본 연구에서는, 표고버섯 균사체 발효 생물전환공법으로 생산된 미강생물전환소재(BPP-RB)가 가금티푸스의 주요 원인균인 S. Gallinarum에 감염된 닭 유래 대식세포주 HD- 11에 미치는 효과를 조사하였다. 그 결과, 미강생물전환소 재 추출액은 S. Gallinarum 277에 대한 직접적인 성장억제 효과를 보여주지 않았으며, 총단백질 및 분비단밸질 발현 양상에 어떠한 변화도 유도하지 못하였다. 하지만, 미강생 물전환소재 추출액은 (i) HD-11 대식세포의 탐식 능력 (phagocytic activity)을 활성화하였고, (ii) Th1-type cytokines (tumor necrosis factor-α, interleukin (IL)-1β, iNOS)과 immunosuppressive cytokine IL-10의 발현 증가를 유도하였으며, (iii) Th2-type cytokines (IL-4, IL-6)의 발현은 감 소시키는 것으로 확인되었다. 이러한 결과를 종합하면, 미강생물전환소재는 가금 농장에서 가금티푸스 및 다른 Salmonella종의 감염을 예방하기 위한 사료첨가제로서의 가능성을 가지고 있다고 사료된다.

고추는 한국의 식생활에서 필수적인 향신료로서 대부분 이 건조 보관되면서 소비되고 있으며 식품 제조용 및 조미료로써 광범위하게 활용되고 있다. 고추와 고추 재배 토양에서 미생물 오염도를 확인하고자 본 연구에서는 고추 재배 농가(I, II, III, IV, V)에서 시료를 채취하여 일반세균 수, 대장균군, 대장균은 정량적 분석을 수행하였고, Salmonella spp., E. coli O157:H7, L. monocytogenes, B. cereus는 정성적 분석을 수행하였다. 고추 63점과 재배 토 양 54점의 일반세균수는 각각 2.97~8.13 log CFU/g, 5.91~ 7.65 log CFU/g이었고 재배 토양이 고추보다 좀 더 높은 미생물 분포를 보였다. 대장균군은 고추에서, 그 범위가 1.87~6.71 log CFU/g 수준으로 나타났고 재배 토양에서, 그 범위는 0.67~6.16 log CFU/g 수준으로 나타났다. 대장균은 고추에서는 전혀 검출되지 않았고 토양 시료 54점 중3점 (6%)에서 0.83~4.36 log CFU/g 수준으로 검출되었다. 5개 농가의 고추, 재배 토양 시료에서 Salmonella spp., E. coli O157:H7, L. monocytogenes등은 검출되지 않았고, B. cereus는 고추 63점 중 3점(5%)에서 검출되었고 재배 토양 54점 중 53점(98%)에서 검출되었다. 농산물에서의 미생물 오염은 생산, 가공, 유통의 전 과정에서 일어날 수 있으므로 각 단계에서의 철저한 위생관리가 요구된다.

2015년부터 2016년 동안 우리나라 공항에서는 수입검역과정에서 금지식물로 폐기된 실적이 17만건에 달하며 그중 인천국제공항은 12만건 이상으로 가장 높다(농림축산검역본부 PIS, 2016). 인천국제공항을 통해 반입되는 휴대 금지식물에서 금지해충(과실파리류, 나방류 등) 유입 가능성이 높음에도 불구하고, 금지식물에서 발생하는 해충에 대한 객관적인 정보가 부족한 실점이다. 이에 2018년 1월부터 2018년 6월까지 인천공항으로 반입되는 휴대식물 및 해충조사를 실시하였다. 총 27,948건의 휴대식물에서 검사를 진행하였으며 98국가에서 316 품목을 조사하였다. 그 결과, 91건의 휴대식물에서 해충이 검출되었으며, 익은 바나나 14건, 망고스틴12건, 구아바 12건, 망고 11건, 람부탄 9건, 슈가애플 8건, 파일애플 4건, 고추 3건 등에서 검출되었다. 반입국가는 베트남이 47건으로 가장 많았으며 태국, 필리핀, 인도네시아 순이였다. 검출해충은 깍지벌레과와 가루깍지벌레과가 포함된 노린재목이 76건으로 가장 많았으며, 파리목은 11건이며 그중 오리엔탈과실파리가 1건이고, 개미류가 8건을 차지하였다.

