Pub Date : 2024-01-10DOI: 10.1177/00472875231219634
Jingjie Zhu, Mingming Cheng, Ying (Wendy) Wang
Underpinned by Media Richness Theory and the Elaboration Likelihood Model, this study examines the impacts of the content features (i.e., informativeness and visual variation) of pro-environmental tourism videos on viewers’ in-consumption engagement. Pro-environmental tourism videos were analyzed at the scene level using advanced video analytics. The findings of this study show that there are inverted U-shape effects of pro-environmental tourism video informativeness and visual variation on viewers’ in-consumption engagement. This study advances the sustainable tourism literature by providing theoretical explanations on how and why pro-environmental tourism video content features influence communication effectiveness through the lens of in-consumption engagement. This study provides practical implications for content creators on how to design effective pro-environmental videos in tourism by highlighting the balance of informativeness and visual variations.
本研究以媒体丰富性理论（Media Richness Theory）和阐释可能性模型（Elaboration Likelihood Model）为基础，探讨了支持环保的旅游视频的内容特征（即信息量和视觉变化）对观众参与消费的影响。本研究利用先进的视频分析技术对支持环保的旅游视频进行了场景层面的分析。研究结果表明，亲环境旅游视频的信息量和视觉变化对观众的消费参与度存在倒 U 型效应。本研究从消费内参与的角度，对支持环保的旅游视频内容特征如何以及为何影响传播效果提供了理论解释，从而推动了可持续旅游文献的发展。本研究通过强调信息量和视觉变化之间的平衡，就如何设计有效的旅游环保视频为内容创作者提供了实践意义。
{"title":"Viewer In-Consumption Engagement in Pro-Environmental Tourism Videos: A Video Analytics Approach","authors":"Jingjie Zhu, Mingming Cheng, Ying (Wendy) Wang","doi":"10.1177/00472875231219634","DOIUrl":"https://doi.org/10.1177/00472875231219634","url":null,"abstract":"Underpinned by Media Richness Theory and the Elaboration Likelihood Model, this study examines the impacts of the content features (i.e., informativeness and visual variation) of pro-environmental tourism videos on viewers’ in-consumption engagement. Pro-environmental tourism videos were analyzed at the scene level using advanced video analytics. The findings of this study show that there are inverted U-shape effects of pro-environmental tourism video informativeness and visual variation on viewers’ in-consumption engagement. This study advances the sustainable tourism literature by providing theoretical explanations on how and why pro-environmental tourism video content features influence communication effectiveness through the lens of in-consumption engagement. This study provides practical implications for content creators on how to design effective pro-environmental videos in tourism by highlighting the balance of informativeness and visual variations.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"93 14","pages":""},"PeriodicalIF":8.9,"publicationDate":"2024-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139440154","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-29DOI: 10.1177/00472875231217735
Stephen J. Page, Joanne Connell, Stephan Price, Steven Owen, Katie Ledingham, Linda Clare
A values-based approach embedded in the transformative tourism research paradigm is used to examine dementia-friendly outdoor and nature-based experiences. Interview and site audits were conducted to explore the visitor economy-nature-well-being nexus. Using thematic analysis, researchers set out to understand how organizational change can improve the visitor journey through values and actions that create an accessible visitor experience for people suffering from dementia. The findings show that while the current practice of providing events and tailored sessions for the local community is a good start, further development is needed; this paper offers selected pathways to becoming a dementia-friendly business, including the importance of an organizational champion and an accessible site and a nature-based experience or event that appeals to a wide audience. Theoretically, this work operationalizes transformative tourism and provides a framework for future work.
