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Abstract Recognizing the pivotal role of tourists as ambassadors for their hometown is imperative, as it relates to the dynamic host-guest relationship, thereby significantly influencing the sustainable tourism progress in both their originating locations and the visited destinations. To delve deeper into this ambassadorial role, this study employed the tripartite model of resident attitude, which bridges the intricate interplay between residents’ cognitive, affective, and conative attitudes towards tourists. 204 U.S. people have been enrolled through Amazon’s Mechanical Turk to finish semi-structured questionnaire about their attitudes towards Chinese outbound tourists. Leximancer, a computer-assisted qualitative data analysis approach was applied. Results demonstrated that neutral or positive cognitive-attitudes U.S. residents held towards Chinese tourists exceeded negative cognitive attitudes. Further analysis inferred that it was the interpretation or attribution of cognitive attitudes that would induce residents’ different emotional feelings and behavioral intention. Positive interpretation would lead to positive feeling (i.e., admiration) and positive intention to visit China. Negative interpretation would lead to negative feeling (i.e., contempt) and negative intention to visit China. This research provided implications for destination management organization of tourists’ origin place to incorporate outbound tourists as their place ambassadors.

Recognizing the pivotal role of tourists as ambassadors for their hometown is imperative, as it relates to the dynamic host-guest relationship, thereby significantly influencing the sustainable tourism progress in both their originating locations and the visited destinations. To delve deeper into this ambassadorial role, this study employed the tripartite model of resident attitude, which bridges the intricate interplay between residents' cognitive, affective, and conative attitudes towards tourists. 204 U.S. people have been enrolled through Amazon's Mechanical Turk to finish semi-structured questionnaire about their attitudes towards Chinese outbound tourists. Leximancer, a computer-assisted qualitative data analysis approach was applied. Results demonstrated that neutral or positive cognitive-attitudes U.S. residents held towards Chinese tourists exceeded negative cognitive attitudes. Further analysis inferred that it was the interpretation or attribution of cognitive attitudes that would induce residents' different emotional feelings and behavioral intention. Positive interpretation would lead to positive feeling (i.e., admiration) and positive intention to visit China. Negative interpretation would lead to negative feeling (i.e., contempt) and negative intention to visit China. This research provided implications for destination management organization of tourists' origin place to incorporate outbound tourists as their place ambassadors. [ABSTRACT FROM AUTHOR]

After the pandemic, the demand for a rapid recovery of tourism has led to increased intense competition among destinations, posing a considerable challenge for tourism managers and destination marketers worldwide. This situation necessitates a constant seek for new, unique, and more attractive methods to promote tourism destinations. Virtual Reality (VR) emerges as a promising solution with the potential to significantly transform destination marketing activities. This article presents a dataset exploring the relationship between VR authentic experience, cognitive state, affirmative state, and behavioral visiting intentions of potential tourists experiencing VR at the destination of Danang, Vietnam. The dataset includes 359 survey samples collected from potential tourists in four major cities in Vietnam including Thanh Hoa, Vinh, Hanoi, and Phu Quoc. This dataset is crucial for providing insights into how VR experiences impact the visiting intentions of potential tourists towards a specific destination. The shared dataset aims to lay the foundation for future comparative research, expanding knowledge about the influence of VR experiences specifically and smart tourism technologies in general on tourists’ visiting intentions.

