The Cooperative Engagement Capability (CEC) System produces a synergy between the sensors and shooters that are used on various platforms by integrating them. Even the US Navy has been recently adopting the CEC system that maximizes the effectiveness of the air defense operations by efficiently coordinating the dispersed air defense assets. The Navy of other countries are conducting research studies on the theory and application methods for the CEC system. The ROK Navy has limited air defense capabilities due to its independent weapons systems on battle ships. Therefore, the ROK Navy is currently going through a phase where research on proving the validity of building the CEC system because it will provide a way to overcome the limit of the platform based air defense capability. In this study, our goal is to propose methods that maximize the air defense capability of ROK Navy, identify the available assets for constructing the CEC system, and estimate effects of the CEC system when it is applied to the naval operations. In addition, we will provide a simple model that was developed to estimate these effects and a case study with virtual data to demonstrate the effects of the system when it is applied to the naval operations. The research result of this study will provide a way for building the basis of the Korean CEC system.

글로벌화된 시장환경과 급속한 기술 변화는 기업들로 하여금 유연성, 혁신성과를 요구하고 있으며, 그 에 따라 조직성과에 심리적 기초(micro-foundations)가 되고 있는 종업원들의 동기, 업무열의 및 조직몰입에 대한 관심이 증대되고 있다. 종업원들의 업무열의 형성 프로세스를 체계적으로 설명하기 위해 직무 요구-자원이론(JD-R model)에서 직무요구특성과 직무자원간 상호작용 관계를 살펴볼 필요가 있는데, 아직까지 그에 관한 실증이 미흡한 상태다. 본 연구는 고용/인력개발센터에서 근무하는 직업상당사들을 대상으로 직무요구-자원이론에서 감정규제와 업무과부하가 요구되는 직무특성과 개인자원으로서 자기효능감의 조합과 업무열의의 관계와 이에 대하여 서번트리더십이 미치는 영향을 가설화 및 검정하였다. 분석결과, 첫째 비영리나 정부조직에 비해 민간기업 구성원들을 대상으로 직업상담을 하는 경우, 서울보다 수도권 및 지방 시·도 소재 고용/인력개발센터에서 근무하는 경우, 연령이 높은 상담사일수록, 그리고 미 혼보다 기혼인 직업상담사인 경우, 업무열의가 더 높게 검정되었다. 둘째, 감정규제에 대한 요구가 많고 업무과부하가 심한 직무특성을 가질수록 상담사의 업무열의가 낮은 것으로 나타났다. 셋째, 개인자원으로 서 높은 자기효능감을 가질수록 업무열의가 높게 형성되는 것으로 분석되었다. 넷째, 서번트리더십이 발 휘되는(등장한) 상담팀일수록 자기효능감과 업무열의의 정(+)적인 회귀관계의 강도가 더 크게 나타났다. 이 분석결과는 상담사들이 감정규제와 업무과부하를 극복하고 업무열의를 형성하기 위해 개인자원으로 자기효능감이 필요한데, 먼저 자기효능감 강화는 (자유시장 원리에 따른) 개인성과 기반의 MBO 제도(이론)가, 다음으로 자기효능감을 이용한 업무열의의 효율적인 레버리징은 공동체 구축을 강조하는 서번트 리더십(실천)이 요청된다는 점을 시사한다. 향후연구에서는 특정 직무상황에서 팀수준의 리더십과 조직 의 인사제도 묶음을 함께 다룸으로써, 업무열의 형성 프로세스에 영향 미치는 리더십(실천)과 인사관리 (제도 또는 이론)의 상호보완적 관계를 분석해 볼 필요가 있다.

