Browsing by Author "Honerkamp, Vincent"

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    An analysis on the concentration–advertising relationship in the hospitality industry [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-06)
    This paper empirically investigates the non-linear relationship between advertising and concentration in the hotel industry. Using data collected from the Taiwanese hotel industry, this paper finds that (1) the influence of concentration on advertising intensity is inverted U-shaped in the room service market and (2) concentration in the food and beverage markets has no significant effect on advertising intensity
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    Application of the Internet Market Research Methods in Hospitality [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    This paper analyzes the role of Internet market research in hospitality due to its changing and complex environment. New aspects of consumer behavior and especially new technologies give rise to new or existing tourism growth markets. In order to examine this problem, the following methods were used: analysis, synthesis, induction, deduction and online secondary research. Results showed that online market research methods improve the quality of e-marketing process in hospitality.
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    Attraction to Hospitality Companies: How Processing Fluency Moderates Value Fit [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    The purpose of this research study was to investigate how processing fluency moderates the effect of value fit on attraction to hospitality organizations. Specifically, the study found that processing fluency moderates the relationship between value fit and attraction to an organization so that highly fluent advertisements induce higher feelings of attraction to organizations than do advertisements that are not highly fluent. This article extends the reach of the marketingbased processing fluency framework into the study of recruitment, while also suggesting that value fit may not always explain attraction to organizations. Recommendations are given to practitioners regarding how they should present information to job seekers to attract the right quantity and quality of applicants.
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    The Brand Inside: Fulfilling the Needs of the New Employee Generation to Create Brand Advocates [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    This study fills the gap in the literature by identifying the new employee generation as emerging brand advocates. We use extensive studies and employ a survey for the respective exploratory and explanatory research and then follow up with variance-based structural equation modelling to analyze the survey and test the hypotheses. Variables are later classified into six needs of the new employee generation with regard to their level of significance within the sample: corporate identity, employee upbringing, peripheral interactions, extraneous work needs, need for a challenging and innovative work environment, and the need for a game-changing attitude. The findings should appeal to employers that seek to create brand advocates amongst employees at an early stage. This research paper is also relevant for existing employers that are willing to boost the number of brand advocates in their organizations and succeed in the existing talent war. The bottom line is that catering to the needs of the new employee generation undoubtedly leads to a happier workforce that will then share its positive work experience with others.
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    Building stronger hospitality brands through online communities [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities.
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    Can Customer Based Brand Equity Help Destinations to Stay in Race? An Empirical Study of Kashmir Valley [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    Purpose – Current study focus on measuring the customer based brand equity of a tourist destination (CBBETD) named Kashmir valley (India). Design – A structured questionnaire was prepared, using Man (2010) consisting of 21 items. Single stage cluster sampling and systematic simple random techniques were used to collect final responses of 290 responses with a response rate of 87%. Findings – Findings of the study revealed a high destination based brand equity for select destination. Analysis also revealed lowest mean for perceived service quality dimension for Kashmir which needs to be relooked into by policy makers. Age and length of stay were found to have associated with each other. Also, length of stay was found to have an impact on CBBETD. Originality – Originality and core beneficence of the current study lies in the fact that brand equity measurement of Kashmir valley (mini Switzerland of the world) as a destination brand has been taken for the first time with an empirical evidence supporting the findings. It is evident from the study that Kashmir as a destination is very popular among travelers and destination image dimension for Kashmir has a strong and affirmative influence on the overall development of the destination equity.
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    A Conceptual Framework of Sustainable Hospitality Supply Chain Management [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    In recent years, companies are under increasing pressure from consumers, grassroots and community organizations, governments, and shareholders to develop and practice sustainable business practices. While individual companies’ sustainability efforts are important, a true sustainability can be achieved only if all members of a supply chain participate in sustainable practices. This study proposes a conceptual hospitality supply chain framework that is developed based on a comprehensive review of sustainability literature in hospitality. This study also discusses the antecedents, consequences, actions, evaluation mechanisms, and sustainability practices that can be implemented by all members of the supply chain on three dimensions (environmental, social, and economic) of the sustainable supply chain management in hospitality business following the principles of triple bottom line reporting (3BL) approach. Managerial implications and future research extensions are also discussed.
