Business Commons^™

The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar

Journal of Global Hospitality and Tourism

The sharing economy is a socio-economic phenomenon where surplus goods and services, aided by technology, are shared mutually among those in need and providers, coming together to exchange these goods and services. Economic crises, environmental issues, changes in social life, and technological advancements have led to the emergence of the sharing economy as an alternative model to existing goods and services. In this regard, the tourism sector has also been affected by this change, offering new travel and holiday alternatives, competitive advantages to stakeholders, the creation of new income sources, and the establishment of a more sustainable approach. Consequently, this …

Airbnb Purchase Intentions: How Familiarity And Social Media Impacts Millennials, Jaewook Kim, Wenfang Eris Liu

Journal of Global Hospitality and Tourism

Airbnb is one of the most distinguished sharing economy platforms providing guests accommodations. Despite a high number of individuals who use Airbnb, current behavioral intention model, Theory of Planned Behavior (TPB), cannot fully explain guests’ decision-making process to choose such accommodation. Especially, with little to no research being tested on the roles of social media influences and familiarity as information sources associated with the TPB model. The objective of this study is to examine the intentions of millennials to use Airbnb and to investigate TPB model with social media influences and familiarity as mediators on purchasing intentions. Through convenience sampling, …

Supply Chain Management Thesis Internship - Courtavenue, Emma Easterwood

Supply Chain Management Undergraduate Honors Theses

An internship is a crucial way for students to gain real-world experiences in school. I was fortunate enough to be given the opportunity to intern with a digital marketing start-up called CourtAvenue in the summer of 2022. I learned many things about myself, and how businesses operate, and I had the opportunity to lean more into my creative side.

Communication During Covid-19 Crisis: A Case Of Hotels In Turkey, Ayse Selin Dulger, Ayse Bas Collins, Aysegul Gunduz Songur, Cihan Cobanoglu

Journal of Global Hospitality and Tourism

During the COVID-19 pandemic, which has spread all over the world, the importance of communication in terms of knowledge sharing has increased even more in the tourism sector, as in all sectors. Each hotel business has benefited from various communication tools in the pandemic crisis. The aim of this study is to provide an understanding of the crisis communication strategy tackled by the hotels in Turkey during this unprecedented period, via both conventional and internet based public relations and communication platforms within the framework of crisis communication management. For this purpose, in-depth interviews were conducted with 25 hotel managers in …

Voluntourism On The Camino De Santiago – How Iteration Changes Motives, Stakeholder Interaction, And Reintegration Of Hospitaleros, Andreas Braun

Journal of Global Hospitality and Tourism

Hospitaleros who volunteer in the hostels along the Camino de Santiago have, to the best of our knowledge, not yet been examined, from the perspectives of voluntourism and pilgrimage research. This article aims to give an insight into a unique form of volunteering based on 32 interviews with hostel wardens conducted between 2017 and 2021. The results indicate that – while hospitaleros primarily indicate interpersonal motives for their service – the voluntary work serves as a kind of “substitute drug” to satisfy the longing for and dependence on the Camino. With increasing iterations, (1) the strength of the personal motives …

Comparing Potential And Repeat Chinese Guests' Cruise Travel Intentions In Post-Covid-19, Lan Lu, Jinlin Zhao, Miranda Kitterlin

Journal of Global Hospitality and Tourism

This study extended the theory of reasoned action (TRA) by including cruise involvement, safety protocols, and trust (stimulus-organism-response paradigm), and risk perception (the prospect theory), developing a theoretical framework to explore and compare Chinese repeat and potential guests' travel intentions, thus making great efforts to rebuilding consumer confidence and recover operation at this stage of the post-COVID-19. The results show that guests' intentions were positively influenced by their perceptions of safety protocols, trust, attitude, subjective norms, and cruise involvement, respectively. In contrast with previous studies, present results showed that perceived risk has a significant positive effect on the intention of …

Destination Competitiveness Of A Tourist Region: A Case Of Kerala, India, Ashna John, Mohammed Firoz C, T. Radha Ramanan

Journal of Global Hospitality and Tourism

The concept of tourism destination competitiveness (TDC) is very complex, and so is developing a model for different destination contexts. The study aims to identify variables to measure the overall TDC of destination brand Kerala (India). A quantitative research design is followed based on a self-administered questionnaire survey strategy. A comprehensive study of various indices and published literature on TDC is conducted to arrive at a detailed list of variables for measuring competitiveness. Through content analysis and screening based on expert opinion surveys and interviews, variables are tailored to the natural and cultural destination region, Kerala. The perceptions of expert …

Metaverse: Opportunities And Challenges For Marketers, Anubhav Mishra, Saumya Awasthi