본 연구는 전국에 있는 기업체에 근무하는 구성원을 대상으로 진성리더십이 직무자율성 및 직무열의 에 미치는 영향과 진성리더십과 직무열의 간의 관계에서 상사신뢰의 조절효과에 대하여 실증분석을 통하여 리더의 진성리더십 행동이 구성원들에게 미치는 영향과 구성원들의 자율성 및 상사신뢰가 직무열의에 미치는 영향을 검증하는 것을 목적으로 하고 있다. 이를 위하여 전국에 있는 기업체 근무 종사자를 대상으로 설문지 533부를 회수하여 실증분석을 하였다. 연구결과, 첫째, 진성리더십은 직무자율성에 정(+)의 방향으로 통계적으로 유의미한 관계를 보이는 것으로 나타났다. 둘째, 직무자율성은 직무열의 하위변인인 활력, 헌신, 몰두 등 3가지 변인 모두에 정(+)의 방향으로 유의미한 관계를 보이는 것으로 나타났다. 셋째, 직무자율성이 진성리더십과 직무열의 하위변인인 활력, 헌신, 몰두 간에 모두 부분매개 하는 것으로 나타났다. 넷째, 상사신뢰가 진성리더십과 직무열의 하위변인인 활력, 헌신, 몰두 간에 모두 조절효과를 보이고 있다. 분석결과 구성원의 직무자율성은 진성리더십과 직무열의 하위변인 간에 주요한 변인임을 확증하였으 며, 상사신뢰 또한 진성리더십과 직무열의 하위변인 간에 주요한 변인임이 증명되었다. 따라서 기업조직 에서는 리더가 진정성을 가져야 하며, 구성원의 직무자율성을 고양시키고 상사와 부하간의 신뢰를 높이는 것이 중요하다.

본 연구는 한국사회가 고령사회가 되면서 중장년 근로자가 직면한 근로환경이 변화하고 있다는 점에 주목하여 중장년 근로자의 직무열의에 영향을 주는 요인을 밝히고자 하였다. 본 연구에서는 중장년 근로자의 직무열의에 대한 선행변인으로서 직무의 질적 측면에서 역할이 축소된 측면으로 과소직무요구(deficiency of job demand)와, 직무자율성, 그리고 나이 때문에 승진, 교육, 평가 등에서 차별을 받는다고 지각하는 나이차별인식의 영향을 연구하였다. 직무요구-자원(job demand-resource) 모형에서 제시하는 상호작용 패턴에 입각하여, 본 연구에서는 중장년 근로자들이 직무요구가 과소한 상황과 지원적이지 못한 차별적 환경에서 상호작용 패턴은 다를 것으로 예측하고, 세 예측 변인들 간의 삼원상호작용 효과를 검증하였다. 생산직과 사무직 등 다양한 직무에 종사하는 중장년 근로자 394명으로부터 데이터를 수집하였다. 연구결과, 직무열의에 대한 예측변인들의 주효과는 유의하였으며, 세 예측변인 간 유의한 삼원상호작용이 나타났다. 나이차별인식이 낮을수록 과소직무요구와 직무자율성의 상호작용이 강하게 나타났으며, 직무자율성이 높은 경우 직무요구가 적을수록(즉, 과소직무요구) 열의는 떨어진 반면, 직무자율성이 낮은 경우 직무요구가 과소하면 오히려 열의가 높아지는 패턴이 나타났다. 그러나 나이차별인식이 높은 경우에는 직무자율성만 직무열의에 영향을 미치는 것으로 나타났다. 이러한 결과를 바탕으로 이론적, 실무적 시사점을 논의하였다.