나무이는 감귤그린병, 제브라칩병과 같은 식물병원균의 매개충이 되는 경제적으로 중요한 해충그룹으로서, 귤나무이(Diaphorina citri Kuwayama)는 감귤산업에 큰 피해를 주는 감귤그린병(Citrus Huanglongbing Disease)을 매개하여 전 세계적으로 문제가 되고 있다. 최근 기후 온난화로 귤나무이가 유입될시 제주도를 비롯한 남부지방에서도 하우스 재배 감귤에는 충분히 월동 가능할 것으로 분석된다(감귤연구소, 2015).제주도지역이 경우, 묘목 수입에 의하여 전파될 가능성이 가장 클 것으로 예상된다. 이에 국내 유입 대비를 위한 예찰방법 및 동정법 개발이 필요한 실정이다. 제주도 지역을 2016년부터 현재까지 43지점을 조사한 결과, 18종의 나무이와 14종의 기주식물을 확인되었다. 또한 실내사육을 통해서 생육단계별 생태사진과 동정에 필요한 암수 생식기 표본, DNA 염기서열을 확보하였다. 현재까지 운향과를 기주로하는 나무이는 발견되지 않았으며 귤나무이 또한 발견되지 않았다.

국내 판매되고 있는 사슴벌레종[넓적사슴벌레(Dorcus titanus), 참넓적사슴벌레(Serrognathus consentaneus), 남방넓적사슴벌레(D. titanus jejuensis, 가칭), 애사슴벌레(D. rectus) 및 왕사슴벌레(D. hopei)]과 부산 지역에서 채집한 넓적사슴벌레 12개체와 경남 의령군에서 채집한 1개체의 미토콘드리아 DNA 중 cytochrome oxidase I(COI) 를 이용하여 계통을 비교분석하였다. 아울러 NCBI에 기등록된 북한, 일본, 대만, 필리핀, 인도네시아 및 태국의 넓적사슴벌레의 COI 서열을 이용하여 추가 분석하였다. 먼저 판매되고 있는 사슴벌레종은 넓적사슴벌레, 남방넓적사슴벌레 및 참넓적사슴벌레의 group I과 애사슴벌레 및 왕사슴벌레의 group II로 구분되었다. 부산지역 및 의령에서 채집한 넓적사슴벌레의 경우 COI 및 COII로 분석 결과 북한에서 기보고 된 3개체를 포함해 유전적 변이에 있어 큰 차이가 나타내지 않았다. 또한 한반도와 일본 일부지역에서 높은 상동성을 확인하였는데 그 외 아시아 지역에 서식하는 넓적사슴벌레와는 다른 그룹을 형성함을 확인하였다. 이러한 결과들은 국내 서식 사슴벌레 종의 유전적 분석과 함께 외래 유입종을 판별하는 근거자료로 활용될 수 있을 것이다.

고준위폐기물을 처분하기 위한 심층처분시스템의 구성 요소로는 처분용기, 완충재, 뒷채움 및 근계 암반이 있다. 이 중 완충재는 심층 처분시스템에 있어 필수적인 요소이다. 처분용기에서 발생하는 고온의 열량은 완충재로 전파되기에 완충재의 열적 특성은 처분시스템의 안정성 평가에 상당히 중요하다고 할 수 있다. 특히, 고온의 열량은 완충재의 열적 팽창을 야기 하여 근계 암반에 열응력을 야기할 수 있기에 완충재의 열팽창 특성 규명은 반드시 필요하다고 할 수 있다. 따라서 본 연구에서는 국내 경주산 압축 벤토나이트 완충재(KJ-II)에 대한 열팽창 거동 특성을 실내 실험을 통해 분석하고 선형 열팽창계수 에 대한 추정 모델을 제시하고자 하였다. 압축 벤토나이트 완충재의 선형 열팽창계수는 딜라토미터 장비를 이용하여 승온 속도, 건조밀도, 온도 범위에 따라 측정되었으며 선형 열팽창계수 값은 대략 4.0~6.0×10-6/℃ 로 측정되었다. 또한 실험 데이터를 토대로 비선형 회귀분석 방법을 이용하여 건조밀도에 따른 경주 압축 벤토나이트 완충재의 선형 열팽창계수를 추정 할 수 있는 모델을 제시하였다.

