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Full-Text Articles in Marketing
Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah
Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah
Journal of Global Business Insights
In recent years, m-banking has been developed rapidly around the world. The research aims to measure millennials’ perception towards adaption and intention of m-banking from a developing country’s perspective. A PLS-SEM modeling approach was performed to test the hypothetical model. The empirical results reveal that perceived ease of use, perceived security and privacy, and perceived cost significantly affect the millennials’ attitude to adopt m-banking. In contrast, perceived usefulness and perceived self-efficacy have an insignificant effect. Furthermore, attitude towards adopting m-banking significantly impacts adoption and intention among millennials. Practical and theoretical implications have been identified based on the study results.
Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick
Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick
Journal of Global Business Insights
Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …
Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan
Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan
Journal of Global Hospitality and Tourism
This study investigates the integration of generative artificial intelligence (GAI) into hospitality and tourism marketing and its implications for industry professionals in the United States. This study employed a mixed methods approach, gathering qualitative insights from 20 professionals and quantitative data from a sample of 163 participants. The qualitative study revealed concerns about data privacy, customer trust, and ethical considerations regarding GAI implementation. However, participants acknowledged its potential to enhance personalization, engagement, and operational efficiency. The quantitative study supported these findings by showing a level of concern about risks but agreement on the benefits of GAI. Additionally, the participants were …
The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar
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 …
Leveraging Chatgpt For Writing In Scholarly Publications-Guidelines And Recommendations For Hospitality And Tourism Researchers, Faizan Ali
Journal of Global Hospitality and Tourism
In the ever-evolving landscape of global hospitality and tourism, the first issue of volume third of the Journal of Global Hospitality and Tourism embarks on an intellectual journey to explore pressing matters at the intersection of travel, management, culture, and inclusivity. This issue, encompassing a rich array of research papers and viewpoints, delves into multifaceted themes that resonate with the multifarious dimensions of our industry.