Technologies such as Artificial Intelligence (AI) or Robotics are emerging as a new way of improving services, readjusting and impacting all business industries and relationships among people (Loureiro et al., 2021; Makridakis, 2017; Mingotto et al., 2020). The hospitality industry is no exception to this (Mingotto et al., 2020) since a quick growth in the use of robots and AI in this industry has been seen, registering a turnover of 249 million U.S. dollars (International Federation of Robots, 2021). This demonstrates that these technologies have a huge potential to grow, being relevant to deeply study them. Since very few of the existing studies highlight the robot-human interactions, further studies on the enhancement of human well-being through transhumanistic technologies, close relationship marketing capabilities, and the evolution of the engagement process between humans and AI-enabled machines are needed (Loureiro et al., 2021). To address the existing gaps and consider Susan Fournier’s (1998) study on customer-brand relationships, the main goal of this study is to find support for this researcher by associating customer-brand relationship studies with a customer-robot relationship. It also aims to understand individuals’ attitudes towards different types of social robots and the relationship process between social robots and humans, in the hospitality industry, and the influence of identification in the creation of attachment, connection, and commitment. The possible contributions of the customer-robot emotional relationship on customers’ feelings of wellness were also studied.

Voice assistance (VA) has been widely adopted in the tourism and hospitality industry to interact and communicate with tourists and provide useful travel recommendations. Although more companies in tourism have adopted environmental sustainability practices and tourists have increased their sustainability awareness, lack of research has been conducted to investigate the effectiveness of VA in promoting sustainable consumption of tourism products or services. This study proposes that customising environmental sustainability messages for tourists with different cultural orientations and VA use purposes can enhance their engagement with the VA, which can affect their consumption decision. The results from a scenario-based experiment demonstrate that tourists with interdependent/independent cultural orientation have higher engagement with the environmental sustainability messages communicated by the VA when they are with a non-transactional/transactional purpose. Implications for tourism marketing strategies are discussed.

Brand resonance plays a crucial role in customer relationship management and the development of brand equity between customers and the brand. Therefore, effective methods for promoting customers’ brand resonance are critical in the hospitality industry for gaining competitive advantages and establishing sustainable management strategies. The purpose of this research was to investigate the relationships among brand coolness, customer inspiration, and brand resonance in the hospitality industry, as well as the mediating influence of customer inspiration. A total of 451 customers from 25 well-known brand restaurants in Taiwan returned questionnaires. These restaurants are recommended by TripAdvisor and had elements of coolness indicated in the customer reviews. Among the 451 participants, 260 (57.6%) were female and 191 (42.4%) were male; 344 (76.3%) were unmarried; 279 (61.9%) had received a college-degree certificate or above; and most were 21 to 30 years old (36.6%). The results revealed that brand coolness positively affected customer inspiration and brand resonance and that customer inspiration positively affected brand resonance. Furthermore, customer inspiration mediated the relationship between brand coolness and brand resonance. The study contributes to the hospitality literature of brand resonance. These findings can apply for the practice of brand management and customer relationship management in the hospitality industry.

하와이는 깨끗한 휴양지와 현대적 경관이 어우러진 세계적인 관광지로 써 많은 여행객들의 발걸음을 이끌어왔다. 이뿐 아니라 19세기 중반 이 후 사탕수수 산업의 호황으로 가속화되어온 세계 여러 지역으로부터의 하와이로의 노동이주 물결은 동서문명 조우의 공간이자 다문화주의의 중 심지로서의 발전을 추동케 했다. 이처럼 하와이는 주민들의 상대에 대한 포용과 이해를 바탕으로 한 환대정신과 하와이 관광 산업의 중심축을 구 성하는 환대산업과 더불어 하와이 특유의 문화다양성이 잘 어우러져 세 계적인 환대도시로서의 입지를 공고히 해 왔다. 본 연구는 이러한 하와 이의 관광·다문화를 중심으로 한 환대성의 이면에 교묘한 군사주의와 식 민주의로 대변되는 적대성이 존재한다는 사실을 비판적으로 성찰하였다. 미국은 1893년 하와이를 점령하였으며, 1941년 진주만 피습 이후 이 사 건을 하와이 역사의 중추적 내러티브로 재구성하며 진주만, 특히 USS Arizona 기념관이 하와이의 주력 관광상품으로 발돋움하게 되었다. 이를 통해 그 이면에 은폐된 미국의 군사주의와 원주민의 주권 상실의 역사를 교묘하게 감추어왔다. 또한 본 연구는 하와이를 표상하는 다문화주의의 배경을 환태평양 지역의 제국주의와 식민주의적 맥락에서 고찰하였다. 하와이 왕국을 전복시킨 미국 본토에서 넘어온 백인들은 하와이 사탕수 수 산업을 장악하였고, 이에 따라 값싼 아시아계 노동이민자들의 원활한 정착을 위해 다문화주의를 의도적으로 전파한 정착형 식민주의를 주목할 필요가 있다.

