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A gasztronómiai fogyasztók szegmentálása az online aktivitás és az influencerkövetés szemszögéből
Abstract
Jelen tanulmány célja a gasztronómia iránt érdeklődő Instagram-felhasználók szegmentálhatóságának feltárása a fogyasztók online aktivitása és az influencerkövetési magatartásuk alapján. Mivel a közösségi média egyre intenzívebb alkalmazása és az influencerek aktív jelenléte a gasztronómia területén jelentősen befolyásolja a fogyasztói attitűdöket, ezek megismerése az elérni kívánt célközönség feltérképezésekor elengedhetetlen a vendéglátóipari szolgáltatók részéről. A kutatási téma feltárása kérdőíves felméréssel valósult meg, 421 fős elemszámmal, faktor- és klaszteranalízis alkalmazásával. A faktorelemzés során négy faktor emelkedett ki: az influencerkövetési attitűd, a vendéglátóhelyen történő fogyasztási attitűd, az aktivitási attitűd és a gasztronómia iránti attitűd megjelenése az Instagramon. A klaszterelemzéssel négy szegmens volt megkülönböztethető: a foodie-k, az influencerfüggők, az online gasztrofogyasztók és az érdektelenek. A kutatás eredményei a turisztikai és marketing szakemberek, valamint a vendéglátóipari szolgáltatók számára is értékes információkat tartalmaznak.
... Kutatások rámutattak arra, hogy egy választási feladat során a résztvevők a feladat végén leggyakrabban azt az alternatívát választják, amire a leghosszabb ideig és a legtöbbször fixált a tekintetük ( VAN DER LAAN et al. 2015, DANNER et al. 2016. A fogyasztók fontos döntési helyzetbe kerülnek az étterem kiválasztása, a kínálat, az árak vagy az étterem elhelyezkedése kapcsán (SZAKÁLY 2023). Egy étterem esetében az ételválasztás befolyásolásának egyik módja a jól megtervezett étlap, azaz például az ételekkel kapcsolatos, megfelelő információk feltüntetése. ...
Ismert tény, hogy az étlapokon megjelenő tápértékjelölés segítheti az ételválasztást, és támogatja a fogyasztókat az egészségesebb életmód felé vezető úton. Az étlapokon alkalmazható tápértékjelölés módja rendkívül változatos lehet, azonban annak feltárása, hogy melyik támogatja legjobban a fogyasztói döntéshozatalt, még várat magára. Modern mérőeszközzel, egy Tobii Pro Fusion szemkamerával, támogatott kutatásunk célja az volt, hogy megállapítsuk, vajon az általunk alkalmazott három eltérő energiajelölési alternatíva közül melyik ragadja meg legjobban a vizuális figyelmet, melyik segíti a vendégeket a választási döntéshozatalban. A három étlap között csupán az energiatartalom feltüntetési módjában volt különbség: az első alternatívánál monokróm színnel tűntettük fel az egyes ételek kcal-ban kifejezett energiatartalmát, a másodiknál a számok mellé színeket (piros, sárga, zöld) társítottunk, a harmadik esetében színes (piros, sárga, zöld) ceruzaelem szimbólum nyújtott segítséget a kutatásban résztvevőknek. A kutatást 2023 szeptemberében végeztük és az elemzésbe 60 fő adatait vontuk be. Eredményeink alapján elmondható, hogy a szimbólum (ceruzaelem) nem hívja fel kellően a fogyasztó figyelmét, így használata nem javasolt. A szemet leginkább az energiatartalom számokkal való feltüntetése vonzza, így ez a legmegfelelőbb a fogyasztói döntés meghozatalának segítésére.
A gasztronómia minden társadalmi formában különleges alkotási és fogyasztási folyamatot takar, mely különböző helyszíneken és formában naponta ismétlődik. A gasztronómián keresztül visszatükröződnek egy adott korszak hétköznapi társadalmi viszonyai, légköre, jellegzetességei, sőt bizonyos értelemben a nemzet karaktere is. Az ételek, italok, édességek stb. megmutatják az adott társadalmi környezet lehetőségeit, a szakácsok, cukrászok és más szereplők felkészültségét, kreativitását, valamint a rendelkezésre álló alapanyagok, fűszerek mennyiségét és minőségét. A tanulmány a Baranya vármegyei gasztronómiához, vendéglátáshoz kötődő szereplők véleményét mutatja be azon faktorok mentén, melyeknél leginkább szükséges a változtatás.
