This study aims to investigate the metaverse’s capability to foster sustainable tourism through word-of-mouth (WoM), by integrating embodied social presence theory with social identity theory. It aims to unveil how the interplay between metaverse technology and user attributes enhances tourists’ experiences and satisfaction, thereby promoting WoM for sustainable tourism practices.
A scenario-based survey research design was used, comprising a survey of 528 respondents. This study used structural equation modelling to analyse the data, focusing on the relationships between technological features, user attributes, social presence and their combined effect on promoting sustainable tourism through WoM.
Results indicate that the metaverse significantly enhances social presence and tourist satisfaction, which in turn, fosters WoM for sustainable tourism. Key factors include technological attributes (individuality, empathy, naturalness and immersion) and user attributes (prior experience and interest in sustainable practices), which collectively influence the propensity for sustainable WoM, also impacted by prosocial identity and subcultural identification.
This research contributes to the literature by demonstrating the metaverse’s potential in enhancing sustainable tourism promotion through innovative technological engagement. It offers practical insights for destination marketers and service providers on leveraging metaverse technology to engage a wider audience in sustainable tourism practices, marking a significant step towards integrating digital innovations with ecological sustainability efforts.
本研究旨在探讨元宇宙促进可持续旅游的能力, 通过融合具身社会存在理论与社会认同理论, 分析元宇宙技术与用户属性之间的相互作用如何增强游客的体验和满意度, 从而推动可持续旅游实践的口碑（WoM）传播。
采用基于情境的调查研究设计, 对528名受访者进行了问卷调查。本研究运用结构方程模型对数据进行分析, 重点关注技术特性、用户属性、社交存在感及其对通过WoM促进可持续旅游的联合效应。
研究结果表明, 元宇宙显著增强了社交存在感、游客满意度和体验感, 进而促进了可持续旅游的WoM。关键因素包括技术属性（个性化、共情、自然性和沉浸感）和用户属性（先前经验和对可持续性的兴趣）, 这些因素共同影响了可持续性WoM的倾向, 同时也受到亲社会身份和亚文化认同的影响。
本研究通过展示元宇宙在通过创新技术参与中增强可持续旅游推广的潜力, 为文献做出了贡献。它为目的地营销人员和政策制定者提供了实际洞见, 关于如何利用元宇宙技术吸引更广泛的受众参与可持续旅游实践, 标志着将数字创新与生态可持续性努力相结合的重要一步。
Este estudio investiga la capacidad del metaverso para fomentar el turismo sostenible a través del boca a boca (WoM), integrando la teoría de la presencia social corporal con la teoría de la identidad social. Su objetivo es desvelar cómo la interacción entre la tecnología del metaverso y los atributos de los usuarios mejora las experiencias y la satisfacción de los turistas, promoviendo así el WoM para prácticas de turismo sostenible.
This study aims to compare the influence of user-generated content and mainstream media on the formation of hot springs tourists’ cognitive and affective destination image and, secondly, how these image formations impact travellers’ satisfaction and loyalty.
Data were collected from 575 international tourists who visited hot spring destinations. The non-probability purposive sampling approach was used, and the partial least squares structural equation modelling (PLS-SEM) assessment was used to test the proposed hypotheses.
This study found no significant differences in the roles of user-generated content and mainstream media in shaping tourists’ perceptions. User-generated content and mainstream media significantly influence cognitive and affective image formation. Tourists’ cognitive image significantly influences their satisfaction with hot springs visitation; however, affective image is an insignificant predictor of satisfaction. Ultimately, tourist satisfaction is crucial to tourists’ loyalty to hot springs destinations.
Leveraging uses and gratifications theory, this study introduces a novel framework that integrates user-generated content and mainstream media to dissect their combined impact on destination image formation. It highlights the theoretical understanding of media consumption and provides groundbreaking insights into optimising tourism strategies and fostering enduring destination loyalty.
