Search Results (386)

Sustainability has become a key focus in the hospitality industry, with travelers increasingly seeking accommodations with strong environmental commitments. As part of this trend, many hotels are adopting green marketing strategies to improve their brand image and appeal to eco-conscious consumers. However, the challenge lies in ensuring that these strategies are perceived as genuine rather than as “greenwashing,” which undermines their effectiveness and harms the brand’s credibility. This study examines the impact of green marketing strategies on the brand image of 5-star hotels in Lima, Peru. A survey of 206 hotel clients reveals that the implementation of green marketing positively influences the perceived benefits, corporate image, trust, and loyalty associated with these establishments. The results highlight that younger generations, particularly Millennials and Generation Z, are more likely to value sustainability initiatives, making them an important target for hotels seeking to enhance their brand image through eco-friendly practices. The findings suggest that effective communication of sustainable practices and transparency are essential to avoid greenwashing and build customer loyalty. This research contributes to the limited knowledge on green marketing in the Peruvian hotel sector and provides insights for both hotel managers and researchers on the importance of integrating genuine sustainability efforts into their marketing strategies. Full article

In most periods of the Tang Dynasty, central monastic officials were typically appointed from among government officials, while Buddhist monks could only serve as the Three Monastic Superintendents (sangang 三綱) in the Buddhist state monasteries at the local level. However, during the reigns of Gaozu, Empress Wu, and Zhongzong, a distinct group of monastic officials known as the “Ten Bhadantas” (shidade 十大德)—entirely composed of Buddhist monks—emerged as central monastic officials in exceptional political contexts, overseeing Buddhist affairs throughout the empire. Gaozu’s ten bhadantas were a temporary appointment, yet they constituted a centralized monastic administrative structure and institutional power center at the national level in Chang’an, tasked with supervising Buddhist affairs and monasteries across the empire. This arrangement provided substantial religious support and political guarantee at a time when religious policy remained unsettled and national governance was unstable during the early years of the Tang Dynasty. It helped the newly established regime overcome the difficulties of managing religious affairs in its formative period. Under Empress Wu, the ten bhadantas of the Dabiankongsi chapel offered powerful Buddhist theoretical support for her seizure of the Tang throne and the consolidation of the Wu-Zhou regime. They contributed to the sacralization, authorization, and legitimization of secular imperial power through appeals to heavenly mandate or Buddhist prophecy, thereby securing the reverence and acknowledgment of both monastic and lay communities. During Zhongzong’s reign, the ten bhadantas of the Linguang chapel aided him in leveraging Buddhism to expand his political influence and vigorously cultivating support from both monastic and lay Buddhist adherents within the government and across society, thereby consolidating his rule. Based on the above, this indicates that the ten bhadantas, a special institutional formation in the Tang Dynasty characterized by the functions and status of central monastic officials, exemplified a complex and tension-filled model of state–saṃgha relations. This model vividly reflected the ongoing historical process in which Buddhism was increasingly Sinicized and secularized. Full article

Excessive meat consumption is detrimental to personal health, the environment, and animal welfare. This study examined whether scenarios evoking anticipated pride for achieving, or anticipated guilt for failing, a meat reduction goal—focused on protecting health, the environment, or animal welfare—would affect participants’ anticipated emotions, desire and intention to eat less meat, and ultimately their selection of meat-based food. A between-subjects experimental design was used, with 380 participants randomly assigned to one of seven conditions (six experimental and one control conditions). Experimental scenarios varied by emotion (pride vs. guilt) and goal domain (health, environment, animal welfare), while the control condition focused on sugar reduction. Results showed that scenarios varied in effectiveness depending on the goal addressed and emotion elicited. Specifically, scenarios emphasizing pride for protecting health or the environment reduced meat selection directly, while pride for protecting animals and guilt for harming the environment reduced meat choice indirectly through positive anticipated emotions, desire, and intention. The guilt scenario about endangering animal welfare and the pride scenario for protecting the environment had a total negative effect. This study highlights that emotional appeals—particularly pride for achieving meat reduction goals—may serve as a promising lever for developing impactful communication strategies. Full article