본 연구는 리더의 임파워링 리더십이 부하의 직무열의를 통해 혁신행동에 미치는 영향을 확인하였다. 또한, 부하의 일반적 자기효능감이 직무열의와 혁신행동의 관계를 어떻게 조절하는지 분석하였다. 이를 통해 임파워링 리더십이 혁신행동에 미치는 영향의 메커니즘을 분석하고, 임파워링 리더십이 부하의 태 도 및 행동에 미치는 효과에 영향을 미칠 수 있는 구성원의 특성적인 요인을 찾고자 하였다. 임파워링 리더십, 직무열의, 혁신행동, 일반적 자기효능감에 관한 선행연구를 바탕으로 연구모형과 가 설을 설정하였으며, 육군 중대급 이하 간부들을 대상으로 설문조사를 실시하여 최종적으로 리더-부하 131쌍을 분석에 활용하였다. 분석 결과, 상사의 임파워링 리더십은 부하의 혁신행동에 정(+)적인 영향을 미쳤으며, 상사의 임파워링 리더십과 부하의 혁신행동의 관계는 부하의 직무열의에 의해 매개되었다. 또 한 부하의 직무열의가 혁신행동에 미치는 정(+)적인 영향은 부하의 일반적 자기효능감에 의해 정(+)적으 로 조절됨을 확인하였다. 마지막으로 상사의 임파워링 리더십이 부하의 직무열의를 매개로 혁신행동에 미치는 간접효과는 부하의 일반적 자기효능감에 의해서 조절됨이 검증되었다. 이러한 연구결과는 임파워링 리더십이 부하의 혁신행동에 미치는 영향에 대한 외적타당성을 확대하였 으며, 임파워링 리더십이 부하의 혁신행동에 미치는 영향의 메커니즘을 검증하였다는데 의의가 있다. 또 한 군 조직에서의 임파워링 리더십에 대한 효과성 검증을 통해 일반사회에서 효과성을 가지는 임파워링 리더십이 군 조직에도 적용 될 수 있음을 확인하였다. 그리고 부하의 혁신행동을 장려하기 위해 군 조직 관리자들이 임파워링 리더십과 직무열의에 대한 관심을 가질 필요성이 있음을 제안하였다. 끝으로 임파 워링 리더십이 모든 부하에게 동일한 영향을 미치는 것이 아니라, 개인의 특성에 따라 그 효과가 강화되 거나, 혹은 중화될 수 있음을 확인함으로써, 향후 연구에 대한 발전 방향을 제시하였다.

The Portuguese tourism sector has grown steadily in recent years and will continue to generate a series of opportunities and challenges for which answers will be needed to ensure a structured growth path for the sector. Research on CSR in tourism is still sparse (Dwyer and Sheldon, 2007). In an attempt to address this issue, this study analyses whether the CSR consumer perceptions and consumer engagement are significant variables supporting the success of a long-term relationship in the tourism sector as a brand love. Knowing the role of the perceived community, environmental and consumer’s aspects of CRS image, the levels of personal involvement in tourism play an important role in the relationship between the social concerns of tourists, their responsible behaviour and the relationship that they establish with the place. A quantitative methodology was employed for this research. It was used a survey to measure relationships between constructs on a theoretical model. The questionnaires were administered to tourists (nationals and internationals) in the main tourist’s points in the Porto city during the month of October 2017. A sample of tourists produced 958 useable questionnaires. Structural Equation Modelling (SEM) using maximum likelihood estimation and bootstrapping method was conducted to test the validity of the model and the formulated hypotheses. The results obtained in the estimation of the proposed conceptual model show that in respect to the corporate social responsibility image all the variables considered to explain that image are statistically significant. The tourists CSR image of the city of Porto leads to an increase of brand love and the consumer engagement with the city of Porto leads to an increase of brand love too. This is the first time that this evaluation has been carried out for the Porto city and it proves to be necessary information for the various stakeholders who work in the sector, including local organizations, companies and industry leaders, among others.