本研究的目标有两个：一是比较用户生成内容与主流媒体对温泉游客认知和情感目的地形象形成的影响, 二是探讨这些形象形成如何影响游客的满意度和忠诚度。
数据来自575名访问过温泉目的地的国际游客, 采用非概率的立意抽样方法, 并使用部分最小二乘结构方程模型（PLS-SEM）评估以检验提出的假设。
本研究发现, 用户生成内容和主流媒体在塑造游客感知方面的作用没有显著差异。用户生成内容和主流媒体显著影响了认知和情感形象的形成。游客的认知形象显著影响他们对温泉访问的满意度, 然而, 情感形象并不是满意度的重要预测因素。最终, 游客的满意度对于他们对温泉目的地的忠诚度至关重要。
本研究利用使用与满足理论, 提出了一个新的框架, 将用户生成内容与主流媒体结合起来, 分析它们对目的地形象形成的综合影响。研究强调了对媒体消费的理论理解, 并提供了优化旅游策略和促进持久目的地忠诚度的创新见解。
Los objetivos del estudio son dos: comparar la influencia del contenido generado por los usuarios y los medios de comunicación tradicionales en la formación de la imagen cognitiva y afectiva que los turistas tienen de los destinos de aguas termales y, en segundo lugar, determinar cómo estas formaciones de la imagen impactan en la satisfacción y la lealtad de los viajeros.
Se recopilaron datos de 575 turistas internacionales que visitaron destinos de aguas termales. Se empleó un método de muestreo intencional no probabilístico y se utilizó la evaluación de Modelos de Ecuaciones Estructurales por Mínimos Cuadrados Parciales (PLS-SEM) para comprobar las hipótesis prop
This study aims to investigate how the frame orientation format and visual content of tourism short videos interact to influence tourists’ travel intention.
Two scenario-based experiments were designed and conducted through Credamo. The researchers enrolled 187 participants for Study 1 using convenience sampling, measuring the impact of video frame orientation and visual content on travel intention by conducting a two-factor analysis of covariance. Study 2 retested the interaction effect using 237 sample data and conducted bootstrapping to examine the serially mediating effect of imagery fluency and travel inspiration.
Frame orientation formats and visual content interactively affect the video audience’s travel intention: For site-centric tourism short videos, the horizontal frame orientation format can help inspire audiences’ travel intention; However, for activity-centric tourism short videos, the vertical frame orientation format is more suitable. Imagery fluency and travel inspiration have serially mediated effects in the above interactions.
Destination marketers can use a combination of vertical format and activity-centric content (or horizontal format and site-centric content) to ensure the marketing effectiveness of short videos.
This study explores how frame orientation and visual content interact to influence video audiences’ travel intention. The findings challenge the traditional understanding of frame orientation selection in short videos, provide a meaningful extension of construal-level theory and contribute to the research on visual effects in short tourism videos.
本文旨在研究旅游短视频的画面方向格式和视觉内容如何交互影响游客的出游意愿。
本研究利用见数平台开展了两个情景实验。实验1招募了187名被试者, 利用双因素方差分析测量了视频画面方向和视觉内容对出游意愿的交互效应。实验2利用237个样本数复测了交互效应, 并验证了图像流畅性和旅游灵感对上述交互效应的链式中介作用。
框架方向格式和视觉内容交互影响视频受众的旅游意向：对于以景点为中心的旅游短视频而言, 水平方向的画面形式有助于激发受众的出游意愿; 但对于以活动为中心的旅游短视频而言, 垂直方向的画面形式更为适合。在上述交互作用中, 图像流畅度和旅游灵感具有链式中介效应。
目的地营销人员可以将垂直格式和以活动为中心的内容（或水平格式和以景点为中心的内容）结合起来使用, 以确保短视频的营销效果。
本研究探讨了框架取向和视觉内容如何相互作用并影响视频受众的出游意愿。研究结果挑战了关于短视频中画面方向选择的传统理解, 为旅游短视频构图相关理论提供了有意义的延伸, 并为旅游短视频中视觉效果的研究做出了贡献。
Este estudio investiga cómo el formato de orientación del marco y el contenido visual de los vídeos cortos turísticos interactúan para influir en la intención de viaje de los turistas.
Se diseñaron y llevaron a cabo dos experimentos basados en escenarios a través de Credamo. Los investigadores reclutaron a 187 participantes
The purpose of this study is to examine online comments on destination social responsibility (DSR). Typically, visitors do not discuss their experiences in terms explicitly related to DSR. This study analyzes the natural language that visitors use and identifies connections to the dimensions of DSR (i.e. environmental, sociocultural and economic responsibility). The research objectives are to identify the lexicons of tourists and the thematic arguments related to DSR dimensions. This study also analyzes the association between those dimensions and tourist destination types.
This study reviewed 5,113 Tripadvisor comments about the top-ranking destinations in two countries. Expert judges used text mining techniques to explore lexicons and topics. Factor correspondence analysis was used to analyze the relationship between identified DSR thematic arguments and tourist destination types (e.g. nature, urban, culture and beach destinations).
