Search Results (242)

Experience has become a central source of competitiveness in wellness tourism, yet natural features in resorts often remain passive scenery rather than deliberately designed service content. This prospective, four-group randomised controlled service-evaluation study examined whether brief nature-based wellness micro-interventions developed from natural elements already present in a coastal health and wellness resort were associated with more favourable immediate evaluations of experience quality, satisfaction, perceived innovativeness, added value, and recommendation intention. Of 120 adult hotel guests randomly allocated in equal proportions to cloud noticing, forest therapy elements, active control, or standard stay, 114 completed the final evaluation. A contextually adapted 22-item instrument based on service-performance logic and tourism-experience research was used. The forest-therapy-elements and cloud-noticing conditions showed the most favourable overall evaluation profiles, followed by active control and standard stay. The clearest differentiation concerned perceived innovativeness, while recommendation intention was most strongly associated with perceived added value and satisfaction. These findings are relevant to wellness-tourism development because they indicate that natural elements already present in a resort may acquire additional perceived service value when translated into structured, facilitated, and place-sensitive guest activities. Because outcomes were immediate self-reports obtained in a single resort and participants and facilitators could not be blinded, the findings should not be interpreted as proof of lasting behavioural effects. They suggest a promising low-infrastructure service-development pathway whose effects on actual recommendation, repeat visitation, willingness to pay, loyalty, and destination outcomes require confirmation in multi-site and longitudinal research. Full article

Rural tourism destinations increasingly converge on standardized facilities and packaged landscapes, eroding the place-based distinctiveness that motivates rural travel. Although previous research has distinguished affective and cognitive experiential mechanisms, it remains unclear whether these pathways are differentially associated with sustainability-oriented and loyalty-related behavioral intentions. Addressing this gap, the present study examines how tourists’ perceptions of rural destinations are associated with these two forms of behavioral response. Building on the established distinction between affective and cognitive experiential mechanisms, two perceptual systems are linked to parallel affective and cognitive experiential routes to examine their distinct behavioral associations. An affective route, in which perceived locality and authenticity foster place attachment, and a cognitive route, in which perceptions of planning quality foster tourist satisfaction, are expected to specialize by outcome. Survey data were collected from 411 visitors to rural tourism destinations in Hainan, China, and analyzed using a latent-variable structural equation model with bias-corrected bootstrap tests of competing indirect effects. The results reveal a clear distinction between the two behavioral systems. Locality and authenticity are positively associated with place attachment, which in turn is associated with sustainable behavioral intention, whereas planning quality is positively associated with tourist satisfaction, which is associated with revisit and recommendation intention. The competing-mediation analysis further indicates that locality is associated with sustainable behavioral intention primarily through place attachment rather than satisfaction, and this affective pathway remains consistent across visitor-origin subgroups. Given the cross-sectional design, these relationships should be interpreted as associations rather than evidence of causality. The findings re-conceptualize locality as a measurable tourist perception and demonstrate that sustainability-oriented behavioral intention and loyalty-related intention represent distinct behavioral outcomes associated with different experiential pathways. For destination planners and managers, the findings suggest that strengthening authentic rural character may support sustainability-oriented behaviors, whereas improving the planning and service environment may encourage revisit and recommendation intentions. Full article

This study investigates the structural impact of marine conservation dimensions and institutional frameworks on visitor experiences and behavioral intentions within the National Marine Park of Alonissos–Northern Sporades (NMPA). Anchored in the sustainability prism model (SPM), the research examines how conservation-driven environmental capital, alongside economic, socio-cultural, and institutional pillars, influences tourist satisfaction and destination loyalty. Primary quantitative data were garnered via a cross-sectional survey administered to a statistically robust sample of 2251 visitors. Structural equation modeling (SEM) reveals that all four SPM dimensions significantly influence both immediate satisfaction and long-term loyalty. Crucially, the empirical outputs unveil an asymmetric dualism: while immediate tourist satisfaction is predominantly driven by the sensory consumption of pristine biodiversity and active marine conservation (β = 0.577), long-term loyalty is fundamentally anchored in the perceived efficiency of the institutional conservation governance framework (β = 0.413). These findings underscore the imperative of integrating transparent institutional mechanisms with active ecosystem preservation to secure the socio-ecological viability of marine conservation areas. Ultimately, this study provides actionable insights for balancing escalating ecotourism demands with strict, zero-compromise biodiversity conservation in vulnerable marine sanctuaries. Full article