This study was carried out to investigate the protective effect of prednisolone in rabbit primary cultured articular chondrocytes treated with sodium nitroprusside (SNP), a nitric oxide donor. After a cell phenotype was determined, the MTT assay and Western blot analysis of type II collagen, cylooxygenase-2 (COX-2) and phosphorylated extracellular regulated kinase (pERK) were performed in the control, SNP (298 μg/ml) alone or SNP plus prednisolone (0.05-50 μg/ml)-treated rabbit articular chondrocytes. Immunofluorescence staining of type II collagen was also performed. Cell morphology indicated that SNP treatment induced cytotoxicity, and that the SNP-induced cytotoxicity was inhibited by prednisolone treatment. MTT assay showed that the SNP treatment resulted in a significant decrease in the level of cell viability compared with that of control (p<0.01), and that the prednisolone treatment resulted in a decrease in the SNP-induced cytotoxicity. SNP treatment resulted in a decrease in the level of type II collagen, compared with the control chondrocytes. The prednisolone treatment recovered the down-regulated expression of type II collagen induced by SNP, showing a significant level in 5 μg/ml of the prednisolone treatment group compared to the SNP treatment group (p<0.05). A significant increase in COX-2 was significantly induced by the SNP treatment compared to control chondrocytes (p<0.01). The COX-2 expression was decreased by the prednisolone treatment, showing a significant level in 50 μg/ml of the prednisolone treatment group compared to the SNP treatment group (p<0.05). These phenomena was confirmed by immunofluorescence staining. Furthermore, the SNP treatment significantly induced a decrease of pERK expression compared to the control chondrocytes (p<0.01). The prednisolone treatment recovered its expression, showing a significant level in 0.5 μg/ml of the prednisolone treatment group compared to the SNP treatment group (p<0.05). Taken the above results together, prednisolone is considered to inhibit SNP-induced cell death and dedifferentiation, and modulated expression of COX-2 and pERK in rabbit articular chondrocytes.

본 논문은 정치적으로나 문화적으로 영국과 유럽의 변방에 있는 국외자적 지위에 항시 민감한 작가 3명의 소설을 탐구한다. 에드나 오브라이언의『작은 붉은 의자들』, 조 베이커의『시골길, 나무 한 그루』및 세바스찬 배리의『한시적 신사』, 등을 읽는다. 우선『작은 붉은 의자들』에서 오브라이언은 아일랜드의 유럽변방의식을 주제로 비영감적으로 가능한 플롯을 만드는데, 최근 유럽역사상 가장 악명높은 불법자 중 하나(보스니아의 학살자 라반 카라치크) 같은 주인공은 아일랜드의 외딴 곳 코나트 지역에 잠시 숨어서 비교적 잘 지낸다. 베이커의『시골길, 나무 한 그루』에서는, 반면에, 아일랜드시민 도망자에게 일종의 피난처가 되는 것은 유럽이 된다. 내가 “일종”이라고 한 것은, 피난하기 위해서 소설의 문화적 도피자—극작가며 소설가인 새뮤엘 베겟—는 어정쩡하게, 아니면 위험하게 2차대전 중에 프랑스에 머물기로 한다. 마지막으로, 배리의 포스트콜로니얼 아일랜드의 세기 중엽의 “웨스트 브릿트” 소설인『한시적 신사』의 텍스트인 공상적 메모와는 우리에게 아일랜드적이라는 것은 전적으로 거의 다루어 지지 않았다는 것을 상기시킨다. 이 두 가지 요구는 아일랜드 사람이라는 것을 요구하고 동시에 유럽인이며 영국인임도 요구한다.

