Search Results (99)

Food and agricultural products shape tourism by linking communities and regions to leisure travel. Consumers’ perceptions of a country and its food products can shape their attitudes and behaviors toward it as a travel destination. This study compares the effects of general country image (GCI), product–country image (PCI), and product image (PI) on Chinese dairy consumers’ engagement with the country of origin as a travel destination (TDE). It also tests whether TDE mediates the effects of country images on consumer-based brand equity (BEQ) for dairy products. We analyzed 573 valid online responses from mainland China, a major market for dairy products and outbound tourism, using covariance-based structural equation modeling (CB-SEM) in AMOS 31. The results identify TDE as a key factor that fully mediates the effect of GCI on BEQ. PCI and PI show both direct effects on BEQ and indirect effects through TDE. The proposed framework links country evaluations to destination engagement and brand outcomes, highlighting opportunities for integrated cross-sector promotion. This research is among the first to examine co-marketing between the tourism sector and the dairy industry through a country-image perspective. It provides practical guidance for cross-sector strategy and contributes to ongoing debates in both fields. Full article

With the rapid development of China’s tourism industry, the homogenization of regional tourism images has become a growing concern. To address this, this study quantifies the similarities and differences in tourism image perception across China’s 31 provinces, focusing on 350 5A-level destinations, analyzing 757,046 tourist reviews collected from Ctrip.com in 2024. Using a three-dimensional framework (cognitive, affective, and overall image), we analyze social media data through natural language processing, random forest regression, and social network analysis. Key findings include the following: (1) most comments are positive, with Jiangsu and Chongqing showing high cognitive image similarity but low overall similarity; (2) cognitive image significantly impacts affective image, especially through unique tourism resources; (3) an inter-provincial similarity–difference matrix reveals significant perceptual differences among provinces. This study provides a novel methodological approach for multidimensional image evaluation and offers crucial empirical insights for regional policy-making aimed at optimizing land and tourism resource allocation, balancing regional disparities, and promoting sustainable land use and development across China. Full article

This research investigates the intersection of construction innovation and cultural heritage through the lens of tourist perceptions of the world’s largest carved golden Buddha, situated at Khao Chi Chan Mountain, Pattaya, Thailand. Positioned as an emerging tourism destination, this site contributes to the rebranding of Pattaya as a globally significant hub for religious tourism. This study highlights how this monumental Buddha statue fosters spiritual experiences, promotes the conservation of art and culture, and encapsulates a historical narrative tied to Thailand’s royal lineage. Notably, the statue’s creation employed a pioneering technique—the only one of its kind worldwide—involving laser-guided carving by artisans, followed by gold leaf application to enhance its aesthetic magnificence. A mixed-methods research approach was adopted, integrating historical document analysis with narrative accounts of the statue’s construction using modern technology, complemented by quantitative data collected through tourist questionnaires. By documenting the historical use of laser technology in creating this iconic Buddhist landmark, this research corrects misconceptions about its construction process and highlights the innovative application of a 20 W Argon ion laser for drawing the image of Buddha on the cliff. This study evaluates tourist perceptions using the DHARMA model, revealing how Destination Identity, Heritage Values, and Memorable Experiences foster emotional connections and spiritual enrichment (β = 0.801, p < 0.001). The findings underscore Khao Chi Chan’s potential to reposition Pattaya as a hub for Buddhist tourism, diversifying its image beyond nightlife-centric tourism. This work contributes to sustainable tourism by demonstrating how sacred sites can balance cultural preservation and economic vitality, offering insights for heritage management and urban tourism development in Southeast Asia. Full article

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tourism marketing, identify dominant trends, assess empirical evidence of impact, and critically highlight research gaps. The analysis focuses on three core marketing outcomes: destination image, travel intention, and user engagement—and includes a section examining sustainability considerations across environmental, sociocultural, and economic dimensions. The study uses a systematic critical review of 147 peer-reviewed academic articles published between 2015 and 2025, combined with a meta-analysis of 38 quantitative studies that report statistical effect sizes. The meta-analysis uses a random-effects model to compare the influence of different platforms and study contexts. Moderator variables include geographic region, platform type, and methodological design. Findings show that social media marketing has a statistically significant positive effect on destination image (Cohen’s d = 0.61), travel intention (d = 0.54), and user engagement (d = 0.43). The analysis also reveals geographic bias, limited research on emerging platforms, and a lack of longitudinal and ethical inquiry. Findings suggest that tourism researchers and marketers may have to adopt more context-sensitive, interdisciplinary, and ethical approaches. Critical sustainability concerns emerge, including “overtourism”, cultural commodification, digital inequities, and algorithmic biases. Further studies may focus on specific platform-related behaviors, long-term impacts, and integrated online strategies appropriate for global tourism diversity. Lastly, this paper advocates for context-sensitive, interdisciplinary, and ethically grounded approaches to ensure sustainable digital tourism marketing strategies. Full article

