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Full-Text Articles in Hospitality Administration and Management
Effectiveness Of Generative Ai In Craft Beer Promotional Campaigns For Small Breweries, Christopher Eastment, Jangwoo Jo
Effectiveness Of Generative Ai In Craft Beer Promotional Campaigns For Small Breweries, Christopher Eastment, Jangwoo Jo
ICHRIE Research Reports
The study explores the effectiveness of Generative AI, specifically Large Language Models (LLMs), in creating promotional campaigns for small breweries, with a focus on Burns Family Artisan Ales' Cold Spell IPA. It assesses the potential of LLMs in crafting narratives and marketing strategies, balancing creativity and relevance to the brand's identity. The research examines the LLM's capabilities in producing both textual and visual content, evaluating their alignment with marketing objectives and brand ethos. The findings reveal strengths in textual content creation but limitations in visual content, emphasizing the need for human oversight. The study contributes insights into integrating AI in …
Virtual Reality Images As A Tool In Hotel Promotions: Is It Effective And Worth Investment?, Lisa Slevitch, Tilanka Chandrasekera, Luis Mejia Puig
Virtual Reality Images As A Tool In Hotel Promotions: Is It Effective And Worth Investment?, Lisa Slevitch, Tilanka Chandrasekera, Luis Mejia Puig
ICHRIE Research Reports
This report examines how traditional photos compare to two different types of virtual reality (VR) images (static and 360°) when used as promotional tools for hotels. An experimental study by Slevitch et al.(2022), which utilized multiple types of measures, served as the foundation for the recommendations. The results showed that static VR images performed the same way as traditional photos, however the 360° VR images had a more positive impact on participants’ emotional responses and were more engaging than other images. This suggests that 360° VR images are better for hotel promotions, especially when initial impressions, such as interest and …
Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim
Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim
ICHRIE Research Reports
Studies show that contact frequency and relationship length impact co-creative and in-role behaviors with service providers. However, their influence on extra-role or customer citizenship behaviors (CCBs) remains unexplored. This study delves into the moderating role of relationship length and contact frequency within the CCB model. Utilizing an online survey (n = 665), the study unveils that perceived justice’s impact on affective commitment is not moderated by contact frequency, whereas the impact is stronger in short-term than in longer-term relationships. The perceived support-affective commitment-CCBs relationship is stronger in high contact than in low contact group. Similarly, the relationship is stronger for …