Online food delivery (OFD) platforms have become embedded in everyday consumption, yet the determinants of continued use in emerging Latin American markets remain underexplored. This study examines continuance intention toward OFD applications in Colombia using an extended UTAUT2 model (LAE-UTAUT2) that incorporates two domain-specific constructs, Delivery Trust and Food Quality Perception. Cross-sectional survey data from 2130 active users were analyzed through covariance-based structural equation modeling, with confirmatory factor analysis, reliability and validity assessment (CR, AVE, HTMT) and a multi-procedure common-method-bias check. The direct-effects model explained 56.0% of the variance in continuance intention. Performance Expectancy was the strongest predictor, followed by Hedonic Motivation, Food Quality Perception, Delivery Trust, Social Influence, and Effort Expectancy, whereas Facilitating Conditions were non-significant. Notably, the two domain-specific constructs outranked two established UTAUT2 predictors, and the pattern of effects remained stable across age, gender, and experience subgroups and among habitual users. Income, included as a control, showed no detectable independent effect under an unadjusted bracket measure. The findings position experiential quality and fulfillment trust as central correlates of OFD loyalty in emerging markets, though the cross-sectional, self-reported, and reduced-form design warrants cautious, non-causal interpretation. Full article

Background: As Information and Communication Technology (ICT) advances, the healthcare market is shifting toward a consumer-centered paradigm. This study analyzes the structural relationships between medical information quality, medical service quality, and Technology Acceptance Model (TAM) variables to determine their impact on patient satisfaction and revisit intentions in a general hospital context. Methods: An online survey was conducted with 376 consumers who had experience using general hospitals in South Korea between June and December 2024. Data were analyzed using structural equation modeling (SEM) with SPSS 29.0 and AMOS 29.0. Ethical measures, including informed consent and anonymity, were strictly followed. Results: Findings indicate that among medical information quality factors, accuracy significantly enhanced perceived usefulness, while timeliness positively influenced perceived ease of use. Regarding medical service quality, both accessibility and responsiveness significantly improved both usefulness and ease of use, with responsiveness being the most powerful predictor of ease of use (β = 0.655). While both TAM variables significantly increased patient satisfaction, only perceived ease of use and satisfaction directly drove revisit intentions; perceived usefulness influenced revisit intention only through the mediation of satisfaction. Conclusions: Patient satisfaction is a paramount factor directly influencing loyalty. Healthcare administrators should prioritize the accuracy and timeliness of digital health information while improving service responsiveness to enhance long-term hospital competitiveness in the proactive consumer era. Full article

The present study investigates the relationship between human perception, multisensory gastronomic experiences, and technological mediation within the context of gastrotourism. The research introduces the concept of G@strotourism as a perception-centered and digitally mediated experiential tourism framework, where tourist experiences are shaped through the interaction of sensory engagement, experiential memory, and digital technology. A quantitative methodology was employed, with data collected from 942 international tourists who had visited Greece at least once. EFA, CFA, and SEM analyses were conducted to examine the relationships among pre-trip perceptions, memorable food experiences, technologically enhanced memories, loyalty, and behavioral intention. The findings provide preliminary evidence that technologically enhanced gastronomic experiences influence memory formation, emotional attachment to destinations, and future tourist behavior. The study contributes to the literature on perception-centered tourism experiences by highlighting the roles of sensory perception, memory processes, and digital mediation in gastronomic tourism, and by discussing their implications for tourism experiences enhanced through digital technologies. Full article

Mobile phone use can distract drivers; however, mobile applications may also improve safety by delivering timely traffic and cooperative intelligent transport system warnings. This pilot study evaluated the user experience of the DARS Traffic Plus (DT+) mobile application and examined simulator sickness and affective burden during its use in a professional driving simulator. Thirty-nine participants were recruited and thirty-three completed all scenarios in a within-subject, counterbalanced design. Following a familiarization scenario, participants completed two comparable driving scenarios: one without DT+ support (S1) and one with DT+ support (S2). User experience was assessed using the User Experience Questionnaire (UEQ), the meCUE 2.0 questionnaire based on the component model of user experience, and a post-interview, while simulator sickness and participant state were measured using the Simulator Sickness Questionnaire (SSQ), Fast Motion Sickness Scale (FMS), and Positive and Negative Affect Schedule (PANAS), complemented by exploratory eye-tracking observations. Both UEQ and meCUE 2.0 indicated positive user experience, with generally higher ratings in scenario S2 using the DT+ mobile application. UEQ showed a significant difference for Perspicuity, and meCUE 2.0 showed significantly higher scores for usefulness, visual aesthetics, commitment, intention to use, product loyalty, and overall evaluation. SSQ and FMS showed that simulator sickness effects occurred in a subset of participants. PANAS revealed no significant change in positive affect, while negative affect decreased significantly by the end of the evaluation. The findings suggest that DT+ was positively experienced in the simulator setting and that combining user experience measures with sickness monitoring is useful in simulator-based evaluation of driving-related mobile applications. Full article

