Search Results (161)

This study investigates how young Chinese consumers across generational lines engage with wine, addressing three key research questions: What motivates their wine purchases? What sensory preferences do they exhibit? And through which channels do they prefer to buy wine? Based on a qualitative design combining focus groups and semi-structured interviews, the study identifies significant generational differences between millennials and post-millennials. Millennials treat wine as a social tool for networking and status, while post-millennials view wine as a medium of personal identity shaped by digital culture. Similarly, millennials prefer a balance of traditional and digital retail, whereas post-millennials favour online platforms. Experiential consumption follows the same pattern, from formal tourism to virtual tastings. By linking these findings to institutional and cultural theories of consumer behaviour, the study contributes to a nuanced understanding of wine consumption in an emerging market. It provides practical implications for wine marketers aiming to localize their strategies for younger Chinese segments. Full article

As the global urbanization process accelerates, rural settlements in China are facing the challenges of rural hollowing and widening urban–rural disparities. The establishment of the national scenic area system has made scenic settlements a primary direction for tourism development. However, industrial transformation has led to significant restructuring of the human–land relationship and the spatial functions of these settlements, resulting in issues such as over-tourism, ecological degradation, and cultural loss. This paper focuses on the Mosuo settlements around Lugu Lake, selecting nine villages, including Gesha Village, Wuzhiluo Village, and Daluoshui Village, to explore the formation and expression of Mosuo spatial concepts. Through spatial measurement, area statistics, and the analysis of development paths, the core of the research is to propose that “there is consistency between conceptual order and spatial form,” revealing the multi-dimensional evolutionary mechanism of Mosuo settlement spatial morphology under the intertwining of traditional concepts, market logic, and institutional policies, providing a replicable Chinese reference for global cultural heritage rural areas. Full article

The COVID-19 pandemic severely impacted Japan’s inbound tourism, but recent recovery trends highlight the growing importance of Chinese tourists. Understanding their motivations is crucial for revitalizing the industry. Building on our previous framework, this study applies Transformer-based natural language processing (NLP) models and principal component analysis (PCA) to analyze large-scale user-generated content (UGC) and identify key motivational factors influencing Chinese tourists’ visits to Hokkaido. Traditional survey-based approaches to tourism motivation research often suffer from response biases and small sample sizes. In contrast, we leverage a pre-trained Transformer model, RoBERTa, to score motivational factors like self-expansion, excitement, and cultural observation. PCA is subsequently used to extract the most significant factors across different destinations. Findings indicate that Chinese tourists are primarily drawn to Hokkaido’s natural scenery and cultural experiences, and the differences in these factors by season. While the model effectively aligns with manual scoring, it shows limitations in capturing more abstract motivations such as excitement and self-expansion. This research advances tourism analytics by applying AI-driven methodologies, offering practical insights for destination marketing and management. Future work can extend this approach to other regions and cross-cultural contexts, further enhancing AI’s role in understanding evolving traveler preferences. Full article

This study investigates how digital transformation (DT) shapes ambidextrous innovation patterns (simultaneous vs. sequential) in tourism firms. It distinguishes between simultaneous and sequential innovation patterns and examines the mediating role of strategic flexibility in these relationships. Using econometric modeling, we analyze 11-year panel data (2012–2022) from 72 Chinese listed tourism enterprises. The study finds that DT positively influences both simultaneous and sequential innovation patterns. Furthermore, strategic flexibility plays a stronger mediating role in the simultaneous innovation pattern than in the sequential one. The research contributes to the DT literature by shedding light on how tourism firms can manage the challenges associated with ambidextrous innovation patterns to enhance long-term competitiveness and sustainable development. It also enriches the ambidextrous innovation literature by providing a holistic model that captures the dynamics of both patterns, offering valuable insights for tourism firms to better balance resource allocation and integrated utilization in pursuit of sustainable innovation outcomes. Full article