Omotenashi is the Japanese term for a conception of service hospitality rooted in the Japanese tea ceremony. This research explores the ways in which contemporary hospitality executives have drawn on the historical tradition of omotenashi in the tea ceremony, as well as older Japanese cultural and spiritual traditions underlying omotenashi, to re-envision encounters between service employees and customers. In high context cultures like Japan, information is widely shared, which reduces the amount of information that must be shared verbally. The nature of Japan‟s high-context culture is manifested in two important principles of the philosophy of the tea ceremony. One important principle is mutual understanding, which arise from the process of “consideration,” which involves “putting oneself in the position of others to anticipate their desires” (Surak, 2012, p. 51). A second important principle involves ritualized social interactions. As Kondo explained (1985), “… the Japanese tea ceremony is a highly ritualized version of the host/guest interaction, and a heightened expression of the emphasis on etiquette in Japanese culture in general.” He continues: “The theory is that mere good intentions are insufficient; one must know the proper form in order to express one‟s feelings of hospitality effectively (Kondo 1985, p. 288). The importance of ritualized behavior also emerges in the kata of Kendo and other Japanese martial arts, where the term kata refers to a sequence of stylized movements that are designed to cultivate “speed of movement, dynamic execution, and realistic character” (Kiyota, 2002, p. 24). Similarly, Zen discussions of secular work emphasize the value of ritualized behavior. According to Musimi (1990, p. 821), “Deeply ingrained in the minds of the Japanese people is the belief that „work‟ makes for moral culture, and man‟s character is formed through the process of working.” Arai (2006, p. 110) observed that domestic work also can be viewed as “ritualized [Zen] activity done in accord with wisdom and compassion.” We argue that current attempts to implement the spirit of omotenashi in employee training have emphasized the spiritual, attitudinal, and behavioral dimensions of omotenashi. The meaning of these dimensions reflect the ways in which executives understand and interpret the high-context nature of Japanese culture and Zen Buddhism on the Tea Ceremony and Japanese martial arts such as Kendo.

This paper studies the factors affecting university and industry collaboration in education in the hospitality industry in Ho Chi Minh City (Vietnam) from a company perspective. The authors use qualitative method and quantitative research to study the matters, specifically using scales and data collected for Cronbach alpha reliability testing, analysizing the discovery factor of EFA, CFA and verifying the regression models through AMOS software with SEM linear modeling. The study proposes four factors: (1) organization factors, (2) contextual factors, (3) process factors, and (4) cooperation perspective impacting on the benefits factors and university and industry collaboration in education. In addition, it is also found that benefits factors has a direct and positive impact on the collaboration in education. The results suggest that the process factor had the strongest positive, followed by the contextual factor. The findings revealed that the benefit factors were significantly related to collaboration in education, which affects university and industry hospitality alliances. This finding confirm that the cooperation perspective (QD) and contextual factors (HC) are critical in collaboration between university and industry. A new point of interest is also identified that the benefits of training links are quite dependent on the linking perspective from tourism businesses.

The study investigates a recent surge of cash literature by using a sample of hospitality firms to gain a new understanding of corporate cash holdings. Past literature states that there is a substantial variation of liquidity across industry groups. Existing literature predominantly refers to US-listed firms and focus on either hotels or restaurants and not the hospitality industry as a whole. Therefore, we provide a comparative study of cash holdings behaviour between hospitality and non-hospitality firms from an emerging market context. Using a sample of public listed hospitality firms from 2002 to 2013, dynamic panel regression techniques are used to study the relationships between firm characteristics and cash levels. Also, the non-parametric Wilcoxon-Mann-Whitney test was carried out to examine the time and sectoral differences in cash holdings. In addition, the panel regression techniques are used to investigate the relationships between firm characteristics and level of corporate cash holdings. The results reveal that firm characteristics do matter in hospitality firms. We find that firm size, capital expenditures, and liquid assets substitutes are negatively related to cash level. The results support trade-off theory and the pecking order theory. This study incrementally explains the cash holdings behaviour of hospitality firms in emerging market.

Substantial growth in the economy and extensive use of natural resources has become a major issue in the modern world. Organizations have started to worry about the environment and are beginning to invest in and practice green strategies. Companies should be responsible for the environment and use sustainable methods to run their businesses. The main purpose of this study is to explore the conceptual approach to Green Human Resource Management (GHRM) practices and Corporate Environmental Responsibility (CER) in the hospitality industry. The theoretical framework of GHRM practices such as green recruitment, green selection, green training and development, green performance appraisal, green reward and compensation, and corporate environmental responsibility have been comprehensively studied for this purpose. Green Human Resource Management in the hospitality sector is a less studied and rarely implemented phenomenon. The integration of GHRM and CER along with green competitive advantage and green supply chain management in hospitality is new concept in hospitality industry. Study suggests that Corporate environmental responsibility (CER) and Green Human Resource Management (GHRM) have a significant role in the hospitality industry. However, for sustainable development of tourism and hospitality, this concept should be capitalized with necessary research and development.