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Dr. Mark Bonn
Dedman School of Hospitality & Tourism Management, Florida State University, Tallahassee, Florida 32306-2541, USA

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0 Organizational Behavior
0 Supply Chain Management
0 Market segmentation
0 Generational analysis
0 Wine research

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Market segmentation

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Journal article
Published: 07 June 2021 in Journal of Hospitality and Tourism Management
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Biosecurity is vital for preventing the introduction of exotic fauna, flora, and disease from one territory into another. Attention to biosecurity measures has become an important element of responses to the COVID-19 pandemic. However, there is limited theoretically informed research on tourist biosecurity behavior. To fill this research gap, an integrated research framework with value-attitude-behavior and personality theories is used to identify what influences tourist biosecurity behavior during the COVID-19 pandemic. Data was collected in September 2020 from Americans who had traveled overseas and analyzed by structural equation modeling, multi-group analysis, and deep learning. Results show that value has the greatest effects on attitude followed by personal and social norm on biosecurity for traveling during the pandemic. Personalities significantly moderate the linkages between attitude, personal norm, and behavior. Deep learning confirmed the best prediction of the current model and the importance of personal norms.

ACS Style

Myung Ja Kim; C. Michael Hall; Mark Bonn. Can the value-attitude-behavior model and personality predict international tourists’ biosecurity practice during the pandemic? Journal of Hospitality and Tourism Management 2021, 48, 99 -109.

AMA Style

Myung Ja Kim, C. Michael Hall, Mark Bonn. Can the value-attitude-behavior model and personality predict international tourists’ biosecurity practice during the pandemic? Journal of Hospitality and Tourism Management. 2021; 48 ():99-109.

Chicago/Turabian Style

Myung Ja Kim; C. Michael Hall; Mark Bonn. 2021. "Can the value-attitude-behavior model and personality predict international tourists’ biosecurity practice during the pandemic?" Journal of Hospitality and Tourism Management 48, no. : 99-109.

Journal article
Published: 13 April 2021 in International Journal of Environmental Research and Public Health
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High-quality biosecurity practices are critical to restarting international tourism. Effective market segmentation improves the communication and efficacy of health advice. Travel frequency is an important basis for health-related consumer segmentation, as it is closely related to risk of greater exposure to infectious diseases. Theoretically grounded studies of tourist biosecurity behavior and travel frequency have largely been neglected, although insights into practices and attitudes are especially relevant for coronavirus disease of 2019 (COVID-19 (coronavirus disease of 2019) health responses. Therefore, this research constructed and tested a conceptual model applying Value–Attitude–Behavior theory to US travelers to see whether the frequency of international travel affected tourist COVID-19 related biosecurity behavior. US respondents were drawn from a panel using a quota sampling technique according to the age and gender of American outbound tourists. An online survey was administered in September 2020. The responses (n = 395) of those who traveled internationally within five years were analyzed utilizing partial least squares-structural equation modeling (PLS-SEM) with multi-group analysis. Travel frequency significantly affects biosecurity behavior. High travel frequency (≥8 trips) has the strongest effect of value on biosecurity attitudes, personal norms, social norms, and biosecurity social norms, leading to biosecurity behaviors. Biosecurity behaviors pertaining to medium travel frequency (4–7 trips) are significantly influenced by personal norms. At low travel frequency (1–3 trips) levels, biosecurity behaviors are stimulated by biosecurity attitudes and social norms, showing the highest predictive power among the three groups. This work provides insights into international travel consumer biosecurity practices and behavior. From a market segmentation perspective, the levels of international travel frequency have various influences on biosecurity values, attitudes, personal norms, social norms, and behaviors. The biosecurity behaviors of low-frequency travelers are found to be the most significant of the three groups, suggesting that individuals who travel less frequently are more likely to practice responsible COVID-19 biosecurity behavior.

ACS Style

Myung Kim; C. Hall; Mark Bonn. Does International Travel Frequency Affect COVID-19 Biosecurity Behavior in the United States? International Journal of Environmental Research and Public Health 2021, 18, 4111 .