A modern technológiák kezdetben még csak az iparban jelentek meg, de napjainkra számos szektor mozgatórugója lett, többek közt a turizmusé is. Így vetődött fel kutatási kérdésként, hogy milyen változásokon ment át a modernkori turizmus a digitalizáció jegyében a pandémiát követően. Általános célkitűzésként került megfogalmazásra, hogy megvizsgáljuk a közösségi médián látott tartalmak milyen hatást gyakorolnak az utazási desztinációk megválasztására. Specifikus célkitűzésként pedig bemutatásra került napjaink digitális turizmusához kapcsolódó leggyakrabban használt alkalmazások és azok típusai. A megkérdezés módja online kérdőív formájában történt CAWI szemlélet mentén. A beérkezett adatokat (N=180) ismert próbákkal (Khi2 és Kruskal-Wallis), illetve kereszttábla segítségével vizsgáltuk. Eredmények tekintetében elmondható, hogy manapság, aki jelen van a különböző közösségi oldalakon akár a tudta nélkül is inspirálódhat az ott közzétett képekből és vieókból. Érdekes tény, hogy nagyobb befolyással bírnak a közösségi médiában szereplő influenszerek, akiknek adnak a véleményükre az emberek. Turizmusmarketing szempontjából jelentős profilokká váltak a különböző közösségi oldalak és az ott jelenlévő véleményvezérek, avagy influenszerek. Az eredmények alapján elmondható, hogy akik jelen vannak valamely közösségi médián nagy valószínűséggel az ott látott tartalmak, impulzusok befolyásolják a turisztikai döntéseik meghozatalát. Összességében így egy-egy étterem, turisztikai célpont számára új és új lehetőséget adhat egy-egy influenszerrel történő együttműködés, vagy az úgynevezett „Instagram-kompatibilis” elrendezés, tálalás.
A digitalizáció hatására az elmúlt három évtizedben a turizmus makrokörnyezetében, valamint fogyasztói és kínálati oldalán is jelentős változások történtek. A digitalizáció és a digitalizáció-vezérelt innovációk napjainkra az utazástervezés teljes folyamatát és az utazás előtti, alatti, illetve az azt követő fogyasztói magatartást is átalakították. A szakirodalom szintetizálására épülő jelen tanulmányban elsősorban a fogyasztói oldalt vizsgáljuk. Elemzésünk célja a digitalizáció fogyasztói magatartásra gyakorolt hatásainak azonosítása az utazási döntés egyes szakaszaiban. A tanulmányban az utazást megelőző, az utazás alatti és az utazást követő fogyasztói magatartást vizsgálva megállapítjuk, hogy a korábban szekvenciálisnak tekintett utazási döntési szakaszok mára időben és térben egyre inkább összemosódnak, ebből adódóan egyre kiszámíthatatlanabbá és kevésbé előrejelezhetővé válnak. A közösségimédia-használat nemcsak az utazási döntés folyamatára, hanem az élmény befo gadá-sára és a benne való elmerülésre is hatással van.
Az utóbbi időben az informatika és az elektronika területén végbement mélyreható és alapvető változások eredményeként megváltoztak a fogyasztói szokások, ami a turizmus szektorát is érinti. Az e-világban átformálódnak a fogyasztók információkeresési és kommunikációs szokásai, lévén a kommunikációs paradigmaváltás korszakát éljük. Az online utazási irodák (online travel agencies – OTA) nem kizárólag a foglalás és az értékesítés meghatározó csatornái napjainkban, hanem az információgyűjtés és a szálláshely-szolgáltatásokkal kapcsolatos tájékozódás csatornái is. Az OTA honlapokon fellelhető információk egy része objektív, más része szubjektív. Utóbbiak a fogyasztói információk, vélemények. A szálláshelyre vonatkozó szubjektív információkat az OTA oldalak vendégértékelései adják. Jelen kutatás hazai, illetve nemzetközi OTA oldalak vendégértékelési rendszerének összehasonlítását célozza a hitelesség, a skála, az alkalmazott szempontrendszer, illetve a vendégértékelések célcsoportonkénti bontási lehetőségeinek vonatkozásában. Mindemellett esettanulmány jelleggel két – azonos desztinációban elhelyezkedő – azonos kategóriájú szálláshely OTA vendégértékeléseit mutatja be arra a kérdésre keresve a választ, hogy a döntés előtt álló fogyasztó számára az eredmények mennyire mutatnak egységes képet összességében és szempontonként.