Outdoor experiences significantly enrich intangible cultural heritage tourism, yet limited interaction often restricts deep cultural learning. This research investigates how a mobile application, grounded in experiential learning theory, enhances tourists’ learning about Tang Sancai, a form of Chinese intangible cultural heritage, in the outdoor setting of Sancai Town, Luoyang. Employing a theory learning behavior design scenario framework, the application integrates activity-based exploration, reflective multimedia content, and immersive simulation scenarios to promote active participation, critical reflection, and context-rich outdoor learning experiences. Controlled experiments using pre- and post-tests and questionnaires revealed that participants using the application significantly outperformed those using conventional digital tools in knowledge retention, comprehension, and experiential learning outcomes. Technology acceptance analysis highlighted perceived usefulness as a critical driver of learning success. However, limited effects on behavioral progression suggest that short-term digital interactions may not sustain long-term behavioral change. This research offers a replicable mobile learning framework for outdoor cultural education, extends experiential learning theory to informal tourism contexts, and provides practical insights into using technology to enrich outdoor educational experiences, while supporting heritage preservation. Full article

Current research on intelligent question answering mainly focuses on high-resource languages such as Chinese and English, with limited studies on question understanding and reasoning in low-resource languages. In addition, during the joint modeling of question understanding tasks, the interdependence among subtasks can lead to error accumulation during the interaction phase, thereby affecting the prediction performance of the individual subtasks. To address the issue of error propagation caused by sentence-level intent encoding in the joint modeling of intent recognition and slot filling, this paper proposes a Cross-lingual Token-level Bi-Interactive Model (Bi-XTM). The model introduces a novel subtask interaction method that leverages the token-level intent output distribution as additional information for slot vector representation, effectively reducing error propagation and enhancing the information exchange between intent and slot vectors. Meanwhile, to address the scarcity of Kazakh (Arabic alphabet) language corpora, this paper constructs a cross-lingual joint question understanding dataset for the Xinjiang tourism domain, named JISD, which includes 16,548 Chinese samples and 1399 Kazakh samples. This dataset provides a new resource for cross-lingual intent recognition and slot filling joint tasks. Experimental results on the publicly available multi-lingual question understanding dataset MTOD and the newly constructed dataset demonstrate that the proposed Bi-XTM achieves state-of-the-art performance in both monolingual and cross-lingual settings. Full article

This study examines the psychological mechanisms underlying virtual reality (VR) tourism experiences through an integrated theoretical framework centered on flow experience and visit destination intention. Drawing upon flow theory, the research investigates how interactivity, perceived vividness, and telepresence influence flow experience and subsequently affect hedonic motivation and perceived visual appeal in VR tourism contexts. Using partial least squares structural equation modeling (PLS-SEM) analysis of data collected from 255 VR tourism users across major Chinese metropolitan centers, the study reveals that perceived vividness and telepresence significantly impact flow experience, while interactivity shows no significant effect. Flow experience demonstrates significant positive relationships with hedonic motivation and perceived visual appeal. Furthermore, hedonic motivation and perceived visual appeal significantly positively affect visit destination intention. The findings advance the theoretical understanding of VR tourism by illuminating the psychological pathways through which technological characteristics influence behavioral intentions. These results offer practical implications for destination marketers and VR tourism developers in designing more effective virtual experiences that enhance destination visit intentions. Full article

In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism. Full article

Scarce research on inbound tourism has focused on local residents’ attitudes toward inbound tourism, especially since the COVID-19 pandemic. This study combines social identity theory and emotional solidarity theory to explore Chinese residents’ attitudes toward inbound tourism. In particular, we explore two types of social identities (cultural and environmental identities, termed “humanistic environmental identity” in this study) and three factors of local residents’ emotional solidarity (welcoming nature, emotional closeness, and sympathetic understanding toward inbound tourists). Based on a survey of 310 local residents in Yangzhou, China, this study finds that local residents’ humanistic environmental identity significantly affects their emotional solidarity with inbound tourists, which significantly influences their acceptance of inbound tourism; this, in turn, increases their support for inbound tourism. Meanwhile, local residents’ humanistic environmental identity has an indirect effect on their support for inbound tourism through their welcoming nature, emotional closeness, sympathetic understanding, and acceptance of inbound tourism. In addition, local residents’ xenophobia significantly moderates the relationships between humanistic environmental identity and emotional closeness, between humanistic environmental identity and sympathetic understanding, and between emotional closeness and local residents’ acceptance of inbound tourism. This study extends research on factors affecting inbound tourism from the perspectives of local residents. Full article