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    Conceptualising Tourist Based Brand-Equity Pyramid: An Application of Keller Brand Pyramid Model to Destinations [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    Purpose – Different scales available for measuring the brand-equity of destinations are found to be much tourist centric and did not present a holistic view regarding building sustainable customer based brand-equity for destinations. Current study aim at conceptually addressing this important issue and present a modified framework for developing and measuring the customerbased brand equity of tourist destinations using Keller (2001). Design – Extensive literature review was done and 84 articles published in the domain of brandequity in tourism and related areas were downloaded from various known databases to support arguments. In addition, UNWTO reports were also used. Cooper (1980) guidelines were used for exploring relevant articles. Findings – It is argued that the first step for building strong brand-equity of destination starts with identification of destination’ salience followed by destination performance and destination imagery, destination judgements and feelings, and destination brand resonance. Consequences of having high brand-equity are also discussed. Originality – The tourist-based brand-equity pyramid is the very first framework which is using Keller (2001) for explaining sustainable brand-equity formation of tourist’s destinations. Current framework not only give a deep understanding of how to build brand-equity of destinations but also on how to develop strong, emotional bonds with the tourists and hence sustaining the brandequity.
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    The effect of advertising on brand attitudes and perceived brand value: the case of South African township youth luxury brand choices [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    The purpose of the study was to investigate the effect of advertising on brand attitudes and perceived brand value. A field study was conducted in four South African townships namely, Alexandra, Soweto, Kagiso and Vosloorus in the Gauteng Province, where cluster sampling was adopted. The study was quantitative in nature and a structural equation modelling approach was utilized to analyse a sample of 300 respondents using SPSS 23 and AMOS 23 software. The main finding of the study was that South African youth consumer attitudes towards brands are key considerations in persuading them to purchase luxury brands, for example of leisure wear goods. These, therefore, have to be inline the advertising content pushed by marketers. The study further observed that consumers prefer brands that closely resemble their own personal attributes implying that marketers should also make efforts to provide carefully crafted tailor-made brands for the township markets.
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    The Environment and Competitive Strategies in Hotels in Andalusia [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-06)
    The environment is an intrinsic component of most tourism products, and in segments, such as rural and outdoor tourism, it is the reason for their existence. In recent years, tourists have been including respect for the environment as a factor in their purchasing decisions; and many businesses are using this factor as a differential component to increase their market competitiveness. However, few studies have examined the use of the environment by tourism firms as a competitive strategy and what motivates this strategy. Using a hotel database created by the Quality, Productivity and Competitiveness in the Hospitality Industry in Andalusia project this paper has two aims: to classify Andalusian hotels into strategic groups in terms of how they use the variable environment as a factor in competitive positioning; and to assess the economic impact of the strategy adopted on the establishments analyzed. The results identify four strategic groups based on their position toward the environment: proactive, accommodating, defensive and reactive. Also, a positive association between proactive environmental strategies and the economic performance of Andalusian hotels was empirically demonstrated. Therefore, it appears that strategies that make clients aware of the environmental measures implemented by hotels can improve occupancy levels, and that environmentally proactive strategies may increase sales and the added value generated by the establishment.
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    Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, both directly and based on the moderating variables of age, gender and ethnicity. The research has three objectives: (i) to explore the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility; (ii) to explore the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, based on the moderating effects of consumer demographics; and (iii) to explore the effects of the other constructs on each other. A survey of 625 respondents was conducted in London. The results show that celebrity trust has a positive effect on both advertising credibility and brand credibility, and that these effects are moderated by consumers’ ethnicity, with no effects of age or gender. The significant implications for managers and researchers are highlighted.
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    Finding Cinderella’s shoe: Guidelines for the planning of contemporary outdoor advertising media [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    The main aim of this study was to explore how experienced media practitioners plan contemporary outdoor advertising in the South African context. In depth interviews were conducted with purposively sampled participants at media agencies responsible for the outdoor advertising campaigns of some large as well as small advertisers in South Africa. The findings revealed three key considerations for effective outdoor advertising campaigns namely the placing of outdoor advertising; creative execution and the potential impact and image the medium. The study provides advertisers with recommendations as how to deliver targeted exposure to specific geographic markets and to capitalise on the potential impact and image associated with advertising on colossal buildings and structures.
