Search Results (527)

Tourist loyalty is vital for destination success, fostering repeat visits and positive word-of-mouth. This study explores the psychological and safety-related factors driving tourist loyalty to natural attractions in Oman, a rising destination known for its stability and safety. Using Social Cognitive Theory as a foundation, the research incorporates perceived risk and novelty seeking as key moderating variables. Data were collected via an online survey of 165 international tourists and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings show that attachment, satisfaction, and novelty seeking significantly affect both attitudinal and behavioral loyalty. While perceived value strongly influences behavioral loyalty, its impact on attitudinal loyalty appears more complex, suggesting possible unobserved mediators. Additionally, risk perception and novelty seeking moderate the link between destination familiarity and loyalty, underscoring the role of tourists’ internal evaluations of safety and desire for new experiences. This study advances the limited literature on tourist loyalty in developing countries by integrating psychological and risk-related dimensions. It offers actionable insights for tourism planners and marketers in Oman: emphasizing the country’s safety reputation, improving satisfaction levels, and crafting experiences that blend familiarity with novelty can enhance tourist loyalty and ensure sustained competitiveness in the global tourism market. Full article

In the tourism industry, loyalty is a crucial factor that can significantly impact a business’s success and survival. In niche markets such as wine and beer, it is even more relevant, as in Mexico, most businesses are small and medium-sized enterprises. This study aimed to compare the influence of experience and price on tourist loyalty between wine and beer, using a sample of 245 adult tourists in Baja California, Mexico. Structural equation modeling using partial least squares (PLS) was employed for data analysis, utilizing an embedded two-stage approach. It was found that there is no significant difference in the influence of experience and price on loyalty, regardless of the type of beverage being consumed. In both cases, price is the variable that most influences tourist loyalty, although the influence of experience on loyalty is also significant but only for beer. These results enable the development of targeted marketing strategies for regions that focus on gastronomic tourism centered on these types of beverages. In addition to practitioners concentrating on developing a sensory, affective, and behavioral experience for tourists, it is also essential to set an attractive price for the consumer. Full article

This study examines digital hospitality as a socio-technical system in which technological adoption and human resource (HR) practices jointly shape guest experiences and workforce dynamics. The research is situated at CitizenM hotels in Paris, a brand recognized for its integration of mobile applications, automated check-in, and the ambassador model of flexible role design. A mixed-methods approach was applied, combining a guest survey (n = 517) with semi-structured interviews with managers. Exploratory and confirmatory factor analyses confirmed a five-factor structure of guest perceptions: Digital Efficiency, Smart Personalization, Service Satisfaction, Trusted Security, and Digital Loyalty. Structural equation modeling showed that efficiency significantly drives satisfaction, while personalization and security strongly predict loyalty. Managerial insights revealed that these outcomes rely on continuous investment in training, mentorship, and flexible role allocation. Overall, the findings suggest that digital transformation enhances value creation not by substituting but by reconfiguring human service, with technology alleviating routine tasks and enabling employees to focus on relational and creative aspects of hospitality. The study concludes that effective digital hospitality requires the alignment of technological innovation with supportive HR practices, ensuring both guest satisfaction and employee motivation. Full article

This study investigates the determinants of customers’ perception of business model innovation (BMI) and its impact on customer satisfaction (CS), customer loyalty (CL), and firm sustainability (FS) within Ecuadorian family economic groups (EFEGs). It also examines the moderating role of perceived BMI in the relationships between CS, CL, and FS. Data were collected through an online survey yielding 342 valid responses, using a structured instrument that included socio-demographic variables, perceived EFEG characteristics, and nine validated constructs. Reliability and validity were corroborated through exploratory and confirmatory factor analyses, while structural equation modeling (SEM) and multiple regression analyses were employed to test the proposed relationships. The results reveal that socially responsible consumption (SRC), technological/digital customer skills (TCS), value creation innovativeness (VCrI), value proposition innovativeness (VPI), and value capture innovativeness (VCI) significantly influence customers’ perception of BMI. In turn, BMI positively influences CS, CL, and FS, and moderates the relationships between CS and FS, and CL and FS, though it does not significantly moderate the CS–CL relationship. These findings are consistent with previous research on European family firms, emphasizing the relevance of innovation capabilities, entrepreneurial orientation, and socioemotional wealth in enhancing adaptability and performance in family-owned businesses. This study contributes novel empirical evidence on BMI in the context of an emerging economy dominated by family firms. It underscores BMI as a dynamic capability crucial for fostering customer engagement, improving competitiveness, and ensuring long-term sustainability. Managerial implications suggest that EFEG managers should prioritize digital integration, service innovation, and transparency to strengthen customer trust and loyalty. Future research should broaden the scope to include other Latin American contexts, integrate internal organizational perspectives, and explore intergenerational dynamics and digital transformation processes to deepen understanding of BMI in family business ecosystems. Full article