AMA Style

Myung Kim, C. Hall, Mark Bonn. Does International Travel Frequency Affect COVID-19 Biosecurity Behavior in the United States? International Journal of Environmental Research and Public Health. 2021; 18 (8):4111.

Chicago/Turabian Style

Myung Kim; C. Hall; Mark Bonn. 2021. "Does International Travel Frequency Affect COVID-19 Biosecurity Behavior in the United States?" International Journal of Environmental Research and Public Health 18, no. 8: 4111.

Journal article
Published: 23 March 2021 in Sustainability
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Due to the COVID-19 pandemic, restaurants worldwide, including China, have been forced to protect public health by following food safety standards and adapting to the necessary social distancing practices. Accordingly, restaurant diners who are concerned about food safety and unsure of whether it is truly safe to dine out, put more importance on the entire stages of service consumption. Restaurants must make their best efforts to minimize service failures in their service provision process and outcomes. Given that customers from different cultures are reported to evaluate service quality differently, this study was designed to investigate what actions Chinese customers who encounter service failures would take under the influence of Guanxi. Guanxi represents Chinese attitudes towards long-term individual and business relationships and ultimately involves moral obligations and mutual favors. Analyzing our structural equation model using 439 responses obtained from Chinese diners, this study determined that Chinese consumers would react differently in the service process failures and outcome failures in terms of negative word-of-mouth, direct complaints, switching intention, and revisit intention. More importantly, this study confirmed the significant moderating effects of Guanxi within the proposed relationships. Based on the study’s findings, useful implications are provided for academics and practitioners regarding sustained restaurant businesses.

ACS Style

Chenyu Zhang; Junkyu Park; Mark Bonn; Meehee Cho. Understanding Customer Responses to Service Failures during the COVID-19 Pandemic for Sustained Restaurant Businesses: Focusing on Guanxi. Sustainability 2021, 13, 3581 .

AMA Style

Chenyu Zhang, Junkyu Park, Mark Bonn, Meehee Cho. Understanding Customer Responses to Service Failures during the COVID-19 Pandemic for Sustained Restaurant Businesses: Focusing on Guanxi. Sustainability. 2021; 13 (6):3581.

Chicago/Turabian Style

Chenyu Zhang; Junkyu Park; Mark Bonn; Meehee Cho. 2021. "Understanding Customer Responses to Service Failures during the COVID-19 Pandemic for Sustained Restaurant Businesses: Focusing on Guanxi." Sustainability 13, no. 6: 3581.

Journal article
Published: 05 February 2021 in Journal of Hospitality and Tourism Management
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Although Korea is considered as being successful in controlling the coronavirus disease without a lockdown, the COVID-19 pandemic has led to enormous changes in Korean restaurant operations. This study was designed to document the impact of clean safety food message framing as a survival strategy for small independent restaurants on customer repurchase intention and actual sales. Results indicated that customer intention to repurchase menu items to which message framing were applied significantly improved sales performance of specific restaurant menu items identified in this study. Such positive effects remained stable, which in turn confirmed that clean safety message framing can be a highly efficient sales promotion strategy for small, independent restaurants, specifically during pandemic such as COVID-19. These findings can be employed by restaurants to achieve sustained competitive advantages through the development of more appropriate types of clean safety message framing targeted to consumers who are skeptical to dine-in or order from restaurants.

ACS Style

Kwangji Kim; Mark A. Bonn; Meehee Cho. Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic. Journal of Hospitality and Tourism Management 2021, 46, 423 -431.

AMA Style

Kwangji Kim, Mark A. Bonn, Meehee Cho. Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic. Journal of Hospitality and Tourism Management. 2021; 46 ():423-431.

Chicago/Turabian Style

Kwangji Kim; Mark A. Bonn; Meehee Cho. 2021. "Clean safety message framing as survival strategies for small independent restaurants during the COVID-19 pandemic." Journal of Hospitality and Tourism Management 46, no. : 423-431.