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    Following the breadcrumbs: An analysis of online product review characteristics by online shoppers
    Honerkamp, Vincent (Virginia Tech, 2020-03-06)
    Consumer-generated product reviews are a driving force behind online purchases; at the same time, unfavorable reviews can discourage interested online shoppers and eventually hurt the brand. The objective of this exploratory study was to analyze a diverse range of characteristics and the valence of online product reviews that would aid in responding to customer dissatisfaction. Product reviews (N 1⁄4 1982) from Amazon.com were collected and content analyzed. Some of the key findings include the following: (a) price was the most commonly discussed product feature; (b) online shoppers found two-sided reviews to be most informative, contradicting the commonly held assumption that negative reviews were more informative and diagnostic in nature; and (c) ‘no action’ was the most common end action across two-sided and negative reviews, indicating that varying levels of dissatisfaction might not always lead to a negative end action. Implications for marketers are discussed.
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    Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    An emerging body of research indicates that males and females often respond differently to advertising stimuli. Therefore, this research used a between-subjects experimental design in study 1 to illustrate that a written touch reference in a destination ad (e.g., Visit the Newstead Cove Resort and feel the soothing Caribbean sand and water as you walk on our pristine award- winning beach) positively influences females' affective responses to the advertisement and image of the destination, without having a significant impact on male sentiment. Next, study 2 used two photo-elicitation sessions, one conducted with females and the other with males, to probe deeper into these findings. The managerial and research implications of both studies are discussed.
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    The impact of entrepreneurial orientation on marketing performance: An analytical study of a sample of five star hotels in Jordan [Summary]
    Honerkamp, Vincent; Honerkamp, Vincent (Virginia Tech, 2020-03-06)
    The study aimed to to measure the impact of entrepreneurial orientation on marketing performance in five-star hotels in Jordan. To achieve this a study model was designed that included entrepreneurial orientation as an independent variable represented by its four dimensions (proactive thinking, uniquness, innovation, and risk taking). The study population consisted of (36) five-star hotels in Jordan, and the questionnaire was the main tool for data collection where the final number of the study sample was (100) from senior managers and sales managers, as well as marketing managers in the researched hotels. The analysis of data was done by using the (SPSS ) package to analyze the impact of the independent variable (in all dimensions) on the dependent variable (marketing performance). The study found a set of results, the most important of which is that the five-star hotels in Jordan have entrepreneurial orientation and a high degree of direction, and that ability helps the hotels to explain their marketing performance. The results of the study showed that the four dimensions of the entrepreneurial orientation differ independently from one another in terms of importance and impact on marketing performance. It was found that the proactive thinking and uniquness, and innovation dimensions are the most important and able to explain the performance of hotels operating in Jordan. After accepting the risk taking aspect it turned out that it is not of great importance in the hotel sector, where it showed a very limited effect on marketing performance. The study recommends that the hotels under study need to maintain an entrepreneurial orientation and continuously strive to update and keep pace with rapid industry developments, as well as, the need to stimulate training and motivate managers and staff in the hotels under study because of the importance of doing this in achieving effective marketing performance.
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    The Influence of DMO Advertising on Specific Destination Visitation Behaviors [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    Using data provided by travelers to a small college town from Midwestern U.S., this research examines the influence of destination-branded, print, and online advertising media on travelers’ visitation of advertised attractions, restaurants, shops, and outdoor activities. The strongest predictors of specific visitation behaviors are DMO-branded media (guidebooks and websites) and print media. This research has three notable contributions: (1) provides a solid theoretical base for understanding what happens beyond the main visitation decision, (2) provides insight into cross-media advertising in tourism, and (3) links pre-visit advertising to actual visitation behavior, instead of intentions to perform a behavior.