{"title":"Operationalizing Transformative Tourism: Creating Dementia-Friendly Outdoor and Nature-Based Visitor Experiences","authors":"Stephen J. Page, Joanne Connell, Stephan Price, Steven Owen, Katie Ledingham, Linda Clare","doi":"10.1177/00472875231217735","DOIUrl":"https://doi.org/10.1177/00472875231217735","url":null,"abstract":"A values-based approach embedded in the transformative tourism research paradigm is used to examine dementia-friendly outdoor and nature-based experiences. Interview and site audits were conducted to explore the visitor economy-nature-well-being nexus. Using thematic analysis, researchers set out to understand how organizational change can improve the visitor journey through values and actions that create an accessible visitor experience for people suffering from dementia. The findings show that while the current practice of providing events and tailored sessions for the local community is a good start, further development is needed; this paper offers selected pathways to becoming a dementia-friendly business, including the importance of an organizational champion and an accessible site and a nature-based experience or event that appeals to a wide audience. Theoretically, this work operationalizes transformative tourism and provides a framework for future work.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"115 5","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139146818","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-29DOI: 10.1177/00472875231215079
Charis N. Tucker, Nancy Gard McGehee, Zheng Xiang, Berkita Bradford
Legitimacy is a critical piece of the social contract organizations have with consumers; enabling them to operate within a given environment. Legitimacy is granted from a wide range of evaluators, but only a small number of studies explore factors that influence the judgments of consumers. This study recognizes the importance of individual judgments by developing a valid and reliable scale which measures how Black travelers evaluate the legitimacy of destination marketing organizations (DMOs). A three-factor solution including relational, cognitive, and pragmatic dimensions of legitimacy was established. The findings extend legitimacy theory by measuring relational legitimacy which considers how organizations affirm one’s identity. Results demonstrate the value of representation in marketing, employees, and tourism products/services. Recommendations from the Black Traveler DMO Legitimacy Scale suggests tourism offices can increase legitimacy by building partnerships with Black owned businesses, ensuring authenticity in marketing, and revisiting strategic plans related to employee recruitment and retention.
{"title":"Representation Matters: Measuring Black Travelers’ Legitimacy Judgments of DMOs","authors":"Charis N. Tucker, Nancy Gard McGehee, Zheng Xiang, Berkita Bradford","doi":"10.1177/00472875231215079","DOIUrl":"https://doi.org/10.1177/00472875231215079","url":null,"abstract":"Legitimacy is a critical piece of the social contract organizations have with consumers; enabling them to operate within a given environment. Legitimacy is granted from a wide range of evaluators, but only a small number of studies explore factors that influence the judgments of consumers. This study recognizes the importance of individual judgments by developing a valid and reliable scale which measures how Black travelers evaluate the legitimacy of destination marketing organizations (DMOs). A three-factor solution including relational, cognitive, and pragmatic dimensions of legitimacy was established. The findings extend legitimacy theory by measuring relational legitimacy which considers how organizations affirm one’s identity. Results demonstrate the value of representation in marketing, employees, and tourism products/services. Recommendations from the Black Traveler DMO Legitimacy Scale suggests tourism offices can increase legitimacy by building partnerships with Black owned businesses, ensuring authenticity in marketing, and revisiting strategic plans related to employee recruitment and retention.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":" 26","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139144686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-29DOI: 10.1177/00472875231217738
Luqi Wang, Ye Chen, Yuanyi Xu, Zhibin Lin
This research draws upon visual rhetoric theory to investigate the influence of user-generated photos containing human images on the perceived usefulness of online reviews, the mediating role of perceived support, and the moderating effect of rebate disclosure. We conducted six empirical studies, including a social media analytics study and five experimental studies. The results indicate that online reviews containing human images, especially those with facial features, are perceived as more useful than those without, regardless of the reviews’ valence. Perceived support mediates this effect, while rebate disclosure weakens it. This study offers a fresh theoretical perspective and insights into the role of user-generated photos with human images in online reviews. Findings suggest that managers should prioritize visual rhetoric by incorporating human images in their communication with target customers, while also encouraging tourists to include these images in their posts, signifying support for the audience and improving content effectiveness.