Aims: This study aims to describe the foodie phenomenon in Makassar City regarding the process of selecting various types of popular-commercial food and/or drinks. Methodology: The informant determination technique used is purposive (deliberate). The data collection used is by observation, in-depth interviews with informants, and confirmed by various literature studies that are relevant to the research topic. In this study, the method used is a qualitative method. Results: The results showed that in eating activities, foodies were influenced by several things, including; the concept of eating, the concept of deliciousness and various factors that influence the activity of eating popular-commercial food.
Influencer marketing has become a powerful channel for brand promotion and market expansion in the hospitality industry. However, those responsible for implementing influencer marketing campaigns are susceptible to the “myth of viewability” and rely on the Cost Per View (CPV) evaluation metric, rather than the more appropriate Cost Per Action (CPA). The current research explores the aforementioned myth from a hospitality management perspective by identifying the types of image (or photo) which attract more audience commentary or liking. A qualitative research approach is adopted involving two experiments with influencer pairs across the restaurant context in Taipei, Taiwan. We selected influencers Q and S as our manipulated group. In sharing images on their social media platform, it was found that they make greater use of personal than of food related images. The opposite was the case for the controlled group - influencers X and A – who shared more food than personal images. The researchers tracked viewer responses and then actions towards influencer postings to determine (a) which influencer approach draws more views and (b) the costs that are attributable to views and/or actions. They drew upon the findings to formulate an Owner-Influencer Matrix, a strategic planning tool and framework that helps owners and influencers to optimize influencer marketing. It is concluded that interactions between influencers and business owners should be beneficial to both parties. This empirical study may provide business owners and social media influencers with insights about communicating the respective brand values of their counterparts and designing sponsorship collaborations with a capacity to generate the desired consumer responses.
Travellers have high standards and regard restaurants as important travel attributes. In the tourism and hospitality industry, the use of developed tools (e.g., smartphones and location-based tablets) has been popularised as a way for travellers to easily search for information and to book venues. Qualitative research using semi-structured interviews based on the face-to-face approach was adopted for this study to examine how consumers’ restaurant selection processes are performed with the utilisation of social media on smartphones. Then, thematic analysis was adopted. The findings of this research show that the adoption of social media on smartphones is positively related with consumers’ gratification. More specifically, when consumers regard that process, content and social gratification are satisfied, their intention to adopt social media is fulfilled. It is suggested by this study that consumers’ restaurant decision-making process needs to be understood, as each stage of the decision-making process is not independent; all the stages of the restaurant selection process are organically connected and influence one another.
The rapid emergence of automation brings new opportunities for airport development. Airports strive to maximize passenger satisfaction as well as optimize their operation. However, the lack of knowledge of consumer preferences might be an important barrier to achieve these objectives. Therefore, our study aims to unveil the potential of service development alternatives based on artificial intelligence (AI). For this, a systematic literature review (SLR) and a quantitative analysis of a survey have been conducted. The results of the empirical research are based on 593 responses; most of the subjects belong to generation Z (digital natives) and Y (millennials). The analysis revealed attitudes towards different AI-based transport solutions and AI robots that provide information at the airports. Based on the perceived attractiveness of such services, the environmentally conscious behaviour of consumers, and sociodemographic data, subjects were classified into three different clusters (Negligents, AV Enthusiasts, and Robot Fanatics). Results proved the attractiveness of AI-based transport services that can be used in the air-side zone. Among the millennials, the idea of self-driving buses running between airport terminals is the most appealing. Greater interest in AI-based communication solutions can be perceived among generation Z. For both generations, environmentally conscious consumption is also of paramount importance. The attractiveness of AI-based solutions has been analyzed in a tourist environment, which might be a good starting point for further research into the technology acceptance of AI-based services.
This study investigated restaurant customers’ perceived importance of key factors in accordance with dining occasions and restaurant segments. Our investigation into restaurant selection and situational factors present two types of empirical evidence regarding customers’ choice of restaurant. First, menu price was customers’ top priority in restaurant selections for full-service, quick-casual, and quick-service restaurants. Second, restaurant customers rated the importance level of restaurant selection criteria differently according to eating-out occasions. The importance of menu price was greatest for both quick meal/convenience and social occasion, brand reputation was the most important factor for business necessity, and word-of-mouth recommendation was greatest for celebration.