This study examines the intersection of renewable energy and tourism by exploring why domestic tourists visit wind farm sites for recreation. Traditionally seen as industrial facilities, wind farms are now recognized as dual-purpose attractions that promote environmental awareness and local economic growth. Using the Value–Belief–Norm (VBN) theory, Theory of Planned Behavior (TPB), and New Environmental Paradigm (NEP) as theoretical lenses, we investigate the psychological, social, and cultural factors influencing wind farm tourism. The key determinants of tourist behavior include attitudes, subjective norms, perceived behavioral control, personal norms, and environmental beliefs. Structural equation modeling (SEM) indicates that personal norms have the strongest direct impact on tourists’ intentions (underscoring the importance of internalized moral obligations in this context), with additional indirect effects through environmental citizenship factors. The findings highlight wind farms’ potential to foster sustainability, community engagement, and rural development. Managerial recommendations include providing visitor amenities, targeted marketing, and community involvement to enhance wind farms’ appeal as tourism destinations. This study contributes to tourism theory by expanding the definition of attractions to include renewable energy sites. Future research should examine the moderating role of past behavior and incorporate additional environmental citizenship variables to deepen insights into wind farm tourism. Full article

As sustainable cultural heritage tourism increasingly demonstrates its unique value and appeal, effectively stimulating tourists’ emotional experiences and value co-creation behaviors has become a focal issue. This study investigates how multiple tourist motivations (self-enhancement, escapism, and social interaction) shape value co-creation through emotional mediators—namely aesthetic, nostalgic, and flow experiences. Data were collected from 470 valid responses from visitors to the UNESCO-listed Suzhou Classical Gardens in China and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that these emotional experiences significantly drive value co-creation behavior: self-enhancement motivation enhances all three experiences, escapism mainly promotes nostalgic and flow experiences, and social interaction primarily affects aesthetic experience. These findings clarify the psychological mechanisms through which tourists’ motivations and emotional experiences influence value co-creation behavior in cultural heritage tourism. This research advances our understanding of the motivation–experience–behavior framework and emphasizes that enhancing emotional engagement is key to fostering sustainable cultural heritage tourism practices. The study provides practical implications for designing experiences and strategies that balance visitor satisfaction with the long-term vitality of cultural heritage sites and local communities, thereby contributing to broader sustainable development goals. Full article

With the advancement of immersive technologies, metaverse museum exhibitions have become an increasingly important medium through which audiences access cultural content and experience artistic works. This study aims to identify the key factors influencing visitors’ processual experiences in metaverse museum exhibitions and to explore how these factors collectively contribute to the formation of satisfaction with the visiting experience. Adopting an interdisciplinary theoretical perspective, the study integrates the Experience Economy theory with the Stimulus–Organism–Response (SOR) model to construct a systematic theoretical framework. This framework reveals how exhibition-related stimuli affect visitors’ behavioral intentions through psychological response pathways. Specifically, perceived educational appeal, interactive entertainment, escapist experience, and perceived visual aesthetics are defined as stimulus variables, while psychological immersion, emotional trigger, and cognitive engagement are introduced as organismic variables to explain their effects on satisfaction with the visiting experience and social sharing intention as response variables. Based on 507 valid responses, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for empirical analysis. The results indicate that interactive entertainment and escapist experience have significant positive effects on psychological responses, serving as key drivers of deep visitor engagement. Emotional Trigger acts as a significant mediator between exhibition stimuli and satisfaction with the visiting experience, which in turn significantly predicts social sharing intention. In contrast, perceived educational appeal and perceived visual aesthetics exhibit weaker impacts at the cognitive and behavioral levels. This study not only identifies these weakened pathways but also proposes optimization strategies grounded in experiential construction and cognitive synergy, offering guidance for enhancing the educational function and deep experiential design of metaverse exhibitions. The findings validate the applicability of the Experience Economy theory and the SOR model in metaverse cultural contexts and deepen our understanding of the psychological mechanisms underlying immersive cultural experiences. This study further provides a pathway for shifting exhibition design from a “content-oriented” to an “experience-driven” approach, offering theoretical and practical insights into enhancing audience engagement and cultural communication effectiveness in metaverse museums. Full article

This article examines the application of generative artificial intelligence (GenAI) in visualizing meat products and evaluates its potential for use in the food industry. The study compares AI-generated images with conventional photographs in terms of professional accuracy and visual appeal. In a cited preliminary study, images of ten selected meat dishes were generated and evaluated by food technology professionals through a survey focused on realism and technical adequacy. Following this, comparable photographs were taken, and a second survey gathered feedback from the public on the appeal of both image types. Results revealed that while AI-generated images often lacked accuracy in texture, color, and structure, particularly for complex meat products, they were generally rated as more visually appealing by the public. This indicates that although current GenAI tools are not yet suitable for precise professional representation of meat products, they show strong potential for use in marketing and promotional content, where aesthetic appeal may outweigh technical accuracy. The findings suggest that with further development, AI-generated visuals could become more viable for professional applications in the food industry. In such cases, using accurate photographic references remains essential to ensure credibility and realism in food-related visual communication. Full article

