A value chain perspective of the new normal travel behaviour: A case study of Indonesian millennials

The COVID-19 pandemic is utterly reshaping the travelling industry. Accordingly, the tourism supply chain is presented with a tremendous challenge for adjusting towards new trends in travel, which stem from changes in tourist behaviours. This paper examines the contemporary millennial behavioural preferences within a tourism value chain perspective, a theme that is largely overlooked in literature. In carrying out the agenda, we employed a multi-attribute decision-making approach in PROMETHEE II, one which is new to the study of tourists’ behaviour. A sample of 316 Indonesian millennials who conducted domestic travel post–COVID-19 outbreak participated in the survey. Research results highlighted imagery user generated content (UGC), direct information from close relatives, accommodation services, self-catered experience and nature-based attractions to mostly resonate with the millennial traveller. In light of the results, we presented managerial implications that shed light for adjustments in the tourism value chain. This study contributes to extend the knowledge of millennials travelling behaviour from an alternative standpoint.

Entrepreneurial action and unprecedented uncertainty: The cases of New South Wales regional hospitality and tourism firms

The purpose of this study is to deepen emerging knowledge concerning the experiences of hospitality and tourism businesses operating in a regional setting in dealing with the uncertain environment caused by the COVID-19 crisis. Considering the conceptual pillars of entrepreneurial action, the study proposes a theoretical framework that extends the understanding of this unsettling and fluidly emerging phenomenon from a firm perspective. On-site, face-to-face interviews with ten owners and managers in regional New South Wales, Australia, contributed to the development of four different conceptual dimensions. First, the non-action-driven opportunity dimension underscores unintended positive outcomes from the crisis, while a second, action-driven opportunity illustrates initiatives business owners/managers implement to anticipate, minimise or exploit emerging opportunities. Third, the non-action-driven threat dimension is associated with negative outcomes from the crisis, and the last, strategy-driven opportunity, suggests changes, for instance, in firms’ business model with the goal of creating future opportunities.

Breaking the psychological contract of travel agency employees during the COVID-19 pandemic: The moderating role of mindfulness

This study investigates the influence of psychological contract breach (PCB) on work-related attitudes and behaviors (i.e., organizational cynicism, workplace incivility and work alienation) and employees’ emotional exhaustion. It also examines the direct association between these attitudes and behaviors and emotional exhaustion as well as investigating how mindfulness moderates these associations. Based on a quantitative approach, data were collected from 437 employees of Egyptian travel agencies. The PLS-SEM analysis revealed that PCB positively affects employees’ emotional exhaustion and job-related attitudes as well as behaviors, which consequently impact their emotional exhaustion. The findings indicated that the effect of organizational cynicism, workplace incivility, and work alienation on emotional exhaustion is weaker with higher levels of mindfulness and greater with lower levels of mindfulness. Besides its theoretical contributions, this paper presents substantial practical insights and managerial implications for managers of travel agencies regarding the outcomes of PCB. Limitations and future research are also given.

Exploring the ecotourism service experience framework using the dimensions of motivation, expectation and ecotourism experience

This study explores the ecotourism service experience framework by analysing ecotourists’ motivations and expectations, as well as the dimensions of ecotourism experiences. A total of 51 ecotourists were interviewed in person at ecotourist lodges in Lower Kinabatangan, Malaysia. Interview responses were analysed using thematic analysis, and a multi-data triangulation was carried out to identify key service experience dimensions guided by the co-creation concept. Findings reveal that motivations and expectations of ecotourists are connected to the dimensions of ecotourism experiences. Several findings reveal that key dimensions include ‘wildlife’, ‘nature/environment’ and ‘experiences driven from ecotourism activities’ (such as riverboat cruises and jungle trekking). Based on the interviews, these dimensions can be further interpreted and conceptualised as ‘education’, ‘aesthetic’, ‘escape’ and ‘entertainment’, similar to the four realms of experience in the experience economy model by Pine and Gilmore (1998 , 1999) . Hence, an ecotourism service experience framework, comprising both tangible and intangible elements, is proposed as a sound and practical approach to understanding ecotourism service experiences. This study offers empirical evidence and an innovative approach by identifying the ecotourism service experience dimensions and exploring a relevant framework, which was previously neglected. Ecotourism operators should utilise the four identified service experience dimensions to stage unique ecotourism experiences and enhance destination attractiveness and competitiveness. Experiential marketing can capitalise on these dimensions as innovative selling points and attract ecotourists, thus providing practical value in marketing ecotourism destinations.