Absztrakt Az influencerek marketingkommunikációs kampányokban való alkalmazása mára széleskörűen elterjedt gyakorlattá vált nemzetközi és hazai vonatkozásban egyaránt. Ennek legfőbb oka, hogy egyre jelentősebb célcsoportok hatékony elérése nem valósítható meg influencerek alkalmazása nélkül. A tanulmány fő kutatási kérdése, hogy az influencerek milyen módon és hatékonysággal alkalmazhatók turizmusmarketing kampányokban. Tanulmányunk első felében tisztázzuk a téma definíciós kereteit, különféle megközelítésben klasszifikáljuk az influencereket és az influencer marketing tevékenységet, majd megvizsgáljuk a nemzetközi és hazai influencer marketing trendeket, különös tekintettel a turizmus szektorban érdekelt influencer tevékenységekre és sajátosságokra (solo travellers, bloggers, youtubers, instagrammers, stb.) Ezt követően bemutatjuk a fontosabb hazai turisztikai influencereket, tevékenységük sajátosságait, tartalmaikat és vállalati marketingkommunikációban való alkalmazhatóságuk jellegzetességeit. Tanulmányunk befejező részében bemutatunk olyan-egy korábban már megvalósított kampányt-ahol sikerrel kerültek alkalmazásra influencerek turisztikai vonatkozással bíró kommunikációban. Abstract Working with influencers in marketing communications campaigns has been a widely spread practice now for a period of time both in Hungary and abroad. The main reason for this is that nowadays it is almost impossible to reach the most important target groups effectively without influencers. Our main research question is how and on which efficiency level influencers can be used in tourism marketing campaigns. In the first part of our study we provide the major definitional framework of the research topic, namely we classify influencers from different aspects, and outline influencer marketing activities. Next we will examine the current Hungarian and international influencer marketing trends, with special emphasis on influencers working in the tourism industry, their main features and activities (solo travelers, bloggers, youtubers, instagramers, etc.) Then we introduce the most well-known Hungarian influencers in the tourism sector, their activities, content and the characteristics of their applicability in tourism marketing. Finally in the closing part of our study we give insights into a successful campaign in the field of tourism which involved influencers.
The prevalence of online social networks has given rise to the emergence of social media influencers (SMIs), so-called "Internet celebrities". Celebrity endorsement, which can be an effective marketing strategy, is also popular in the tourism field. This study uses self-congruity theory, which originally refers to the congruence between consumers and brands or products, to the congruence between endorsers and potential tourists to evaluate endorsement effectiveness. Results indicate that SMI endorser-consumer congruence positively contributes to visit intentions toward the endorsed destinations as does endorser-destination congruence. Tourism marketers are advised to use SMIs when the destination images and target markets align. ARTICLE HISTORY
With tremendous growth and potential of online consumer reviews, online reviews of hospitality and tourism are now playing a significant role in consumer attitude and buying behaviors. This study reviewed and analyzed hospitality and tourism related articles published in academic journals. The systematic approach was used to analyze 55 research articles between January 2008 and December 2017. This study presented a brief synthesis of research by investigating content-related characteristics of hospitality and tourism online reviews (HTORs) in different market segments. Two research questions were addressed. Building upon our literature analysis, we used the heuristic-systematic model (HSM) to summarize and classify the characteristics affecting consumer perception in previous HTOR studies. We believe that the framework helps researchers to identify the research topic in extended HTORs literature and to point out possible direction for future studies.
This chapter defines different types of influencers, describes the principles of influencer marketing, provides an overview of the importance of influencer marketing in general and specifically in tourism and explains current influencer marketing practices. It also provides specific examples of travel influencers and influencer campaigns in travel and tourism contexts. #Influencer #influencermarketing #influencerrelations
Abstract
Consumption of food outside the home has become a necessity. As more women work outside the home for livelihood to support the family, eating out has also increased amidst the sprung of restaurants. The main objective of the study was to evaluate the reasons for eating out. It further sought to determine if there was a significant relationship between reasons for eating out and socio-demographic characteristics of customers. A sample size of 272 customers from all grade 3 restaurants in Sekondi/Takoradi was surveyed by the use of questionnaire. Data was analysed using SPSS software and a Chi-square was used for statistical analysis technique. The study revealed that most customers ate out for convenience and physiological reasons, whilst others ate out for social, esteem, business and health reasons. Also, males, the married, and people who had tertiary education earning salaries of Gh¢1,500 and over patronized eating out. There was no significant relationship between reasons for eating out and socio-demographic characteristics. Restauranteurs are recommended to focus on the reasons why people patronise their business so as to give off their best.
