Guy Assaker

Moderating Effects of Tourists’ Novelty-Seeking Tendencies on Destination Image, Visitor Satisfaction, and Short- and Long-Term Revisit Intentions

This study investigates the moderating effects of tourist novelty-seeking tendencies on the relationships among destination image, satisfaction, and short- and long-term revisit intentions. Using survey data collected in 2009 from 450 European visitors to Mediterranean destinations, a theoretically derived structural path model was examined. Cluster analysis and discriminant analysis were used to identify three groups of tourists based on their novelty-seeking tendencies (high, medium, and low novelty seekers). The moderating effects of novelty-seeking tendencies on the structural path model were examined by means of multigroup invariance analysis. Tourists’ novelty-seeking tendencies have a moderating effect on the causal relationships among destination image, satisfaction, and revisit intentions. The effect of destination image on visitor satisfaction, as well as satisfaction on short-term revisit intentions, is significantly weaker for high novelty seekers as compared to low novelty seekers. Thus, destination managers need to consider the novelty-seeking tendencies of their market segments as this affects revisit intentions.

Using Partial Least Squares Structural Equation Modeling in Tourism Research A Review of Past Research and Recommendations for Future Applications

Although the number of empirical applications of partial least–squares structural equation modeling (PLS-SEM) in tourism has increased in the last two years, Assaker, Huang, and Hallak have conducted the only assessment on the use of PLS-SEM in four studies and with a limited number of criteria. Thus, this study aims to critically analyze how the PLS-SEM method has been applied in 44 articles published in 11 leading tourism journals from 2000 to 2014 in terms of four key criteria: (1) themes explored and main motivations for using PLS-SEM; (2) characteristics of proposed models; (3) how the models were evaluated; and (4) the use of more advanced analyses within the method. The findings revealed that although applications in tourism have improved in recent years, problematic aspects in the application of PLS-SEM in tourism research still exist. The article provides suggestions on how to improve the use of PLS-SEM in future tourism applications.

Effects of Interpretive Guiding Outcomes on Tourist Satisfaction and Behavioral Intention

This study examined the effects of both cognitive and affective tour guide interpretation outcomes on tourist satisfaction and behavioral intention in a heritage tourism context. Data were collected via a survey of 282 inbound mainland Chinese tourists to Sovereign Hill, Ballarat, a heritage tourism site in Victoria, Australia. A hierarchical structural model was constructed based on a comprehensive literature review of tour guiding, interpretation, and tourist satisfaction and was tested applying partial least squares structural equation modeling. Results show that cognitive interpretation outcome has a greater impact on tourist satisfaction and sustaining visitor arrivals than affective interpretation outcome, whereas satisfaction with the guided tour experience directly affects behavioral intention and largely mediates the effect of cognitive interpretation outcome on behavioral intention. The study offers both theoretical insights in relation to interpretation and tourist satisfaction and practical implications for interpretive tour guiding.

Are Family and Nonfamily Tourism Businesses Different? An Examination of the Entrepreneurial Self-Efficacy–Entrepreneurial Performance Relationship

Drawing on literature on tourism, entrepreneurship, and family businesses, this research uses a structural model to examine the relationship between entrepreneurial self-efficacy (ESE) and enterprise performance. Based on samples of family-owned (N = 158) and nonfamily-owned (N = 143) small- and medium-sized tourism enterprise owners in regional South Australia, confirmatory factor analysis, structural equation modeling, and multigroup invariance tests were used to validate the proposed structural model where ESE is the exogenous variable and performance is the endogenous variable. The study also examined if the causal model was invariant (equivalent) between family and nonfamily entrepreneurs to identify key differences between these two groups. Results support the validity of the models, with tourism business owners’ ESE having a significant positive effect on enterprise performance. The results of the multigroup invariance tests also indicated that the measurement models, structural model, and residual structure were equal across family and nonfamily business owners. Although previous studies have suggested differences between family- and nonfamily-owned businesses with regard to pattern of ownership, governance, management and succession, business structure, goals, and strategies, this study found that the “entrepreneurial self-efficacy” of business owners (regardless of whether or not the business is family owned) is an important predictor of business performance. The findings suggest that destination managers and policy makers need to support the ESE of local tourism business owners if they wish to enhance performance within the industry and the destination.

An Empirical Operationalization of Countries’ Destination Competitiveness Using Partial Least Squares Modeling

Growth in tourism has resulted in escalating competition among destinations. Understanding destination competitiveness and its determinant factors is thus critical to tourism researchers and policy makers. Using partial least squares path modeling (PLSPM) on a cross-sectional sample of 154 countries, this study examines relationships among destination competitiveness and its predictors, including the economy, natural environment, and infrastructure. Results indicate that the economy has a positive, indirect impact on tourism competitiveness mediated through the infrastructure and the environment; moreover, infrastructure and environment have a direct, positive impact on tourism competitiveness. PLSPM was also used to compute composite scores for overall destination competitiveness, thus assigning rankings to the 154 countries assessed. This study contributes to extant theories on destination competitiveness, presenting important implications for policymakers on how to strengthen destination competitiveness, and providing an empirically based tool to help benchmark a country’s competitiveness in relation to other destinations.