The potential of filtered water in the restaurant industry: A case study in Barcelona

Bottled water entails an environmental sustainability challenge, and the restaurant industry is a large-scale contributor to this problem as it seems to be reluctant, at least in some countries, to substitute tap water for bottled water. There are two plausible reasons for this; one is that the industry might assume that customers prefer bottled water, mainly because of its taste, and the second is that restaurateurs may be unwilling to forgo the high economic margin from bottled water sales. In this context, filtered water may represent a solution as it is a greener option than bottled water and tastes better than tap water. However, does it represent a satisfying taste option for diners? Moreover, are restaurant consumers willing to pay for filtered water? Given the importance of the answers to these questions, this study proposes to examine whether there are differences between filtered and bottled mineral water regarding their expected and actual taste and customers’ willingness to pay. To this end, this study employed three different experimental groups in an actual fine-dining restaurant in Barcelona. The results show that consumers derive a positive payoff by drinking a more environmentally sustainable option and may even be willing to pay for filtered water. However, there is still room for improvement in filtering systems in regard to the taste of water. These results entail important managerial implications for the restaurant industry since it can become more environmentally sustainable without losing economic profits.

Harmless flirtations or co-creation? Exploring flirtatious encounters in hospitable experiences

Exploring the relationship between sexual harassment and service work in hospitality has long been considered a complex issue, due to the blurred and sometimes invisible line between flirting, harassment and the very nature of close contact hospitality service work. Little research has examined how mutual flirtations (when they are conducted in an appropriate manner and within safe boundaries) between customer and staff can play a positive role in the co-creation of hospitable experiences. This paper presents the findings of one theme from a wider PhD study which sought to explore the role of staff, customers and managers in the co-creation and performance of natural hospitable experiences. The focus of this paper is an exploration of the relationship between flirtatious encounters and the co-creation of hospitable experiences. In the wider study, three research phases were conducted. Semi-structured interviews were undertaken with service staff and managers from a range of hospitality servicescapes and data was gathered from customers through a number of focus groups, and the findings suggest that harmless and appropriate flirtatious encounters between customers and staff which are initiated in a natural and safe manner can have a positive influence on the co-creation of hospitable experiences.

The relationship between attraction, perception of service, opportunities and tourist satisfaction in backwater tourism in Alappuzha district of Kerala in India

This article aims to explore the relationships between destination attractions, tourists’ awareness of eco-tourism and facilities, level of perceived service, opportunities and problems, and tourist satisfaction in backwater tourism in Kerala, India. Using a structured survey instrument, we gathered data from 586 tourists. A conceptual model was developed and tested after checking the psychometric properties of the instrument. We tested the measurement model using the Lisrel package (structural equation modeling), and Hayes (2018) process macros were used to test the moderation hypotheses. The results confirm that (i) attraction and opportunities are positively related to tourist satisfaction, (ii) perception of service positively moderates the relationship between attraction and tourist satisfaction, (iii) perception of service (first moderator) and awareness (second moderator) interact to influence the relationship between attraction and tourist satisfaction, and (iv) problems negatively moderate the positive relationship between opportunities and tourist satisfaction. The implications for the literature on tourism and hospitality and practicing managers are discussed.

Bootstrapping tourism post-COVID-19: A systems thinking approach

The coronavirus pandemic has disturbed industries globally. Unlike agriculture and manufacturing, the services sector, particularly tourism, which primarily involves social activities requiring human interaction, is devastated. Against the backdrop of measures to contain the pandemic, travel behaviors have altered. Without an effective recovery plan, the effect of the pandemic on tourism may be felt over a prolonged period of time. With the objective of contributing to a better understanding of how tourism can recover, we use systems thinking to recommend interventions to help restart local tourism. Through causal loop diagrams, we argue that rebooting tourism is key to rebooting the economy. We propose insights for policy action well before the crisis deepens and permanently derails the tourism industry.