Yao-Chin Wang

Hotel brand portfolio strategy

Purpose n n n n nThis study aims to develop dimensions and sub-items that explain hotel brand portfolio strategy (HBPS) and explore performance differences among HBPS groups in an effort to improve our knowledge about HBPS. A key ingredient in success for a hotel company is the successful building and management of a strong brand portfolio. n n n n nDesign/methodology/approach n n n n nThis study proposes four dimensions of HBPS: brand portfolio scope, intra-portfolio competition, brand portfolio location and brand portfolio element. By employing ten additional sub-items, the study evaluates the HBPS practices of hotel firms and tests performance differences. n n n n nFindings n n n n nThe findings present current HBPS practices in the hotel industry and identify four groups pursuing similar HBPS. The results also suggest that operational performance differs according to a firm’s particular focus in HBPS. n n n n nResearch limitations/implications n n n n nThis study enriches our knowledge of HBPS by establishing dimensions and relevant measures and by suggesting the effect that HBPS has on performance. Future research might extend this study to examine the potential impacts of a business’s internal and external environments on the relationship between HBPS and its performance. n n n n nPractical implications n n n n nThis study will aid executives in making important HBPS decisions such as whether to add a brand or how to reallocate resources among brands. This study also provides executives with a tool with which to monitor the relative position of their HBPS within the market. n n n n nOriginality/value n n n n nThis study is the first to establish dimensions and sub-items for understanding HBPS in the hotel industry. It also demonstrates a new approach to the analysis of competitive positioning and its relationship to performance.

From destination image to destination loyalty: evidence from recreation farms in Taiwan.

With the rising popularity of recreation farms in Taiwan, understanding visitors behavior is a critical issue. Therefore, this study attempts to establish a model that includes destination image, self-congruity, destination personality, and destination loyalty to clarify the mechanism from image to loyalty. Yilan Shangrila Recreation Farm was selected as the research setting and 326 usable responses were received. The results revealed that destination image shows positive impacts on self-congruity, destination personality, and destination loyalty. However, there was no significant relationship between self-congruity and destination loyalty. Further analysis showed the existence of significant differences between first-time and repeat visitors. The path from destination image to destination personality to destination loyalty can better explain how image leads to loyalty. The findings of this study provide meaningful academic and managerial implications.

Segmenting Taiwanese tourists to China by ethnic identity and generation

This research intends to segment Taiwanese tourists to China by ethnic identity and generation. Based on Prentice’s ((2004) Tourist familiarity and imagery, Annals of Tourism Research, 31(4), 923–945, (2006) Evocation and experiential seduction: updating choice-sets modeling, Tourism Management, 27, 1153–1170) work that suggests customers who are more emotionally attached to a destination have more positive destination images, this research proposes that Taiwanese holding different identities and belonging to different generations have different destination images of China. The results show that those who tend to identify themselves as Chinese in Taiwan have more positive destination images of China than those who tend to identify themselves as Taiwanese, while younger generations in Taiwan have more neutral perceptions of China as a tourist destination. As the heterogeneity of Taiwanese market is identified in this research, marketing strategies focusing on different segments of Taiwanese tourists to China are suggested in this research.

Feeling better when buying more? Harmonious passion and obsessive passion in online food group buying

Purpose n n n n nThe purpose of this paper is to understand consumers’ passion types in online food group buying (OFGB) and the following outcomes in buying behavior and mental status. n n n n nDesign/methodology/approach n n n n nThe research setting of this study is a Facebook group specifically for food buying, with population of 2,387 members who are interested in OFGB. Among 2,387 members in the case group, there were 1,286 members clicked on the questionnaire, and 254 of them participated in the survey and returned valid responses. In total, 254 valid questionnaires were collected for 19.75 percent usable response rate (254 out of 1,286). n n n n nFindings n n n n nResults of this study proved that harmonious passion can improve both long-term intrinsic enjoyment and short-term positive feelings, while exert no effects on impulse buying. On the other hand, obsessive passion can significantly stimulate both impulse buying and compulsive buying, and strengthen short-term positive feelings as well. n n n n nOriginality/value n n n n nIt is interesting to find that buying more does not make consumers feel better based on the evidence that impulse buying and compulsive buying performed no positive influences to both short-term and long-term mental status.

Antecedents and Outcomes of Lifestyle Hotel Brand Attachment and Love: The case of Gen Y

ABSTRACT Generation Y has shown a strong preference for and emotional connection to lifestyle brands. The increasing population and purchasing power of generation Y have increased the importance of lifestyle hotel branding. However, studies of this influential consumer group in the hospitality literature are limited. Therefore, this study of the characteristics of generation Y under the theoretical foundation of social identity theory proposed and examined antecedents and outcomes of brand love. The study sample included 310 guests at the JJ-W Hotel, a famous lifestyle hotel in Tainan City, Taiwan. The analytical results showed that brand love for lifestyle hotels among generation Y could be improved through novelty perception, hedonism, and brand reputation. Meanwhile, the strong brand love among generation Y guests results in a high revisit intention and positive word-of-mouth for the loved lifestyle hotel brand.

Generation Y’s revisit intention and price premium for lifestyle hotels: brand love as the mediator

ABSTRACT Although hotel firms have been creating lifestyle brands with generation Y as the intended target market, existing literature rarely discusses how generation Y establish relationships with these brands. Therefore, this study examined the mediating role of brand love in sustaining effects of novelty and brand identification to revisit intention and price premium. This study collected 315 responses from lifestyle hotel guests. The results proved the effects of novelty and brand identification on improving brand love, and the influences of brand love in enhancing revisit intention and willingness to pay a price premium. Brand love fully mediated the effects of novelty on revisit intention and on price premium but only partially mediated the effects of brand identification on revisit intention and price premium.

The Impact of Travel Brochures on Perceptions of Authenticity at Aboriginal Tourist Sites

This study examines the relationships among effective travel brochures, tourists characteristics, and perceptions of authenticity of aboriginal heritage sites. Using as a target research scene two aboriginal stone pillars on Taiwans East Coast, a total of 405 questionnaires are collected and analyzed. Empirical results reveal that tourists perceptions toward travel brochure usage differ significantly, depending on their gender, people who they are traveling with, and the methods of transportation. More specifically, this study also finds that tourists type of travel companion and methods of transportation significantly influence their perceptions of authenticity during a visit to aboriginal heritage sites. Tourists generally feel that effective travel brochures can enrich their visit experience, assist trip planning, and enhance the sense of authenticity of the introduced aboriginal heritage sites. Given the significant effects that an effective travel brochure has in strengthening tourists perceived authenticity, the relevant destination management institutions could cooperate with both formal educational institutes and informal continuing learning centers in transferring their knowledge into the design of effective travel brochures.

Interpersonal Trust, Organizational Culture, and Turnover Intention in Hotels: a Cross-Level Perspective

The aim of the present study was to understand the influence of interpersonal trust and organizational culture on employees turnover intention. The data of the study were collected from 252 hotel employees in Turkey. Study results showed that both affective trust and cognitive trust were negatively related to hotel employees turnover intention. Furthermore, clan organizational culture, adhocracy organizational culture, and market organizational culture were also negatively related to turnover intention of hotel employees. However, the results indicate that hierarchy organizational culture does not have a significant impact on hotel employees turnover intention. The findings provide valuable theoretical and practical implications and suggestions for future research.