Journal article
Published: 22 January 2021 in International Journal of Hospitality Management
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This study focused on identifying strategic criteria involved in selecting suppliers of restaurant products/services specific to casual dining, full service independent restaurants to obtain operational and strategic benefits for those managers operating in this highly competitive marketplace. A total of 765 responses were obtained from managers at independently owned restaurants throughout the U.S. Results revealed that ‘product’ and ‘financial/technical’ criteria had significant and positive effects upon operational benefits, while ‘product’ and ‘service’ had positive effects upon strategic benefits. When the sample was segmented into low and high supplier partnership groups, the positive effects of ‘financial/technical’ and ‘cost/price’ were significantly greater for the ‘high’ partnership group pertaining to operational benefits. ‘Product’ and ‘service’ and their effects upon strategic benefits were greatest for the high partnership group. Based on our findings, implications, limitations, and recommendations for future studies have been provided.

ACS Style

Meehee Cho; Mark A. Bonn; Larry Giunipero; John S. Jaggi. Supplier selection and partnerships: Effects upon restaurant operational and strategic benefits and performance. International Journal of Hospitality Management 2021, 94, 102781 .

AMA Style

Meehee Cho, Mark A. Bonn, Larry Giunipero, John S. Jaggi. Supplier selection and partnerships: Effects upon restaurant operational and strategic benefits and performance. International Journal of Hospitality Management. 2021; 94 ():102781.

Chicago/Turabian Style

Meehee Cho; Mark A. Bonn; Larry Giunipero; John S. Jaggi. 2021. "Supplier selection and partnerships: Effects upon restaurant operational and strategic benefits and performance." International Journal of Hospitality Management 94, no. : 102781.

Journal article
Published: 09 September 2020 in Journal of Hospitality and Tourism Management
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Considering the growing popularity meal kits are undergoing in today's grocery sales market, and also with respect to barriers presented for restaurant dining due to the Covid-19 pandemic, it is essential to obtain more knowledge surrounding those product and service attributes pertaining to consumers and meal kits. Thus, this study was designed to investigate meal kits' essential attributes representing food quality, menu variety, health-oriented, convenience and price in association with their effects upon users' perceived value, and intention to continuously use. Two attributes representing high quality food dishes and menu variety were found to be the most important meal kit attributes because they both strongly improved hedonic and functional value for consumers. Results identified meal kit food quality as having more positive effects upon perceived value for the multi-person household segment when compared with the single-person household group. Comparatively, the effects of menu variety upon perceived value were more positive in the single-person household group than in the multi-person household group. Based on our findings, theoretical, managerial implications, limitations and recommendations for future research are provided.

ACS Style

Meehee Cho; Mark A. Bonn; Soyeon Moon; Howook (Sean) Chang. Home chef meal kits: Product attributes, perceived value and repurchasing intentions the moderating effects of household configuration. Journal of Hospitality and Tourism Management 2020, 45, 192 -202.

AMA Style

Meehee Cho, Mark A. Bonn, Soyeon Moon, Howook (Sean) Chang. Home chef meal kits: Product attributes, perceived value and repurchasing intentions the moderating effects of household configuration. Journal of Hospitality and Tourism Management. 2020; 45 ():192-202.

Chicago/Turabian Style

Meehee Cho; Mark A. Bonn; Soyeon Moon; Howook (Sean) Chang. 2020. "Home chef meal kits: Product attributes, perceived value and repurchasing intentions the moderating effects of household configuration." Journal of Hospitality and Tourism Management 45, no. : 192-202.

Journal article
Published: 09 September 2020 in Journal of Hospitality and Tourism Management
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This research was designed to provide information on wine consumers’ perceptions about regional environments associated with their perceived value of purchasing regional wine. This is a first time examination to better understand how regional environmental perceptions relate to perceived quality and perceived risk, and also how the moderating variables of regional wine and restaurant reputation can possibly mitigate the negative perceptual effects of wine regions upon perceived value for purchasing regional wines. Results confirmed that when regional environmental conditions are perceived as being positive by consumers, it may lead them to having more positive perceptions about the overall quality of regional wines and also play a significant role in decreasing levels of perceived risk associated with purchasing regional wines. Findings also supported that positive perceived quality about regional wine leads to positive perceived value for purchasing regional wine, and that perceived risk associated with purchasing regional wine leads to negative perceived value pertaining to purchasing regional wine. Further, the study documented that a more positive reputation of regional restaurant establishments would significantly reduce the negative impact upon perceived risk towards purchasing regional wine. Managerial implications are presented.