Keywords: Eating Out, Restaurants, Convenience, Physiological, Restauranteurs
Word of mouth (WOM) is an important information source for consumers. Previous researchers have shown it is more credible and persuasive than commercial information. The development of new media has increased the importance of this interpersonal influence (referred to as eWOM). The degree of participation in eWOM varies among individuals. Participation in eWOM is composed of two behaviors: opinion seeking behavior and opinion giving behavior. Several antecedents of participation in eWOM have been previously studied but the consequences of participating are mostly unknown. This paper proposes and tests a theoretical model that analyzes the extent to which participation in eWOM can be considered to be a determinant of eWOM influence on decision making at an individual level, and it includes perceived source trustworthiness as a mediator. Both opinion seeking and opinion giving behaviors seem to predict eWOM influence on decision making. Results also indicate that perceived source trustworthiness partially mediates the relationship between opinion seeking behavior and eWOM influence on decision making. In contrast, perceived source trustworthiness totally mediates the relationship between opinion giving behavior and eWOM influence on decision making. Therefore, perceived source trustworthiness arises as a key factor of eWOM influence on decision making for those who usually give opinions.
Today, consumers are involved in a variety of activities, ranging from consuming content to participating in discussions, sharing knowledge with other consumers, and contributing to other consumers' activities. With the enormous interest in social media sites, such as YouTube, MySpace, Facebook, and Wikipedia, consumers are assumed to be actively contributing to marketing content. However, despite the rich opportunities for contributing, recent academic research indicates that consumers are not necessarily as active online as has been believed. The aim of this paper is to conceptualize consumers' activities in social media by examining the motivations behind the activities. By offering a more detailed description of the differences in consumer use of social media, the study extends existing research on consumer activities related to user‐created content. Based on consumer narratives of their social media activity, we identified 15 activities grouped under three themes. The conceptual framework is used to suggest managerial strategies related to different levels of consumer activity. Thus, it provides a tool for uncovering managerial challenges and for planning responses to consumer activities.
Copyright © 2011 John Wiley & Sons, Ltd.
Social media are playing an increasingly important role as information sources for travelers. The goal of this study is to investigate the extent to which social media appear in search engine results in the context of travel-related searches. The study employed a research design that simulates a traveler's use of a search engine for travel planning by using a set of pre-defined keywords in combination with nine U.S. tourist destination names. The analysis of the search results showed that social media constitute a substantial part of the search results, indicating that search engines likely direct travelers to social media sites. This study confirms the growing importance of social media in the online tourism domain. It also provides evidence for challenges faced by traditional providers of travel-related information. Implications for tourism marketers in terms of online marketing strategies are discussed.
Purpose
User‐generated media (UGM) like YouTube, MySpace, and Wikipedia have become tremendously popular over the last few years. The purpose of this paper is to present an analytical framework for explaining the appeal of UGM.
Design/methodology/approach
This paper is mainly theoretical due to a relative lack of empirical evidence. After an introduction on the emergence of UGM, this paper investigates in detail how and why people use UGM, and what factors make UGM particularly appealing, through a uses and gratifications perspective. Finally, the key elements of this study are summarized and the future research directions about UGM are discussed.
Findings
This paper argues that individuals take with UGM in different ways for different purposes: they consume contents for fulfilling their information, entertainment, and mood management needs; they participate through interacting with the content as well as with other users for enhancing social connections and virtual communities; and they produce their own contents for self‐expression and self‐actualization. These three usages are separate analytically but interdependent in reality. This paper proposes a model to describe such interdependence. Furthermore, it argues that two usability attributes of UGM, “easy to use” and “let users control,” enable people to perform the aforementioned activities efficiently so that people can derive greater gratification from their UGM use.
Originality/value
UGM are an extremely important topic in new media scholarship, and this study represents the first step toward understanding the appeal of UGM in an integrated way.