In the era of social media, the influence of food exploration bloggers is increasingly apparent. Sharing their culinary experiences stimulates the audience's interest in visiting and consuming food destinations. This paper seeks to understand how the characteristics of food exploration bloggers on the Douyin platform influence audience perceptions of food and locations and how these perceptions may relate to visiting intentions, using the stimulus–organism–response (SOR) model. A cross-sectional online survey analyzed responses from 437 individuals interested in food exploration videos on Douyin. The results indicate that source credibility is significantly associated with the stimulation of taste desires and the formation of taste awareness. The audience's taste desire and taste awareness are positively linked to the intention to visit. This study contributes to the expansion of the SOR model's application in digital media, underscoring the substantial role of social media in influencing audience consumption intentions. It highlights that as an effective communication tool, social media can significantly impact users' behavioral responses and consumption decisions. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic had changed the people’s behavior and activities in many aspects of living. The government policy of physical distancing in the entire Indonesia impacted activities of people in many sectors, including tourism. In response to this, some Travel Agencies, Destination Management, and Tour Guides had an initiative to launch Virtual Tours as an alternative to organize a tour without mobility. For most of people, Virtual Tours are a new experience. They can visit many kinds of tourism destinations while stay at home. When this phase of pandemic end, this could be a “new normal” people, where Virtual Tours become a first reference for tourists, before they decide to visit a tourism destination. This research aimed to measure how much the concept of Virtual Tour influences the intention of visiting a tourism destination, and how was the potency to recommend it to their friends. The authors used the tourist experience approach as a perspective to gain informations about the tourists experience in enjoying Virtual Tours and how is their interests of visiting. How the experience of Virtual Tours influenced the intention of visiting to the destination they enjoyed in virtual tour, and moreover recommend the destination to their friends, to get the same experience. Through the explanation method to explain the relation between the two variables in this research, the authors used the data gained from a questionnaire from 44 respondents with purposive sampling technique. Analysis of the data used in this study is a simple linear regression analysis and described descriptively. The result of the coefficient of determination from the role of virtual tours experience on interest in visiting tourist destinations is 0.420. This value shows that 42% of interest in visiting tourist destinations is influenced by the experience of virtual tours, while the remaining 58% is determined by other factors outside of this study.

Purpose - The “new normal” is the period of adaptation during the pandemic COVID -19 that affects both daily and economic activities, leading to the application of strict health regulations in public places such as shopping malls, tourist sites and gastronomic areas. The appearance of the physical service landscape is adapted to the new normal health regulations. The aim of this study is to firstly investigate the influence of the new regulations with the mediating variable of physical service landscape on QSR visit intention. Second, this study aims to examine the influence of Theory of Planned Behavior (TPB) on QSR visit intention. Design/methodology - This study uses convenience sampling on mall visitors in Surabaya who also visit QSR during the COVID-19 pandemic, starting from July to December 2020. The study sample is 313 visitors which are acquired through questionnaires distributed both online and offline. The data will be analyzed using the technique PLS-SEM 3.0. Findings - Firstly, in the direct path, the results showed that the new-normal regulation significantly influences physical servicescape (exterior design, interior design, and QSR location). Secondly, TPB, which are attitude, subjective norm, and perceived behavioral control, significantly influence QSR visiting intention. In the indirect path, new-normal regulation significantly influences visitors’ intention towards the mediating variable of interior design, while in contrast exterior design and QSR location do not significantly mediate. Originality - This study specifically discusses the changes in the design of the physical service landscape since the implementation of the new-normal regulation caused by the COVID-19 pandemic, which both directly and indirectly influences the behavior of visitors in public areas. Research implication/practical implication - In terms of literature, this study contributes to a deeper understanding of the healthcare service landscape, which interacts with both architecture and marketing, in terms of individual behavior. Furthermore, this study practically helps mall management in deciding the marketing strategy and QSR outlet management to survive in the pandemic by following applicable healthcare protocols.

In line with the concept of brand association, a famous Designation of Origin (DO) brand image may influence the non-visitor perception of the destination image, but there is little research on this topic. This study investigates the effect of the DO brand image on destination image and non-visitor visiting intention toward a tea culture tourism destination. A systematic survey was conducted in Guangdong, China. The results of 311 valid samples show that all four dimensions (feature, value, functional, and affective) of the DO brand image have a significant positive impact on destination image, but only two cognitive dimensions (feature and functional) of the DO brand image directly influence visiting intention. Therefore, this study confirms that destination image mediates the relationship between DO brand image and tourists' visit intention. This study contributes to destination image research by linking DO brand and destination image to promote a tourist destination. It also provides implications to tea culture tourism research by integrating a measurement scale of tea image and recommending the practices of tea culture tourism. [ABSTRACT FROM AUTHOR]