본 연구는 최근 국내에서 발생한 산사태를 중심으로 수량화이론을 이용하여 산림환경인자가 발생면적에 미치는 영향 분석을 통해 예방적인 측면에서 산사태 발생 위험성에 대한 예측기준을 작성하였다. 산사태 재해로 발생면적에 영향을 미치는 각 인자의 기여도는 토심(0.3350)로서 가장 높았으며, 다음으로 임상(0.1741), 표고(0.1416), 사면위치(0.1266), 종단사면(0.1236), 모암(0.1146), 경사(0.1133), 방위(0.1084)으로 높게 나타났다. 산사태 발생 위험 기여도가 높은 8개 인자의 category별 상대점수 범위는 0점에서 1.2372점 사이에 분포하고 있었고 중앙값은 0.6186점이었다. 이 점수를 기준으로 산사태 발생 위험성을 4개 등급으로 구분한 예측 판정표를 작성하였다. Ⅰ등급의 점수는 0.9280 이상, Ⅱ등급은 0.6187∼0.9279, Ⅲ등급은 0.3094∼0.6186, IV등급은 0.3093 이하로 나타나 Ⅰ등급, Ⅱ등급, Ⅲ등급에서 산사태 발생 비율이 97.4%로서 비교적 높은 적중률을 보였다. 따라서 본 판정표는 산사태발생 위험도 판정에 유용하게 활용할 수 있을 것으로 판단된다.

Relationship between consumers and brands has become an important issue both for managers and marketing scholars (Fournier 1998, Fournier et al 2012,Alba and Lutz 2013, Loureiro 2015). This becomes even more important when brands misbehave. This paper studies the situation in which consumers are disappointed with the brand and feel hate toward it. Building on the Triangular Theory of Hate (Stenberg 2003), a qualitative and quantitative content analysis of 349 posts written on a facebook public group, is performed. The goal of the analysis is twofold: i) understanding which are the more recurrent types of hate for consumers and its causes; ii) testing, in light of the expressing writing theory, whether writing and sharing their brand hate online is a way for consumers to vent away their feelings and hence to restore their wellbeing. Results show that consumers mainly experience burning hate that is composed by anger, disgust and devaluation and wish the brand death. Also, given the specific relationship consumers have with the brand, the catharsis effect does not take place for them.

While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive cues of information in the processing of online reviews. Drawing on Stimulus-Organism-Response framework, this paper analyzes: (i) the independent effect of each dimension of emotions (arousal and pleasure), empathy with the reviewer and persuasiveness on perceived helpfulness of online reviews; (ii) the impact of perceived helpfulness on eWOM adoption; (iii) the moderating effect of sequence of reviews on the impact of emotions on perceived helpfulness of online reviews. In order to test the hypotheses of the model an experimental subjects-design was carried out using valence order: positive-negative vs. negative-positive as a condition. Data was collected in January 2016 using a sample of 830 Spanish TripAdvisor users. Participants were instructed to imagine a situation where they were going out for dinner to an Italian restaurant with friends and they were told to read a total of 10 reviews about the restaurant in the same order they were displayed and answer the questions that followed. Data analysis shows a bias effect of sequence of reviews on the impact of emotions and empathy with the reviewer on review helpfulness, which, in turn, influences eWOM adoption. When the sequence of TripAdvisor reviews begins with positive commentaries (POS-NEG), pleasure elicited by eWOM is a stronger driver of perceived helpfulness and empathy with the reviewer than if the sequence is the opposite (NEG-POS). On the contrary, arousal only triggers eWOM helpfulness when the user reads negative commentaries followed by positive ones. This study is novel because it explains how emotions and perceived usefulness of online reviews play a central role in eWOM adoption in tourism services to make consumption decisions.

Firms cooperate not only with complementary partners such as their suppliers and customers, but also increasingly with their competitors which can result in a simultaneous pursuit of cooperation and competition – coopetition (Brandenburger and Nalebuff, 2011). Coopetition is a paradox as it involves firms interacting with two contradictory logics – cooperation and competition, which their contradictory, yet interrelated, demands seem logical in isolation, but absurd and irrational when appearing simultaneously (Peng et al., 2017). The extant research on the role of the competitor as an NPD partner also throws conflicting results; positive and negative NPD performance. This variance could be related to the firm’s internal capability to manage the partnership in NPD activities. This research aims to investigate these issues: Part I examines ‘the paradox of coopetition’ by investigating how firm’s experience of coopetitive relationship influence on firm’s coopetition capability. Part II investigates the key antecedents and outcomes of coopetition capability on the competitor partnership for new product development. The findings suggest a balanced-strong coopetition and alliance management capability are useful to build coopetition capability. In turn, coopetition capability has direct and indirect effects on NPD performances.

