: Insights for Destination and Event Marketing

Information is an essential component of convention and visitors bureaus for their marketing purposes in order to make their destinations and events more attractive to visitors. During the information gathering process, tourism and event marketing directors must select relevant and credible data for successful decision-making. Based on the lack of academic research in the area of online marketing information use by convention and visitors bureaus, this study investigates what factors influence convention and visitors bureaus’ online information use for their market research. In particular, this study examines the relationships among technology change, customer change, information quality, and marketing information use with convention and visitors bureaus in the United States. Utilizing an online survey to convention and visitors bureau managers, findings from this study identify the use of Internet-based information as positively associated with the quality of Internet-based information followed by customer change and technology change. Implications for destination marketers and event marketers are included.

A Case Study Examining the Influence of Conference Food Function on Attendee Satisfaction and Return Intention at a Corporate Conference

For many conferences and events, increased attendee registration leads to increased profits for the hosting organization. Food functions, in particular, can be an effective tool to satisfy attendees and build attendance, as it empowers an attendees sensory memory of an event. Nutritiously balanced food can enhance an attendees learning ability. The purpose of this research was to identify factors that impact the attendees satisfaction with conference food functions, and further, to understand an attendees return intention based on the satisfaction level at a corporate conference. It is concluded that the quality of food content is the leading determinant of an attendees satisfaction with the food function performance and that food function predicts an attendees intention to return. This research provides insights into how important food functions are to conference attendees’ intent to return to future conferences.

Expanding the food service curriculum : Who has added fine dining to the menu?

Abstract The food service/restaurant component of the hospitality curriculum was examined in 33 ACPHA accredited schools and 11 other “top schools.” This study measured the number of food courses, the use of food laboratories, food service/restaurant concentration offerings in the hospitality programs, and the availability of course(s) in fine dining. The fine dining or full-service segment of the restaurant industry has experienced steady growth for over 25 years and is predicted to increase in alignment with the rising discretionary income of the Baby Boomer generation. Hospitality programs may consider expanding their curriculum to offer an elective course in fine dining to facilitate career opportunities for their graduates in this segment of the restaurant industry.

Loyalty Runs Deeper than Thread Count: An Exploratory Study of Gay Guest Preferences and Hotelier Perceptions

ABSTRACT Alongside many global businesses, hotels have recently shared in the movement to serve the gay market. If the perception of being gay-friendly is not the same for hoteliers and their gay guests, a marketing discrepancy may exist and loyalty of the gay segment could be at risk. To address this issue, a sample of 188 gay guests and 48 hoteliers was explored. Differences tests were conducted to evaluate the hotel attribute importance ratings of gay guests versus hoteliers when considering that segment. After conducting a factor analysis, a regression determined the impact of each factor on gay guest loyalty, with the social environment component having the greatest impact. Most importantly, hotels should support the gay community beyond simply offering a room, an intangible yet important display of social responsibility. This study augments previous hospitality research on the gay guest segment and provides avenues for future qualitative and quantitative studies.