Search Results (238)

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. 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

As health and well-being become central concerns in the post-pandemic tourism landscape, health tourism is evolving to prioritize not only physical recovery but also psychological engagement and emotional value. This study explores how gamified design can enhance tourist participation and experience quality within health-related tourism contexts. By integrating theories from tourism psychology and game-based experience design, a structural equation model is proposed to examine the relationships among memorable tourism experiences, tourist motivation, game design elements, flow experience, and perceived value, and their joint influence on behavioral intention. Data collected from tourists who engaged in gamified experiences were analyzed using structural equation modeling (SEM) techniques. The results identify a dynamic “participation–immersion–value” mechanism, in which gameful design fosters flow and perceived value, thereby mediating gamification’s impact on behavioral intention. These findings offer valuable insights for health tourism developers and experience designers seeking to create emotionally engaging, motivating, and sustainable visitor experiences in the context of health and well-being. Full article

Cultural landscapes in World Heritage cities are attracting a growing global tourist population. Given the limitations of self-report methods in capturing tourists’ immediate and deep perceptions, and the lack of comprehensive investigation into the cultural types and naturalness of landscapes, this study aims to investigate how cultural landscape types influence tourists’ recommendation intention through the mediating roles of place attachment and perceived restorativeness while examining the moderating effect of landscape naturalness. Integrating Place Attachment Theory (PAT), Attention Restoration Theory (ART), and the Associative–Propositional Evaluation Model (APE), three studies were conducted using behavioral and neurophysiological approaches. Study 1, a scenario-based experiment, revealed that high-culture landscapes enhance recommendation intention via place attachment, with the effect of perceived restorativeness being stronger under low naturalness conditions. Study 2, an event-related potential (ERP) experiment, showed that landscapes with low culture and low naturalness elicit stronger emotional responses, as indicated by heightened P2 and LPP amplitudes. Study 3 demonstrated the efficacy of a Decision Tree model in classifying landscape naturalness based on EEG features. This study deepens the understanding of the complexity of tourist experiences in cultural heritage sites, provides new evidence for the application of Place Attachment Theory in tourism contexts, and offers scientific foundations and practical implications for optimizing landscape design in heritage sites, enhancing tourist experiences, and exploring brain–computer interface applications in the tourism field. Full article

This study examines the key factors that influence tourists’ perceptions of destination quality and loyalty in the context of adventure tourism in Santa Elena, Ecuador, an emerging destination in Latin America. A quantitative approach was used, with data collected through an online questionnaire completed by 318 participants. Structural equation modeling was conducted using SmartPLS 4 to examine the relationships between motivational constructs (intellectual curiosity, health assurance, stress relief, physical condition, and social connection), perceived destination quality, and loyalty. The findings reveal that health assurance (β = 0.395, p < 0.001), stress relief (β = 0.417, p < 0.001), and intellectual curiosity (β = 0.143, p = 0.010) significantly influence perceived destination quality, while social connection and physical condition did not show significant effects. Moreover, perceived destination quality strongly predicts tourist loyalty (β = 0.634, p < 0.001). The model explains 63.5% of the variance in destination quality and 48.1% of that in loyalty. These results highlight the importance of post-pandemic health concerns, emotional well-being, and intellectual engagement as drivers of satisfaction and loyalty in adventure tourism. While existing research has largely focused on motivations and quality perceptions in adventure tourism within developed regions, studies in post-pandemic settings across Latin America—especially using validated structural models—remain scarce. This study also contributes to filling a gap in the literature by analyzing post-pandemic tourist behavior in Latin America, an underexplored context in existing research on sustainable and adventure tourism. The findings offer theoretical contributions to the field of adventure tourism and practical recommendations for destination managers seeking to enhance their competitiveness and visitor retention in the post-pandemic context. Full article

