온라인 플랫폼 경험: 호스피탈리티 고객 인게이지먼트 및 로열티향상 방안

This study aims to develop a conceptual framework linking antecedents and consequences ofonline platform experience in the context of hospitality businesses. In doing so, an introductionto online platform experience in the hospitality industry was made, and environmental stimuli,that is, enablers of online platform experience were identified: information, entertainment andrelation. Additionally, the theoretical review attempted to explain how customers are likely tobe engaged in, and to be loyal to, the hospitality organizations’ provisions in the context ofonline platforms. When presenting the theoretical model, a Stimulus-Organism-Responseparadigm was employed to propose the hypotheses predicting positive online platformexperience, which seems to derive from internally provoked cognition and affection withinindividuals, leading to behavioral consequences. This model is expected to be applicable to theonline context, where hospitality businesses tend to adopt the concept of gamification and toimplement associated loyalty programs. Finally, theoretical and practical implications, alongwith potential avenues of future research, were discussed.