Szakirodalomban gyakran hivatkozott források bemutatásával a tanulmány arra világít rá, hogy a közösségi média egyre intenzívebb használatának köszönhetően, illetve az utóbbi években az online turisztikai közvetítő, ár- és ajánlat-összehasonlító keresők segítségével, hogyan kapcsolódik össze a turisztikai fogyasztói folyamatban az utazási döntést és az utazást megelőző szakasz az utazást követő szakasszal. A szakirodalom számos modellt ismer a fogyasztói magatartás, illetve a közösségimédia-használat marketing szempontú elemzésére. Az irodalmi áttekintés célja többek között az, hogy ezen modellek turisztikai célú utazásokra való adaptálásának lehetőségeire is rávilágítson, valamint, hogy kiindulópontot nyújtson a turisztikai folyamatokat kutatók és a turizmus területén működő vállalkozások, TDM szervezetek számára az élménymegosztás és a fogyasztók által létrehozott tartalmak jobb megismeréséhez.
This chapter examines the intersection of food and tourism to offer a conceptual framework to understand gastronomic tourism. Food and other gastronomic activities have been acknowledged by governments, business, and academics as an integral part of the tourism package, and they serve as a means of differentiation for destinations. Food and tourism have a strong historical connection which joins them together as a binding force. Through a visit to a food festival, cooking class, or farm-to-table dining experience, tourists garner a better sense of local values and traditions. The roots of gastronomic tourism lie in agriculture, culture, and tourism. All three components offer opportunities and activities to be marketed and to position gastronomic tourism as an attraction and experience in a destination. The chapter presents the elements that contribute to memorable gastronomic experiences, which differ from the elements of a memorable destination or a generic memorable tourism experience.
This paper aims to examine the impact of social media use on consumers’ restaurant choices. It presents data from a questionnaire developed for examining social media use and restaurant choice on a trip and home. Exploratory factor analysis was performed to explore the underlying theoretical structure of the phenomena. Four social media use factors were extracted. Then the measurement model and the structural model were tested. Findings show that three social media use factors (searching for services, social interactions, and searching for products) influenced individuals’ restaurant choices on the trip (more) and at home. Based on the results, restaurants should appear more on social media. Restaurants are recommended to share the ambiance, foods, and menus on social media frequently.
Using the Use and Gratifications Theory (UGT), this paper explores how the social impact of Digital Content Marketing (DCM) in food tourism leads to electronic word-of-mouth (e-WOM) communication. Specifically, this paper investigates how DCM can generate social impact, and in turn, it explores how this social impact can lead to e-WOM. A sample of 707 Chinese tourists completed an online survey. The data was analysed using structural equation modelling. Positive associations were found between content entertainment (CE) and Informational Social Impact (ISI) and between self-expression (SE) and Normative Social Impact (NSI). Content information (CI) and social interaction (SI) had a positive relationship with both NSI and ISI. NSI and ISI positively influenced e-WOM. Social impact played a mediating role between DCM and e-WOM. This study provides a theoretical basis for further investigation of DCM in food tourism, adds to the literature on Social Impact Theory, and will likely drive further research into e-WOM in food tourism.
Gastroparesis is a disorder characterized by delayed gastric emptying of solid food in the absence of a mechanical obstruction of the stomach, resulting in the cardinal symptoms of early satiety, postprandial fullness, nausea, vomiting, belching and bloating. Gastroparesis is now recognized as part of a broader spectrum of gastric neuromuscular dysfunction that includes impaired gastric accommodation. The overlap between upper gastrointestinal symptoms makes the distinction between gastroparesis and other disorders, such as functional dyspepsia, challenging. Thus, a confirmed diagnosis of gastroparesis requires measurement of delayed gastric emptying via an appropriate test, such as gastric scintigraphy or breath testing. Gastroparesis can have idiopathic, diabetic, iatrogenic, post-surgical or post-viral aetiologies. The management of gastroparesis involves: correcting fluid, electrolyte and nutritional deficiencies; identifying and treating the cause of delayed gastric emptying (for example, diabetes mellitus); and suppressing or eliminating symptoms with pharmacological agents as first-line therapies. Several novel pharmacologic agents and interventions are currently in the pipeline and show promise to help tailor individualized therapy for patients with gastroparesis.
Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.
