Rosanna Leung | National Kaohsiung University of Hospitality and Tourism (original) (raw)

Papers by Rosanna Leung

INTERNATIONAL JOURNAL OF TOURISM CITIES, 2024

Purpose – This study aims to identify motivations for visiting Kyoto’s prominent religious attrac... more Purpose – This study aims to identify motivations for visiting Kyoto’s prominent religious attractions using
latent Dirichlet allocation (LDA) text analysis of online reviews; establish linkages between push
motivational factors and pull factors of the religious sites, forming distinct tourist typologies; and suggest
strategies for Kyoto’s destination marketing based on the findings.
Design/methodology/approach – This study analyzed 37,772 TripAdvisor reviews for Kyoto’s top 25
religious sites from the pre-pandemic period (March 2020). LDA topic modeling extracts 18 underlying
thematic dimensions from the review texts. Axial coding of these dimensions revealed five distinct tourist
motivation typologies.
Findings – Five motivation typologies emerged: cultural seekers drawn to Japan’s unique heritage,
nature lovers attracted by scenic landscapes, chrono-seasonal experiencers seeking distinct seasonal
views, crowd-avoiders prioritizing less congested visits and city wanderers engaging in local activities.
Practical implications – The findings offer valuable guidance for destination marketers and managers
in Kyoto, enabling the development of targeted strategies to enhance visitor experiences and manage
overcrowding at popular religious sites.
Originality/value – This research provides novel insights into nonreligious tourists’ motivations for visiting
religious sites in a crowded destination. By identifying distinct motivation-based tourist typologies, the
study informs strategies for enhancing visitor experiences tailored to diverse needs, contributing to
tourismliterature and practical destination management.

Tourism, Culture and Communication, 2024

The issue of overtourism have been discussed for decades. Addressing the problems caused by exces... more The issue of overtourism have been discussed for decades. Addressing the problems caused by excessive tourist numbers in confined areas is vital, especially in cities like Kyoto, known for its cultural and religious attractions. This study delves into the experiences of visitors at Kyoto's religious sites, with a particular focus on overtourism and sensory elements. The research analyses TripAdvisor reviews spanning from October 2010 to March 2020, covering the top twenty-five religious attractions in Kyoto. Through systematic text analysis tools like topic modelling and Leximancer, four key themes emerge: "Walk," "Impressive," "Beautiful," and "Crowded." These themes encapsulate tourists' experiences, including exploring temples, appreciating scenic beauty, and grappling with overcrowding. The study underscores the overtourism challenge in Kyoto, substantiated by numerous mentions of crowded conditions in reviews. Interestingly, tourists often recommend arriving early to mitigate overcrowding, reflecting their adaptability and positive outlook even in crowded situations. Sensory analysis reveals that visual experiences dominate, followed by gustatory, haptic, auditory, and olfactory sensations. This suggests that tourists are drawn to religious sites not just for their spiritual significance but also for the rich sensory experiences they offer. These findings have implications for destination marketing and management. Stakeholders can leverage insights from user reviews to craft effective advertising content. By promoting lesser-known temples and incorporating sensory marketing strategies, Destination Management Organizations (DMOs) can encourage tourists to diversify their visits, thereby alleviating the pressure on overcrowded sites. Collaboration with tour operators and effective marketing can also facilitate the inclusion of overlooked destinations in tour itineraries, fostering a more balanced distribution of visitors.

International Journal of Hospitality Management, 2025

The hospitality industry has undergone a comprehensive transformation with the infusion of artifi... more The hospitality industry has undergone a comprehensive transformation with the infusion of artificial intelligence into its processes, but the employees’ adoption of artificial intelligence has been scantly studied. This systematic review comprises 80 empirical articles listed in the Scopus database that study hospitality employees as key participants, which were selected using the PRISMA approach. We used bibliometric analysis to identify the most prominent countries, journals, authors, and keywords and then applied the TCCM framework to gain a deeper understanding. The synthesis draws upon various theories, characteristics, contexts, and methodologies. The prominent antecedents, outcomes, mediators, and moderators are identified while highlighting their linkage. This study will help managers, policymakers, and owners comprehensively understand AI adoption and its impact on hospitality employees. The future research agenda provides theoretical, contextual, empirical, and methodological directions paving the way for hospitality to move toward the achievement of Sustainable Development Goals (SDGs).