Management Dynamics

Imagine if you are told that the life in which you are living, will going to be changed. How it will make you feel if you get to know that you can meet with your family members, friends, and go to work, not in real life, but rather in a three-dimensional virtual world? A world that is created artificially. Metaverse is a step ahead of imagination. Indeed, it is defined as an imaginary world where we can be a part of it, we can earn money from it, and ultimately, where, we can be a star by living our dream …

Measuring Environmental Responsible Behavior Through Experience Quality, Perceived Value, And Tourist Satisfaction From The Perspectives Of Tourists In Natural Sites, Anil Kumar, Suman Lata

Journal of Global Business Insights

This study aims to examine environmentally responsible behavior through experience quality, perceived value, and tourist satisfaction while explaining responsible behavior of tourists towards the environment in the natural sites of Madhya Pradesh, India. The theoretical framework proposed is based on literature. Structural equation modeling (SEM) was employed using partial least squares (PLS) 3.0 software to test the model fit and hypotheses. The data was collected using random sampling from 131 tourists at these natural sites who participated in the survey through a questionnaire. The analysis showed a good fit for the environmentally responsible behavior study model. The results suggested that …

Editorial: Academic Peer Reviewers – The Good, Bad, And The Ugly, Faizan Ali, Seden Dogan

Journal of Global Hospitality and Tourism

My academic research journey started a decade ago as a Ph.D. student at the Azman Hashim International School, University Technology Malaysia. Since then, I have authored over 150 peer-reviewed journal articles, conference papers, books, and book chapters. In addition to guest editing several special issues for academic journals, I also had an opportunity to serve as the Director of Research for numerous professional organizations. Furthermore, I have served in senior editorial positions for numerous well-established hospitality and services management journals for the last three years. All these roles involve sending out invitations to review the manuscripts. The usual scenario is …

Effects Of Nutrient Claims On Consumer Purchasing Of Snacks In White-Collar And Blue-Collar Working Environments, Cecily R. Martinez, Amy M. Bardwell, Julie R. Schumacher, Jennifer L. Barnes

Journal of Global Hospitality and Tourism

The objective of this study was to examine nutrient claims signage on the purchasing of snacks in corporate foodservice operations. The effectiveness of claims among foodservice operations serving primarily administrative roles (white-collar) were compared with those serving primarily manufacturing roles (blue-collar). An experimental study was conducted through the implementation of six nutrient claims evaluated by a group of registered dietitians. The snack items were conveniently placed near the cash register to “nudge” purchases, and sales of snacks before and after the implementation of claims were examined. Paired-samples t-tests indicated that after nutrient claims were implemented, sales of snacks increased …

Evidence Of Local Gastronomy In Rural Destinations: A Cross-European Study, Michael Vieregge

Journal of Global Hospitality and Tourism

In 2020, the Coronavirus pandemic led to domestic travel to rural destinations. Local gastronomy is key to tourists' expectations, perceptions, and images of rural destinations' authenticity. Empirical data supporting evidence of local gastronomy in rural communities are lacking. This archival research focused on n=549 Cittaslow and non-Cittaslow towns and cities in 19 European countries. Rural towns offer more local gastronomy than cities, and Cittaslow-certified towns more than non-Cittaslow. All rural towns should focus on expanding their local gastronomy, and Cittaslow cities even more so.

Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister

McNair Scholars Research

While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.

A Review Of Subculture And Its Role In Marketing, Jamie Pleasant

Southern University College of Business E-Journal

This paper reviews the term subculture and the impact that it has in marketing that is often overlooked by practitioners in their decision making. Subcultural influences have been thoroughly researched in psychological and social fields of study. However, it has been ignored and given little consideration in real world marketplace decision making. As marketing borrows many theories of consumer behavior from the aforementioned fields, it only makes sense to critically acknowledge and exercise sound subcultural theory when it comes to strategic and tactical decision making in a real world environment. Understanding what subculture is and how it is defined is …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Jonny Boy Cookies' Event Campaign Targeting College Students, Ye'senia L. Agosto-Rivera

Honors College Theses

The evaluation of data from social media sites can offer valuable decision-making data for small businesses. Generally, college students are dependent on the Internet and social media sites precisely to connect with others socially. Can small businesses with limited finances and limited technical knowledge compete in this new social media-driven market to develop more in-person events? This paper discusses a detailed event campaign for Jonny Boy Cookies to expand their college student demographic beyond their current middle-aged women demographic. Quantitative approaches will be used to guide the research and implementation of new methods.

Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process, Josh Loebner

All Dissertations

Brands, advertising agencies and other partners collaborate through curated phases to create marketing and advertisements, but within this process, how does the creative brief shape disability inclusion or exclusion? By moving the conversation from interpreting disability representation in an advertisement or finished marketing piece, to analyzing disability at the onset of the creative process, these insights present a critical contribution to scholarship on disability, marketing and consumer culture. Framed within crip theory, the research investigates how disability identity is—or is not—manifest in a creative brief within the creative process.

Much of marketing, advertising and disability studies scholarship centers on finished …

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

Beyond Decolonising – Some Thoughts On The Future Of Marketing/Marketing Research In The Gulf/Me/Na Region, Bronwyn P. Wood

Arab Economic and Business Journal

There is much the MENA/Gulf region can teach regarding the ever-narrowing hegemonic perspectives in the literature - from selfhood, agency, empowerment, women, collectivism, intersectionality to consumption and business practice.

This paper focuses, briefly, on several very large areas of scholarship to consider the issues raised and the opportunities uncovered, as they pertain to the region. The article introduces some important particularities of the region, an overview of some relevant areas of potential future study and outlines how we, as academics, can contribute to a positive future for the Arabian Gulf/ME/NA overall.

Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers

Mahurin Honors College Capstone Experience/Thesis Projects

The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.

For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.

Evaluation Of Recommended Modular Email Building Approaches, Palak Sadhwani

Electronic Theses, Projects, and Dissertations

Customer relationship management acts as the backbone of marketing. For any company marketing is the most important sector to promote a company and attract customers. Email marketing is one of the most effective ways of digital marketing. However, the cost of design and development is time consuming and redundant. Marketers and project managers are frequently unassertive about how to solve these issues. Although there are blogs, articles and services available for marketing email development, the lack of research in the effectiveness of email building architecture bolsters the need for this study. The project presents an architecture that modularizes the way …

Driving Marketing Efficiency In The Age Of Big Data: Analysis Of Subprime Automotive Borrowers, Edwin Baidoo, Ryan Matthews, Frances Ann Stott, F. Stuart Wells

Atlantic Marketing Journal

Big Data methodologies are applied to understand subprime borrowers in the U.S. automobile space. The focus on the automobile market is essential as this subsegment is responsible for directly and indirectly employing over one million people and creating payrolls in excess of $100 billion annually in the U.S. It is found in this article that if a subprime borrower is a homeowner, the probability of repaying their auto loan increases by almost 4%. However, if the borrower is renting, the likelihood of repaying their auto loan increases by nearly 1.4%. Applying Big Data in making subprime auto loans can add …

The Theory Of Balance Interests To Revive The Arab Common Market, Abdel Aziz Abu Nabaa

Jerash for Research and Studies Journal مجلة جرش للبحوث والدراسات

The main obstacle for implementing Arab Common Market or implementing Islamic Common Market was the lack of trust between those nations. Any Arab or Islamic country would like to invest in another country: may not doing so because the fear that may loose their investments tn case any dispute arises later or change in governments. In order to overcome this obstacle; the author has developed simple theory to solve this problem by benefiting from a well known theory called theory of balanced terror which has prevented Third -World-War to happen. The author has applied this theory in marketing by reversing …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

Arbor Day Foundation Programs: Analysis And Recommendations, Justin Myers, Emily Alston, Cameron Claborn, Charles Erker, Braelyn Isernhagen, Jonathan Jameson

Honors Theses

We are proposing the enhancement of the current Tree City USA program to include a special recognition program for high-achieving communities. These “Golden Oak” tree cities will be recognized each year based on a variety of metrics detailed in a new and more comprehensive program application. Recommendations:

● Updated application to include more information about both quantitative and qualitative insights

● Special recognition program awarding “Golden Oak” status to communities in village, town, city, and metropolis categories based on either percentile or benchmarking system

● A cumulative “Golden Oak” award given to the State that achieves the highest percentage of …

Swot Analysis Applications: An Integrative Literature Review, Mostafa Ali Benzaghta, Abdulaziz Elwalda, Mousa Mohamed Mousa, Ismail Erkan, Mushfiqur Rahman

Journal of Global Business Insights

A strengths, weaknesses, opportunities, and threats (SWOT) analysis has become a key tool used by businesses for strategic planning. Scholars have conducted SWOT research for over six decades. However, a collective understanding of SWOT analysis remains vague. This study accessed, analyzed, and synthesized the SWOT literature, allowing for new theoretical perspectives and frameworks to emerge. Using an integrative literature review, this study reviewed SWOT studies historically, providing a greater understanding of the SWOT analysis in different sectors and the different approaches used in SWOT studies. Furthermore, it fills the knowledge gap in the strategic planning context and indicates meaningful implications …