Amid rising sustainability demands, the automotive industry must understand how its Environmental, Social, and Governance (ESG) management influences consumer purchase decisions for high-involvement products. This study investigates this relationship by examining the mediating roles of brand value, perceived quality, and corporate trust. To test the research model, we analyzed survey data from Korean automotive market consumers using partial least-squares structural equation modeling. The findings reveal that governance transparency and social responsibility significantly enhance corporate trust and brand value, which are the primary drivers of purchase intention. In contrast, environmental initiatives do not directly foster trust, and the effect of perceived quality is fully mediated by brand value and corporate trust. This study advances value-driven consumption theory by demonstrating that non-financial ESG dimensions—especially governance and social responsibility—can supersede functional quality in shaping purchase decisions in high-involvement contexts. These findings suggest that automakers should prioritize governance and social initiatives as strategic levers to build trust and strengthen long-term consumer loyalty. Full article

With the rapid advancement of artificial intelligence, the deployment of social robots has significantly broadened, extending into diverse fields such as education, medical services, and business. Despite this expansive growth, there remains a notable scarcity of empirical research addressing the underlying psychological mechanisms that influence human–robot interactions. To address this critical research gap, the present study proposes and empirically tests a theoretical model designed to elucidate how users’ multi-dimensional perceived values of social robots influence their attitudinal responses and outcomes. Based on questionnaire data from 569 social robot users, the study reveals that users’ perceived utilitarian value, emotional value, and hedonic value all exert significant positive effects on active involvement, thereby fostering their identification and reinforcing attitudinal loyalty. Among these dimensions, emotional value emerged as the strongest predictor, underscoring the pivotal role of emotional orientation in cultivating lasting human–robot relationships. Furthermore, the findings highlight the critical mediating function of active involvement in linking perceived value to users’ psychological sense of belonging, thereby elucidating the mechanism through which perceived value enhances engagement and promotes sustained long-term interaction. These findings extend the conceptual boundaries of human–machine interaction, offer a theoretical foundation for future explorations of user psychological mechanisms, and inform strategic design approaches centered on emotional interaction and user-oriented experiences, providing practical guidance for optimizing social robot design in applications. Full article

Background: In an increasingly digital marketplace, social media marketing activities (SMMAs) have become vital for building consumer–brand relationships, particularly among Generation Z (Gen Z) consumers. Coffee shops offer a unique context because they are lifestyle-oriented and highly dependent on repeat visits, making them especially responsive to digital engagement. This study examines the impact of SMMAs on brand loyalty in the Saudi Arabian coffee shop sector, with a particular focus on the mediating role of consumer brand preference and the moderating role of brand awareness. Drawing on the Stimulus–Organism–Response (S-O-R) framework and Generational Marketing Theory, the research explores how Gen Z consumers respond to social media efforts that are informative, interactive, trendy, and personalized. Methods: Data were collected using convenience sampling via an online survey of 412 Gen Z consumers in Saudi Arabia who follow at least one local or international coffee shop brand on social media. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships, mediation, and moderation effects. Results: The findings revealed that SMMAs have a substantial direct effect on both brand loyalty and consumer brand preference. Moreover, consumer brand preference partially mediates the relationship between SMMAs and brand loyalty, underscoring its importance as a psychological mechanism in the formation of loyalty. Additionally, brand awareness was found to significantly moderate the SMMAs–brand loyalty relationship, with more potent effects observed among consumers with higher levels of brand familiarity. Implications: The study contributes theoretically by extending the S-O-R framework with Generational Marketing Theory, demonstrating the partial mediating role of brand preference and the moderating direct effect of brand awareness. Practically, the results suggest that coffee shop marketers should design social media strategies that are informative, interactive, trendy, and personalized while also investing in awareness-building campaigns to amplify loyalty among Gen Z consumers. Full article