This study examines how individuals engage with smart city technologies (SCTs) through the dual roles of residents and tourists. Drawing on a new conceptual framework of affective-symbolic engagement, it explores not only adoption patterns but also users’ emotional responses and perceived inclusion. A quantitative analysis of 194 respondents reveals that while adoption rates are similar across roles, residents and tourists differ in usage routines, usability experiences, and sensitivity to symbolic cues. Tourists report more interface challenges and rely on third-party sources, while residents engage more with civic platforms. Age predicts usability barriers, but education does not significantly affect engagement. Emotional comfort and symbolic belonging are shaped less by demographic background and more by situational role and perceived design inclusivity. The findings extend smart city theory by incorporating role-sensitive, affective, and symbolic dimensions of digital engagement and support policies aimed at inclusive, human-centered urban technologies. Full article

This study examines how Chinese tourists perceive the value of sustainable practices implemented in five-star hotels in Phuket, Thailand, through the lens of the perceived value theory and the service experience framework. While luxury hotels increasingly adopt green initiatives, research exploring how tourists evaluate these efforts across the full guest journey is limited. Addressing this gap, this study aimed to examine how attitudinally distinct tourist segments perceive sustainable practices across three service stages: pre-consumption, consumption, and post-consumption. A cross-sectional survey of 400 Chinese tourists was conducted, applying k-means clustering to segment respondents by sustainability attitudes, followed by multi-group structural equation modeling. Two segments emerged: environmentally engaged travelers and conventional comfort travelers. The results indicate that the emotional value dominates during the stay, the functional value drives pre-stay decisions, and the ethical/social value shapes post-stay reflections. Environmentally engaged tourists were more responsive to ethical and social cues. The findings highlight sustainability as a multidimensional, stage-specific construct moderated by guest attitudes. Theoretically, this research extends perceived value frameworks by mapping sustainability perceptions across the guest journey. Practically, it offers actionable insights for hotel managers seeking to design value-aligned green strategies and segmented communication. Tailoring sustainability initiatives to tourist profiles can enhance satisfaction, loyalty, and advocacy in the luxury hospitality sector. Full article

Role-playing games (RPGs) set in ancient architecture have emerged as a digital tool for enhancing engagement with ancient architectural cultural heritage. This study examines how RPG elements (immersion, narrative, cognitive engagement) influence sustainable tourism outcomes at ancient architectural heritage sites and develops a stimulus–organism–response (SOR)-based framework model to explore their affective and behavioral effects. The results demonstrate that immersion, narrative, and cognitive engagement in RPGs significantly enhance tourists’ affective engagement. Affective engagement, in turn, enhances tourists’ willingness to travel to and support for heritage conservation sites. Mediation analyses indicated that affective engagement partially mediated the effects of immersion and narrative on the willingness to travel and fully mediated the effects of cognitive engagement. Affective engagement positively predicted support for heritage preservation, whereas willingness to travel alone did not exhibit this relationship. Emotional engagement is therefore a critical mechanism by which digital role-playing game experiences drive sustainable tourism behaviors, resulting in outcomes that go beyond individual behaviors to include broader sustainability impacts. By fostering immersive, narrative-rich, and engaging cognitive experiences, RPGs set in ancient architecture can stimulate willingness to visit heritage sites and encourage conservation awareness, providing valuable insights into sustainable tourism and the management of ancient architectural heritage. Full article

This study examines rural walking tourism as a sustainable strategy for revitalizing regional economies and preserving natural environments, focusing on the DMZ Punch Bowl in South Korea. Although rural walking tourism has been widely promoted for sustainability, little is known about its operation in geopolitically sensitive and militarized ecological zones, such as the Korean DMZ. Adopting the qualitative case study method, we explored three essential conditions for sustainable rural walking tourism: environmental friendliness, experiential immersion and sense of place, and local economic revitalization through stakeholder cooperation. We employed a hybrid thematic analysis using inductive and deductive coding to analyze the triangulated data collected from interviews, field observations, and policy documents. In-depth interviews with ten walking tourism experts revealed that storytelling that emphasizes local history, ecological conservation, and unique cultural identity enhances tourists’ emotional attachment and sense of place immersion. The DMZ Punch Bowl case was selected due to its effective integration of these elements, achieved through a collaborative governance structure involving government agencies, military units, and local communities. The findings highlight that coordinated management and stakeholder cooperation are crucial for balancing land use policies, ecological preservation, and tourism safety. Additionally, walking tourism significantly contributes to local economic growth through direct spending, job creation, increased resident incomes, the sale of local specialties, and participation in experiential activities. This study provides valuable insights and a replicable model for sustainably developing walking tourism in similarly sensitive or ecologically significant rural areas. Full article