{"title":"From Faces to Feels: The Impact of Human Images on Online Review Usefulness","authors":"Luqi Wang, Ye Chen, Yuanyi Xu, Zhibin Lin","doi":"10.1177/00472875231217738","DOIUrl":"https://doi.org/10.1177/00472875231217738","url":null,"abstract":"This research draws upon visual rhetoric theory to investigate the influence of user-generated photos containing human images on the perceived usefulness of online reviews, the mediating role of perceived support, and the moderating effect of rebate disclosure. We conducted six empirical studies, including a social media analytics study and five experimental studies. The results indicate that online reviews containing human images, especially those with facial features, are perceived as more useful than those without, regardless of the reviews’ valence. Perceived support mediates this effect, while rebate disclosure weakens it. This study offers a fresh theoretical perspective and insights into the role of user-generated photos with human images in online reviews. Findings suggest that managers should prioritize visual rhetoric by incorporating human images in their communication with target customers, while also encouraging tourists to include these images in their posts, signifying support for the audience and improving content effectiveness.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":" 1","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139142131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-29DOI: 10.1177/00472875231217899
Erin Chao Ling, Iis Tussyadiah, Anyu Liu, Jason Stienmetz
This study developed a perceived intelligence scale for artificially intelligent (AI) assistants and investigated its impact on users’ travel-related behavioral intentions. A four-stage study with a mixed-methods design was conducted. Study 1 identified three dimensions and 26 initial items through a systematic literature review, interviews, and focus group discussions. Study 2 used exploratory factor analysis to refine the items. Through composite confirmatory analysis, Study 3 confirmed an 18-item and three-dimensional scale (conversational intelligence, information quality, anthropomorphism). Study 4 established the scale’s predictive validity in travelers’ intentions to use AI assistants to search for travel information and make travel bookings. This research made the first attempt to identify factors shaping users’ perceptions of AI assistant intelligence, extending the understanding of human-AI interaction and AI technology adoption in the travel sector. Furthermore, it provides actionable recommendations for the travel industry and AI developers when designing and deploying AI assistant services.
{"title":"Perceived Intelligence of Artificially Intelligent Assistants for Travel: Scale Development and Validation","authors":"Erin Chao Ling, Iis Tussyadiah, Anyu Liu, Jason Stienmetz","doi":"10.1177/00472875231217899","DOIUrl":"https://doi.org/10.1177/00472875231217899","url":null,"abstract":"This study developed a perceived intelligence scale for artificially intelligent (AI) assistants and investigated its impact on users’ travel-related behavioral intentions. A four-stage study with a mixed-methods design was conducted. Study 1 identified three dimensions and 26 initial items through a systematic literature review, interviews, and focus group discussions. Study 2 used exploratory factor analysis to refine the items. Through composite confirmatory analysis, Study 3 confirmed an 18-item and three-dimensional scale (conversational intelligence, information quality, anthropomorphism). Study 4 established the scale’s predictive validity in travelers’ intentions to use AI assistants to search for travel information and make travel bookings. This research made the first attempt to identify factors shaping users’ perceptions of AI assistant intelligence, extending the understanding of human-AI interaction and AI technology adoption in the travel sector. Furthermore, it provides actionable recommendations for the travel industry and AI developers when designing and deploying AI assistant services.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"14 8","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139147785","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-29DOI: 10.1177/00472875231217898
C. Zhang, Lawrence Fong, Scott McCabe
Over the last decade, political tensions between Hong Kong and mainland China over the territory’s status, culminating with the 2019/20 pro-democracy demonstrations, spilled over into tourism, with rising antagonism among “HongKongers” toward Chinese tourists. Central to these strained relationships are complex identity tensions that position HongKongers as distinct from mainland Chinese, despite being essentially “compatriots.” The sense of belonging to a social group is derived from the interactions that distinguish “us” from “others,” whilst the Chinese have been signified as “others” in this scenario, their perspectives on the issue are poorly understood. This study utilizes social identity theory to unpack these identity positions. Our results uncover changes in Chinese tourists’ reflections on perceived othering they experienced by HongKongers and how identity plays a significant role in redefining relationships between hosts and guests.
{"title":"Intergroup Identity Conflict in Tourism: The Voice of the Tourist","authors":"C. Zhang, Lawrence Fong, Scott McCabe","doi":"10.1177/00472875231217898","DOIUrl":"https://doi.org/10.1177/00472875231217898","url":null,"abstract":"Over the last decade, political tensions between Hong Kong and mainland China over the territory’s status, culminating with the 2019/20 pro-democracy demonstrations, spilled over into tourism, with rising antagonism among “HongKongers” toward Chinese tourists. Central to these strained relationships are complex identity tensions that position HongKongers as distinct from mainland Chinese, despite being essentially “compatriots.” The sense of belonging to a social group is derived from the interactions that distinguish “us” from “others,” whilst the Chinese have been signified as “others” in this scenario, their perspectives on the issue are poorly understood. This study utilizes social identity theory to unpack these identity positions. Our results uncover changes in Chinese tourists’ reflections on perceived othering they experienced by HongKongers and how identity plays a significant role in redefining relationships between hosts and guests.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":" 25","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139144427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-29DOI: 10.1177/00472875231219240
Abhinav Sharma, María Jesús Santa-María, J. Nicolau
Promotions are frequently deployed by firms in service intensive industries like tourism as a way to boost numbers like visitation and occupancy in times when excess capacity may be anticipated. While promotions may indeed augment revenues and other accounting measures commonly used by tourism firms to assess the success of marketing interventions, the impact of these sales tools on long-run finance-based indicators remains largely unexplored. Exploiting a rich dataset consisting of over 300 corporate level hotel promotions spanning nearly three decades, this study shows that promotions can be detrimental to long run performance of tourism firms. This erosion of the market value is particularly acute for promotions that involve tangible monetary components, such as price discounts. While this result supports the tenets of the hierarchy-of-effects theory and prospect theory, the observed effects of the tangible component of sales promotion entail an extension of these theoretical approaches to an intangible environment.
