The omnichannel customer experience in tourism and hospitality represents a dynamic journey that seamlessly integrates online and offline interactions for customers, reflecting an increasingly prevalent trend in the digital era. However, previous literature has yet to explore this rising phenomenon comprehensively within tourism and hospitality. This dissertation aims to fill this research gap through a three-study mixed-methods research design. Study 1 adopted a netnographic approach to qualitatively investigate the characteristics of the omnichannel customer experience in tourism and hospitality. The findings revealed that sequences of the omnichannel customer experience journey can vary (online → offline or offline → online). Different levels of consistency in omnichannel customer experience cater to varying customer needs. The online tours can serve five roles: offline tour substitution, offline tour planning, offline tour promoting, offline tour recalling, and offline tour complementing. Study 2 employed a propensity score matching approach and causal tree analysis to explore the impact of launching online tours in addition to offline experiences on customer satisfaction. The findings indicated that launching an online virtual tour in addition to the offline experience significantly increases customer satisfaction regarding advertising accuracy. Study 3 adopted an experimental approach to examine how omnichannel customer experience consistency affects customer satisfaction, revisit intention and recommendation intention, and to explore the moderating role of novelty seeking. The findings demonstrated that consistent omnichannel customer experience leads to more positive customer satisfaction, revisit intention, and recommendation intention towards online tours and omnichannel tours. When omnichannel customer experience consistency is low, individuals with high novelty-seeking motivation exhibit higher customer satisfaction, revisit intention, and recommendation intention towards offline tours compared to those with low novelty-seeking motivation and those experiencing highly consistent omnichannel customer experience. This dissertation provides valuable insights into the evolving omnichannel landscape of tourism and hospitality, shedding light on the nature and impact of the omnichannel customer experience journey. / Tourism and Sport
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/10638 |
| Date | 08 1900 |
| Creators | Liu, Huimin, 0000-0003-0933-6371 |
| Contributors | Roehl, Wesley S., Lu, Lu, Wu, Luorong (Laurie), Wattal, Sunil |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 157 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/10600, Theses and Dissertations |
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