Journal of Organizational Change Management, 2024

Purpose This study explores how customers' individual characteristics and perceptions affect acce... more Purpose
This study explores how customers' individual characteristics and perceptions affect acceptance of service robots as a hotel workforce. The Interactive Technology Acceptance Model (iTAM) has inspired us to investigate effects of customers' technological self-efficacy, perceived interactivity, sense of utility, and enjoyment-level of acceptance related to hotel-service robots as staff.

Design/methodology/approach
Data were collected from 224 customers via an online questionnaire conducted in the period April–June 2022 by convenience sampling, and then analyzed by using partial least squares – structural equation modeling (PLS-SEM).

Findings
The findings show that customers' technological self-efficacy and perceived interactivity with service robots enhances perceived usefulness and perceived enjoyment, serving as functional and emotional value components of service robots. They also demonstrate that robot's interactivity outweighs other robot's value components, such as perceived usefulness and perceived enjoyment for acceptance of service robots as employees in hotels.

Originality/value
While empirically validating the iTAM, this study emphasizes service robot interactivity as the most important aspect for customers' acceptance, and it adds a new perspective regarding the underexplored role of the customer-robot interface. Combining specific dimensions from different technology acceptance models (functional/socio-emotional/relational; utilitarian/hedonic) the study contributes to the service robot literature currently missing a more holistic understanding of consumers' experience and adoption drivers, and it provides managerial guidance on how to successfully implement service robots in hotel environments.

Information and Communication Technologies in Tourism 2024, 2024

AI-powered large language models are shaping a new era of learning. Students use AI chatbots for ... more AI-powered large language models are shaping a new era of learning. Students use AI chatbots for information search and idea inspiration. However, are students' questioning skills effective enough to interact with an AI Chatbot? This study explores the interaction between students and ChatGPT on idea generation and identifies whether participants can effectively use AI chatbots to simulate creativity for idea generation. The results indicated that, rather than discussing their idea with AI Chatbot for suggestions and recommendations to enhance the existing ideas, many students ask AI to generate more ideas without providing directions. Participants reflected that ChatGPT provided generic ideas and were unsatisfied with its creativity. They are more positive towards using the question guide, developed using SCAMPER questioning technique combined with a narrative approach by the researcher, compared to ChatGPT because the question guide enables perspective-shifting to generate ideas from a new perspective.

International Journal of Contemporary Hospitality Management, 2022

Purpose – Building on recent smart hospitality systematic reviews and extensive literature analys... more Purpose – Building on recent smart hospitality systematic reviews and extensive literature analyses, this paper aims to explore recent developments, themes and issues within smart hospitality. It synthesises existing knowledge, extrapolating forward and contributes to the future development of smart hospitality by serving as a reference to enrich academic/industry discussions and stimulate future research.
Design/methodology/approach – The research examined 8 recent review articles on smart hospitality and tourism and extracted 145 articles in peer-reviewed sources from Web of Science focussed on smart hospitality. These publications supported in-depth analysis to explore the body of knowledge and develop foresight for the future of smart hospitality within business ecosystems at tourism destinations. It synthesises knowledge and provides the basis for the development of a comprehensive in-depth research agenda in smart hospitality innovations as well as the formulation of agile hospitality ecosystems.
Findings – This paper illustrates that smart hospitality introduces disruptive innovations that affect the entire hospitality ecosystem. Smart hospitality takes advantage of smart cities and smart tourism towards establishing agile business ecosystems in networked destinations. Having reviewed the existing literature, the study developed a conceptual framework and introduced a comprehensive future research agenda. This includes the drivers of smart hospitality, namely, customer-centricity, personalisation, individualisation and contextualisation; marketing-driven hospitality excellence and metaverse; as well as operation agility, asset strategy, talent management and supplier interoperation. It also identified the foundations that provide the infostructure for smart hospitality, including ambient intelligence, big data, processes and sustainability,
providing the capability blocks to co-create value for all stakeholders in the hospitality ecosystem.
Originality/value – This study conceptualises smart hospitality as a disruptive and innovative power that will affect the competitiveness of hospitality and tourism organisations as part of a comprehensive ecosystem.
It identifies the key stakeholders and explores how they can take advantage of emerging developments. This
paper proposes the drivers and foundation for future research on smart hospitality. The research provides a
conceptual synthesis of the literature and the concepts that have been elaborated. The foundations are
effectively the infostructure that enables the drivers to add value to different stakeholders. Key issues are identified to stimulate further research on the area to support smart hospitality development and adoption.