To achieve sustainable tourism, the tourism development authorities have used advanced technologies to promote destinations, attract visitors, and protect the environment. Accordingly, while the available research on tourism technologies indicates that virtual reality (VR) matters in the visit intention of potential tourists, the mechanism of their inner senses when experiencing VR technologies is overlooked. To fill in this void, this study develops a comprehensive conceptual model for investigating the influence of VR technological features on tourists' minds, and consequently, their destination visit intention. This study integrates the technology acceptance model, stimuli-organism-response model, and flow theory into a unified conceptual model for a comprehensive understanding of tourists' behavior. By focusing on tourists' decision-making and behavior processes, this study sheds new light on how VR stimuli (i.e., vividness and interactivity) could translate into tourists' attitudes and visiting intentions. This conceptual model is then tested and validated using structural equation modeling on survey data collected from 311 VR users after experiencing virtual tours designed for destinations in Vietnam. The findings indicate that virtual tours affect tourists' psychological well-being, which translates into visiting intention. Based on the results, this study emphasizes the role of VR as a powerful marketing tool to promote a destination. Furthermore, approaches to enhance the effectiveness of VR tours, particularly, for tourism developers, are proposed. This study thus contributes to the literature in the area of VR tourism, contributing both theoretical and practical knowledge. [ABSTRACT FROM AUTHOR]

Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests. Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest. Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting. Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content.

Purpose - The “new normal” is the period of adaptation during the pandemic COVID -19 that affects both daily and economic activities, leading to the application of strict health regulations in public places such as shopping malls, tourist sites and gastronomic areas. The appearance of the physical service landscape is adapted to the new normal health regulations. The aim of this study is to firstly investigate the influence of the new regulations with the mediating variable of physical service landscape on QSR visit intention. Second, this study aims to examine the influence of Theory of Planned Behavior (TPB) on QSR visit intention. Design/methodology - This study uses convenience sampling on mall visitors in Surabaya who also visit QSR during the COVID-19 pandemic, starting from July to December 2020. The study sample is 313 visitors which are acquired through questionnaires distributed both online and offline. The data will be analyzed using the technique PLS-SEM 3.0. Findings - Firstly, in the direct path, the results showed that the new-normal regulation significantly influences physical servicescape (exterior design, interior design, and QSR location). Secondly, TPB, which are attitude, subjective norm, and perceived behavioral control, significantly influence QSR visiting intention. In the indirect path, new-normal regulation significantly influences visitors’ intention towards the mediating variable of interior design, while in contrast exterior design and QSR location do not significantly mediate. Originality - This study specifically discusses the changes in the design of the physical service landscape since the implementation of the new-normal regulation caused by the COVID-19 pandemic, which both directly and indirectly influences the behavior of visitors in public areas. Research implication/practical implication - In terms of literature, this study contributes to a deeper understanding of the healthcare service landscape, which interacts with both architecture and marketing, in terms of individual behavior. Furthermore, this study practically helps mall management in deciding the marketing strategy and QSR outlet management to survive in the pandemic by following applicable healthcare protocols. [ABSTRACT FROM AUTHOR]