As a crucial component of cultural heritage, industrial heritage possesses considerable cultural, historical, and economic significance. The key challenge for industrial heritage sites is to foster eco-conscious actions among visitors while boosting tourism spending. Based on the S-O-R theory, we constructed a relationship model between authenticity, place attachment and environmental responsibility behavior through structural equation modeling and tested it with the survey data of tourists in Maoming open-pit mine ecological park. Findings reveal that both the object-related authenticity and the existential authenticity of the experience enhance the sense of reliance and belonging to the place, with the former also directly promoting visitors’ eco-conscious actions. In contrast, experiential authenticity does not exert a direct effect on eco-conscious actions. The sense of place reliance and identity are found to be significantly and positively linked to eco-conscious behavior. Furthermore, place reliance and identity act as intermediaries in the relationship between object authenticity, experiential authenticity, and eco-conscious behavior, serving as a sequential mediating factor. The study suggests strategies such as augmenting financial support to preserve the authenticity of the site, prioritizing the enhancement of infrastructure and the creation of cultural offerings to elicit emotional responses, and reinforcing emotional bonds to encourage eco-conscious actions. 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

Cultural tourism can act as a driver for inner area development, bringing about a range of socio-economic benefits through economic stimulation, quality of life improvement, and cultural heritage preservation. Inner territories, set apart by geographic marginality and low population density, hold a rich cultural and environmental heritage that, however, remains off the radar and left behind. Guided by the principles of endogenous local development, this article seeks to contribute to the existing body of research by proposing potential strategies for local growth rooted in cultural tourism. From this perspective, we identified the Basilicata region (Southern Italy) as a proper test area. The region is rich in archaeological, monumental and museum evidence, but is characterized, except in a few areas, by a low rate of tourist turnout. Through a replicable, comprehensive, and flexible methodology—drawing on bibliographic research, analysis of archaeological, archival, erudite and antiquarian sources, and carrying out field surveys—the different points of interest in the region have been brought together under specific cultural themes. Results include the design of three detailed routes (Via Herculia, Frederick II’s, and St Michael’s cultural routes) useful for three different types of tourism (sustainable, emotional, and accessible). Possible scenarios for valorization and fruition are also proposed, paying particular attention to digital technologies. Thus, this research aligns with Sustainable Development Goals (SDGs) 8 and 11 promoting cultural heritage valorization and preservation, shoring up economic revitalization, stepping up community engagement, and pushing forward environmentally friendly tourism practices. Research findings can attract the interest of a wide range of stakeholders such as tourism professionals, local authorities, cultural and creative industries, local communities and entrepreneurs, as well as academics and researchers. The methodological approach can be considered for the valorization and tourist enjoyment of inner areas in other countries, with particular focus on those falling within the Mediterranean region which is rich in cultural heritage, environmental value, and socio-economic potential. 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

This study explores the role of Allium ursinum L. in shaping authentic gastronomic experiences and its influence on tourists’ perceptions and revisit intentions in rural destinations. Allium ursinum was selected due to its cultural symbolism, seasonal availability, and traditional culinary use, particularly in Serbia. The study applies the SOR (Stimulus–Organism–Response) model to investigate how cognitive and affective responses elicited by interactions with this plant shape tourist behavior. A structured questionnaire was administered to 336 tourists who had consumed food containing Allium ursinum in ten rural destinations across the Republic of Serbia. The findings emphasize the importance of cognitive responses, such as authenticity perception, knowledge acquisition, and cultural understanding, which in turn influence affective responses, including enjoyment, emotional involvement, and flow state. While positive emotions enhance attachment to local food and revisit intention, the subjective nature of these assessments calls for caution when generalizing. The study contributes to the literature by identifying sensory and emotional mechanisms that link local food ingredients with tourist loyalty. This is the first study to empirically test the SOR model using a local plant ingredient in a rural tourism context. Full article