International Hospitality Review, May 10, 2022

Purpose – This study investigates human behavior, specifically attitude and anxiety, toward human... more Purpose – This study investigates human behavior, specifically attitude and anxiety, toward humanoid service robots in a hotel business environment.
Design/methodology/approach – The researcher adopted direct observations and interviews to complete the study. Visitors of Henn-na Hotel were observed and their spatial distance from the robots, along with verbal and non-verbal behavior, was recorded. The researcher then invited the observed hotel guests to participate in
a short interview.
Findings – Most visitors showed a positive attitude towards the robot. More than half of the visitors offered compliments when they first saw the robot receptionists although they hesitated and maintained a distance from them. Hotel guests were also disappointed with the low human–robot interaction (HRI). As the role of robots in hotels currently remains at the presentation level, a comprehensive assessment of their interactive ability is lacking.
Research limitations/implications – This study contributes to the HRI theory by confirming that people may treat robots as human strangers when they first see them. When a robot’s face is more realistic, people expect it to behave like an actual human being. However, as the sample size of this study was small and all visitors were Asian, the researcher cannot generalize the results to the wider population.
Practical implications – Current robot receptionist has limited interaction ability. Hotel practitioners could learn about hotel guests’ behavior and expectation towards android robots to enhance satisfaction and reduce disappointment.
Originality/value – Prior robot research has used questionnaires to investigate perceptions and usage intention, but this study collected on-site data and directly observed people’s attitude toward robot staff in an actual business environment.

Journal of Hospitality and Tourism Insights, 2023

PurposePolicing activities aim to provide a safe environment for tourists. With the recent major ... more PurposePolicing activities aim to provide a safe environment for tourists. With the recent major protests that have erupted around the world, and the novel use of excessive police force against protestors, people may wonder if the policing deployment is for destination safety or to deter tourists from visiting. This paper aims to investigate anti-police and pro-police attitudes and tourists' behavioural responses towards a popular destination experiencing an ongoing social movement.Design/methodology/approachData were collected between December 2019 and January 2020 (during the social movement). An online survey with a snowball sampling method was adopted to reach international tourists who were aware of the social movement in Hong Kong.FindingsThe results revealed that an individual with an anti-police attitude was found to be related to cognitive and affective destination images and perceived risks while those holding a pro-police attitude were more concerned with destination ...

Journal of Hospitality and Tourism Insights, 2022

Purpose-Policing activities aim to provide a safe environment for tourists. With the recent major... more Purpose-Policing activities aim to provide a safe environment for tourists. With the recent major protests that have erupted around the world, and the novel use of excessive police force against protestors, people may wonder if the policing deployment is for destination safety or to deter tourists from visiting. This paper aims to investigate anti-police and pro-police attitudes and tourists' behavioural responses towards a popular destination experiencing an ongoing social movement. Design/methodology/approach-Data were collected between December 2019 and January 2020 (during the social movement). An online survey with a snowball sampling method was adopted to reach international tourists who were aware of the social movement in Hong Kong. Findings-The results revealed that an individual with an anti-police attitude was found to be related to cognitive and affective destination images and perceived risks while those holding a pro-police attitude were more concerned with destination images only. No significant correlation was found between attitudes towards policing and travel intention. Originality/value-This research presents a first attempt to investigate the relationship between tourists' policing attitudes and their behavioural responses during an ongoing social movement in a popular destination city.

e-review of tourism research, 2020

Will you pick me again? International Hotel Chains Brand Loyalty Reflection from User Reviews Onl... more Will you pick me again? International Hotel Chains Brand Loyalty Reflection from User Reviews Online reviews had been used as the data source to examine customer satisfaction and dissatisfactions for more than a decade; however, limited studies examined brand. This study extracted 12 active online review contributors with 43 reviews, examined their brand loyalty behavior on international hotel chains. This study developed a method that utilizing online review data to identify the hotel customer attitudinal loyalty. The results indicated that repeat customers have stronger brand loyalty and their attitudinal behavior can be reflected from their reviews. Hotel managers should use review websites a new management tool to identify the potential loyal customers and understand the repurchasing intentions.

