Search Results (4)

TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because the relationship between social media and customers’ behavioral intentions has long been a topic of discussion in the hospitality industry, the purpose of this study was to look into the potential determinants of customers’ visiting intentions toward Universal Studios Beijing on short video platforms such as TikTok. In addition, descriptive analysis was also conducted to show the demographic and other basic characteristics of the sample. The findings revealed that social interaction, informativeness, and trust had significant effects on perceived usefulness, as well as significant influences on the related visiting intentions from the perceived usefulness, ease of use, and playfulness. This study filled in the research gaps of the TikTok studies based on the extended technology acceptance model (TAM) and explored the effects of perceived playfulness on the theme park. This study can contribute to the formulation of operational and marketing strategies by theme park marketers, help internet vloggers with content creation and development, and provide suggestions to local governments for tourism destination management. Full article

Education for sustainable development (ESD) of protected areas is proposed to deal with global climate change and biodiversity conversation. It focuses on the “quality education” and “protection” of the United Nations’ sustainable development goals (UN SDGs), not only taking protected areas as the education place, but also as the theme and content of education. Based on cognitive-behavior theory and social emotional learning theory, this study constructs a “cognitive–emotion–behavior” dimension framework of ESD in protected areas, selecting Potatso National Park in Yunnan as a case study. Based on 529 valid visitor questionnaires, this study uses structural equation modeling to verify theoretical hypotheses, and analyzes the impact of ESD in protected areas on public cognition, emotion, and behavior. The results show that: (1) Cognitive and emotional factors jointly drive the behavioral intentions of ESD in protected areas, and social-emotional factors are slightly higher than cognitive factors; (2) Environmental knowledge, personal norms, nature connectedness, and places attachment positively affects behavioral intentions; (3) Indigenous knowledge has an impact on behavioral intentions through emotional mediation, and personal norms have an impact on behavioral intentions through direct effects; (4) Gender and visit frequency are important moderating variables in the ESD of protected areas. These conclusions provide the following suggestions for further development of ESD. First, by forming environment-friendly social norms and focusing on the mining and presentation of indigenous knowledge, the behavioral intention can also be enhanced to a certain extent; second, improving people’s emotion can also promote people’s behavioral intention, especially referring to optimizing nature connectedness, strengthening place attachment, and creating emotional connections; Third, specific groups of people should be taught specifically, and improve the supporting services of ESD. Full article

The emergence of theme parks is enriching the tourist experience in the COVID-19 period. This study rethinks the impact of theme park image on tourist-perceived value (functional, social, and emotional value) and behavioral intention during COVID-19. Data were collected from 304 respondents who visited Chimelong Ocean Kingdom during COVID-19. This study results indicated that theme park destination image (cognitive and affective) positively predicts tourist-perceived value (functional, social, and emotional) during COVID-19. Moreover, this study also indicated that although social and emotional value positively predict tourist behavioral intention, functional value does not positively predict tourist behavioral intention during COVID-19. Theoretical and managerial implications are presented. Full article

Despite theme parks being a research hotspot, there is a paucity of research to understand the forming process of brand behavioral intentions (i.e., the intention of revisiting a theme park and the visit intentions of other theme parks under the same brand). For identifying the developing process of brand behavioral intentions from the perspective of experience, the current study developed a theoretical framework in which brand experience and memory affect visitors’ satisfaction and behavioral intentions to revisit a particular theme park as well as to visit other theme parks of the same brand. The empirical results of current study showed that visitors’ theme park experiences were good enough antecedents of their memories and satisfaction. It was also found that, when visitors’ memory and satisfaction are high, they are likely to have stronger impact on intentions to revisit the theme park and to visit theme parks of the same brand than did memory. Full article