Tourism Entrepreneurship Performance The Effects of Place Identity, Self-Efficacy, and Gender

Drawing on theories from environmental psychology, social psychology, and entrepreneurship, this study examines a nonrecursive (simultaneous equation) model of entrepreneurs’ place identity, entrepreneurial self-efficacy, and performance across male and female tourism entrepreneurs. Data were collected from 150 male and 148 female tourism business owners in Australia. The results found that place identity (sense of identity with their town of residence) was positively related to entrepreneurial self-efficacy (beliefs in their capabilities as entrepreneurs). Furthermore, self-efficacy is a direct driver of performance, and not vice versa, for both male and female entrepreneurs. However, multigroup invariance analysis suggests that the nonrecursive model is partially moderated by the entrepreneurs’ gender. The relationship between entrepreneurial self-efficacy and performance was significantly greater for the male group. The findings have implications for scholars in tourism and entrepreneurial studies, and for policy makers trying to support the sustainable development of tourism destinations.

Examining a hierarchical model of Australia's destination image.

This study presents a hierarchical model of a country’s destination image (DI). The model is empirically tested in the context of Australia as a tourism destination. Data were collected from 600 residents in four countries representing Australia’s main market segments for inbound visitors – China, the United Kingdom, the United States and South Korea. Partial least squares structural equation modelling confirmed that DI is best operationalized as a second-order factor model, which is formed by six first-order factors (destination attributes) of natural and well-known attractions, variety of tourist services and culture, quality of general tourist atmosphere, entertainment and recreation, general environment and accessibility. More specifically, the cross-sectional standardized regression/loadings demonstrate that ‘natural and well-known attractions’ as well as ‘accessibility’ had the largest effects on overall image formation. The attribute of ‘general environment’, on the other hand, had lowest effect on the country’s DI. Thus, the findings from this study advance existing knowledge on DI formation. Through a greater understanding of how DI is formed, the findings are of benefit to both tourism researchers and destination managers. New insights into how DI is formed among Australia’s key inbound markets present opportunities for new and effective marketing strategies.

AN EMPIRICAL EXAMINATION OF THE ANTECEDENTS OF FILM TOURISM EXPERIENCE: A STRUCTURAL MODEL APPROACH

ABSTRACT This study aims to empirically examine the antecedents of film tourism experience associated with a serialized TV drama. Drawing on film tourism and media-communication studies, a theoretical model for the causal interrelationship between production values of the TV drama, audience involvement with it, and film tourism experience at its filmed location was tested empirically using structural equation modeling (SEM) methodologies. Responses were drawn from a cross-sectional data sample of international visitors via a survey executed at Daejanggeum Theme Park in Korea. The results indicate that production values and audience involvement have a direct, positive impact on film tourism experience. Moreover, the production values have a mediating, positive impact on film tourism experience through the audience involvement construct.

European travelers' return likelihood and satisfaction with Mediterranean sun-and-sand destinations: a Chi-square automatic identification detector-based segmentation approach.

Drawing on the literature on visitor satisfaction, return likelihood, and customer segmentation, this study applies a Chi-square Automatic Identification Detector segmentation technique to segment European visitors on their likelihood to revisit selected Mediterranean sun-and-sand destinations. The Chi-square Automatic Identification Detector procedure distinguishes five segments in terms of return likelihood, with different levels of satisfaction according to the respondents’ repeat visit status, occupation, and country of residence. The findings are further discussed in the framework of the literature on return likelihood. Marketing implications and suggestions for Mediterranean sun-and-sand destination managers are also presented.

Price fairness perceptions and hotel customers’ behavioral intentions:

This study examines the causal relationship between consumers’ price fairness perceptions and behavioral intentions in the context of online hotel bookings. Using a cross-sectional sample of 506 customers of a budget hotel chain in the United Kingdom, structural equation modeling (using the partial least squares approach), multigroup t-test, and permutation tests were conducted to (1) validate the structural model where price fairness is the exogenous variable and behavioral intention is the endogenous variable and (2) examine whether the causal model is invariant (equivalent) across customers from different market segments—including, first-time and repeat customers, leisure, and business travelers. Results from the analysis supported a significant, direct relationship between customers’ perceptions of price fairness and behavioral intentions. The results of the multigroup test and permutation tests further indicated that first-time leisure customers are more sensitive to dynamic pricing practices and tend to perceive these practices as unfair. Thus, the budget hotel chain may want to be very cautious with new customers who are not familiar with this pricing practice.