ACS Style

Mark A. Bonn; Howook (Sean) Chang; Meehee Cho. The environment and perceptions of wine consumers regarding quality, risk and value: Reputations of regional wines and restaurants. Journal of Hospitality and Tourism Management 2020, 45, 203 -212.

AMA Style

Mark A. Bonn, Howook (Sean) Chang, Meehee Cho. The environment and perceptions of wine consumers regarding quality, risk and value: Reputations of regional wines and restaurants. Journal of Hospitality and Tourism Management. 2020; 45 ():203-212.

Chicago/Turabian Style

Mark A. Bonn; Howook (Sean) Chang; Meehee Cho. 2020. "The environment and perceptions of wine consumers regarding quality, risk and value: Reputations of regional wines and restaurants." Journal of Hospitality and Tourism Management 45, no. : 203-212.

Journal article
Published: 10 April 2020 in Sustainability
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As demand for temple food has significantly grown, this study’s objective was to conduct a market segmentation analysis of temple food consumer motives in order to develop effective marketing strategies. The study identified six motives specific to Korean temple food consumption representing “health-oriented,” “ethical vegetarianism,” “meditative mindfulness,” “educational experience,” “taste,” and “environment protection.” Motives were then used to generate four distinct temple food groups named Highly Motivated, Vegetarian, Environment-Oriented and Minimally Motivated. This study provided useful information for the application of Korean temple food marketing strategies for destinations featuring this growing trend in culinary tourism.

ACS Style

Junkyu Park; Mark A. Bonn; Meehee Cho. Sustainable and Religion Food Consumer Segmentation: Focusing on Korean Temple Food Restaurants. Sustainability 2020, 12, 3035 .

AMA Style

Junkyu Park, Mark A. Bonn, Meehee Cho. Sustainable and Religion Food Consumer Segmentation: Focusing on Korean Temple Food Restaurants. Sustainability. 2020; 12 (7):3035.

Chicago/Turabian Style

Junkyu Park; Mark A. Bonn; Meehee Cho. 2020. "Sustainable and Religion Food Consumer Segmentation: Focusing on Korean Temple Food Restaurants." Sustainability 12, no. 7: 3035.

Journal article
Published: 09 April 2020 in International Journal of Hospitality Management
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Europe, Australia, the United States and now Asia have documented recent increases in numbers of “solo” consumptive restaurant dining behavior, representing an emerging worldwide restaurant industry trend. The study’s objectives were designed to explore unchartered solo dining research addressing perceived territoriality as a theoretical foundation for identifying potential physical and psychological boundaries applied to the solo dining context and for examining the relationships between those boundary factors, solo diners’ perceived territoriality, overall satisfaction and revisit intentions. Results showed that restaurant physical and psychological boundaries positively influenced perceived territoriality, leading to positive solo dining satisfaction and revisit intention. Further, this study revealed that solo diners’ motivations significantly moderated the effects of psychological boundaries upon their perceived territoriality. Implications and recommendations for future research are provided.

ACS Style

Soyeon Moon; Mark A. Bonn; Meehee Cho. How can the solo dining experience be enhanced? Focusing on perceived territoriality. International Journal of Hospitality Management 2020, 88, 102506 .

AMA Style

Soyeon Moon, Mark A. Bonn, Meehee Cho. How can the solo dining experience be enhanced? Focusing on perceived territoriality. International Journal of Hospitality Management. 2020; 88 ():102506.

Chicago/Turabian Style

Soyeon Moon; Mark A. Bonn; Meehee Cho. 2020. "How can the solo dining experience be enhanced? Focusing on perceived territoriality." International Journal of Hospitality Management 88, no. : 102506.