Researchers have yet to investigate whether it is beneficial for exporters to engage in greater levels of product adaptation in their export operations, or whether there is some limit to the amount of adaptation exporters should engage in. We posit that customer value creation, a central marketing concept and a mechanism to achieving market and financial goals in business to business markets, is a core outcome of export product adaptation activities. In order to explore the routes by which adaptation may shape export customer value creation, we adopt a multi-faceted conceptualization of firm-level product adaptation, comprising export product adaptation (i) quantity, (ii) intensity and (iii) novelty. Drawing on survey data from 249 Finnish exporters involved in business-to-business activities, we find evidence to support the claim that the impact of export product adaptation on export customer value creation is contingent on various factors, and we identify instances where greater adaptation is beneficial for export customer value creation, and instances where greater export product adaptation is potentially harmful for export customer value creation.

Introduction The idiom “you are what you own” has been considerably transformed into “you are what you can access”. The shift from ownership to access, the results of endless hyper-consumption, and the change in value mindsets initiated a new phenomenon, which is Sharing Economy (SE). SE has grown rapidly and refers to an entirely new business model, socio-economic ecosystem, and context for sharing the access to goods and services in technology-enabled peer-to-peer (P2P) ecosystems or consumer-to-consumer (C2C) engagement platforms. According to Botsman and Rogers (2010), SE is a result of the linkage between offline and online world, which was triggered by the society to overcome natural resources constraints. Resources in SE can be tangible (e.g., cars and homes) and intangible (e.g., expert local knowledge and labor). SE allows the sustainable use of idle resources, and it enables sellers to create new and flexible opportunities to market to consumers who experience personalized and even customized products and services at lower prices (Yang, Song, Chen, & Xia, 2017). SE opened up new horizons for a considerable number of new players across industries from a supply perspective by broadening the options for supply, which also remedies the response to peak demand. SE has given a rise to the humanization of consumer-supplier relationship in tourism and hospitality (TH), and sharing has become a mainstream practice in this context. The recent shift of customers‟ willingness to share accommodation with a host as opposed to using a private hotel room has many implications for TH (Lu & Kandampully, 2016). For example, Airbnb has become one of the most prominent competitors in hotel industry, and it enables people to lease or rent short-term accommodation including vacation rentals, apartment rentals, homestays, and even experiences via instant booking. From cash-strapped travelers to high-end business travelers, Airbnb has revolutionized the TH service in a new form of contractual relationship and gained a well-grounded popularity. Some scholars, on the other hand, argued that SE is a “fundamentally different business model” which could make it a new marketplace instead of a direct competitor in hotel industry. From this point of view, Airbnb do not compete or pose a challenge to traditional TH services but extend the concept of TH (Lu & Kandampully, 2016). Hotel industry has reactively responded to the direct, indirect, and induced effects of Airbnb to economy, and Airbnb‟s impact on hotel industry have recently been researched by several scholars (Mody, Suess, & Lehto, 2017; Priporas, Stylos, Rahimi, & Vedanthachari, 2017; Zervas, Proserpio, & Byers, 2017). Customer engagement in TH has been empirically found to enhance customers‟ service brand evaluation, brand trust, and brand loyalty (So, King, Sparks, & Wang, 2016). Guests attach great importance to motivational drivers, more meaningful “beyond-purchase” social interactions and unique experiences in authentic settings, which give rise to customer engagement beyond the service encounter. Disruptive innovation theory also states that products or services that offer alternative benefits compared to conventional attributes can transform a market and attain a critical mass, which can be observed in Airbnb‟s story (Young, Corsun, & Xie, 2017). Airbnb is successfully promoting the mottos of “Belong Anywhere” and “Don’t Go There. Live There” to their guests. The feelings of trust and belonging were negatively changed by mass production and noncustom travel experiences, and people sometimes forgot the meaning of community due to high tendency of prestige and advertising. Consumers‟ changing attitudes towards utilization and accessibility compared to ownership created an indirect need for intimate connection between people, namely human connection. Then, social concerns upon products and services gave a rise to mass-customized product and service expectations of consumers. This is where Airbnb‟s value proposition comes into play. First, it creates not only financial but also personal rewards through a “personal concierge” and a “home away from home” experience. Second, Airbnb is not a simple transaction, rather it is deemed to be a lifetime experience. So “guest experience” is at the heart of Airbnb‟s strategic position. From the “experience” point of view, SE has also opened up new rooms for service research. Service in the context of Airbnb is considered as an experience, rather than a utilitarian relation. Also, service quality has always been a critical factor in highly-competitive service industries like TH. Service quality perception is multi-faceted, and the studies focusing on it are rather limited, especially in hotel industry. These studies highlighted the