FIU Hospitality Review, 2009

Increased broadband penetration (BP) rates around the world have encouraged web designers to incl... more Increased broadband penetration (BP) rates around the world have encouraged web designers to include more web content and additional functions on their web sites, thereby enhancing the richness and playfulness of the information. However, it is often very difficult for web surfers who are still using narrowband connections to access such web sites. Many university web sites target international audiences; therefore their download performance should be considered, as it may directly influence the user experience. This exploratory study examined 331 university hospitality and tourism department web sites in 37 countries. The empirical results showed that entry web pages of universities in Asia, with a medium BP rate (mid-BP), have the slowest download speeds, and those in Australia and New Zealand perform the best. The adoption rate of the Cascade Style Sheet (CSS) in Asia is relatively lower than that of other regions.

Tourism Review

Purpose The purpose of this study is to review the past technology in hotel and forecast the futu... more Purpose The purpose of this study is to review the past technology in hotel and forecast the future direction of technology adoption in hotels. Design/methodology/approach Academic papers not only from hospitality journals but also from technology-related journals were collected and reviewed to propose the future hospitality technology development trends. Findings The hospitality software application has moved from local-based to server-based to Web-based to cloud-based platforms. Business data analysis methods have also undergone an evolution from descriptive analysis using historical data to predictive analysis by mining big data collected from the sensors and web-crawlers, which consolidates both commercial data and macro-environment data. Future hotel buildings could provide ambient management that responses to external environments automatically to provide an eco-friendly and cosy environment to hotel guests. Responsive building envelopes, façade systems and autonomous furnitur...

Asian Journal of Technology Innovation, 2022

Dining is an essential part of daily life, and the business of any restaurant is to satisfy its c... more Dining is an essential part of daily life, and the business of any restaurant is to satisfy its customers by co-creating positive dining experiences on every occasion and at every stage in the proc...

International Journal of Hospitality & Tourism Administration, 2020

ABSTRACT Research on the application of mobile technology in the hotel industry is still in its n... more ABSTRACT Research on the application of mobile technology in the hotel industry is still in its nascent stage. Most studies on mobile technology in the hotel industry have investigated mobile applications. However, studies on mobile websites remain limited. Mobile websites are significant sources of information of smartphone users for their purchasing decisions. A well-designed and well-managed mobile website can satisfy the needs of customers, whereas a poorly managed one can make them frustrated and dissatisfied. However, a particular mobile website evaluation model for the hotel industry has yet to be developed. Moreover, studies have yet to investigate user requirements for hotel mobile websites. Hotels cannot develop an effective and efficient mobile website to satisfy the users’ needs, create a favorable experience for them, and influence their intention to purchase via mobile websites without understanding users’ needs with regard to mobile websites. To fill in this research gap, this study applied qualitative and quantitative research methods to collect primary data and develop a comprehensive mobile website performance evaluation model for the hotel industry. This model includes usability and functionality dimensions that have been identified from the existing literature on mobile website and hotel website evaluation. All identified dimensions and attributes were validated by a group of hotel suppliers, information technology experts, users of hotel mobile website, and smartphone users. A total of 47 attributes and 7 dimensions were rated by 456 hotel mobile website users and ranked based on their importance thereafter. The weighting scores for each dimension and attribute were analyzed using a numerical computation method. Findings indicated that users preferred an easy-to-use mobile website design and structure, as well as simple information on hotel mobile websites. Users perceived all functionality dimensions as significant. Thus, an excellent hotel mobile website should present simple information while providing users with access to detailed information if necessary.