This study is to suggest a plan for attracting visitors who are a requisite for the survival of museums by combining design factors that visitors can most easily recognize in virtual museums and linking the satisfaction of visitors through the research on the relationship between the design factors of virtual museums in national museums and the satisfaction of visitors. To meet the purpose of the study, the theoretical basis of virtual museum, design factor, satisfaction, and intention to visit was examined through domestic and foreign literature and previous studies. Based on this, research the model and research hypothesis were set up and verified through empirical research. For a more empirical study, after the suitability of the questionnaire through previous studies was examined, 400 questionnaires were distributed to visitors who visited the enterprise exhibition hall in the metropolitan area of Korea. Of these, 340 were used as the final analysis data. The collected questionnaires were analyzed by demographic analysis, descriptive statistics analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis using SPSS Ver. 25. Based on the results of the empirical statistical analysis, the study set the direction of the research considering the realistic meaning of the research results. Through the empirical analysis of this study, it was found that the satisfaction with the design factors of colour, graphics, and letters visitors to the virtual museum lead the s to a positive intention of visiting the museum based on the future existence and operation. Therefore, while the promotion of museum collections or museum-related products is very important when the operation or opening of a virtual museum is intended, the persons concerned should recognize that improvement of design factors is an important thing to induce the audience's on-site visit. In this regard, this study implies that it found out that design factors are important aspects attracting visitors and suggested the direction of maintenance and operation of museums. In future studies, it is required to expand the selection of objects for the operation and maintenance of private museums, not national museums. In addition to the design factors presented in this study, it is necessary to research to maximize the efficiency of the virtual museum operation through the verification of various design-related factors. [ABSTRACT FROM AUTHOR]

Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests. Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest. Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting. Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate the effect of destination attractiveness and image on visiting intention in Indonesia rural tourism. Data were collected from tourist are visiting rural tourism in Kerinci district, Jambi Province (Indonesia). This study used the three variables important factors to develop tourism destination where one of potential object existed, meanwhile destination image from the tourism influenced their interest to visit. The research finding is the significant impact of destination attractiveness through destination image towards development of visiting intention. A main reason destination attractiveness is one of key factors to attract tourist what they want and need. Secondly, an important to create nature tourism achievement perspective between local people and government. Third, also to increase a public awareness of their effort an environment protecting and preserving it as economic value thru rural tourism.

This study aims to investigate the effect that local government's information release range on Covid-19 patients’ contact trace on consumer sentiment in the region. One hundred twenty-eight residents of Gangnam-gu and Seocho-gu participated in the study. The results showed that when ambiguity of information increased perceived anxiety on Covid-19 patients’ contact trace, which in turn led lower intention to visit the commercial district near the Covid-19 patients’ contact trace. Based on the findings, several suggestions was proposed for future research, including longitudinal studies covering even the “long-term” changes in consumer sentiment, the effect of implicit anxiety, and the behavioral difference between residence and non-residence. [ABSTRACT FROM AUTHOR]

The previous literature has overlooked the examination of tourists' visiting intentions for ecofriendly destinations. Hence, anchored in Schwartz (1992) personal values and the theory of planned behavior (TPB), the present study aims to develop a research model for application in Chinese settings. Survey findings from 467 tourists reveal significant positive relationships between tourists' values of resultant self‐transcendence and conservation and TPB factors (i.e., attitude, subjective norms, and perceived behavioral control), with the exception of the relationship between conservation and perceived behavioral control. Moreover, TPB factors and perceived green image were found to have positive effects on tourists' intentions to visit ecofriendly destinations. In addition, environmental consciousness positively moderates the relationships between the two Schwartz values and attitude. Theoretical implications are provided, and the study's findings have strategic practical implications for business managers. We acknowledge the study's limitations and offer research directions for future ecofriendly tourism scholars. [ABSTRACT FROM AUTHOR]

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The purpose of this study is to investigate how foreigners' health beliefs influence their visiting intentions to Korean medical tourism. This study used an online survey engine (docs.google.com/forms) to collect data from foreigners who are from India, Nepal, Bangladesh, Vietnam, and Mongolia, who are potential Korean medical tourists. Out of 213 questionnaires collected, 200 questionnaires (93.9%) were used for the statistical analysis. The Confirmatory factor analysis (CFA) revealed that six dimensions, "Experience", "Susceptibility", "Severity", "Barrier", "Benefit", and "Visiting Intention", had construct validity; Cronbach's alpha coefficient was tested for item reliability. It is expected that four variables in the health belief model (HBM) that are determined by objective and logical thinking processes will affect the choice of Korean medical tourism. The results showed that Susceptibility, Severity, Barrier, and Benefit had significant effects on Visiting Intention and was a valid measurement to determine "Visiting Intention".