Ting, Tai, Lou, and Ge are types of ancient buildings that represent traditional Chinese architecture and culture. They are primarily constructed using mortise and tenon joints, complemented by brick and stone foundations, showcasing traditional architectural craftsmanship. However, research aimed at conserving, inheriting, and rejuvenating these buildings is limited, despite their status as Provincial Cultural Relic Protection Units of China. Therefore, the aim of this study was to reveal the spatial distribution of Ting, Tai, Lou, and Ge buildings across China, as well as the factors driving differences in their spatial distribution. Tourist experiences and building popularity were also explored. The spatial analysis method (e.g., Standard deviation ellipse and Geographic detector), Word cloud generation, and sentiment analysis, which uses Natural Language Processing techniques to identify subjective emotions in text, were applied to investigated the research issues. The key findings of this study are as follows. The ratio of Ting, Tai, Lou, and Ge buildings in Southeast China to that in Northwest China divided by the “Heihe–Tengchong” Line, an important demographic boundary in China with the ratio of permanent residents in the two areas remaining stable at 94:6, was 94.6:5.4. Geographic detector analysis revealed that six of the seven natural and socioeconomic factors (topography, waterways, roads, railways, population, and carbon dioxide emissions) had a significant influence on the spatial heterogeneity of these cultural heritage buildings in China, with socioeconomic factors, particularly population, having a greater influence on building spatial distributions. All seven factors (including the normalized difference vegetation index, an indicator used to assess vegetation health and coverage) were significant in Southeast China, whereas all factors were non-significant in Northwest China, which may be explained by the small number of buildings in the latter region. The average rating scores and heat scores for Ting, Tai, Lou, and Ge buildings were 4.35 (out of 5) and 3 (out of 10), respectively, reflecting an imbalance between service quality and popularity. According to the percentages of positive and negative reviews, Lou buildings have much better tourism services than other buildings, indicating a need to improve services to attract more tourists to Ting, Tai, and Ge buildings. Four main types of words were used with high frequency in the tourism reviews collected form Ctrip, a popular online travel platform in China: (1) historical stories; (2) tourism; (3) culture; and (4) cities/provinces. Ting and Tai buildings showed similar word clouds, as did Lou and Ge buildings, with only the former including historical stories. Conversely, landmark was a high-frequency word only in the reviews of Lou and Ge buildings. Specific suggestions were proposed based on the above findings to promote tourism and revive ancient Chinese architecture. Full article

As social media platforms become integral to information dissemination, they play a crucial role in shaping tourist decision-making and travel behavior. However, while previous studies have examined the general influence of social media on tourism, limited research has explored the interplay between source attributes, content quality, destination image, and trust in fostering impulsive travel intentions, a key yet underexplored aspect of tourist behavior. To address this gap, this study integrates the Stimulus–Organism–Response (SOR) theory and the Information Adoption Model (IAM) to analyze how source credibility, source homophily, and content quality on social media influence impulsive travel intentions through destination image and trust. Using structural equation modeling (SEM) on survey data from 419 Chinese respondents, the results reveal that source credibility and homophily significantly enhance content quality, while both credibility and content quality positively shape destination image. Moreover, destination image and trust serve as crucial mediators, strengthening the relationship between social media attributes and impulsive travel behavior. This study advances the discourse on sustainable tourism development by shedding light on the role of digital engagement in shaping tourists’ spontaneous travel decisions, a dimension often overlooked in discussions on long-term economic sustainability. Furthermore, by examining the nuanced mechanisms of social media influence, this research provides practical implications for tourism marketers and policymakers aiming to leverage digital platforms for sustainable destination marketing. Full article

This study used Chinese data to discover the causal relationship between the cultural and historical preservation and foreign tourism consumption and development. China has increased its cultural and historical protection investments and has made significant efforts in terms of environmental protection after economic growth. Tourism as an industry that develops with local environmental protection while providing economic growth is believed to be highly sustainable and attractive for many provinces to restructure their economic growth in China. This research uses empirical data from 2011 to 2019 and the regression method to show that cultural investment and environmental protection efforts have increased the amount of foreign visitors as well as the destination’s image and reputation. The results show that more cultural tourism resources and larger protection investments lead to greater tourism consumption. The cultural and historical protections have attracted foreign visitors from countries with completely different cultural backgrounds than China, particularly visitors from countries geographically far from China. Furthermore, the local service and hospitality industry grows with the development of tourism, and green innovation policies, which improve the local environment, increase tourism motivation, and develop the local economy by increasing foreign tourism consumption. This study contributes to the literature by connecting regional preservation, tourism development, and green innovation and motivates future policy decisions by demonstrating that the green policy effect stimulates tourism development; such development could alleviate the negative impact of the green innovation process on economic structural changes. Further details of cultural and historical interests from foreign visitors could aid in better understanding the tourism demand and increasing a destination’s reputation. Full article