Journal article
Published: 01 March 2019 in Tourism Management
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The advent of machines powered by artificial intelligence (AI) and robotics technologies have already strongly influenced the hospitality industry, and the effects of its replacement upon the human workforce has been a highly debated topic. Despite this, empirical evidence in the form of published empirical studies have yet to appear in academic journals that present compelling evidence addressing what hospitality employees’ awareness of those potential impacts could be pertaining to AI and robotics specifically applied within the context of their turnover intention and future employment prospects. The purpose of this study was to present new empirical findings on this issue using data from a sample of 468 full-time five star hotel employees in Guangzhou, China. AI and robotics awareness was found to be significantly associated with employee turnover intention. This relationship was moderated by perceived organizational support and competitive psychological climate. Implications and directions for future research are provided.

ACS Style

Jun (Justin) Li; Mark A. Bonn; Ben Haobin Ye. Hotel employee's artificial intelligence and robotics awareness and its impact on turnover intention: The moderating roles of perceived organizational support and competitive psychological climate. Tourism Management 2019, 73, 172 -181.

AMA Style

Jun (Justin) Li, Mark A. Bonn, Ben Haobin Ye. Hotel employee's artificial intelligence and robotics awareness and its impact on turnover intention: The moderating roles of perceived organizational support and competitive psychological climate. Tourism Management. 2019; 73 ():172-181.

Chicago/Turabian Style

Jun (Justin) Li; Mark A. Bonn; Ben Haobin Ye. 2019. "Hotel employee's artificial intelligence and robotics awareness and its impact on turnover intention: The moderating roles of perceived organizational support and competitive psychological climate." Tourism Management 73, no. : 172-181.

Journal article
Published: 08 October 2018 in International Journal of Hospitality Management
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This study was designed to 1) identify essential purchasing skills for restaurant management; 2) investigate how specific purchasing skills impact a more strategic approach to purchasing affecting restaurant performance; 3) examine if supplier integration directly affects restaurant strategic purchasing; 4) investigate if supplier integration moderates the effects of purchasing skills upon restaurant purchasing. Results demonstrated that interpersonal skills and managerial skills had significant and positive effects upon strategic purchasing, but not technical knowledge. In particular, managerial skills were a more significant contributor to the development of strategic purchasing than were interpersonal skills. Results also supported the significant and positive effect of strategic purchasing upon restaurant performance. The relationship between purchasing skills and strategic purchasing were found to be significantly different between those having higher supplier integration, technical skills and process skills when compared to those having lower scores in these areas. Theoretical and managerial implications are provided.

ACS Style

Meehee Cho; Mark A. Bonn; Larry Giunipero; Jim Divers. Restaurant purchasing skills and the impacts upon strategic purchasing and performance: The roles of supplier integration. International Journal of Hospitality Management 2018, 78, 293 -303.

AMA Style

Meehee Cho, Mark A. Bonn, Larry Giunipero, Jim Divers. Restaurant purchasing skills and the impacts upon strategic purchasing and performance: The roles of supplier integration. International Journal of Hospitality Management. 2018; 78 ():293-303.

Chicago/Turabian Style

Meehee Cho; Mark A. Bonn; Larry Giunipero; Jim Divers. 2018. "Restaurant purchasing skills and the impacts upon strategic purchasing and performance: The roles of supplier integration." International Journal of Hospitality Management 78, no. : 293-303.

Journal article
Published: 02 May 2018 in Sustainability
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Generation Z (Gen Z), the future of America’s workforce, is forecasted to represent more than 30 million persons by 2020. Volunteer rates have been declining since 2002. Most compelling is that overall lowest volunteer rates were found to be within the Gen Z segment, with expectations of continued decline. Thus, this study explored motivations associated with sustainable volunteering by Gen Z based upon past research that documented intent to volunteer is strongly associated with age. In doing so, the Volunteer Functions Inventory was adopted to identify Gen Z motivations for volunteering. This study then employed the theory of planned behavior to test the relationships between Gen Z volunteering motivations, their attitudes and job performance using data obtained from 306 Gen Z volunteer special event participants. Among five motives identified to be important to Gen Z, only four motives (“value”, “career”, “learning” and “self-esteem”) were found to significantly influence their attitudes. The ‘social’ motive was found to have no significant effect on their attitudes towards volunteering. This research framework was supported by validating the significant relationships between volunteer motivations, attitudes and job performance specific to the Gen Z volunteer segment. “Job training appropriateness” was found to be an important moderator for improving the relationships between Gen Z volunteer attitudes and job performance.

