NS34 Session 10

 

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Title: Service Management and Marketing in hospitality & Tourism: Creating Value and Positive Impact in a Changing World 

Organisers: Magnús Haukur Ásgeirsson and Þórhallur Örn Guðlaugsson 

Affiliation: University of Iceland

 

Description

Abstracts

Title: Value for Whom? Experiences and Transformation of the Racing Events at the Isle of Man
Author: Harald Dolles, Molde University College - Specialized University in Logistics

The Isle of Man (IoM) is renowned for being a motorcycling racing mecca. The IoM Tourist Trophy event has been held annually since 1907, while the Manx Grand Prix race event has taken place annually since 1923. The IoM Government report that both racing events together account for approx. 30% of all visitors to the IoM and approx. 40% of all spending by tourists annually. Given the history of the events and the cultural, social and economic impact motorcycle racing has on the IoM, we will address in the research presentation the experiences and values behind visiting and supporting the races by fans, volunteers and locals.

A mixed methods approach is used and includes participant observation as well as semi-structured interviews at the MGP with race visitors, local residents, volunteers, and race teams during three event visits over a period of 10 years. For the conceptualization of value, we apply the consumer’s as well as participants overall assessments of the utility of the event or visit based on perceptions of what has been received and what was given.

As the event management of both races was licensed out to commercial investors by the IoM Government during the period of investigation, we also provide an analysis of the changes made and the perception of the event's transformation. In conclusion, by changing the event, the organisers are undermining the local community's support and the spectators' experience, thereby grinding on the event’s foundations and the identity of the place.

 

Title: Exploring Experiential Value Prioritisation in Nature-Based Tourists' Sustainable Destination Choices
Author: Samudika Weliweriyage, Department of Economics, Geography, Law and Tourism, Mid Sweden University

Nature-based (NB) tourism destinations increasingly position sustainability and environmental stewardship as core elements in their value propositions. Despite increasing pro-sustainable values among tourists, their consumption choices, including destination choices, often remain inconsistent with their stated values: a phenomenon widely known as the value-action gap. While previous studies acknowledge that individuals consider multiple consumer value dimensions in destination value propositions such as social, hedonistic, economic and altruistic values, there remains a limited understanding of how their pro-sustainable values including ecological values are negotiated against other consumer value dimensions in actual decision contexts (Gallarza et al., 2017; Zeithaml et al., 2020). Further exacerbating this conceptual deficit of consumer value in destination choices, the extant literature in sustainable tourism scholarship often treats pro-sustainable values and ecological values as dominant or stable drivers of tourist behaviour and behavioural intentions, offering limited insight into how consumer value configurations shift and are prioritised in practice.

Hence building on Holbrook’s three-dimensional consumer value typology illustration (Holbrook, 1999; Sorakunnas, 2024), and adopting an experiential perspective grounded in value-in-experience conceptualisations (Helkkula et al., 2012), this study conceptualises perceived consumer value in destination choice decision contexts with an experiential lens viewing value as phenomenologically constructed and dynamically negotiated among NB tourists when making sustainable destination choices. To achieve this, the study employs qualitative in-depth interviews based on the event-based narrative inquiry technique (Helkkula et al., 2012; Helkkula & Pihlström, 2010) with NB tourists who visited a sustainability-certified destination in British Columbia, Canada, the Thompson Okanagan region.

By uncovering value prioritisation patterns in sustainable destination choices, the study provides process-oriented insights into the value trade-offs that NB tourists experience when selecting sustainability-certified destinations. In particular, the findings will support destination managers in designing and communicating sustainability-oriented visitor experiences that align with NB tourists’ dynamic experiential value prioritisation processes shaping their sustainable destination choices.

Keywords: Sustainability-certified destinations, pro-sustainable values, ecological values, experiential values in nature-based tourism, destination choices

References

Gallarza, M. G., Arteaga, F., Del Chiappa, G., Gil-Saura, I., & Holbrook, M. B. (2017). A multidimensional service-value scale based on Holbrook’s typology of customer value: Bridging the gap between the concept and its measurement. Journal of Service Management, 28(4), 724–762. https://doi.org/10.1108/JOSM-06-2016-0166

Helkkula, A., Kelleher, C., & Pihlström, M. (2012). Characterizing Value as an Experience: Implications for Service Researchers and Managers. Journal of Service Research, 15(1), 59–75. https://doi.org/10.1177/1094670511426897

Helkkula, A., & Pihlström, M. (2010). Narratives and metaphors in service development. Qualitative Market Research: An International Journal, 13(4), 354–371. https://doi.org/10.1108/13522751011078791

Holbrook, M. (1999). Consumer Value: A Framework for Analysis and Research (1st Edition). Routledge. https://doi.org/10.4324/9780203010679

Sorakunnas, E. (2024). ‘It’s more than just status!’An extended view of social value in tourism. Tourism Recreation Research, 49(4), 699–713.