Tourism ecological resilience (TER) is an important indicator of the healthy and sustainable development of the tourism industry, which provides a new analytical perspective for the anti-fragility and tourism ecological security of the tourism industry. This study takes 31 provinces in China as the research area, constructs a comprehensive evaluation index system of TER based on the theory of evolutionary resilience, and uses a comprehensive evaluation index, GIS spatial analysis technology, kernel density estimation, Dagum–Gini coefficient, and other research methods to analyze the spatial and temporal evolution of China’s TER from 2010 to 2022 and the spatial distribution pattern of three dimensions of DPC-ARC-OIC. The results show that (1) In the process of time evolution, the ecological resilience of tourism in China continues to increase, and from 2010 to 2022, China’s TER first increased and then decreased, with an average annual growth rate of 1.47%, among which Yunnan and Jiangxi provinces increased significantly. (2) In the process of spatial evolution, there is an obvious spatial gap in tourism ecological resilience. From 2010 to 2022, China’s TER generally presents a pattern of “high in the east and low in the west, high in the south and low in the north”, forming a hierarchical spatial structure with Beijing and Shanghai as the “dual cores”, decreasing to the periphery. (3) There are obvious spatial differences in the three dimensions of DPC, ARC, and OIC. The DPC of the economically developed regions is higher than that of the economically less developed regions; the ARC fluctuates greatly due to the environmental vulnerability and economic level of the western region, and the OIC, as a whole, rises and presents a multi-polar distribution. (4) The overall difference in China’s TER fluctuates and increases, and regional differences have always been dominant, so it is necessary to take systematic measures according to local conditions to help improve the resilience of the tourism ecosystem and the sustainable development of regional tourism. This study can enrich the theoretical research of TER, but it mainly uses provincial macro data for analysis. It still needs to be strengthened to depict regional heterogeneity characteristics to provide Chinese practice for studying TER. Full article

This study investigates factors influencing Chinese travelers’ behavior in sharing travel experiences on social media, using the frameworks of Perceived Value Theory, the Theory of Reasoned Action, and Social Influence Theory. This study aims to explore the intrinsic motivations and social factors that drive individuals to engage in sharing travel experiences and examine how these factors, along with personal characteristics, influence this behavior. Data from 489 participants were collected using a structured survey method and indicate that convenience value, emotional value, attitude, subjective norm, social identity, and group norm significantly affect sharing behavior, while monetary and social values do not. Additionally, personality traits such as openness, agreeableness, and conscientiousness moderate the relationship between these values and the sharing behavior. This study contributes to the literature by providing a deeper understanding of the motivations underlying travel experience-sharing on social media in China and by examining how both intrinsic motivations and social influences affect this behavior. The findings offer practical implications for tourism marketers to prioritize seamless digital platforms, emotionally engaging experiences, and personalized campaigns. Governments can support these efforts by promoting policies that enhance platform convenience and foster social engagement. Focusing on Chinese travelers, this research also provides a cross-cultural perspective, deepening the theoretical understanding of travel experience-sharing. Full article

Rural areas are increasingly popular tourist destinations, contributing to socioeconomic development while also posing sustainability challenges. Recent research emphasizes that the sustainability of tourist destinations largely depends on the types of visitors they attract. This study aims to conduct a segmentation analysis of tourists’ motivations and behaviors in Chinese rural tourism to gain market insights and guide destination demand management with a focus on sustainable development. Survey data were collected from 517 tourists in northern China using a self-administered questionnaire. The results identify four key tourist groups: urbanists, food and architecture enthusiasts, history lovers, and multiple experience seekers. Cluster analysis reveals that while most tourists prioritize leisure and entertainment, history lovers demonstrate a stronger interest in rural and agricultural experiences, positioning them as crucial to promoting sustainable tourism. In contrast, urbanists and food and architecture enthusiasts, though contributing economically, engage less with agricultural and environmental aspects, raising concerns about mass tourism and the erosion of rural authenticity. This research contributes to the expanding literature on rural tourism in China, providing insights into market segmentation as a tool for fostering sustainable development. It also offers practical implications for policymakers and destination managers to better align tourism strategies with sustainability objectives. Full article