This study examines how Chinese EFL learners behave in peer interactions by negotiating meaning through communication strategies. This is a small-scale study with both quantitative and qualitative analysis. Sixteen Chinese EFL students and one native English teacher were observed in an intensive English program. The students were asked to interact with their peers in a decision-making task and an information-gap task. Video-recorded data were collected, transcribed and analyzed. The results showed that negotiation occur more frequently in information-gap tasks than decision-making tasks and students primarily employed confirmation checks. For communication strategies used to negotiate, direct strategies were employed most frequently, in which students mainly used code-switch and mime. Indirect strategies followed, with repetition occurring as the most frequently employed strategy. Interactional strategies, including co-construction and appeal for help, were less frequently used. The findings highlight the influence of cultural factors and students’ motivation on their behaviors. Full article

Urban food markets are increasingly being recognized not only as centres of cultural identity and tourism but also as pivotal spaces for promoting urban sustainability. This study explores the role of urban markets in advancing sustainable cultural tourism, using Obor Market in Bucharest as a case study. As a historic marketplace and cultural landmark, Obor Market embodies Bucharest’s traditional commercial practices and community-oriented values. Through a mixed-methods approach, combining Geographic Information Systems (GIS) mapping and systematic surveys, we evaluate the location of markets, cultural authenticity, and visitor satisfaction. The quantitative findings reveal meaningful correlations between demographic factors (particularly nationality and age) and visitor perceptions, highlighting the market’s appeal through its authentic culinary offerings and immersive sensory experience. However, this study also identifies shortcomings in current promotional strategies employed by local stakeholders. The results suggest that urban food markets can serve as sustainable urban assets, fostering cross-cultural integration, supporting local economies, and encouraging environmentally conscious tourism behaviours. We argue for data-informed urban cultural policies that enhance the visibility, accessibility, and sustainability of such spaces, reinforcing their dual role as economic drivers and cultural touchstones. Full article

Masstige fashion brands present a promising alternative to both luxury and fast fashion in the context of sustainability, offering an affordable yet prestigious option. However, these brands face the challenge of leveraging digital transformation tools while balancing prestige and accessibility. With its visual appeal, interactive features, and daily usage, Instagram Stories is a highly engaging communication tool for masstige brands. Despite its importance, ephemeral brand communication remains an underexplored area. This study investigates how young consumers interpret and decode Instagram Stories featuring human models from masstige fashion brands that represent identitary values Sexuality and Seduction, Seasonality, and Renewal. Using mind mapping and focus group discussions with 75 frequent Instagram users, findings reveal that audiences actively reinterpret brand messages, sometimes reshaping their intended meaning. Highly stylized celebrities led to skepticism or disengagement, while authentic, everyday portrayals fostered positive engagement. Sexualized imagery was often reframed as functional rather than aspirational. The study reveals that while brands aim to communicate identitary values such as Sexuality and Seduction, these are usually reinterpreted or even rejected by users in favor of values like comfort, simplicity, or emotional authenticity. Conversely, values like Seasonality, Renewal, and Quality were more consistently recognized and positively decoded, suggesting a more substantial alignment between brand encoding and audience perception in those domains. Full article

Aboriginal communities in Australia have long advocated for self-determination in child protection. This includes appeals for greater structural authority in systems of care and protection, with Aboriginal children in the care of Aboriginal agencies. Advocacy from agencies, including the Victorian Aboriginal Child and Community Agency (VACCA), has resulted in legislative and funding reforms in Victoria that place Victorian Aboriginal community-controlled organisations (ACCOs) at the forefront of responses supporting Aboriginal children and families. This article provides an overview of that advocacy, the context in which the reform arose. Then, it details how VACCA has implemented the reforms by developing a model for Aboriginal child protection centred on culture, self-determination and human rights. Importantly, it discusses the process and negotiation of transferring authority exercised by the government to ACCOs and offers insights for the system and practice transformation. This article outlines how ACCOs like VACCA are shifting the language, culture and practice of child protection. Full article