Drawing on signaling theory and a relational perspective, this study examines how perceived influencer credibility is associated with e-loyalty intentions in influencer-mediated social commerce. Rather than claiming that each individual path is theoretically unexpected, this study positions its contribution in specifying a conditional signal-to-relationship process. Specifically, perceived influencer credibility is conceptualized as a credibility-based digital promotional signal, brand trust and customer engagement are examined as sequential relational mechanisms, and perceived brand authenticity is positioned as an identity-consistency boundary condition in the customer engagement–e-loyalty intention relationship. Using survey data from 372 consumers with influencer-mediated social commerce experience, the data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that perceived influencer credibility is positively associated with brand trust, brand trust is positively associated with customer engagement, and customer engagement is positively associated with e-loyalty intentions. The bootstrapped serial indirect association through brand trust and customer engagement is significant, indicating a trust–engagement pathway linking influencer-mediated promotional credibility to e-loyalty intentions. Perceived brand authenticity also positively moderates the customer engagement–e-loyalty intention relationship. Descriptive conditional indirect estimates further suggest that the indirect association through brand trust and customer engagement is stronger at higher levels of perceived brand authenticity; however, this conditional indirect pattern is interpreted conservatively because bootstrapped confidence intervals for the low and high conditional estimates were not directly available. These findings extend influencer marketing research by shifting attention from isolated credibility effects to a theory-driven process explaining how influencer credibility is associated with e-loyalty intentions through trust, engagement, and authenticity-based boundary conditions. Full article

This study examines the structural relationships among vendor competency, perceived sanitation and safety, high-value gastronomy experiences, and behavioral intentions in Bangkok’s street food tourism. Using survey data and PLS-SEM, the results indicate that vendor competency significantly enhances both perceived sanitation and safety and high-value gastronomy experiences. Perceived sanitation and safety further strengthens experiential value and partially mediates this relationship. However, contrary to conventional expectations, high-value gastronomy experiences exhibit a significant negative effect on behavioral intentions, suggesting a novelty-seeking paradox in exploratory tourism contexts. This study contributes in three ways: (1) by positioning vendor competency as a foundational driver of experiential value in informal food settings, (2) by integrating sanitation and safety into experiential value formation, and (3) by challenging the linear satisfaction–loyalty assumption through evidence of paradoxical tourist behavior. The findings offer theoretical and managerial implications for gastronomy tourism and destination management. Full article

This study examines the relationships among digitalization awareness, perceived risk, platform trust, and consumer outcomes in e-commerce platforms. Consumer outcomes are conceptualized as a higher-order construct comprising perceived value, engagement, purchase intention, and loyalty. Drawing on technology readiness and trust-based exchange theories, we test a mediation model using survey data collected from 370 online shoppers in China and structural equation modeling. The results show that digitalization awareness is negatively associated with perceived risk and positively associated with platform trust. Platform trust positively predicts consumer outcomes and serves as the dominant mediator. Although perceived risk is negatively related to platform trust, it unexpectedly shows a positive direct association with consumer outcomes, indicating a theoretically nuanced role of risk as both a source of vulnerability and a possible trigger of evaluative engagement. Digitalization awareness also retains a significant direct association with consumer outcomes, supporting a partial mediation framework. These findings highlight observed relationships among digitalization awareness, risk appraisal, platform trust, and multidimensional consumer outcomes in the Chinese e-commerce context. Full article

Gastronomic festivals play an important role in the development of tourist destinations by strengthening destination image, competitiveness, and visitor loyalty. This study examines how the perceived quality of the gastronomic festival Belmužijada influences visitor satisfaction, behavioral intentions (recommendation and revisit intentions), and the destination image of Svrljig. The research is based on a quantitative approach using a standardized questionnaire. The collected data were analyzed in SPSS through descriptive statistics, a one-sample t-test, Pearson correlation, and regression analyses. The reliability of the measurement scales was confirmed using Cronbach’s alpha coefficient. The results indicate that visitors perceive Belmužijada as an authentic gastronomic experience that contributes to the preservation of local tradition and culture. The perceived quality of the gastronomic offer and festival organization has a statistically significant positive effect on visitor satisfaction, which further influences their willingness to recommend the festival. In addition, the perceived positive impact of the festival on destination image significantly affects revisit intention. The findings highlight the importance of gastronomic festivals in shaping destination image and fostering visitor loyalty, particularly in rural and less developed tourism areas. Full article