International Journal of Knowledge Management

The purpose of this study is to explore whether the leadership change consequently imposes furthe... more The purpose of this study is to explore whether the leadership change consequently imposes further changes in knowledge management (KM) practices, as well as to reveal which KM practices are affected by this strategic change. Namely, a theorized ten-fold conceptualization of KM practices has been tested on a sample of 101 Serbian companies employing more than 100 employees each. The main findings demonstrate that leadership changes affect some elements of KM leadership, HRM practices in recruitment, training and development, and compensation. Furthermore, findings depict that leadership changes have a profound influence on knowledge-friendly organizational culture and knowledge sharing between mid-level management and employees. Finally, the results show that the leadership change in Serbian companies affects sales growth rate. The companies that experienced this change had negative sales growth rate contrary to the companies without this strategic change.

Tourism Review, 2019

Purpose The term smartness has been discussed in the academia for many years; prior research has ... more Purpose The term smartness has been discussed in the academia for many years; prior research has listed numerous advantages and encouraged business entities to implement smart technologies. However, stakeholders’ knowledge level, support intention and barriers to smart technology have been under investigated. Without the support of stakeholders, smart projects can hardly be implemented. This paper aims to explore the above-mentioned under investigated area and identify the gaps between academia and the hotel industry in Taiwan. Design/methodology/approach In-depth interviews were conducted with nine hotel stakeholders in Taiwan with investors, owners, managers, technology suppliers and information technology consultants. Three key areas were focused on: smart hotel definition, expectations from smart hotel and known barriers for implementing smart technologies. Findings The definition of smart hotel among all stakeholders was inconsistent. Stakeholders defined a smart hotel accordin...

Student Success

Taiwan’s low birth rate and declining demand for higher education among the country’s high school... more Taiwan’s low birth rate and declining demand for higher education among the country’s high school graduates has led to vigorous competition between Taiwanese universities to attract and retain students. Increasing international student enrolment can help alleviate these existing pressures. However, the transition from high school to university life and the need to study in a degree program with English as the primary medium of instruction, can present challenges for first-year students. We aimed to investigate First Year (FY) Taiwanese and non-Taiwanese students’ learning experiences and the barriers they face at a private university. The key research findings are based on factors affecting FY students’ learning experiences such as interactive teaching techniques, peer support, program attributes, social integration, and the international learning environment. We argue that for higher education institutions (HEIs) to stand out in a highly competitive environment, university manageme...

Journal of Vacation Marketing

Hotel service levels and pricing range are often denoted by the “star” rating system predominant ... more Hotel service levels and pricing range are often denoted by the “star” rating system predominant in that country. This rating system depends considerably on travel agencies to disseminate information to consumers to assist them in their hotel selection. Given the popularity of online travel agencies (OTAs) and review websites, consumers can now compare published star and user ratings of hotels online to obtain a complete idea of the hotel service standards from the perspective of other users. This study attempted to analyze the difference among the star and user ratings published in eight popular OTAs. Findings showed that Priceline and Ctrip had the lowest website star ratings, whereas Bookings.com and Agoda had the highest for both local chain and independent hotels. A comparison of the star and user ratings indicated that Priceline, TripAdvisor, and Hotels.com had no statistical difference, but the other five OTAs exhibited statistical differences. The findings also indicated tha...

Information Technology & Tourism, 2017

Social media plays an important role in tourism industry, especially for individual travel planni... more Social media plays an important role in tourism industry, especially for individual travel planning and tourism entities preparing business plans. Only a limited number of first-tier attractions were reported in tourism bureau’s travel statistics documents, which cannot satisfy the needs of non-first tier attraction managers preparing their marketing strategies. With the rich tourists reviews and photos publicly available on social network platform, researchers and attraction manager could analyzing these geotagged photos to find out the potentials of the attractions including tourists interests and their travel pattern. In this study, we report our work on extracting and processing of geotagged photos uploaded by inbound tourists on Flickr.com to study tourists’ photo sharing and visiting pattern during their visits at Hong Kong temples. Four popular temples were identified automatically using P-DBSCAN density clustering from geotagged tourists photos. The travel pattern analysis had shown that tourists from different country of residence have different temple choice. Particularly, a closer look at the repeated tourists in the past five years, and special focus on photo uploading habits are discussed in our findings.