Sustainability-driven products rely heavily on market success and customer awareness to achieve their intended impact. While knowledge-based enterprises (KBEs) are committed to enhancing the sustainability of their products and services, they often face challenges in building brand equity and raising awareness of what makes their products sustainable, particularly within social media engagement. AI agents transfer social media and enable KBEs to promote sustainable products by enhancing brand equity. However, this requires an effective strategy to enhance brand equity among the new social media generation. This study highlights critical factors identified through a rigorous literature review that influence the enhancement of brand equity in KBEs, with a focus on sustainable development and brand innovation. This research employs a mixed-method approach using VOSviewer and NVivo software. A scientometric review of articles published in the Scopus database and a critical thematic analysis were conducted. Furthermore, Google Trends data were utilized to complement the analysis and propose a set of key factors and future directions. Out of 1552 articles extracted from scientific databases from 1994 until 2024, 33 articles were selected and thoroughly analyzed after a rigorous screening and evaluation process. The review demonstrates that social media enhances brand equity for KBEs by increasing brand awareness, improving their efforts in sustainable development, strengthening brand image, strengthening customer loyalty, and facilitating effective interactions. Moreover, leveraging brand innovation and focusing on sustainable development through social media amplifies these positive impacts, further influencing the brand’s perceived quality. This research uniquely identifies the value of sustainability in the brand equity model and the moderating roles of technological complexity and customer environmental sensitivity in this process. The research offers significant insights for managers of science and technology parks, guiding them to adopt effective social media strategies that create sustainable competitive differentiation and strengthen brand positioning in competitive markets. This study also establishes a strong foundation for future studies focusing on AI-powered tools for brand equity within the digital environment by proposing a set of factors that can be used by researchers to develop an initial model. Full article

The healthiness of food can become a weakness of food delivery app services. Hence, this research aims to examine the relationships among health risk, fatigue, loyalty, nutrition disclosure, and chatbot information in the context of food delivery apps. In particular, this study investigates the moderating roles of nutrition disclosure and chatbot information on the effect of health risk on fatigue, using information overload as the theoretical underpinning. Data were collected through an online survey on the Clickworker platform, with 364 valid responses from consumers in the U.S. market. This study employed Hayes’s PROCESS Macro Model 7 to test the research hypotheses. The results indicate that loyalty is significantly affected by both health risk and fatigue. Furthermore, the findings demonstrate significant moderating effects of nutrition disclosure and chatbot information on the relationship between health risk and fatigue. This study contributes to the literature by elucidating the associations among the five constructs and additionally provides important managerial implications. Full article

This study is grounded in the global agenda of achieving the Sustainable Development Goals (SDGs), emphasizing the critical role of historic cultural heritage buildings in fostering cultural continuity and long-term engagement. Centered on the living conservation of architectural heritage, the research explores how immersive and embodied interactions shape visitor loyalty. Structural equation modeling (SEM) demonstrates that environmental restoration and flow experience significantly mediate the relationship between embodied experience and loyalty, while cultural identity further strengthens these pathways. To complement the explanatory analysis, deep learning methods were employed, with the multilayer perceptron (MLP) outperforming the gated recurrent unit (GRU) in terms of predictive accuracy. SHAP analysis revealed that technological mediation and physical interaction are the strongest predictors of loyalty, followed by sensory immersion. By integrating explanatory and predictive perspectives, the study refines the embodied experience framework and offers both theoretical insights and practical guidance for the design and conservation of historic cultural heritage buildings. Ultimately, the findings highlight that embodied experience-driven living heritage conservation not only sustains cultural identity but also makes a meaningful contribution to the realization of global sustainable development. Full article

This study investigates the drivers of older adult loyalty (OAL) in Thailand’s rail passenger transport sector. Using structural equation modeling (SEM), data from 625 older rail passengers were analyzed to examine the direct and indirect pathways shaping loyalty. The results demonstrate that service innovation (SI) exerted the strongest overall effect on OAL, both directly and through its influence on service quality (SQ) and passenger satisfaction (PS). Interaction-oriented innovations and accessible delivery technologies emerged as particularly influential, highlighting the importance of human-centered innovation in aging societies. Perceived value (PV) also significantly predicted SQ, PS, and OAL, with price fairness, emotional reassurance, and reliability as key sub-dimensions. SQ was confirmed as a central mediator, translating SI and PV into satisfaction and loyalty outcomes, while PS, although significant, played a secondary role. The findings extend existing theories by demonstrating that innovation and value outweigh satisfaction as loyalty drivers in this context. They advance the SERVQUAL, Value–Attitude–Behavior, and Expectancy–Disconfirmation frameworks by showing that satisfaction is a necessary but insufficient condition for loyalty. The study emphasizes aligning innovation, value, and quality to build inclusive, sustainable loyalty strategies for older rail passengers. Full article

