This article clarifies fundamental differences between qualitative and quantitative methodologies from ontological and epistemological perspectives. Additionally, it explicates the issue of compatibility and integration of the two approaches. Through the synthesis and analysis of previously published materials the author shows that the ultimate difference between quantitative and qualitative approaches lies in the logic of justification, not methods. The two approaches stem from two entirely different ontological and epistemological perspectives representing two distinct worldviews.

The effects of integrated word-of-mouth (WOM), both traditional and electronic, on tourism products are yet to be fully investigated. The current study aims to assess the effects of and differences between traditional WOM and electronic WOM, between personal WOM and commercial WOM, and between positive and negative WOM on a destination image. Results of the study indicate that traditional WOM had a greater influence on destination image compared to electronic WOM. Personal traditional WOM had a greater influence on destination image compared to electronic personal WOM and commercial WOM. However, negative WOM exerted less influence on the destination’s image compared to positive WOM while negative electronic WOM had a greater influence on destination image compared to negative traditional WOM.

Purpose: Practitioners and researchers are persistently trying to identify critical product/service attributes that generate greater customer satisfaction, which in turn yields multiple positive outcomes for the business. However, traditional measuring of attribute performance does not account for a non-linear nature of the relationship between attribute performance and customer satisfaction. The purpose of this paper is to apply an alternative method – penalty-reward contrast analysis (PRCA) grounded in Kano model – to a wine festival setting and to estimate the effects of each attribute on the overall satisfaction. Design/methodology/approach: The aim of the study is to use a self-administered survey distributed to attendees of a large wine festival in the USA, resulting in a sample of 250 festival attendees. Findings: Personnel and entertainment were considered “must-be” or basic factors for wine festivals. Failing to deliver on these dimensions will lead to attendees’ frustration and is likely to outweigh positive impact of other factors. Wine was considered to be a linear, or performance, factor with symmetrical positive and negative impact on satisfaction. Food and facilities were non-significant in predicting customer satisfaction. Practical implications: Given that most wine festivals operate with rather scarce resources in a competitive environment, using an approach that helps determine how limited resources are best deployed to achieve the highest levels of customer satisfaction is beneficial for the industry. The study provides new insights to wine festivals managers as to how drivers of satisfaction may vary according to attributes of both the festival and the attendees. Originality/value: The study adopts the novel approach of the PRCA in its application to wine festivals, making the study unique and noteworthy. It brings new knowledge about quality components of wine festivals and adds support to the new evaluation tool.

The objective of the current study was to investigate how virtual reality (VR) visualizations compare with traditional visualizations such as two-dimensional (2D) photos as a marketing tool for hotel websites. The specific research question was “How do VR visualizations compare with 2D photos in terms of (1) affective responses, (2) attitudinal/behavioral responses, and (3) cognitive load—that is, task efforts and experiences associated with technology?” A quasi-experimental study was conducted over two time periods with independent sample pools. A boutique hotel lobby and a guest room were captured in 2D and VR formats. Subjects were randomly assigned to one of the two types of visualizations. The sample comprised 84 university undergraduate students from the South-Central United States. Nonparametric tests were used to test the proposed hypotheses. There was a statistically significant difference between two visual conditions for several variables—that is, pleasure, satisfaction, word of mouth, and so on. However, those differences were not always consistent between the two time periods. Overall findings suggest that the use of VR visualizations as a promotional tool might not be more effective than traditional photos. Limitations of the study include using students as a proxy for the general population of travelers, small sample size, self-reported measures, and narrow conditional scope. Those limitations should be addressed in future studies.

The Kano model has been widely applied in multiple disciplines, particularly in product or service development and optimization. Although the original categorization framework remains the most applied, modifications and new approaches have recently been developed. Yet, most of the hospitality and tourism studies continue to use the original Kano method when newer and superior methods are available. The new categorization methods also have flaws, which academics and practitioners should be aware of. The present study uses a systematic literature review approach to provide a comprehensive synthesis and critical analysis of the existing Kano model categorization methods structuring them in groups based on categorization procedures and pointing to the strengths, weaknesses, and fit of each method. The manuscript aims to provide the most current systematic roadmap and “how-to” of the existing methods. It also points to the existing knowledge gaps and directions for future research.