Zeithaml, V. A., Verleye, K., Hatak, I., Koller, M., & Zauner, A. (2020). Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues. Journal of Service Research, 23(4), 409–432. https://doi.org/10.1177/1094670520948134

 

Title: The Role of Media Coverage in Post-Disaster Tourism Management
Authors: Haoxiang Xie, University of Edinburgh Business School, Ewelina Lacka, and Jake Ansell

Natural disasters are typically expected to have negative effects on tourism. Contrary to this expectation, although the 2010 Eyjafjallajökull eruption caused immediate disruption in the months that followed, Iceland subsequently experienced sustained tourism growth from 2010 to 2018. Insights obtained from the engagement with the industry pointed to the potential role of increased visibility of Iceland in the aftermath of the disaster as potential explanation. Following on this lead, this paper empirically examines whether post-disaster media coverage explain unprecedented growth of tourist arrivals to Iceland after volcanic eruption. Drawing on the Call-to-Action theory, we argue that media coverage includes actionable prompts (i.e. action-verbs) that shapes behavioural intentions, which are then converted into actions (i.e. actual visit). To examine this process, our study analyses global newspaper data from LexisNexis using natural language processing (NLP) techniques, including topic modelling and sentiment analysis. The analysis reveals a distinct action-verbs in post-disaster media narratives, characterised by words such as see, like, go, can, look, take, book, and get, as well as overall sentiment. We employ econometric modelling and examine how variation in these media narratives is associated with changes in tourist arrivals, while accounting for concurrent factors that may have influenced Iceland’s tourism trajectory during this period, such as the króna depreciation and expanding infrastructure proxied by accommodation supply. Our findings demonstrate that media coverage in the wake of crisis, although characterised by negative sentiment, actively shape tourists’ visit intentions through the persuasive use of action verbs. The study contributes to tourism crisis research by offering a novel explanation for how a natural disaster can become a catalyst for tourism growth: a so-called “blessing in disguise” effect.

 

Title: Recipe for Success – Business Success Factors from Restaurant Entrepreneurs' Point of View in Finland
Authors: Sini Kauhanen, University of Eastern Finland, Henna Konu, Jonna Koponen, and Raija Komppula

Research of success factors has largely focused in the USA and large chain restaurants, although research has also been conducted in Europe, Asia and Australia. Previous research also focuses on quantitative research as restaurant entrepreneurs’ own views on success factors have been studied less. With this research we aim to fill the research gap by finding out what exactly are the success factors of Finnish restaurant industry from the perspective of restaurant entrepreneurs. Furthermore, we also studied what kind of people is behind the success and what they see important for the development of the restaurant industry. We interviewed 25 experienced and successful restaurant entrepreneurs in Finland. We found out that the keys for success consist of business idea, strategy, quality and customer understanding and also handling of financial matters, cost structure and staff. The entrepreneurs behind success are dedicated for the industry, creative, hard workers and ready to react quickly. However, restaurant industry is harsh business so entrepreneurs were also asked for development ideas. The most wanted issue was relief in taxation and cost structure, as in Finland taxation overall is strict and especially in alcohol. Restaurant business is truly a service business and needs lots of staff, which is expensive in Finland, for instance work hours in Sundays cost 100% extra. Restaurant industry has faced many external issues recently, for instance COVID-19 and Russia’s attack in Ukraine, which had several effects on business like raised costs. Although the industry has many challenges, it has also possibilities for success.

 

Title: Service Quality, Reputation, and eWOM: Hospitality Performance in a Changing Tourism Landscape
Authors: Magnús Ásgeirsson, University of Iceland, and Þórhallur Guðlaugsson

In an increasingly digitalized and dynamic tourism environment, hospitality organizations are under growing pressure to operate not only efficiently but responsibly actively shaping positive guest experiences and long-term trust. As tourism adapts to rapid technological change and heightened customer expectations, service quality, organizational reputation, and electronic word of mouth (eWOM) have become critical mechanisms through which hospitality firms can act as constructive agents within the broader tourism system.