Since social media has become an essential tool in the contemporary hotel industry, companies are now building social media communities to engage customers online (Leung & Bai, 2013) and to maintain satisfaction, trust, commitment, loyalty, and brand relationship quality (Harrigan, Evers, Miles, & Daly, 2017). Despite global hotel companies’ increasing adoption of social media platforms to promote customer engagement, research in this area is still sparse (Harrigan et al., 2017; So, King, & Sparks, 2014). To fill this gap, the authors developed a theoretical model incorporating two antecedents (hotel brand experience and customer involvement to social media) and a consequence (brand relationship quality) of customer engagement (CE) in the context of hotel brand communities embedded in social media. Additionally, the authors included hotel brand reputation (HBR) in the model as another predictor of brand relationship quality (BRQ). This study obtained data from a panel survey consisting of the responses of hotel customers who had stayed at one of ten famous hotel brands in the U.S. within the past 12 months and were simultaneously followers of the hotel brand’s page on Facebook. The findings reveal that both antecedents (ISM and HBX) positively and significantly influence CE and that hotel brand experience (HBX) has a stronger impact on CE than ISM. The findings also demonstrate that CE has the strongest, positive effect on BRQ, followed by HBX and HBR. Furthermore, the findings indicate that the relationship between HBX and BRQ is partially and significantly mediated by CE. This research provides theoretical and practical contributions to the field. First, unlike previous studies, the current study utilized the concept of CE with hotel brand communities embedded in social media as a mediator between HBX and BRQ and found partial and significant mediation effects. Second, the study identified two new and crucial antecedents of CE with brand communities embedded in social media—customer brand experience and customer social media involvement. Third, this study found brand relationship quality as one of the primary outcomes of customer engagement with hotel brand communities in social media. Lastly, the findings confirm that social media-based brand communities (i.e., Facebook) are one tool companies can use to build long-lasting customer-brand relationships.

The restaurant industry is more engaged in innovation now. Many entrepreneurs realized that the restaurant sector faces major challenging market environments: changing needs of customers, high competition, low barriers to entry, high labor costs, and innovation technology. The market orientation drives business learning about customers. Engaged customers can assist firms to improve performance by getting involved with the firm’s product innovation. Innovation could help restaurants to improve the products and service quality, cut costs, increase sales and profits; it is the basic condition for the survival of restaurant entrepreneurs. However, studies about how the innovation affects restaurant performance were still limited to describe the overview of products innovation process (Ivkov et al., 2016). Resource-based theory takes the internal resources and capabilities of a firm as valuable sources of competitive advantage. How to combine internal resources and quickly respond to market needs to create performance of innovation entrepreneurship that still unclear and worth exploring in depth discussion. Based on the above, This study personal interview with twelve restaurant entrepreneur, government experts and scholars reveal how absorptive capacity could strengthen the link between positional advantage and innovation for entrepreneurship restaurants with the influence of customer engagement. The positional advantages can make enterprise differentiate with their competitors, that including entrepreneurial orientation, human capital and market orientation (Jogaratnam,2017). The experts believe that innovation entrepreneurs need to adopt an open mind, seek new opportunities in the catering market, acquire or develop new technologies and launching new products / services in the market, using high returns and high risk strategies in search of success in market. Training and educating team members are effective way to improve their innovation entrepreneurship.

Definitions of customer experience typically relate to memories of an event which stand out amidst noise present in a consumer’s environment. In this study we investigate the effects on memorability when consumers seek to commit their experience to electronic media, either for their own subsequent consumption, or shared consumption with others. We specifically investigate whether the intervention of electronically recorded experience influences subsequent recall of a service experience, and subsequentrecommendation of it to others, compared with a baseline situation of no external recording of an experience. The research is underpinned by models of memory structure and recall (Ericsson & Kintsch, 1995). A longitudinal study is undertaken in the context of an art gallery. Participants recorded behavioural and affective components of their visit over a period of six months. Intensity of use of social media during the experience mediated outcomes of satisfaction and likelihood of recommendation to others. Initial findings indicate differences in participants’ recalled satisfaction, partially mediated by level of social media engagement during their visit.

