This study is based on the means-end chain theory and adopts the laddering interview method to understand the customer’s perceived value of glamping. The means-end chain theory links attributes, consequences, and values, which can help uncover interviewees’ honest opinions and ultimate values they sought in glamping. A total of 40 individuals who had not previously experienced glamping were interviewed. In-depth interviews were conducted following the one-on-one ladder-style format. The results reveal that the interviewees mainly focus on the ‘hardware and equipment’ aspect of glamping. Moreover, the aspect that interviewees associated closest with glamping was ‘comfortable accommodation.’ During the COVID-19 pandemic, these interviewees were focused on improving ‘their sense of well-being’ and ‘enjoyment of life.’ Hence, the study analysis and its discussion from the management perspective can be applied to camping-related businesses. This study will enhance future academic research by explaining and applying the means-end chain theory and laddering to glamping.

Facebook Live has become an important resource for both marketers and online shoppers. It has provided communication opportunities for businesses and changed the habits of consumers. This study adopted the means-end chain (MEC) model and used the laddering method to conduct one-on-one in-depth interviews with 40 Facebook users who have used Facebook Live demonstrations to make buying decisions. The overall hierarchical structure of MEC allowed linking of product attributes, consumption consequences, and final value perceptions to draw a hierarchical value map (HVM). The research results show that affordable prices and fulfilling daily needs are the most important product attributes that customers consider. The live webcast demonstrations generated purchase intention and consumption. The ultimate values to which the participants in this study attached the highest importance were “perception of joy,” “perception of satisfaction,” and “perception of value.” Recommendations are provided for businesses using live webcasting as part of their e-commerce programs.

The purpose of this study is to understand the core values of students choosing to enter the airline ground crew internship. This study adopted the means-end chain theory and was conducted through one-on-one in-depth interviews with 40 students who were interns in the airline industry. The results showed that the two most important values of changing and enriching knowledge were self-growth and perceived achievement. The most significant motivational factors were the high aviation industry threshold, enhancement of skills, and self-growth. The results of this study could be provided to several universities to develop the basis for an airline industry internship program.

This study examines whether a TV shopping host’s introduction and promotion on a tourism destination could develop viewers’ parasocial interaction (PSI) with that host and thus influence viewers’ behavioral intentions on that destination. In addition, moderating effects of two factors (self-destination personality fit and host-destination personality fit) on the relationship between the TV viewers’ parasocial experience with a TV host (PSI) and the viewers’ behavioral intentions on the advertised destination are tested. Data were collected from 310 TV shopping customers in Taiwan using a self-administrated questionnaire. Simple linear regression and hierarchical regression techniques were implemented to test the proposed hypotheses. Findings indicate that PSI between a TV host and TV viewers is strongly correlated with the significant positive behavioral intentions of viewers. In addition, self-destination and host destination personality fits were both reinforcements of the positive impact that PSI has on TV viewers’ behavioral intentions. Findings and data collected from this study would yield useful practical implications for tourism marketers in terms of wisely selecting a TV host and utilizing a TV host’s parasocial interaction with audiences to increase audiences’ behavioral intention on the promoted destination.