While the importance of these factors for organizational success is well documented, their combined influence on performance variability remains insufficiently explored. This study examines the individual and collective effects of service quality, reputation, and eWOM on hospitality performance, conceptualized through customer satisfaction and customer loyalty, both essential outcomes for sustainable tourism development.

The study employs a quantitative research design based on monthly guest survey data collected in Iceland between June 2023 and June 2024. The dataset consists of 4,335 valid responses from guests staying at nine hotels operated by the same Icelandic hotel chain. The findings indicate that service quality, reputation, and eWOM jointly explain 54% of the variance in performance (R² = 0.54), underscoring their substantial influence in a changing tourism context.

Among the examined factors, eWOM demonstrates the strongest individual effect on performance (β = 0.53; P² = 0.10), highlighting the growing power of digitally mediated guest voices in shaping trust, expectations, and loyalty. Tangible service quality exhibits a moderate yet significant effect (β = 0.15; P² = 0.008), while reputation shows a smaller but still meaningful impact (β = 0.13; P² = 0.01). Together, these results point to the critical role of transparent, high-quality service delivery and responsible online engagement in enabling hospitality organizations to contribute positively to guest wellbeing and destination resilience.

Keywords: Service Quality, Reputation, EWOM, Customer Satisfaction, Customer Loyalty, Hospitality, Performance

 

Title: Capturing Value-Creation in Curated Hospitality Ecosystems: The Case of Norwegian Black Metal Festivals
Authors: Håvard Ness, University of South-Eastern Norway, Marit Gundersen Engeset, and Kåre Sandvik

We explore how the ecosystem around a focal “reason to go” actor can be activated through careful orchestration and governance to strengthen competitiveness and (collective) value creation and capture for the actors involved in creating an experienscape. In many consumption situations such as festivals and events, the overall experience includes multiple touch points with a variety of stakeholders (Lemon & Verhoef, 2016). Extant literature focuses on how firms can enhance customers’ experiences through collectively engaging the various components. However, Kandampully et al. (2022, p. 324) finds that “previous research has not addressed the effect of experiencescape [sic] on other stakeholders, for example, employees, suppliers, vendors, subcontractors and so on”. Experienscapes involves resources distributed across the boundaries of single firms and depend on a (specific) activity chain in their realization. This requires coordination and some degree of resource integration between the complementary and interdependent providers involved in the activities (Adner, 2016). Thus, we address an underexplored and critical part of experienscape realization.

We study two Norwegian black metal festivals. The analysis demonstrates that curated and flexible configurations of complementary resources and experiences rely on orchestration, governance, and shared norms among interdependent actors. The findings show that effective curation not only improves customer satisfaction but also advances collective value creation and contributes to the long-term stability of the ecosystem. We extend research on experienscapes and tourism ecosystems by elucidating how focal actors integrate complementary stakeholders, structure collaborative value creation processes, and promote conditions for economic, social, and environmental sustainability.

Keywords: Experienscape, Orchestration, Governance

Adner, R. (2016). Ecosystem as Structure: An Actionable Construct for Strategy. Journal of Management, 43(1), 39–58. https://doi.org/10.1177/0149206316678451

Kandampully, J., Bilgihan, A., & Amer, S. M. (2022). Linking servicescape and experiencescape: creating a collective focus for the service industry. Journal of Service Management, 34(2), 316–340. https://doi.org/10.1108/JOSM-08-2021-0301

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

 

Title: Plate to Perception: Key Determinants of the Restaurant Dining Experience
Author: Kai Victor Myrnes-Hansen, University of Stavanger

This study examines the relative importance of key determinants shaping the restaurant meal experience, integrating insights from hospitality research, consumer behaviour theory, and experiential service design. Drawing on established frameworks such as service quality (SERVQUAL), servicescape theory, and experience economy perspectives, the paper conceptualizes the meal experience as a multidimensional construct consisting of food quality, service interaction, physical environment, value perception, and social context. A synthesis of empirical studies consistently identifies food quality as the primary driver of customer satisfaction, functioning as a non-negotiable core attribute. However, findings also demonstrate that service quality—particularly staff competence, attentiveness, and emotional engagement—acts as a critical moderating factor, amplifying or diminishing the perceived value of the meal.