Intangible cultural heritage (ICH) is an evolving repository of collective meaning; however, many ICH destinations face threats from over-commercialization and homogenization, which weaken authentic transmission and visitor engagement. Drawing on the Stimulus–Organism–Response (S-O-R) framework and a cultural identity perspective, this study examines how two stimulus sets—ICH attributes (perceived authenticity, vitality) and tourism involvement (cognitive, behavioral)—influence tourist loyalty, with experiential value as a mediator and cultural identity as a moderator. 385 valid online survey responses were analyzed using structural equation modeling and moderated mediation tests. Results show that perceived authenticity and vitality each exert significant positive effects on loyalty, and higher cognitive and behavioral involvement similarly strengthens loyalty. Experiential value partially mediates the effects of ICH attributes and involvement on loyalty. Cultural identity positively moderates several pathways; notably, when cultural identity is high, experiential value no longer mediates the link between tourism involvement and loyalty. These findings advance understanding of visitor-centered authenticity in living ICH contexts and offer guidance for destination managers seeking to build engaging, identity-sensitive heritage experiences. Full article

Drawing on experience–satisfaction–loyalty, this study models how specific digital retail interface attributes translate into behavioural outcomes. Survey data from Portuguese online shoppers were analysed with PLS-SEM to test a formative–reflective framework linking Interactivity and Technologies, Trust–Security–Privacy, Fulfilment and Service Quality, Usability and Web Design, Personalisation and Customisation and Omnichannel Integration to customer experience (CX), customer satisfaction (CS), customer loyalty (CL) and electronic word of mouth (eWOM). The model explains 62.6% of CX, 70.1% of CS and 66.7% of CL. CX is strongly associated with CS and CS, in turn, with CL; associations with eWOM are non-significant, revealing a theoretical blind spot around advocacy. Interactivity and Technologies, Trust–Security–Privacy and Fulfilment and Service Quality emerge as the most significant antecedents of CX, whereas Omnichannel Integration is inert. The findings advance digital commerce theory by decoupling advocacy from evaluative satisfaction and by reconceptualising integration as multidimensional. Practically, they prioritise investment in interactive, secure and fulfilment capabilities while signalling that loyalty is not associated with advocacy. This study concludes by outlining measurement refinements and longitudinal avenues to capture social–motivational drivers of eWOM. Full article

In response to the growing importance of vocational education for youth employability, this study examines students’ perceptions of dual vocational education and training (dVET) in Bulgaria, focusing on the following determinants of student loyalty (SL) and word-of-mouth communication (WOM) in the secondary education context: brand associations, brand relevance, brand image, image of dVET, service quality, and student satisfaction, based on previously validated scales adapted to the Bulgarian context. A structured questionnaire was administered to a target population of 608 students across nine vocational secondary schools in the Plovdiv region. A total of 507 usable surveys were collected from students in 11th and 12th grades who were actively participating in work-based learning. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. The findings indicate that brand image is the strongest direct predictor of the image of dVET. Furthermore, student satisfaction stands out as the most influential antecedent of WOM. The indirect pathways from service quality to both SL and WOM, mediated by student satisfaction, underscore the pivotal role of satisfaction as a transmission mechanism. The study contributes to the limited empirical research on branding in dVET and offers insights for policymakers, school administrators, and employers seeking to improve the attractiveness of these pathways. Full article

This paper explores the role of personalisation and predictive marketing in Croatian tourism and analyses how behavioural strategies can enhance the tourist experience and increase visitor loyalty. In today’s competitive tourism market, personalised marketing strategies have become a key factor in attracting and retaining tourists. Based on the theoretical framework and previous research, hypotheses were formulated on various aspects of behavioural marketing, such as the impact of personalisation on destination choice, the perception of marketing effectiveness by different demographic groups and the correlation between tourists’ satisfaction and their willingness to revisit a destination. The aim of this study was to test six hypotheses relating to the personalisation of marketing messages, demographic factors and their correlation with tourists’ willingness to revisit the destination. Using a quantitative methodology, a survey was conducted among 415 tourists who had visited the Croatian city of Vodice. A total of 257 questionnaires were completed. The data was analysed using descriptive statistics, correlation analysis and regression models to identify the most important factors influencing tourists’ behaviour and preferences. The results show that personalised marketing messages have a positive impact on tourists’ decision to visit the destination. In addition, this study shows that demographic factors such as gender, age and education significantly influence the perception of marketing effectiveness. Tourists who received predictive marketing messages expressed higher satisfaction with their stay and showed a greater willingness to visit the destination again than those who did not receive personalised offers. These results underline the importance of integrating behavioural strategies into marketing activities to build tourist loyalty and improve the overall tourism experience. Based on the research findings, further application of these marketing approaches is recommended to increase competitiveness and attract more loyal tourists. Full article