complexities associated with evaluating service quality and the contribution of service process delivery on service outcomes, which results in the perception of service quality. Therefore, perceived service quality can be influenced by different internal processes and interpersonal variables. In order to study service quality in Airbnb, the types of settings in this context are to be noted. There are two main types of hosting via Airbnb: (1) remote hospitality, which refers to hosting situations in which the host does not physically share the place with the guest (e.g. booking the entire place), and (2) on-site hospitality, where the host is physically present and sharing the apartment with the guest. Mainly, on-site hospitality is an important part of the sociability within the host–guest relationship. Priporas et al. (2017) studied service quality in the context of remote hospitality, and we decided to respond to their relevant call for future research on the other type of Airbnb accommodation, which is on-site hospitality referring to “Shared Rooms” and “Private Rooms” in Airbnb‟s listings. “Shared Rooms” refer to an exact communal experience with the host, and guests sleep in a space that is shared with others and share the entire space with other people. “Private Rooms” refer to privacy, to some extent, in which guests (i) value a local connection (ii) have their own private room for sleeping and (iii) may share some spaces with others. We do expect that human connection and experience gap can be better researched with on-site hospitality existing in “Shared Rooms” and “Private Rooms”. This is because hosts design their services to create and build a relationship with their guests, leading to superior guest experiences and the so-called positive moment-of-truth. In addition to the online storytelling on hosts‟ home pages, the most important moment-of-truth is created during the guests‟ stay at the host‟s place; thus, the host plays a major role in the customer‟s perception of service and the subsequent review of the experience (Lu & Kandampully, 2016). Considering the previously mentioned “experience gap” in the literature, our research question and relevant sub-questions are as follows: • What are the antecedents of perceived service quality in Airbnb on-site hospitality? o How well does SERVQUAL suffice for measuring perceived service quality in this context? o How well the cognitive and attitudinal factors expand this measurement? o What are the additional perceived service quality factors that can be derived from guests‟ online textual reviews to remedy the “experience gap”? Literature review Cheng (2016) conducted a systematic review of SE by using co-citation and content analysis of papers, and the findings reveal three distinct research areas of SE: (1) SE‟s business models and its impacts, (2) Nature of SE, and (3) SE‟s sustainability development. Moreover, two unique areas, specifically in TH, were identified: (1) SE‟s impacts on destinations and TH services and (2) SE‟s impacts on tourists. The comparison of both literatures has revealed limited expansion in TH literature despite the fact that TH are at the frontier of SE (Cheng, 2016). Pesonen and Tussyadiah (2017) conducted cluster analysis to identify user profiles corresponding to consumer motivations for using TH services of SE. They concluded that a consumer group uses TH services of SE to make their trips more convenient, while another group uses these services mostly for social reasons. Yang et al. (2017) studied the loyalty in SE services from relational benefits perspective and concluded that confidence and social benefits have significant and positive effects on commitment in SE services. Molz (2014) introduced the term „Network Hospitality‟, which is relatively new and rooted in old traditions of welcoming strangers. Airbnb represents just one of many types of network hospitality, and in Airbnb, trust is almost shaped based on peer reviews, not solely on one-to-one peer interactions. The online review information becomes the basis for members‟ reputation in the network. The information accumulated on Airbnb‟s online platform helps both parties to establish their reputation, as well as publicizing their personalities, thereby facilitating the process of finding the best match. Moreover, there are hundreds of people working in Airbnb‟s customer service, trust, and safety departments who are devoted to ensuring the intimacy provision of trusted services. Airbnb requires all hosts to abide by their “Hospitality Standards”, which include expected levels of cleanliness, commitment, and communication. The flexibility, reliability, and consistency of Airbnb‟s service providers help them to build and maintain the relationship Airbnb enjoys with their guests and hosts (Lu & Kandampully, 2016; Zervas et al., 2017). Pine and Gilmore (1998) predicted the rise of experience in their seminal study, referring to the “experience economy” and also stating “As goods and services become commoditized, the customer experiences that companies create will matter most.” They called this as “Staging Experiences”. Also, there exists evidence in literature that providers are shifting their focus from product- and service-oriented to design of quality experiences. In terms of the glamour of SE in TH, a “more unique experience” is deemed to be second only to better pricing. Airbnb may eventually address all elements of the accommodation experience, from travel reservations to ticketing for local attractions. Consumers are looking for local authenticity in their travels. Psychological authenticity refers to emotional genuineness, self-attunement, and psychological depth (Walls, Okumus, Wang, & Kwun, 2011). If TH industry is to surpass its SE competition in terms of guest experience, it should leverage an expanded experience economy paradigm that incorporates additional dimensions (Mody et al., 2017). Authentic