Exploring the cognitive and affective image dimensions involved in the formation of attractive sports destinations is essential to understand how sports activities influence participants’ experiences. This study explores how municipal sports programs and small-scale events shape both the cognitive and affective image of a destination. The research was conducted among 456 adult participants engaged in public sports events and recreation programs in various municipalities across Attica, Greece. Participation was voluntary and based on an open public call. The questionnaire was adapted from (a) scale, which examines the influence of a sports event image on a destination image—it included 17 items measuring the cognitive image destination grouped into four factors: (1) environment, (2) experiences, (3) attractions, and (4) entertainment–infrastructure, as well as 5 items assessing one factor of affective image destination—and (b) a scale for the intention to participate in sports events and exercise programs. The findings provide insights into how community-level sports initiatives contribute to form a favorable destination image, not only through tangible elements like facilities and environment but also through emotional engagement and social connectivity. These results can inform the development of more targeted and impactful local sports programs that enhance participant’s satisfaction and foster long-term community involvement. Full article

Traditional Jiangnan water towns in China serve as important cultural heritage sites and tourist destinations. Existing studies have revealed a potential connection between environmental elements and spatial perception in these towns. However, there remains a lack of research systematically investigating whether and how these environmental elements influence subjective evaluation indicators, such as spatial attractiveness, and the mechanisms underlying the interactions between these elements. To further understand these mechanisms, we used Nanxun Old Town as our study site, employed computer vision techniques to perform semantic segmentation on street-view images, extracted the visual proportions of environmental elements, and conducted quantitative correlation analysis with subjective attractiveness evaluations. The findings indicate that different environmental elements in water towns shape spatial imagery in diverse ways, thereby influencing perceived attractiveness. Firstly, though space-defining elements such as buildings and water generally contribute positively to perceived attractiveness, their proportions should be controlled within a reasonable range to maintain a spatial scale that aligns with the traditional imagery of water towns. Secondly, foreground elements like boats and lanterns, although occupying a smaller proportion, can effectively enhance the space when properly combined. Finally, the influence of elements such as bridges and buildings depends on the specific viewing distance and angle. These findings, based on an interpretable analytical framework, reveal that the effects of environmental elements on spatial attractiveness are context-dependent and nonlinear, varying with their proportions, combinations, and perspectives. This approach offers a more comprehensive understanding of the mechanisms by which environmental elements shape spatial attractiveness, providing a scientific foundation for regulating key visual components and optimizing spatial composition for sustainable traditional water town environment management. Full article

In the face of an unprecedented public health crisis (COVID-19), despite tourist perceptions toward cultural heritage tourism having undergone significant transformation, such transitions are increasingly viewed as opportunities to enhance sustainability practices in cultural heritage tourism worldwide. This study traces the evolution of tourist perceptions at Lijiang Old Town, a UNESCO World Heritage Site, across three stages from 2017 to 2024—before the pandemic, during the pandemic, and after the pandemic. Data were collected from major tourism platforms, yielding a comprehensive dataset of 50,022 user-generated reviews. We adopt a mixed-method framework integrating TF-IDF, Social Network Analysis (SNA), and Latent Dirichlet Allocation (LDA) to identify salient terms, semantic structures, and latent themes from large-scale unstructured textual data across time. The findings indicate that cultural heritage tourism demonstrates adaptability and resilience through significant perceptual transitions. After the pandemic, visitors increasingly prioritized cultural depth and high-quality service experiences, whereas before the pandemic, tourists focused more on cultural heritage attractions and commercial experiences. Moreover, during the pandemic period, visitor narratives reflected adaptations toward quieter, safer, and more personalized experiences, highlighting the impact of safety measures on tourism patterns. These findings demonstrate the methodological potential for dynamically monitoring perception shifts and offer empirical grounding for future perception-oriented research and sustainable cultural heritage destination management practices in cultural heritage tourism toward sustainable tourism. Full article

The paper makes a novel contribution to bridging the academic–practitioner divide in tourism studies, specifically in the context of the destination image. An advanced, robust estimation modeling approach that analyzed a lagged commercial international survey of potential tourists reveals that academics and practitioners tend to draw different conclusions from the same dataset based on their different hypotheses. These findings suggest that academics and practitioners have limited perspectives of destination image, casting doubt on the relevance of existing destination image models, particularly when applied to individuals who already hold a less-than-positive perception. Hence, this study suggests four steps for enhancing cooperation between academics and practitioners: the use of a mixed team, re-examination of commercial (lagged) datasets, developing a combined set of hypotheses, and conducting rigorous analysis. The findings advance both theoretical understanding and practical strategy by showing that cognitive marketing messages may reinforce existing views but rarely overturn them. To support the market, academics should focus on conative destination image, develop segmentation tools to identify the target groups based on their overall destination image, and build dynamic destination image models that portray the differences between the groups and conditions. Full article

