Le Thi Phuong Dung

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https://vinspace.online/handle/123456789/30

Assistant Professor, College of Business and Management

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How to win the consumer’s heart? Exploring appraisal determinants of consumer pre-consumption emotions
(2020) Dung Le; Marlene Pratt; Ying Wang; Noel Scott; Gui Lohmann
Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of pre-consumption emotions remains underexplored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.
Integrating Chaotic Perspective and Behavioral Learning Theory into a Global Pandemic Crisis Management Framework for Hotel Service Providers
(2021) Dung Le; Truc Le; Giang Phi
Hotel service providers are among the most affected by the evolving Covid-19 pandemic. Although the consequences of the pandemic on hotel operations have been widely examined, the question of how hotel businesses can revive, innovate, and transform in order to survive and recover remains vastly under-researched. This study aims to provide insights on this important topic by analyzing 312 news articles between December 1, 2019, and March 1, 2021, published by global news media, which report hotels’ strategies and tactics to deal with the pandemic. Grounded on chaos theory, behavioral learning theory, and an integrated crisis management model, a global pandemic crisis management framework is developed. Practically, the paper reveals best practices applied by hoteliers to deal with the pandemic (e.g., service transformation, smart marketing, strategic collaboration/alliance, mergers and acquisitions, and digitalization) and suggests ways for hotel services providers to adapt to the “new travel” age.
International Journal of Hospitality Management
(2020) Dung Le; Marlene Pratt; Ying Wang; Noel Scott; Gui Lohmann
Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of preconsumption emotions remains under-explored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions, and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.
Strategic responses of the hotel sector to COVID-19: Toward a refined pandemic crisis management framework
(2020-12-09) Le, Thi Phuong Dung; Phi, Thi Linh Giang
The Covid-19 pandemic has long-lasting impacts that require the hotel sector to revise, innovate and transform their businesses. However, the literature related to this area remains vastly underdeveloped. Based on 219 articles collected from global news media and an integrated crisis management framework, this research note map out "strategic responses" from the hotel sector and suggest implications for hotels to address the evolving pandemic situation. Three modifications were proposed to refine and further develop a pandemic crisis management framework.

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