In the recent K-12 educational literature, arts-based data visualization has been positioned as a compelling means of rendering data science and statistical learning accessible, motivating, and empowering for youth, as data users and producers. However, the only research to attend carefully to youth’s data-based, artistic storytelling practices has been limited in scope to specific storytelling mechanisms, like youth’s metaphor usage. Engaging in design-based research, we sought to understand the art and design decisions that youth make and the data-based arguments and stories that youth tell through their arts-based data visualizations. We drew upon embodied theory to acknowledge the holistic, synergistic, and situated nature of student learning and making. Corresponding with emerging accounts of youth arts-based data visualization practices, we saw regular evidence of art, storytelling, and personal subjectivities intertwining. Contributing to this literature, we found that these intersections surfaced in a number of domains, including youth’s pictorial symbolism, visual encoding strategies, and data decisions like manifold pictorial symbols arranged to support complex, multilayered, ambiguous narratives; qualitative data melding community and personal lived experience; and singular statements making persuasive appeals. This integration of art, story, agency, and embodiment often manifested in ways that seemed to jostle against traditional notions of and norms surrounding data science. Full article

Green advertising messages often face challenges of abstraction and outcome ambiguity. To address this, we apply the framing effect theory to explore how concrete versus abstract expressions in green advertising interact with consumer perceptions. Drawing on the Stereotype Content Model (SCM), we propose a congruence framework: concrete messages align with competence appeals, while abstract messages align with warmth appeals. Through two experiments, we demonstrate that such congruence significantly enhances green purchase intention. Experiment 1 establishes the interaction effect between message framing (concrete vs. abstract) and appeal type (competence vs. warmth), revealing that concrete–competence and abstract–warmth pairings outperform mismatched conditions. Experiment 2 further validates advertising attitudes as a mediator and product involvement as a moderator, clarifying boundary conditions. These findings advance the theoretical understanding of framing effects in sustainability communication and offer actionable strategies for marketers: aligning message specificity (concrete/abstract) with appeal dimensions (competence/warmth) can amplify consumer engagement, particularly when tailored to product contexts. Full article

Currently, young populations (individuals under 26 years old) face unprecedented challenges, including climate change, environmental degradation, and the management of public health crises such as vaccine hesitancy. In this complex environment, social media plays a crucial role in shaping youth attitudes and behaviors, presenting both significant opportunities and risks. Social media platforms have become essential in shaping public opinion on general topics and health-related issues, particularly vaccination. Understanding how digital platforms influence youth behavior regarding vaccination can offer valuable insights into psychosocial mechanisms capable of stimulating sustainable behaviors among the same demographic. This study explores a novel intersection between public health and environmental communication, proposing that the same psychosocial and communicative mechanisms influencing pro-vaccination behaviors—such as trust, social influence, and emotional resonance—also underpin pro-environmental engagement among youth. Understanding this overlap allows for cross-domain strategies in digital communication campaigns. This paper examines how digital communication strategies effective in promoting vaccination can be adapted to foster pro-environmental behavior among youth. By identifying shared psychosocial mechanisms—such as fear, trust, and social influence—the study proposes a conceptual framework for leveraging social media to support sustainable behaviors. This study explores how social media influences youth attitudes towards vaccination and pro-environmental behavior. Using a structured questionnaire distributed among 450 young participants (aged 18–26) and analyzed through Structural Equation Modeling (SEM) via WarpPLS, the research identifies key psychosocial mechanisms such as fear, trust, and social influence. Results show that social media exposure and peer environment are strong predictors of both vaccination and environmental behaviors (R² = 0.70 for vaccination attitude; R² = 0.50 for environmental attitude). The proposed conceptual model highlights the importance of emotionally resonant, science-based communication strategies in promoting sustainable behaviors among youth. Practical implications for strategic digital campaigns are discussed. Full article

In an increasingly competitive global tourism context, territorial branding plays a key role in enhancing the visibility, identity, and resilience of regions. This study focuses on the Algarve, a region in southern Portugal, and investigates how innovation and competitiveness are reflected in its digital communication strategy. Using a mixed-methods approach, this research combines the quantitative analysis of 689 social media posts published in 2024 on Facebook, Instagram, and YouTube with the qualitative content analysis of 38 documents and the official website of Algarve. The findings reveal a coherent and visually appealing brand narrative centred on the coastal identity of the Algarve, complemented by content related to nature, gastronomy, and cultural heritage. Instagram stands out as the most engaging platform, particularly when posts adopt a participatory tone, emotional storytelling, and references to specific locations. However, only 6.4% of the content surpassed the 1% engagement threshold, suggesting limited audience connection. The website presents a broader thematic range but under-represents intangible heritage and local products.The Algarve brand successfully projects an aspirational image based on landscape and leisure but would benefit from greater content diversification, enhanced stakeholder integration, and expanded narrative strategies to strengthen digital engagement and destination competitiveness. Full article