host-guest experiences probably only exist between like-minded and privileged members who possess high cultural capital (Cheng, 2016). With that, Walls et al. (2011) have suggested the need for researchers to identify specific dimensions “that exist in both our everyday and tourist experiences”. Both in Airbnb and traditional TH, guest satisfaction and likelihood to reuse are driven by similar factors such as quality and utility of services, trust to the host, and economic value. There are several models for measuring service quality, including SERVQUAL (Parasuraman, Zeithaml, & Berry, 1988) and SERVPERF (Cronin & Taylor, 1992). Service quality literature received widespread attention after the seminal work by Parasuraman et al. (1988) as they proposed the gap model and developed SERVQUAL (an attribute-based technique) as a tool for measuring service quality. According to SERVQUAL, service quality consists of five dimensions measured by a total of 22 items. The proposed five service quality dimensions are tangibles, reliability, responsiveness, assurance, and empathy. SERVQUAL basically requires measures of expectations and performance, and service quality is calculated from subtractions between these two components (i.e., performance [P] - expectations [E]). Regarding service quality in TH, Akbaba (2006) utilized SERVQUAL for business hotels, and Priporas et al. (2017) inquired SERVQUAL‟s applicability in Airbnb context with promising results. The major distinction between two research directions (i.e. hotels vs. Airbnb) is that even though guests expect similar core services such as clean rooms and comfortable beds, different attributes support the competitive advantage of hotels and Airbnb. While conveniences offered by hotels are unparalleled by Airbnb accommodation, the latter appeal to consumers driven by experiential and social motivations (Pesonen & Tussyadiah, 2017). Research model This research aims to identify the antecedents of perceived service quality of guests‟ in Airbnb on-site hospitality context. Our research model is presented in Figure 1, and it is subject to enhancement through the analytics of guest reviews. A survey will be developed to test the proposed research model. The items of constructs will be mainly derived from extant literature and enriched with the linguistic and textual analysis of reviews. Firstly, factors shaping expectation are predicted as per the literature and preliminary analysis of random guest reviews: (i) host‟s reputation capital (e.g., ratings and reviews), (ii) host‟s photos, (iii) guest‟s past accommodation experience, and (iv) word of mouth. Secondly, SERVQUAL part in the model is the same as proposed by Parasuraman et al. (1988). Last but not least, Airbnb is deemed to promote global geographical imaginaries (e.g., collaboration, social equity, solidarity, community, trust, reciprocity, altruism, autonomy, intimacy, and authenticity) to justify their business model (O‟Regan & Choe, 2017). Finally, regarding the guest review analysis, Airbnb has a detailed review mechanism, and we have gathered the publicly available reviews that are up to 500 words. We have observed cognitive and attitudinal dimensions within reviews through text analytics and grouped those in the research model as follows: • Intimacy: The emergence of intimacy as a commercial value in TH industry has been researched. (e.g., How well people know each other? How people occupy space together? How people share private information, family pictures, furniture choice etc.?) (Prager, 1997) • Authenticity: We focus on the existential authenticity (i.e., being one‟s true self or being true to one‟s essential nature) from guests‟ perceptions (e.g., Is Airbnb like ‘living the local life’?) (Lalicic & Weismayer, 2017) • Commitment: It refers to the consistent behavior of Airbnb hosts in terms of social and cost components. (e.g., How well hosts abide by Airbnb policies and procedures? Do hosts have ongoing effectiveness of service?) (Lu & Kandampully, 2016) • Privacy: It refers to the psychological zone to disclose personal and cultural values. Informational and physical privacy threats are important in Airbnb context (Lutz, Hoffmann, Bucher, & Fieseler, 2017). • Security: It refers to the state of being free from danger or threat. According to Yang and Ahn (2016), security in Airbnb‟s services is a more powerful antecedent of attitude toward Airbnb than significant dimensions of motivation toward SE, such as enjoyment and reputation. With that we will only elaborate on interpersonal security in Airbnb (i.e., between host and guest, not between guest and Airbnb). Conclusion SE is a fairly new and multi-disciplined field that covers open rooms for research, and specifically, Airbnb is one of the most prominent businesses in this context. The literature review presented underlies the infancy of well-grounded studies covering service quality perceptions of customers in SE. Seeking for additional dimensions from Airbnb guests‟ reviews is a novel research approach in studying customer engagement, and those dimensions shall be included in the research model. This research has certain limitations. Our perceived service quality conceptualization requires empirical validation to establish the boundaries of the construct. The guest reviews in Airbnb are subject to data quality issues. Also, reviews should contain substantial amount of words up to a certain threshold. Data collection from emerging world regions is rather tough since Airbnb is not widespread across those regions. Thus, US and European countries will be firstly taken into account, where the use of Airbnb is quite common. The study is expected to provide useful insights for TH practitioners and managers. It can underlie the factors that trigger customer engagement in this context. Cognitive/attitudinal factors are foreseen as the differentiators, which stand as the basis for service design and delivery.