Natural disasters such as hurricanes, earthquakes, or tsunamis can significantly affect the image of tourist destinations and the intention to visit them. However, research on the effects of natural disasters and their impact in destinations in Mexico is an under-researched topic. Moreover, attitudes and behaviors of solidarity are important for recovery of destinations after natural disasters. Therefore, the aim of this study was to examine how people’s perceived risk and solidarity attitudes affect the image and intention to visit destinations after natural disasters in the country. Through a structured questionnaire (n = 228), the risk perception, solidarity attitudes, destination image, and intention to visit were measured to assess interest in visiting the emblematic destination of Acapulco, Mexico, which was devastated by Hurricane Otis (category 5) in October 2023. The results show that risk perception does not affect destination image and solidarity attitudes, but it does affect the intention to visit the destination (β = −0.120). The main findings of this study establish the strong influence of solidarity attitudes on the image (β = 0.611) of the destination and the intention to visit (β = 0.581). The results state that destination image had a mediating effect (β = 0.240) on solidarity attitudes and intention to visit post-disaster destinations. Therefore, destination image has a fundamental effect on the formation of attitudes of solidarity for the recovery of destinations after a natural disaster. Solidarity attitudes are of great importance for the destination’s recovery after natural disasters. It is important to prioritize marketing campaigns that recognize these actions of solidarity, on the part of destination management organizations (DMOs) and local governments. Full article

This study examines the relationship between tourists’ level of perceived safety in Thailand and their future behavioral intentions to revisit Thailand in a post-COVID-19 context. Moreover, the study also examines the moderating role of a destination’s image and the mediating effects of perceived constraints on the relationship of tourists’ perceived safety and their future behavioral intentions. The aim of this study is to fill gap in the literature regarding the impact of safety perceptions on future sustainable travel intentions. For this purpose, a cross-sectional research design was used, and data were collected through purposive sampling. Structural equation modeling (PLS-SEM) was employed to analyze the data. A total of 219 tourists participated in the study, of which 122 were male and 97 were female. The results revealed a positive association between perceived safety and future behavioral intentions. Moreover, the moderating effect of a destination’s image on the relationship between perceived safety and future behavioral intentions was found to be positive. Additionally, the mediating role of perceived constraint in the relationship between perceived safety and future behavioral intentions exhibited a negative effect. While no significant gender differences were observed in most variables, perceived constraints differed significantly between male and female tourists. These results underscore the crucial roles of safety and a destination’s image in influencing tourists’ future travel decisions. By emphasizing safety and positive destination imagery, the findings contribute to sustainable tourism development by promoting long-term visitor engagement, enhancing destination resilience, and supporting the socio-economic recovery of tourism-dependent communities. Full article

From the perspective of social media data, this study investigates the coupling relationship between tourists’ spatial perception and tourism image in traditional old urban areas. Using Nanxun Ancient Town as a case study, this paper reveals the interaction and mutual influence between tourists’ perception of space and tourism image in the development of traditional ancient town tourism. We employed Python 3.13.0 to gather 10,789 valuable comments from tourists from Dianping 11.35.3, Ctrip 8.78.4, and Mafengwo 11.2.6. Mini Tag Cloud software is used to analyze the text data, systematically classify the cognitive image of tourists, and identify negative emotional factors. This paper constructs a four-dimensional landscape spatial perception evaluation system centered on “high-frequency words”, “perceptual dimensions”, “semantic networks”, and “emotional tendencies”. The key findings are as follows: (1) Tourists’ spatial perception exhibits pronounced characteristics of subjective preference and emotional attachment influenced by emotional factors. Overall, tourists exhibited positive emotional perceptions, with 59.51% positive emotions, 21.16% neutral emotions, and 19.33% negative emotions. (2) The perception of Nanxun Ancient Town’s tourism image can be summarized into four dimensions. Here are the dimensions in order of how important they are: historical culture and folk heritage (34.18%), perceptions of natural landscape and architectural style (31.03%), perceptions of tourism services and facilities (18.37%), and psychological identity and emotional interaction (16.42%). (3) Tourism image reciprocally influences tourists’ spatial perception. A positive tourism image is anticipated to encourage tourists to explore the spatial details of the ancient town more deeply, enhancing their positive spatial perception and experience. There exists a coupling relationship between tourists’ spatial perception and tourism image. (4) Key aspects of tourists’ perception of Nanxun Ancient Town include its historical and cultural significance, as well as commercialization. Future studies could focus on tourists’ spatial perception and tourism destination brand image building, and tourism policy makers should pay attention to tourists’ perception of Nanxun Ancient Town’s history, culture and commercialization, and use the coupling of the two to improve development and service policies. Full article

