Despite the prevalence of food tourism-related short videos on social networking services, few studies have examined the effectiveness of such videos in promoting food tourism. This study aims to address this gap in literature via three experimental studies. Specifically, Study 1 reveals significantly different attitudes across participants who watch food tourism videos with different framing styles (information-focused, emotion-focused, and commercial-focused); and viewers’ attitudes significantly influence their video-sharing and destination visit intention. Study 2 suggests that information-focused and emotion-focused videos influence viewers’ attitude via distinct routes, that is, cognitive evaluations and aroused emotions, respectively. Study 3 finds that different locations and lengths of embedded commercial content in a video induce different levels of brand awareness. This study is amongst the first to uncover the effects of food tourism video framing styles on viewers’ attitudes and behaviors, unravel the underlying mechanism, and explore the most effective brand placement strategies in food tourism promotion. Highlights Information-focused video is the most effective in promoting food tourism. Information-focused video triggers cognitive evaluations. Placing commercial content in the middle or end of a video is more effective. Ten-second embedded commercial content is as persuasive as the traditional 15 seconds.

This study examines how two error cultures (error management and error aversion) influence customer-oriented behavior through negative affectivity and job satisfaction. We collected two samples: one for the error-aversive scale validation ( n = 140) and the other for the conceptual model ( n = 381). All responses are from contact employees working for mid-scale to luxury hotels in a metropolitan city in China. The findings reveal that mid-scale hotels are more error-averse than upscale hotels; upscale and luxury hotels are more inclined to error-management than mid-scale hotels. Further, error strains and error cover-up do not converge as lower-order constructs for error aversion; cover-up appears to be the truly opposite of error management. Cover-up along with strains decreases customer-oriented behavior through negative affectivity. In contrast, error management increases customer orientation through job satisfaction. This study contributes to the literature of organizational error culture by incorporating two opposite error cultures into the proposed model.

Purpose This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y). Design/methodology/approach Topic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages. Findings The results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism. Practical implications The findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services. Originality/value This study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP.

Purpose The purpose of this study is to unearth antecedents of regrettable dining experiences related to the information source, action and inaction perspectives, dining companion influence and interactions among information source, the focal customer’s valence and the dining companion’s valence on regret, leading to sequential behavioral outcomes. Design/methodology/approach Using a scenario-based experimental study, 344 qualified questionnaires were collected. Univariate ANOVA and multiple linear regression analyses were implemented. Findings The results of this study reveal that action regret is more intense than inaction regret during the choice-making phase; dining companion negative feedback intensifies focal customer’s regret. The significance of the information source on regret disappeared when only one party reported negative feedback; conversely, when two parties in the co-consumption experience revealed negative feedback, the relationship between information source of choice and regret was sustained. Research limitations/implications The nature of scenario-based design may lack realism. Thus, more field experiments are encouraged to test the propositions further. This research enhances our understanding of gastronomic experiences in a negative disconfirmation context, drawing upon action/inaction regret theory, attribution theory and the expectancy disconfirmation model. Practical implications From a triad relationship perspective, this study provides valuable input on who or what will be attributed to the issues when encountering a food and wine sensory failure. Additionally, insightful recommendations are supplied on avoiding the possibility of inducing the experience of regret and how practitioners can increase the potential for a memorable dining experience. Originality/value To the best of the authors’ knowledge, this is the first study that enriched the existing knowledge of regrettable dining experiences relating to information sources and social influence.

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