In recent years, web sites where individual consumers can rate and review goods and services have mushroomed all over the Internet. Restaurants are particularly affected by online reviewing. If the impact of online consumer reviews (OCRs) on the demand side of markets is now well understood and measured, few studies examine the reception of this new evaluation method by those who are assessed. Based on interviews with French restaurant managers, our research shows that OCRs systems reconfigure relations of accountability in the restaurant industry. We use the notion of reactivity to describe the mechanisms through which the new evaluation system transforms the activity of restaurants. We also examine the affects surrounding the reception of ratings and reviews by restaurant managers and the moral criteria that accompany their discourses on online reviews. Many restaurants consider online reviews as a brutal and hypocritical mode of judgment. The judgment produced by online ratings and reviews is not easily borne by restaurant managers, because it challenges the conventions of quality they had previously internalized as legitimate, that is, those produced by professional experts. We interpret this ambivalent reception as the unfinished movement of transforming a performative reputation device into a legitimate evaluation institution.
Although the importance of a mandatory customer participation construct in service delivery has been much discussed in the literature, little research has been devoted to conceptualizing and measuring one. To fill this void, this study followed a seven-step process for creating and analyzing scales in order to develop a customer participation scale and evaluate its generalizability, reliability, and validity. In theoretical terms, this scale extends the service quality literature, which has heavily emphasized the service provider’s responsibility for service quality, and will facilitate further studies in customer participation. In practical terms, the scale provides practitioners with useful mechanisms that could enhance their interactions with customers through facilitating the latter’s mandatory role in service delivery.
An online brand community is a powerful arena for marketers to cultivate customer relationships. The level of participation is a clear indicator when distinguishing the levels of strength and types of involvement in a brand community. However, research explaining the personality traits and motivations of online brand community members, as relevant to their participative behaviors, is lacking. By adopting the 3M model as a theoretical foundation, this study examines personality traits as the antecedents of the participative behavior of online brand community members; that is, the disposition to receive information and to send market information to others when using the online platform. Based on the results of an online survey, this paper illustrates a hierarchical structure of traits interplaying at various levels to provide a nomological net for predicting behavioral intention. The results indicate that identification with a brand community and value consciousness are key predictors that encourage participation in receiving and sending information. This study provides a more comprehensive and theoretically based perspective that emphasizes sound strategic options to influence brand community participation.
Gastronomy is becoming an important attribute in the development of niche travel and niche destinations. Although the literature supports the view that there is a connection between tourism and gastronomy, little is known about gastronomy tourists. For example, is there a gastronomy-tourism market segment? Does a destination's gastronomy contribute to the tourists' quality of experiences while visiting the destination? Do tourists return to the destination to resample its gastronomy? This study was undertaken in Hong Kong, which is arguably a city destination that offers unique and diverse gastronomy. The results of the study provide evidence suggesting that motivation to travel for gastronomy reasons is a valid construct. Also, the results of the data analysis reveal that gastronomy plays a major role in the way tourists experience the destination, and indicate that some travelers would return to the same destination to savor its unique gastronomy. Implications for practitioners are also discussed.
A convenience sample of adolescents and adults who regularly eat at fast-food restaurants were recruited to participate in an experimental trial to examine the effect of nutrition labeling on meal choices. As part of this study, participants were asked to indicate how strongly they agreed or disagreed with 11 statements to assess reasons for eating at fast-food restaurants. Logistic regression was conducted to examine whether responses differed by demographic factors. The most frequently reported reasons for eating at fast-food restaurants were: fast food is quick (92%), restaurants are easy to get to (80%), and food tastes good (69%). The least frequently reported reasons were: eating fast food is a way of socializing with family and friends (33%), restaurants have nutritious foods to offer (21%), and restaurants are fun and entertaining (12%). Some differences were found with respect to the demographic factors examined. It appears that in order to reduce fast-food consumption, food and nutrition professionals need to identify alternative quick and convenient food sources. As motivation for eating at fast-food restaurants appears to differ somewhat by age, sex, education, employment status, and household size, tailored interventions could be considered.
Új perspektívák a kulturális turizmusban: az innovatív vonzerőfejlesztés lehetőségei
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Content Analysis of Tripadvisor Reviews on Restaurants: A case Study of Macau
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How to use influencers to drive a word-of-mouth strategy
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Managing service in food and beverage operations
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