Purchase engagement reflects the attitudes and behaviors of the customer in relation to their present and future purchases of the firm’s service (Kumar & Pansari, 2016). However, the concept of engagement in marketing has received less attention in business-to-business (B2B) contexts due to the complexity and heterogeneity in which the number of people involved in B2B buying decisions remains high than in consumer markets (Lilien, 2016). The challenges in developing B2B marketing theory also depends on the context and one such area that has been under-researched is the professional service firm (PSF) context (Casidy & Nyadzayo, 2017). According to Heirati et al. (2016, p.51) “…the field of B2B marketing contains limited research examining the role of PSFs' simultaneous collaboration with customers and suppliers under differing environmental conditions.” Also, there are calls for research to examine the drivers and outcomes of purchase engagement as it is a relatively nascent construct (Kumar & Pansari, 2016). Thus, this study sought to examine the drivers and outcomes of purchase engagement in B2B professional services. Using the structural equation modelling approach, the results from a survey of CEOs and/or owner-managers of small and medium-sized enterprises (SMEs) in Australia found that customization and loyalty to the account manager are two salient drivers of purchase engagement. In turn, purchase engagement is found to impact three outcomes namely consideration set size (CSZ), dependence and willingness to pay a premium price (WTP). An interesting finding in this study is the mediating role played by dependence as a mechanism through which engagement can impact CSZ and WTP. Practical and theoretical implications as well as research limitations and future research are discussed.

Over the last several years, the growing accessibility of VR has shifted its application from military and aviation to education as it provides the capability to create immersive learning experiences (Buń et al., 2017). However, VR simulations have mostly been used in the educational curriculum of “hard sciences” or the STEM disciplines (for a review, see Merchant et al., 2014). Most notable educational applications of VR have been used in medicine and science (e.g., Arora et al., 2014; Lindgren et al., 2016). This study develops and tests a VR marketing simulation designed for a second-year marketing unit at an Australian university. Within their respective tutorials, 150 students will experience the simulations and tutorial presentation on a pre-assigned topic in their marketing curriculum. A within-subject experimental design will be adopted to examine the feasibility of the simulation, which is measured by : (1) immersion; (2) e-learning enjoyment; (3) learning self-efficacy; (4) learning attitude; (5) intention to use; (6) student engagement; and (7) knowledge-based learning performance.

An increasing number of Internet users use hotel booking websites and online travel agencies to arrange trips and search for information related to their travels. This study investigates the impact of customer engagement on user perceptions of the quality and value of an online hotel-booking website, as well as whether such perceptions further influence user trust in online websites (eTrust) and result in behavioral intention of eLoyalty. The empirical results of structural equation modeling analysis of 400 questionnaire results collected in Taiwan reveal that customer engagement has a positive impact on perceived website quality (i.e., usability, ease of use, entertainment, and complementarity), which in turn influences perceived value. The results do not show a direct impact from customer engagement on perceived value. Finally, the results verify that eTrust mediates the relationship between consumers’ perceived website quality and behavioral intention of eLoyalty toward an online hotel-booking website; eTrust also mediates the relationship between consumers’ perceived value and behavioral intention of eLoyalty toward an online hotel-booking website. The findings provide both academic researchers and practitioners with a better understanding of customer engagement and facilitate development of more effective customer engagement strategies for online booking platforms.