ACS Style

Meehee Cho; Mark A. Bonn; Su Jin Han. Generation Z’s Sustainable Volunteering: Motivations, Attitudes and Job Performance. Sustainability 2018, 10, 1400 .

AMA Style

Meehee Cho, Mark A. Bonn, Su Jin Han. Generation Z’s Sustainable Volunteering: Motivations, Attitudes and Job Performance. Sustainability. 2018; 10 (5):1400.

Chicago/Turabian Style

Meehee Cho; Mark A. Bonn; Su Jin Han. 2018. "Generation Z’s Sustainable Volunteering: Motivations, Attitudes and Job Performance." Sustainability 10, no. 5: 1400.

Articles
Published: 02 May 2018 in Asia Pacific Journal of Tourism Research
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Expositions or “expos” are large consumer trade shows representing a catalyst for on-site direct spending by visitors attracted to these events that are promoted by destination marketing organizations, governments, communities, and businesses. The purpose of this study was to develop and test a new research model involving the analysis of five specific personality traits representing pleasure visitors attending an annual expo to provide more meaningful information for destination marketing professionals. This study then examined the effects of how visitor personality traits play upon expo attachment, satisfaction, and revisit intention using anxiety attachment as a moderator. Results revealed the relationships between expo attachment and satisfaction, attachment and revisit intention, and satisfaction and revisit intention were significant. Also, anxiety attachment was shown to moderate the relationships between all visitor personality traits and expo attachment. Accordingly, this study provides theoretical insights for future tourism research and offers new promotional implications for expo practitioners.

ACS Style

Myung Ja Kim; Mark Bonn; Choong-Ki Lee; Sabena S. Hahn. Effects of personality traits on visitors attending an exposition: the moderating role of anxiety attachment. Asia Pacific Journal of Tourism Research 2018, 23, 502 -519.

AMA Style

Myung Ja Kim, Mark Bonn, Choong-Ki Lee, Sabena S. Hahn. Effects of personality traits on visitors attending an exposition: the moderating role of anxiety attachment. Asia Pacific Journal of Tourism Research. 2018; 23 (5):502-519.

Chicago/Turabian Style

Myung Ja Kim; Mark Bonn; Choong-Ki Lee; Sabena S. Hahn. 2018. "Effects of personality traits on visitors attending an exposition: the moderating role of anxiety attachment." Asia Pacific Journal of Tourism Research 23, no. 5: 502-519.

Journal article
Published: 01 April 2016 in Tourism Management
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The purpose of this study is to examine the relationships among social capital, altruism, common bond and identity, and revisit intention using social capital, altruism, and attachment theories. A total of 452 responses were generated from consumers 50 years of age and older (seniors), qualified as having used a social network site (SNS) for tourism-related products and services within the past 12 months. Results show that social capital has significant effects on common bond and identity while social capital has a slightly greater effect on common identity than common bond. Altruism has significant effects on common bond and identity whereas altruism has a greater effect on common bond than common identity. Common bond and identity both have significant effects on revisit intention. Noticeably, revisit intention is highly influenced by common identity. Therefore, this study provides new knowledge and recommendations to SNS administrators addressing why seniors use SNSs for tourism-related purposes.

ACS Style

Myung Ja Kim; Choong-Ki Lee; Mark Bonn. The effect of social capital and altruism on seniors' revisit intention to social network sites for tourism-related purposes. Tourism Management 2016, 53, 96 -107.

AMA Style

Myung Ja Kim, Choong-Ki Lee, Mark Bonn. The effect of social capital and altruism on seniors' revisit intention to social network sites for tourism-related purposes. Tourism Management. 2016; 53 ():96-107.

Chicago/Turabian Style

Myung Ja Kim; Choong-Ki Lee; Mark Bonn. 2016. "The effect of social capital and altruism on seniors' revisit intention to social network sites for tourism-related purposes." Tourism Management 53, no. : 96-107.