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The massage industry has been in the market for more than thousands of years. Consumers purchase massage services to treat illnesses, alleviate pain, or improve well-being. Despite the popularity of this industry and the benefits it entails, consumers' preferences vary and massage parlors' stakeholders have inconsistent market segmentation. Therefore, the purpose of this study was to investigate consumer preferences toward massage services offered by massage parlors in Indonesia through conjoint analysis. Conjoint analysis' orthogonal design concentrated on stimuli preferences and it was further supported by generating 1.000 consistency and reliability based on Kendall Tau's holdout. A total of 212 respondents answered the online questionnaire voluntarily. The results showed that the Google rating was the most important attribute (68.5%), followed by the gender of the massage therapist (12.4%), the type of massage (9.6%), the type of room (4.5%), the duration (3.6%) and the price (1.4%). Moreover, this research assessed 27 stimuli and found that the best combination was employing female massage therapists, IDR 100k-150k price every session, 90 minutes massage duration, couple room with two beds, acupuncture and cupping massage type, and massage parlors with greater than 4.6 Google review rating. This present research was one of the first studies that explored unique and holistic massage services through conjoint analysis. Unlike the previous studies that only focused on one massage service attribute or did not provide specific levels for evaluated attributes, the conjoint's orthogonal design delivered a new perception of prioritizing both consumers and the business side as some would only focus on one or the other. Also, the findings could be useful for massage parlors' stakeholders in developing marketing strategies, enhancing operational strategies, and promoting customer satisfaction. Marketing tactics such as promotional discounts would inspire customers to provide an optimistic Google review. Business owners were encouraged to focus on giving the best experience starting with a well-trained massage therapist, clean and hygienic rooms, and quality materials. These theoretical and practical implications aid in building the massage parlor's credibility that could be perceived positively by consumers., Competing Interests: The authors have declared that no competing interests exist., (Copyright: © 2024 Prasetyo et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)

Purpose: StaySafe PH is the Philippines' official contact tracing software for controlling the propagation of COVID-19 and promoting a uniform contact tracing strategy. The StaySafe PH has various features such as a social distancing system, LGU heat map and response system, real-time monitoring, graphs, infographics, and the primary purpose, which is a contact tracing system. This application is mandatory in establishments such as fast-food restaurants, banks, and malls., Objective and Methodology: The purpose of this research was to determine the country's willingness to utilize StaySafe PH. Specifically, this study utilized 12 latent variables from the integrated Protection Motivation Theory (PMT), Unified Theory of Acceptance and Use of Technology (UTAUT2), and System Usability Scale (SUS). Data from 646 respondents in the Philippines were employed through Structural Equation Modelling (SEM), Deep Learning Neural Network (DLNN), and SUS., Results: Utilizing the SEM, it is found that understanding the COVID-19 vaccine, understanding the COVID-19 Delta variant, perceived vulnerability, perceived severity, performance expectancy, social influence, hedonic motivation, behavioral intention, actual use, and the system usability scale are major determinants of intent to utilize the application. Understanding of the COVID-19 Delta Variant was found to be the most important factor by DLNN, which is congruent with the results of SEM. The SUS score of the application is "D", which implies that the application has poor usability., Implications: It could be implicated that large concerns stem from the trust issues on privacy, data security, and overall consent in the information needed. This is one area that should be promoted. That is, how the data is stored and kept, utilized, and covered by the system, how the assurance could be provided among consumers, and how the government would manage the information obtained. Building the trust is crucial on the development and deployment of these types of technology. The results in this study can also suggest that individuals in the Philippines expected and were certain that vaccination would help them not contract the virus and thus not be vulnerable, leading to a positive actual use of the application., Novelty: The current study considered encompassing health-related behaviors using the PMT, integrating with the technology acceptance model, UTAUT2; as well as usability perspective using the SUS. This study was the first one to evaluate and assess a contact tracing application in the Philippines, as well as integrate the frameworks to provide a holistic measurement., Competing Interests: The authors have declared that no competing interests exist., (Copyright: © 2024 Ong et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)

Palawan is a globally known island located in the Philippines. It has received several recognitions from a variety of international tourism organizations. The study aims to identify the factors affecting continuous visiting behavior to Palawan's travel accommodations. The study incorporated covariance-based structural equation modeling (CB-SEM) to apply ideologies of Uncertainty Reduction Theory (URT) and Expectation Confirmation Theory (ECT). 712 valid respondents answered an online questionnaire that was distributed to several social media platforms. Structural Equation Modeling (SEM) identified that interactive uncertainty significantly influenced perceived performance compared to passive uncertainty. Both the physical environment and attitude of employees significantly produced an impact on service experience and price acceptance. However, the physical environment negatively influenced price acceptance. Meanwhile, the attitude of employees was the sole exogenous variable that influenced price acceptance. Food and beverage didn't contribute a significant influence on service experience and price acceptance. Additionally, perceived performance and service experience contributed to positive confirmation. It was also revealed that confirmation was significant towards price acceptance, but was insignificant towards tourist satisfaction. Moreover, price acceptance significantly influenced tourist satisfaction. This study is the first comprehensive study that analyzed the visiting behavior in Palawan. Finally, integrating URT and ECT can be applied and extended, especially for analyzing the visiting behavior of different tourist destinations worldwide., Competing Interests: The authors have declared that no competing interests exist., (Copyright: © 2023 Cahigas et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)