The study further highlights the importance of the servicescape in framing sensory and cognitive evaluations, while perceived value mediates the relationship between expectations and overall satisfaction. Additionally, the social and temporal dimensions of dining, including commensality and the dramaturgical flow of the meal, are shown to influence memorability and post-consumption evaluations. Building on these insights, the paper proposes an integrative model in which the meal experience emerges from the interaction between core product quality and experiential elements, rather than from isolated factors.

The findings suggest that while food quality remains foundational, competitive differentiation in the restaurant sector is increasingly driven by the orchestration of service, atmosphere, and emotional engagement. This has important implications for both hospitality management and meal science, emphasizing the need for a holistic and strategically designed approach to experience creation.

 

Title: Is This the End for Tourist Information Centres? Rethinking Visitor Information Services in Danish Tourism
Authors: Christian Dragin-Jensen, SEA Business Academy, Sara Guerra, Camilla Herman, Michael Park Nielsen, and Mia Post-Lundgaard

Tourist information centres (TICs) have traditionally played a central role in tourism service delivery by supporting visitor decision-making, shaping experiences, and communicating destination offerings. However, increasing digitalisation and changing tourist information-seeking behaviour are challenging the relevance of the traditional TIC model. This project examines how Danish destination management organisations (DMOs) are rethinking visitor information services and redesigning TIC functions as part of broader service management and value creation strategies in destinations.

The study draws on semi-structured interviews with 15 senior DMO representatives across Denmark. Using thematic analysis, the research explores how DMOs interpret evolving visitor expectations and reconfigure information services, service touchpoints, and organisational responsibilities within their wider service portfolios.

Findings indicate that while stand-alone TICs remain symbolically important, particularly in relation to municipal expectations, funding and destination visibility, they are increasingly viewed as an inefficient service that does not align with contemporary (or expected future) visitor behaviour. DMOs are therefore experimenting with more distributed systems in which information and service functions are delivered through networks of local businesses, local citizen ambassadors, and satellite/mobile concepts. These systems combine digital tools with physical materials and personal interaction.

Across DMOs, human interaction, local storytelling, and decision support (curation) emerge as key mechanisms for creating visitor value. The study conceptualises the future of visitor information as a decentralized information ecosystem, highlighting the importance of service innovation, partner capability-building, and cross-organisational collaboration in enabling destinations to co-create visitor value in a changing tourism information landscape.

 

Title: Service Orientation and Performance in Hospitality: Tourism as an Active Agent for Good
Authors: Magnús Ásgeirsson, University of Iceland, and Þórhallur Guðlaugsson

In a rapidly changing global tourism landscape marked by economic uncertainty, workforce challenges, and rising expectations for responsible and people-centered business practices, hospitality organizations are increasingly called upon to act as positive agents within society. Organizational culture plays a central role in shaping how tourism firms respond to these pressures. Service orientation (SO) as a cultural emphasis on service quality, employee wellbeing, and customer value may enable hospitality firms not only to enhance performance, but also to generate broader social benefits.

This study examines the relationship between service orientation and multiple dimensions of organizational performance in the hospitality sector, at both individual and collective levels. Drawing on the Denison organizational culture framework, SO was measured using 25 items reflecting key cultural traits, while performance was assessed across seven dimensions: sales growth, profitability and return on investment (ROI), quality of products and services, employee satisfaction, customer satisfaction, innovation and new product development (NPD), and overall performance.

Empirical data were collected in spring 2024 from employees and managers (N = 45) within a hotel chain in central Reykjavík, Iceland. The findings indicate that SO accounted for 49% (R² = 0.49) of the variance across performance outcomes collectively, underscoring the strategic importance of service focused culture in contemporary hospitality operations. The strongest relationships were observed between service orientation and overall performance (β = 0.60, R² = 0.36), as well as employee satisfaction (β = 0.54, R² = 0.29), highlighting the role of SO in fostering positive workplace experiences and organizational resilience. Weaker, yet still significant, relationships were found between SO and innovation (β = 0.40, R² = 0.16) and profitability (β = 0.43, R² = 0.18).

These findings suggest that service-oriented cultures may serve as a key pathway through which tourism organizations contribute positively to employees, customers, and long-term organizational sustainability, particularly in a changing world.

Keywords: Hospitality, Service culture, Service orientation, Organizational performance, Employee satisfaction