This study focuses on analyzing the variables that moderate the effectiveness of the advertising flyers, one of the most used tools in retailing, to improve product sales. In previous literature, studies analyzed and confirmed the effectiveness of flyers to increase the traffic store, the general store sales or the synergistic effect of them to highlight and improve the effectiveness of promotions. Despite their confirmed effectiveness on these issues and their large use by retailers and manufacturers, it is missed studies that analyze the variables that may moderate their effectiveness on the sales of the products displayed on it. In fact, only Zhang et al. (2009) tried to analyze if the location in which the product is displayed have an influence on its effectiveness. According to them, they obtained inconclusive results due to their sample size. This study, considering the consumer’s cognitive process, analyzes how the presentation and the position of the product in flyers have an effect on their effectiveness to increase the displayed product’s sales. The results show that (i) the special signage on a displayed product in flyers increases their effectiveness to increase displayed product’s sales, and (ii) not only being highlighted increases the effect of the flyer, but that the product positioning affects decisively. For example, some locations -such as the cover, the top of the pages and areas on the left-, increase the visibility of the product and are more effective than other positions to increase displayed product’s sales. These results are in line with previous studies that indicate the importance of the directionality of reading to capture the customer’s attention in other environments. In sum, as happens inside the store or in the shelf, depending on if the product is displayed with a special signage or in an area where the customers pay more attention due to the standard cognitive process, the effectiveness of the flyers increase. Thus, retailers and manufacturers must consider how and where to be in the flyer, not just being.

The aims of this study are to understand the influence of celebrity endorsement on consumers’ word-of-mouth and decision behavior, that is: (i) understand the influence of the number of followers of the celebrity and the positive/negative valence of the messages conveyed by them in the intention to buy and their intention to generate eWoM; (ii) analyzing how the behavior of a celebrity (antisocial vs. pro-social) may affect the perception of its credibility, the intention of the consumers to relate to the celebrity in the social networks and the social identification with it; (iii) understand the impact of celebrity messages on brands and products present in social networks. To achieve this goal a quantitative methodology for the development of research was adopted, selecting the application of a survey as the information collection instrument. The sample is selected by convenience sampling method, collecting 241 responses, 122 females and 119 males. Findings show: (i) concerning the intention to purchase, female seem to be more influenced by the opinions and recommendations of celebrities, while male tend to be more likely to generate e-word-of-mouth into their contact network through social media. (ii) Regarding to antisocial versus prosocial type of celebrity, celebrities with a prosocial behavior seems to have a greater influence for both genders in the way they identify with celebrity and their willingness to relate to them. (iii) Female tends to feel higher purchase intention when exposed to an endorsement, where celebrity promotes a brand or product through its Instagram account.