The image attributes of a tourist destination are the elements that make up the perception that visitors have about a place. Segmenting by image attributes is establishing subgroups of tourists, differentiating them by the way they perceive the image of the destination. The present study in a marine protected area aimed to (i) identify image attributes, (ii) establish segments based on image attributes, (iii) determine the relationship between image segments, satisfaction, and behavioral loyalty, and (iv) ascertain the socio-demographic characteristics of image segments in insular marine protected areas. This study was conducted in the Galapagos Islands of Ecuador, a marine protected Pacific Ocean area declared a World Heritage Site. A total of 407 surveys were collected in situ. The data were interpreted using factor analysis techniques and non-hierarchical K-means cluster analysis. The results show four image attributes in marine protected areas: Staff Attention, Tourist Facilities, Nature and People, and Cultural Attractions. Likewise, three segments based on image attributes were identified: the Passive segment, with low scores overall; Nature, with high scores only in attributes related to nature; and the Want It All segment, with high scores in all image attributes. Among these groups, the Want it All segment demonstrates the highest satisfaction and loyalty levels. The results will serve as management guidelines for marine protected area administrators and contribute to academic literature. Full article

This study investigates the environmental and socioeconomic dimensions of domestic cycling tourism in Slovenia, focusing on “double pollution” and “greenhushing” practices. The aim is to evaluate the sustainability of cycling tourism by examining its indirect environmental impacts, particularly emissions from ancillary travel behaviours such as car usage to reach cycling destinations. Utilizing data from 2011 to 2021, this research employs factor analyses using the principal component analysis (PCA) extraction method and vector autoregression (VAR) modelling to explore relationships between key socioeconomic, environmental, and tourism-related variables. This study identifies three common factors influencing cycling tourism: (1) socioeconomic and urban dynamics, (2) tourism-driven environmental factors, and (3) climatic sustainability challenges. Results highlight that cycling tourism contributes to emissions due to associated car travel, counteracting its eco-friendly image. Findings reveal that favourable economic conditions and urbanisation drive tourism demand, while increased tourist arrivals correlate with higher emissions. This study also uncovers greenhushing, where stakeholders underreport the environmental costs of cycling tourism, leading to mistaken perceptions of its sustainability. This study concludes that, while domestic cycling tourism supports economic growth and health, its environmental benefits are compromised by ancillary emissions. Transparent environmental reporting, enhanced public transport, and local bike rental systems are recommended to mitigate these challenges and align cycling tourism with Slovenia’s sustainability goals. Full article

In recent years, the growing number of Online Travel Review (OTR) platforms and advances in social media and search engine technologies have led to a new way of accessing information for tourists, placing projected Tourist Destination Image (TDI) and electronic Word of Mouth (eWoM) at the heart of travel decision-making. This research introduces a big data-driven approach to analyzing and measuring the perceived and conveyed TDI in OTRs concerning the reflected perceptive, spatial, and affective dimensions of search results. To test this approach, a massive metadata analysis of search engine was conducted on approximately 2700 reviews from TripAdvisor users for the category “Attractions” of the city of Kastoria, Greece. Using artificial intelligence, an analysis of the photos accompanying user comments on TripAdvisor was performed. Based on the results, we created five themes for the image narratives, depending on the focus of interest (monument, activity, self, other person, and unknown) in which the content was categorized. The results obtained allow us to extract information that can be used in business intelligence applications. Full article

Background/Objectives: Destination Development, Management, and Marketing Organizations (DDMMOs) have the power to influence perceptions and behaviors regarding both actual and virtual travel in the rapidly changing landscape of digital environments. Within newly emerging Metaverse platforms, their websites can serve as critical touchpoints that enhance destination attractiveness and enable visitors to engage in valuable experiences. In this vein, this research attempts to determine if DDMMO website quality and destination image can influence users’ intention to virtually visit a place by using a Metaverse platform. Methods: Users who navigated a European DDMMO website were asked to fill out a self-administered questionnaire, and 318 responses were collected. Then, structural equation modeling (SEM) was used to test the research hypothesis. Results: The results show that website interactivity and affective destination image had a direct positive impact on a user’s intention to use the Metaverse platform. Furthermore, indirect impacts of website design and usefulness and cognitive destination image were detected. Conclusions: DDMMOs and destination marketing experts can gain valuable insights from the outcomes of this research. Thus, focusing on the aforementioned website features can help them enhance destination image and attract users to their Metaverse platforms. Full article