Introduction This study intends to analyse the impact of the engagement and employee experience towards the employee and employer success. The results demonstrate that organisations are conscious of the importance of retain and create happiness at work and are starting to create an internal experience for their workforce. They want to have employees engaged and retain talent. When employees are more committed to be happier at work they tend to take part of the ownership of their organisations. Employers and employees are more focused on people and the value that they can add to every single product and/or service they design, create and deliver. All this investment on internal world is feeding a better consumer experience as the quality standards are getting higher. Theoretical development The main goal is to evidence how the engagement is attaining more importance on both sides: employee and employer. In the past years, a growing number of studies and are giving more importance to the human side on organisations (e.g., Sinek, 2009; Nayar, 2010; Medeiros 2017). From the transactional economy, organizations are walking to an emotional, experience economy. In the customer-centric dynamics, organisations are taken employees first because these, once deep involved with the mission and goals of the organization, will be more devoted to customers. People “who love going to work are more productive and more creative. They go home happier and have happier families. They treat their colleagues and customers better. Inspired employees make stronger economies.” (Sinek, 2009, p.14) Without happy and empowered employees, the service will never achieve the best and higher levels to then be delivered to the customers. Company “can (should) focus on its value creators – the frontline employees. (…) in his or her knowledge, creativity commitment to tasks, and capacity to collaborate. In fact, (…) “the true value is created in the interface between the customer and the employee. (…) When a company puts its employees first, the customer actually does ultimately come first and gains the greatest benefit.” (Nayar, 2010, p.7). Internal engagement is crucial to companies’ reputation, to brand/service perception and ultimately for the business survival and successful future: “Employees who are dispositionally self-efficacious and proactive are likely to use their initiative, engage in proactive service performance, take charge to bring about change, proactively solve problems and implement ideas.” (Patterson et al., 2009). Research design According to the authors of the model applied, “we define engagement as the attitude, behaviour, the level of connectedness among customers, between customers and employees and of customers and employees with the firm.” (Kumar and Pansari, 2016, p. 498). This was the starting point for our interviews and our study. To complete this exploratory study, we’ve decided to follow a qualitative research by creating a script and interviewed 4 people in 10 organisations based in Lisbon. “Qualitative research starts from and returns to words, talk, and texts as meaningful representations of concepts.” (Pratt, 2009, p.856). The original script was written in English, then translated to Portuguese to be applied on the organisations. Each interview was fully transcript in Portuguese and the main findings and relevant content were enlightened in English to produce this paper. On each organisation, four employees were chosen: two women and two men from different departments and positions - board management, executive leadership, line managers and individual contributors. All interviewed people have Portuguese nationality and have a labour contract with their employer organisation. None outsourced employees have been selected to this study. All employees have between 25 and 50 years old. Interviews were done individually on the headquarters of each organisation. Interviews took between 45 and 60 minutes each. All conversations have been recorded with the individual’s authorisation. The note of confidentiality was explained and applied to all of them. The interviews followed the same script: three main blocks on a semi-structure script. Participants were asked to think about engagement and experience and share their thoughts and examples. Different organisations were chosen: multinational companies, agencies, national companies, private funds. The diversity of the organisations was accepted and taken as an added value to our work. To convert all audio into text, we’ve applied the google audio tool and a Huawei phone app that can transform audio into text. A final check was done in order to verify all sentences and avoid mishaps. After all transcription, a content analysis has been done and the most relevant facts, insights and details have been listed. The content analysis was done using the MAXQDA software. Results and conclusions The main goal of this exploratory study was to determine how engagement and experience are taking such an important role on employees and employers success. In order to be happier at work, employees are more committed and accountable. In the same equation, and to retain more talent, organisations are more focused on employees and how to design and delivery to them a better internal experience. The main finding confirm that happier and recognised employees work better, work more and have the ownership of the organisations they work for. Once people are happy and have good work conditions – financial, physic and technological – they will go further and beyond to deliver their tasks and when needed they will internally cooperate with their teammates or with other departments. To promote this good environment and to keep workforce with them, employers are changing the future of work, nevertheless a few organisations are not applying this or taking these questions as a priority. According to the content analysis of all interviews below a few findings that we would like to highlight: 1) Most of the interviewees say they like their jobs and they are happy at work. They feel that they are part of something: family, team, organisation, culture. 2) The feeling of belonging was mentioned multiple times – the emotional link and the human aspect of being accepted and valuable inside the organisation. 3) All interviewed people, despite the job and the position they have, spoke about the power of recognition and the importance of this aspect to retain talent. 4) All interviewed people raised the importance of happiness at work, the wellbeing variable and the crucial aspect of work/life balance. 5) All interviewed employees agreed that their organisations value more the individual, their soft skills, than the job position and the tasks that there are committed and designated to do. 6) From the point of view of organisations, as leaders and builders of a strategy, we could note that only a few are planning and designing a structured employee experience. Nevertheless, all companies have a list of benefits and create events to get together their employees and promote a better life for them. Following a more structured or more informal way, all interviewed organisations implement a list of actions to create a good work environment: flexibility on the work hours, the possibility to work from home, the team/company dinners and parties; the physical structure with infrastructures to have lunch or to have a break; the empowerment of the employees by asking them to be part of the decisions. 7) Only a few of the interviewed claim that their organisations are promoting situations of work mobility and career progression. Most of the people explained that is difficult to grow or to move from departments. 8) Both, organisations and employees, understand that the salary is not an imperative condition to work or to retain people. Employees value more other work conditions and benefits. The fact is that different and heterogeneous organisations understand and reveal concern in taking care of their people and on the importance of retain their employees. Strategies, or more simple activities, are taking place. All of 40 employees, aside their gender, ages, under all circumstances and positions, want the same: recognition, to be happy and to balance, the best way possible, their work and their life. People want to be treated as people, as an exclusive human being as each of one of human beings are: a unique person and to be recognise whenever they do an extra effort. And this is the part of the key for the success of employers and employees (see figure 1).

