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Immersive technologies are gaining popularity and attracting millions of users. Businesses are using immersive technologies for advertising purposes to influence consumer behavior. Stemming from an experiential marketing framework, this paper conceptualizes immersive advertising by integrating three prevailing theories and bringing examples from five visitor industries—in South Korea, Saudi Arabia, and Singapore; at the Coachella Valley Music and Arts Festival (United States); and on Emirates Airline (United Arab Emirates). Immersive advertising provides opportunities for businesses to engage with customers in a unique and immersive way through stimulated presence and mental imagery, ultimately increasing brand awareness and driving sales. The proposed immersive advertising strategy for enhancing competitiveness consists of three pillars: attract, convert, and delight. [ABSTRACT FROM AUTHOR]

This research investigates the effects of five restaurant marketing antecedents (i.e., food quality, perceived healthiness, promotional innovativeness, authenticity, and menu quality) on three outcome variables (i.e., brand preference, pay a price premium, and eWOM) through memorable experience in the context of full-service restaurant online food ordering. PLS-SEM was used to analyze 336 responses collected from U.S. consumers. The results show that perceived healthiness, promotional innovativeness, authenticity, and menu quality are strong predictors of memorable dining experience. Subsequently, memorable dining experience is a strong predictor of full-service diners' behavioral responses. [ABSTRACT FROM AUTHOR]

This study seeks to examine the relationship between career adaptability (concern, control, curiosity, and confidence) and attrition intention among hospitality employees through the attitudinal and emotional mediation of career satisfaction and anxiety, respectively. Based on career construction theory, the results reveal that career satisfaction mediates the relationship between the career adaptability dimensions of concern, confidence, and curiosity to attrition intentions of hospitality employees as an attitudinal response, whereas career anxiety mediates the relationship between concern and control to attrition intentions as an emotional response. Lastly, the study also tests the moderating role of employee status and suggests that career adaptability serves as a psychological resource for full-time employees but not for part-time employees. The findings of this study provide important practical contributions to preserving the future workforce of the hospitality industry. [ABSTRACT FROM AUTHOR]

Previous literature on airline crises has largely ignored low-responsibility crises. The purpose of this study is to explore the underlying mechanism of airlines utilizing secondary crisis response strategies to rebuild their reputations during low-responsibility crises. Extending the situational crisis communication theory, the study develops a research framework and conducts three empirical studies with a multi-method design to test the proposed hypotheses. The results demonstrate that an enhancing response strategy is more effective than a bolstering response strategy in evoking more Twitter likes and higher booking intentions. An enhancing response strategy is especially powerful for travelers low in need for cognition or those with a higher level of other-orientation. The effect of the secondary crisis response strategy on travelers' booking intentions was mediated by the airline's reputation. These findings provide airlines with valuable insight into the development of successful social media communication strategies when handling low-responsibility crises. [ABSTRACT FROM AUTHOR]

The Asia Pacific region has the largest market in the foodservice industry. This study aims to explore the performance of self-service tablets in comparison with traditional paper menus. A field experiment was conducted in a casual dining restaurant. The results show that self-service tablets had better design whereas paper menus had better communication feature. Paper menus elicited better responses than self-service tablets. The study highlighted the technological pause phenomenon and the importance of human contact in the restaurant industry. The implications of this study are applicable to restaurant operators in the Asia Pacific region, especially to those targeting foreign visitors. [ABSTRACT FROM AUTHOR]