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    Interaction between Finance, Tourism and Advertising: Evidence from Turkey [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-12)
    The purpose - It is important to emphasize that a research on relationship between tourism, finance and advertisement is very rare. The aim of this study is investigation of causal relationship between these variables. Design - In this paper, the relationship between tourism revenues and variables like tourism index of Istanbul Stock Market (BIST) & tourism advertising durations which have not been used previously in the literature was investigated for Turkey. Methodology - To attain more useful and accurate findings, bootstrap granger causality test of Hacker Hatemi-J (2010) was used which can determine critical values by bootstrap simulation method in order to reduce the possibility of potential non-normal dispersion of errors. Approach - In purpose of contribution to literature, monthly data in the period spanning from Aug 2004 till Dec 2012 and bootstrap causality method were used, thus new findings were tried to be found Findings - While traditional Toda-Yamamoto (1996) causality test has been determined no causality between these three variables, there was observed one-way causality from tourism index to tourism advertisements by the aid of more advanced Hacker Hatemi-J (2010) causality test. As a result of study, one-way causality from tourism indices, which is an important indicator representing all positive and negative performances of businesses in tourism sector, to advertising durations was detected. The originality of this research - In this study, unlike others, variables like tourism index which represents businesses in tourism sector and tourism advertising durations were used. The relationship between tourism index, tourism advertisings and tourism revenue was examined with Hacker Hatemi-J (2010) bootstrap causality test which obtains critical values by bootstrap monte-carlo simulation. By this new test, more reliable and advanced results have been obtained. As a result, tourism index which can be considered as a fundamental performance scale of tourism sector has a vital effect on tourism advertisement.
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    Multi-Click Attribution in Sponsored Search Advertising: An Empirical Study in Hospitality Industry [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-06)
    Sponsored search advertising has become a dominant form of advertising for many firms in the hospitality vertical, with Priceline and Expedia each spending in excess of US$2 billion in online advertising in 2015. Given the competition in online advertising, it has become essential for advertisers to know how effectively to allocate financial resources to keywords. Central to budget allocation for keywords is an attribution of revenue (from converted ads) to the keywords generating consumer interest. Conventional wisdom suggests several ways to attribute revenues in the sponsored search advertising domain (e.g., last-click, first & last-click, or evenly distributed approach). We develop a multi-click attribution methodology using a unique multi-advertiser data set, which includes full advertiser and consumer-level click and purchase information. We add to the literature by developing a two-stage multi-click attribution methodology with a specific focus on sponsored search advertising in the hospitality industry with which we develop a parametric approach to calculate the value function from each stage of the estimation process. Given our multi-advertiser data set, we are able to illustrate the inefficiency of single-click attribution approaches, which undervalue assist clicks while overvaluing converted clicks.
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    Predictors of avoidance towards personalization of restaurant smartphone advertising [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    This paper aims to examine the effect of privacy concern, irritation and personalization on Millennials’ perceptions of personalized smartphone advertising avoidance in a restaurant context. The hospitality industry has witnessed a huge surge in mobile activity over the past few years. Mobility opens up a new communication channel and allows industry to connect with their guests in a more personalized way. However, not all customers welcome the personalized advertisements.
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    Resident Attitudes, Place Attachment and Destination Branding: A Research Framework [Summary]
    Honerkamp, Vincent (Virginia Tech, 2020-03-17)
    Purpose – This paper aims to propose a new line of research that explores the relationship between residents and destination brand building behaviours through the concept of place attachment. Design and methodology – We conducted a literature review on place attachment and brand building behaviour, and focused more specifically on place identity as an accumulation based dimension of place attachment and word-of-mouth as a behavioural outcome. Approach – With the emergence of new technologies, tourism managers no longer have a complete control over the development of destination brand, since various communication tools enable for residents to engage in the destination branding process. This calls for rethinking the role of residents in destination branding and the necessity to explore various place attachment dimensions and their outcomes. Findings – This study proposes a conceptual framework to understand the role of residents in the construction of the image of their place of residence as a tourism destination. Within this framework, we suggested that place satisfaction may affect residents’ internalisation process, contributing to residents’ behavioural output process, resulting in positive word-of-mouth, participation in tourism activities, and demonstration of destination ambassador behaviour. Originality – Despite the wide interest of researchers in human-place relationship, few studies have focused on residents’ place attachment and its outcomes. This framework suggests that it is important to understanding how residents form place attachment; how they perceive their place of residence as a tourism destination, and what they communicate in order to create positive destination image and strong destination brand.