Destination Marketing Organisations (DMOs) are facing the dilemma: on one hand, communicating branding messages effectively to target markets all over the world requires abundant resources, while stakeholders within the destination have different (sometimes even conflicting) interests in destination branding on the other. Specifically, residents of a tourism destination have great potential in helping the place by being involved in tourism development and destination branding, due to the development of information technology. To investigate how self-congruity influences residents’ evaluation on the place, as well as their voluntary WOM behaviours, this article proposes self-congruity as a key construct affecting residents’ place satisfaction and expectation, and further influencing residents’ place related behaviours, such as word-of-mouth (WOM). An empirical study was conducted in Ljubljana, Slovenia, with 309 questionnaire collected. Via a structural equation modelling analysis, this study finds that variation of self-congruity in the impacts on place satisfaction and expectation, as well as two types of WOM behaviours, namely one-to-one WOM and one-to-many WOM. This provides evidence to support the standpoint that different WOM are motivated by different factors via different psychological mechanisms. Specifically, (1) actual self-congruity and place satisfaction (reflecting an evaluation of past of current performance of the place) only affect one-to-one WOM, suggesting that this type of WOM is mainly motivated by one’s current state; (2) ideal self-congruity was found to affect place expectation, suggesting a consistency in the expectation of one’s self image and the place; (3) one-to-many WOM has two indicators of ideal self-congruity and place expectation, implying publishing one’s opinions and thoughts is driven by expectation rather than current state. In general, the results add detailed and in-depth findings on distinguishing the motivations of different types of WOM in WOM literature.

Numerous studies have explored the influence of Airbnb on the tourism and hospitality industry. However, relatively few studies have focused on customer engagement. Considering its crucial role of boosting customer satisfaction and behavioral intentions (Harrigan, Evers, Miles, & Daly, 2017; So, King, Sparks, & Wang, 2016), there is a great need for research into Airbnb in terms of customer engagement. Therefore, this study aims to investigate customer engagement, satisfaction, and behavioral intentions among Airbnb users. This study recruited a total of 374 US Airbnb users through Amazon Mechanical Turk (MTurk), which has been increasingly adopted to collect samples in tourism and hospitality studies. Data analysis for structural equation modeling (SEM) was conducted to determine the effects of customer engagement on satisfaction and behavioral intentions of Airbnb users. The results show that customer engagement plays a crucial role in Airbnb user experiences. This study contributes to tourism and hospitality research by applying a customer engagement scale previously developed by So et al. (2016) to examine the relationship between customer engagement and behavioral intention to use Airbnb. In addition to this relationship, satisfaction was included as a mediator to better grasp the importance of customer engagement and the role of satisfaction among U.S. Airbnb users. This research also extends the current literature of Airbnb by examining, through an empirical approach, how customer engagement with Airbnb impacts its users’ behavioral intentions.