This study explores how internal and external brand management synergistically construct employee brand equity in contemporary organizations. Drawing on social identity theory, brand equity theory, and relationship quality theory, we conducted a systematic literature review of research published from 2019 to 2024 to analyze the cognitive, emotional, and behavioral mechanisms underlying this process. Our findings reveal that internal brand management activities (brand-oriented HR practices, brand communication) and external initiatives (CSR, marketing strategies) jointly shape employees’ brand cognition, while brand relationship quality mediates emotional connections through brand commitment, trust, and advocacy. These elements ultimately manifest in behavioral expressions including brand citizenship behavior, loyalty, retention intention, and positive word-of-mouth. This research provides organizations with an integrated framework for strategically aligning internal and external brand activities to enhance employee brand support, thereby strengthening competitive advantage through consistent brand delivery across all stakeholder touchpoints. Full article

Against the backdrop of high digital uncertainty in the 2023 Thai General Election, this study examines how social media reshapes voting intentions through a novel hybrid framework integrating Fuzzy Rough Set Theory (FRST), Hierarchical Confirmatory Factor Analysis (CFA), and Random Forest Regression (RFR). A three-stage design—combining 23 expert opinions with survey data from 812 voters—overcomes expert ambiguity and non-linear dynamics. The findings reveal a hierarchy in digital campaigning: while Party Image (Importance = 0.3056) is the primary predictor for initial voter attention, substantive Campaign Policy (β = 0.98) remains the definitive driver of final commitment. Other perceptual constructs, including Trust, Loyalty, and Perceived Quality, function as reinforcing dimensions that validate policy claims within the digital ecosystem. This suggests a shift where traditional broadcasting is superseded by interactive digital streaming, allowing voters to scrutinize policies through replays and public comments. The model’s robustness, validated through 10-fold Random Forest Cross-Validation, demonstrates high predictive stability (Mean CV R² = 0.840) and minimal error (MAE = 0.064). This study offers a sensitive instrument for emerging democracies and provides actionable insights, showing that substantive policy remains the ultimate driver of voter choice, even when mediated through Party Image in interactive digital environments. Full article

This study analyzes tourist loyalty in the Monarch Butterfly Biosphere Reserve by integrating affinity-based segmentation and the Forgotten Effects Theory within a fuzzy logic framework. The objective was to identify how visitor affinities condition the indirect construction of loyalty in contexts of high environmental complexity. Data were collected through a structured questionnaire administered to 316 tourists using a non-probabilistic sampling approach. Using the Pichat Algorithm and the Forgotten Effects Theory, the research captured gradual membership patterns and mediated relationships that conventional models often overlook. Results indicate that, while age, particularly Generation X, acts as a connecting axis, postgraduate education levels generate a polarization of visitor perceptions across segments. Significant forgotten effects (up to 0.30) were identified, suggesting that variables such as satisfaction, entertainment, and relaxation act as mediating mechanisms between learning, perceived value, and the intention to revisit. This study suggests that loyalty is not constructed directly but is indirectly shaped by affinity-based visitor structures. It recommends that management strategies evolve toward environmental edutainment models and that marketing efforts be diversified according to differentiated visitor profiles. These findings demonstrate the utility of fuzzy logic for the strategic management of high-value ecological destinations. Full article

Despite the growing interest in organic personal care products (OPCPs), their repurchase remains challenging, as product quality may be difficult to verify even after use. Integrating the theory of consumption values (TCV) with reference dependence theory (RDT), this study conceptualizes post-use loyalty as a comparative benchmarking process and positions comparative perceived quality (CPQ) as a mechanism linking realized values to repurchase intention (RPI). Using survey data from 298 OPCP consumers, we employed partial least squares structural equation modeling (PLS-SEM), necessary condition analysis (NCA), and importance–performance map analysis (IPMA). The results indicate that efficacy, hedonic, and health values are positively associated with RPI, whereas environmental value is associated with CPQ rather than directly with RPI. CPQ mediates the effects of efficacy and hedonic value on RPI, lending support to comparative evaluation in post-use loyalty formation. Consumer expertise also conditions these relationships, with environmental value more salient among higher-expertise consumers and hedonic cues more influential among lower-expertise consumers. NCA suggests threshold effects for stronger repurchase outcomes, while IPMA highlights consumer expertise as an important but underperforming lever. Overall, the study provides a diagnostic account of the trial–repurchase gap in OPCPs and offers insights into retention in sustainability-oriented credence-based categories. Full article