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While the dominant research stream on tourism technologies has investigated the adoption of self-service, mobile, and web-based technologies, the potential of destination marketing through virtual technologies is yet to be fully investigated. Because of limited empirical knowledge about the application of virtual reality (VR) in tourism, this research investigates how VR can be used to deliver integrated tourist experiences prior to their stay at the hotel. Through a lab-coordinated experiment, the current study contrasts three hotel previews that differ in their level of interactivity (images vs. 360° tour vs. VR). The findings demonstrate that a VR preview induces higher elaboration of mental imagery about the experience and a stronger sense of presence compared to both the 360° preview and images preview, thereby translating into enhanced brand experience. Such findings suggest that VR is substantial in prompting tourists to "daydream" about lodging offers prior to experiencing them at the destination's premises. • VR preview of evokes higher elaboration, but not quality of mental imagery compared to 360° tour and images. • Individuals sense stronger presence seeing tourism brand in VR than seeing 360° tour and images. • Increased elaboration of mental imagery and presence prompted by VR lead to higher tourism brand experience. • VR stimulates tourists to daydream about tourism offers before experiencing them on destination premises. [ABSTRACT FROM AUTHOR]

With the increase in the volume and complexity of air travel, the air transportation industry is undergoing a period of rapid evolution. Airports, as key players in the industry, are increasingly rebranding themselves as destinations, instead of just thoroughfares. In the post-9/11 world, travelers tend to spend more time in airports due to changes in security protocols. Therefore, airport service providers are increasingly trying to improve travelers' experiences. Since a wide range of technologies could be used to do so, the current study develops an instrument that captures travelers' perceptions of airport technologies and tests a theoretical model that examines the relationship among different types of airport technologies and travelers' confidence, enjoyment, and satisfaction. We conducted two separate studies with a total sample size of 353 participants. The findings suggest a positive relationship between airport self-service technologies and travelers' confidence benefits and enjoyment — which results in positive effects on overall traveler satisfaction. [ABSTRACT FROM AUTHOR]

The physical attributes of service settings significantly influence customers' emotional responses and are used as critical differentiators among service providers. Following changes in the airport industry, this study aims to investigate the relationship between physical servicescape elements, a travelers' enjoyment and/or anxiety, and traveler satisfaction in the airport environment context. Two separate studies were conducted. The findings confirmed the validity of the instrument proposed in the first study. Six airport servicescape factors—design, scent, functional organization, air/lighting conditions, seating, and cleanliness—should be considered when evaluating traveler response. An SEM test suggested that airport design features and pleasant scent have a positive influence on traveler enjoyment, generating satisfaction. On the other hand, poor functional organization and inadequate air and lighting conditions are major predictors of traveler anxiety, which leads to low satisfaction. This study also provides valuable implications for airport design, organization and development. [ABSTRACT FROM AUTHOR]

• A lab experiment detects that VR is perceived as cooler than images and 360° tour. • Technology innovative consumers respond more favorably to VR than static images. • Such consumers respond equally well to 360° tour as to VR preview mode. • VR motivates their visit intention through heightened self-brand connection. Today's hospitality brands often gain a competitive advantage through being cool and employing cutting edge technologies. Virtual Reality (VR) is one of the most novel tools to advertise brands, introduce new products/services, and draw customers. Despite the marketing potential of VR, there is scant research revealing the psychological processes associated with the use of VR as a cool technology. To bridge the gap in the current literature, this research examines how consumers with different degrees of technology innovativeness respond to marketing of hospitality brands through three main service preview modes: VR, static images, and 360° tour. The findings from a lab experiment show that as consumers' technology innovativeness increases, VR boosts self-brand connection that consequently elevates their visit intentions toward the hotel brand. The findings from this study would help hospitality marketers better target their efforts at a specific consumer segment. [ABSTRACT FROM AUTHOR]

• Heteronormativity and heteronormative beliefs are introduced to the hospitality literature • Diversity management theory and practice are expanded using an approach that takes into account a range of customer perceptions of diverse employees. • People with strong heteronormative beliefs are more likely to discriminate against LGBTQ+ employees. • Conservative people in liberal environments are more likely to discriminate against LGBTQ+ employees, however conservatives would not discriminate in conservative environments. This study explores customers' service evaluations based on the service provided by a hotel frontline employee with different sexualities, manipulated as effeminate or masculine. Study participants were randomly assigned to respond to a video with either an effeminate or masculine hotel employee that mimics a hotel check-in experience and after are asked to evaluate check-in service. The results suggest that participants who hold stronger heteronormative beliefs are more likely to discriminate against effeminate hotel employees when evaluating the service they provided. This effect persists for the social conservatism of the participants. The study also identified a joint effect of social conservatism and political exclusion. Without tapping into sexual orientation, this study contributes to the hospitality literature by introducing sexuality and heteronormativity and adds more content to queer studies. It also suggests the need for more protection policies, management awareness, and training regarding hotel frontline employees from a diversity management perspective. [ABSTRACT FROM AUTHOR]