Billy Bai
Biographic Data
| ID | 4982206 |
|---|---|
| NAME | Billy Bai |
| GIVEN NAMES | Billy |
| FAMILY NAME | Bai |
| SIGNATURE | BAI B |
| AFFILIATIONS | University of Nevada, Las Vegas |
| ORCID | 0000-0003-4180-0701 |
| VERIFIED | Yes |
| TOTAL WORKS | 14 |
| TOTAL CITATIONS | 38 |
| AUTHOR COUNT | 14 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1999 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 3 |
Economic impact of artificial intelligence (AI)
This study investigates the business value of Artificial Intelligence (AI) within the tourism and hospitality industry. By analyzing existing research, we identify three key strategic roles for AI: automation, information provision, and transformation. AI applications, such as service robots, chatbots, and predictive analytics, can enhance operational efficiency, improve decision-making, and drive innovation across the industry. While research hi…
A Donation-With-Purchase at a Restaurant
Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal:…
Increasing Emotional Distress and Use of Health Services among Hospitality Industry Workers During and After the Covid-19 Lockdown
Health insurance coverage is essential for access to health services regardless of employment status. Strengthening mental health services, including psychological counselling for hospitality workers, is needed in such public health emergency situations as the ongoing COVID-19 pandemic
Disruptive Technologies and Innovation in Hospitality
As emerging digital technologies have been used for disruptive innovation and business models, an essential component for hospitality researchers and practitioners is to determine the role of disruptive technologies and innovation in hospitality businesses. This study synthesizes prior research on disruptive innovation and identifies disruptive technologies in the hospitality context. A thematic analysis was performed through a computer-assisted …
Branding Co-Creation with Consumer-Generated Advertising
Of the social media tools available to brand managers, consumer-generated advertising (CGA) has attractive features combining consumer-generated content, social media advertising, and online interactive marketing campaigns. However, only a small number of customers actively participate in co-creation of CGA. Based on social presence theory and service-dominant logic conceptualization, we examined CGA observers, knowledgeable and attentive viewers…
Destination sustainability in the sharing economy
The introduction of the sharing economy has been seen as a potential pathway to destination sustainability. However, without a holistic measurement, its impact on destination sustainability is unclear. This study introduces the capital theory approach to define destination sustainability via four capitals: natural, manufactured, human, and social. Each capital is further deconstructed into five stakeholders, their assets, and co-created service v…
The Reciprocal Role of Trust in Customer Value Co-Creation
The main purpose of this research was to investigate the reciprocal nature of trust in a service provider, established through consumer involvement in value co-creation. Grounded in service-dominant logic and social exchange theory, the study used an existing consumer-generated co-creation contest by a popular U.S.-based coffee-shop brand. When examining customer involvement with value co-creation (N = 510), the covariance-based structural equati…
Uncovering crowdsourcing in tourism apps
Pop star fan tourists
Influence of popular culture on special interest tourists' destination image
Affect, Travel Motivation, and Travel Intention
The senior tourism market has received increased attention as the importance of this market segment becomes more evident. However, limited efforts have been devoted to understanding psychological aspects of senior tourists. The primary objectives of this research are to investigate seniors' affect and travel motivation as well as interrelationships between these two constructs and to discover the effects of affect and motivation on travel intenti…
Artificial intelligence-based employee selection in tourism and hospitality
Understanding travel expenditure patterns
Gaming
The objectives of the paper were to examine the status quo of gaming industry in China, and to analyze the opportunities and challenges of developing gaming as a tourism component under three dimensional framework of legality, culture, and societal concern. The paper concluded with recommendations to China's policy makers, and implications for tourism practitioners and academia
Gaming
The objectives of the paper were to examine the status quo of gaming industry in China, and to analyze the opportunities and challenges of developing gaming as a tourism component under three dimensional framework of legality, culture, and societal concern. The paper concluded with recommendations to China's policy makers, and implications for tourism practitioners and academia
Understanding travel expenditure patterns
Artificial intelligence-based employee selection in tourism and hospitality
Affect, Travel Motivation, and Travel Intention
The senior tourism market has received increased attention as the importance of this market segment becomes more evident. However, limited efforts have been devoted to understanding psychological aspects of senior tourists. The primary objectives of this research are to investigate seniors' affect and travel motivation as well as interrelationships between these two constructs and to discover the effects of affect and motivation on travel intenti…
Influence of popular culture on special interest tourists' destination image
Pop star fan tourists
The Reciprocal Role of Trust in Customer Value Co-Creation
The main purpose of this research was to investigate the reciprocal nature of trust in a service provider, established through consumer involvement in value co-creation. Grounded in service-dominant logic and social exchange theory, the study used an existing consumer-generated co-creation contest by a popular U.S.-based coffee-shop brand. When examining customer involvement with value co-creation (N = 510), the covariance-based structural equati…
Uncovering crowdsourcing in tourism apps
Destination sustainability in the sharing economy
The introduction of the sharing economy has been seen as a potential pathway to destination sustainability. However, without a holistic measurement, its impact on destination sustainability is unclear. This study introduces the capital theory approach to define destination sustainability via four capitals: natural, manufactured, human, and social. Each capital is further deconstructed into five stakeholders, their assets, and co-created service v…
Disruptive Technologies and Innovation in Hospitality
As emerging digital technologies have been used for disruptive innovation and business models, an essential component for hospitality researchers and practitioners is to determine the role of disruptive technologies and innovation in hospitality businesses. This study synthesizes prior research on disruptive innovation and identifies disruptive technologies in the hospitality context. A thematic analysis was performed through a computer-assisted …
Branding Co-Creation with Consumer-Generated Advertising
Of the social media tools available to brand managers, consumer-generated advertising (CGA) has attractive features combining consumer-generated content, social media advertising, and online interactive marketing campaigns. However, only a small number of customers actively participate in co-creation of CGA. Based on social presence theory and service-dominant logic conceptualization, we examined CGA observers, knowledgeable and attentive viewers…
A Donation-With-Purchase at a Restaurant
Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal:…
Increasing Emotional Distress and Use of Health Services among Hospitality Industry Workers During and After the Covid-19 Lockdown
Health insurance coverage is essential for access to health services regardless of employment status. Strengthening mental health services, including psychological counselling for hospitality workers, is needed in such public health emergency situations as the ongoing COVID-19 pandemic
Economic impact of artificial intelligence (AI)
This study investigates the business value of Artificial Intelligence (AI) within the tourism and hospitality industry. By analyzing existing research, we identify three key strategic roles for AI: automation, information provision, and transformation. AI applications, such as service robots, chatbots, and predictive analytics, can enhance operational efficiency, improve decision-making, and drive innovation across the industry. While research hi…
Business (12 works) · Marketing (10 works) · Tourism (10 works) · Digital Marketing and Social Media (7 works) · Sociology (7 works) · Advertising (6 works) · Psychology (6 works) · Computer Science (5 works) · Diverse Aspects of Tourism Research (5 works) · Hospitality (5 works)