INTERNATIONAL JOURNAL OF TOURISM CITIES, 2024

Tourism, Culture and Communication, 2024

International Journal of Hospitality Management, 2025

Journal of Organizational Change Management, 2024

Information and Communication Technologies in Tourism 2024, 2024

International Journal of Contemporary Hospitality Management, 2022

International Hospitality Review, May 10, 2022

Journal of Hospitality and Tourism Insights, 2023

Journal of Hospitality and Tourism Insights, 2022

e-review of tourism research, 2020

FIU Hospitality Review, 2009

Tourism Review

Asian Journal of Technology Innovation, 2022

International Journal of Hospitality & Tourism Administration, 2020

International Journal of Knowledge Management

Tourism Review, 2019

Student Success

Journal of Vacation Marketing

Information Technology & Tourism, 2017

APacCHRIE & EuroCHRIE Joint Conference, 2019

First robot-staff hotel launched in Japan in 2015 brings up the awareness of human-less hotel ser... more First robot-staff hotel launched in Japan in 2015 brings up the awareness of human-less hotel service. Prior studies have been investigating on robot usability, productivity improvement by robot, employee perceptions towards robot and the overall perceptions towards robot. However, the customer attitude towards robot appearance and their interaction were overlooked. This study adopted behavioural observations to investigate the action and reaction on customer behaviour towards hotel robotic staff in Japan. Findings indicated visitors have smiley face when they saw the robot but then keep a distance. When they first interact with the robot staff as they treat robot as a human stranger so they show hesitation to interact. More than half of the observees expressed compliment responses when they first saw the robot receptionists. The robot in the hotel is still at presentation level without comprehensive interactive ability.

Global Smart Hospitality, Dec 2023

Chapter Proposal Submission Deadline: 31st December 2022 Proposal Acceptance Notification: 31st... more Chapter Proposal Submission Deadline: 31st December 2022
Proposal Acceptance Notification: 31st January 2023
Full Chapter Submission Deadline: 31st August 2023

Smartness has been discussed for more than a decade; however, the definition of smart and smart hospitality is still unclear and lots of debates are ongoing among academia. In addition, many industry practitioners perceived service automation, technology adoption, or robotic services as "smart", and hotels that implemented various technologies are smart hotels. The concept of "smartness" refers to the integration of networked organisations and smart features that engage in interoperable and interconnected systems to simplify and automate daily activities and do add value throughout the ecosystem for all stakeholders. This book aims to enlarge the understanding of smart hospitality and provide recommendations for more comprehensive, effective, and efficient ideas on service operations, management decisions, customer experience co-creation and future challenges moving toward smart.

We would like to invite authors from different technical and hospitality service disciplines to address various aspects of the smart service in micro- and macro-level perspectives, including but not limited to customer services, marketing, hospitality operations management, strategic management, decision support, and macro-level interconnection and interoperations. We also looking for authors to deliver information on smart hospitality infrastructure which provides the foundation of technical knowledge for non-technical readers that allow them to explore the potential of smart hospitality service. From the real-life examples included, readers could receive a comprehensive view of smart infrastructure and the automation and interoperations among stakeholders. This book will link the industry and academia on smart hospitality by creating solutions and innovations to contribute to the industry, highlighting the future challenges of smart hospitality and providing a future research agenda for early career researchers.

The book chapter should NOT focus on technology and its application but on how the technology interconnected and interoperable with other platforms, technologies and stakeholders. Explain how external data could improve the efficiency and effectiveness of the technologies, identify the current limitations and provide recommendations on future research. Target readers are PhD candidates and researchers that are looking for research ideas on smart hospitality. This book will be produced as part of the peer-reviewed book series by Edward Elgar: https://www.e-elgar.com/shop/gbp/book-series/education/elgar-research-agendas.html.

If you are interested to contribute to this book, please email a 500 words proposal to Dr Rosanna Leung at rosannaleung@gmail.com before 31st December 2022. If accepted, full papers with 5,000 – 6,000 words are due by 31st of August 2023. Each contribution must be original and unpublished work, not submitted for publication elsewhere.