Drawing from social identity theory and self-extension theoretical approaches, this study reveals that tourists share opinions using a lexicon of DSR dimensions. Interestingly, the results of this study identify five sub-dimensions in online reviews related to social responsibility in tourism destinations: environmental (i.e. “natural landscapes”), sociocultural (i.e. “cultural heritage” and “urban leisure and outdoor spaces”) and economic dimensions (i.e. “tourism services” and “guided tours and experiences”). This paper also describes associations between DSR lexicons, the reviews’ main sub-dimensions and destination types.
The empirical study analyzes online reviews of top-ten tourism destinations in Spain and Argentina, countries with similar cultural backgrounds. Because of the focus on well-ranked destinations, this sample may exhibit a higher proportion of positive comments. However, the methodological contribution can extend to other destinations. This research can help researchers and destination managers understand the issues on which tourists comment in the context of their destination experiences and the three dimensions of DSR.
There is a lack of studies using natural language processing techniques to analyze the intersection between UGC and DSR; social media research has neglected this topic. This study integrates the five sub-dimensions the authors identified into a three-dimensional schema and enriches the classic DSR framework.
本研究考察了关于目的地社会责任（DSR）的在线评论。通常, 访问者不会用与DSR明确相关的术语来讨论他们的体验。我们的研究分析了游客使用的自然语言, 并确定了与DSR维度（即环境、社会文化和经济责任）的联系。研究目的是确定游客的词汇, 以及与DSR维度相关的主题论点。该研究还分析了这些维度与旅游目的地类型之间的关联
这项研究回顾了Tripadvisor 对两个国家顶级目的地的5113条评论。专家评委使用文本挖掘技术来探索词典
Despite the growing interest in micro-celebrities in destination marketing, their role in transferring cognitive, emotional and behavioral outcomes to destination psychological ownership (DPO) is underexplored. This study aims to address this void by investigating how the perceived characteristics of micro-celebrities influence travel intentions through interactive engagement, perceived information quality and DPO. It highlights three pathways for fostering DPO.
A survey-based design was developed with 302 samples collected and analyzed using partial least squares structural equation modeling and artificial neural network to examine the hypothesized model.
Findings reveal that the expertise and attractiveness of micro-celebrities enhance their perceived personal trustworthiness. This perception encourages social media users to view travel information from micro-celebrities as higher quality and to engage more with them, leading to DPO. Consequently, when social media users experience this psychological ownership, they show a stronger intention to travel to the destination, influenced partly by micro-celebrity marketing.
This study provides a psychological–developmental perspective on micro-celebrity marketing-induced travels. It underscores the importance of fostering micro-celebrity-induced DPO to establish a sustained, mutually beneficial relationship between tourists and destinations.
尽管微名人在目的地营销中的作用已引起学术界的关注, 但他们在传递认知、情感和行为结果至目的地心理所有权中的作用尚未得到充分探索。本研究通过调查微名人的感知特征如何通过互动参与、感知信息质量及目的地心理所有权影响旅行意图, 填补了这一研究空白。此外, 本研究还强调了促进目的地心理所有权的三条途径。
本研究采用基于调查的设计, 收集并分析了302个样本, 并使用偏最小二乘结构方程模型（PLS-SEM）和人工神经网络（ANN）对假设模型进行了检验。
研究结果表明, 微名人的专业知识和吸引力增强了其感知个人可信度。这一感知促使社交媒体用户将微名人分享的旅行信息视为更高质量的信息, 并与他们进行更频繁的互动, 从而促进了目的地心理所有权的形成。由此, 当社交媒体用户体验到这种心理所有权时, 他们表现出更强烈的旅行意图, 这在一定程度上受到微名人营销的影响。
本研究从心理发展的角度探讨了微名人营销引发的旅行意图, 强调了通过微名人激发目的地心理所有权的重要性, 以建立游客与目的地之间持续且互利的关系。
A pesar del creciente interés por las micro-celebridades en el marketing de destinos, su papel en la transferencia de resultados cognitivos, afectivos y conductuales a la apropiación psicológica del destino (DPO) está poco explorado. Esta investigación aborda esta laguna de investigación analizando cómo las características percibidas de las micro-celebridades influyen en las intenciones de viaje a través del compromiso interactivo, la calidad de la información percibida y la DPO. Se destacan tres vías para fomentar la DPO.
Se desarrolló un diseño basado en encuestas, recogiéndose y analizándose 302 observaciones. Se utilizó modelización de ecuac
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