{"title":"The Effect of Tangible Promotions on an Intangible Environment","authors":"Abhinav Sharma, María Jesús Santa-María, J. Nicolau","doi":"10.1177/00472875231219240","DOIUrl":"https://doi.org/10.1177/00472875231219240","url":null,"abstract":"Promotions are frequently deployed by firms in service intensive industries like tourism as a way to boost numbers like visitation and occupancy in times when excess capacity may be anticipated. While promotions may indeed augment revenues and other accounting measures commonly used by tourism firms to assess the success of marketing interventions, the impact of these sales tools on long-run finance-based indicators remains largely unexplored. Exploiting a rich dataset consisting of over 300 corporate level hotel promotions spanning nearly three decades, this study shows that promotions can be detrimental to long run performance of tourism firms. This erosion of the market value is particularly acute for promotions that involve tangible monetary components, such as price discounts. While this result supports the tenets of the hierarchy-of-effects theory and prospect theory, the observed effects of the tangible component of sales promotion entail an extension of these theoretical approaches to an intangible environment.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"3 9","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139147502","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-28DOI: 10.1177/00472875231214733
Daisy X. F. Fan, Dimitrios Buhalis, Evangelia Fragkaki, Yun-Ru Tsai
Senior tourists have their own travel behaviors and preferences and require specific resources from the tourism industry and the broader society. This study adopts customer-dominant logic to understand how participating in tourism activities can support seniors in co-creating values toward active aging. Interviews were conducted with 31 senior tourists and 16 tourism and hospitality service providers. Six value themes were identified from the interviews, namely, enjoyment, connectedness, mental vitality, independence, sense of belonging, and self-esteem. The six values were categorized into functional, social, and spiritual dimensions. A value co-creation nexus was developed with continuum- and development-oriented active aging as the two extremes. This nexus highlighted the differentiated efforts exerted by co-creators to create value and identified the value co-creation routines of stakeholders, their corresponding values, and their facilitators. Value co-creation activities were introduced into active aging with tourism as the context. The findings of this study can support the management of tourism services, promote inclusiveness in society, and aid in government policy making.
{"title":"Achieving Senior Tourists’ Active Aging Through Value Co–creation: A Customer-Dominant Logic Perspective","authors":"Daisy X. F. Fan, Dimitrios Buhalis, Evangelia Fragkaki, Yun-Ru Tsai","doi":"10.1177/00472875231214733","DOIUrl":"https://doi.org/10.1177/00472875231214733","url":null,"abstract":"Senior tourists have their own travel behaviors and preferences and require specific resources from the tourism industry and the broader society. This study adopts customer-dominant logic to understand how participating in tourism activities can support seniors in co-creating values toward active aging. Interviews were conducted with 31 senior tourists and 16 tourism and hospitality service providers. Six value themes were identified from the interviews, namely, enjoyment, connectedness, mental vitality, independence, sense of belonging, and self-esteem. The six values were categorized into functional, social, and spiritual dimensions. A value co-creation nexus was developed with continuum- and development-oriented active aging as the two extremes. This nexus highlighted the differentiated efforts exerted by co-creators to create value and identified the value co-creation routines of stakeholders, their corresponding values, and their facilitators. Value co-creation activities were introduced into active aging with tourism as the context. The findings of this study can support the management of tourism services, promote inclusiveness in society, and aid in government policy making.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"154 6‐10","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139149274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-28DOI: 10.1177/00472875231215017
Chenggang Hua, Shu Cole, Ye Zhang, Weixuan Wang, Haoai Zhao
Despite needing more support in tourism, individuals with mobility impairments consistently show strong travel motivation, regardless of their physical challenges. This study utilizes self-determination theory and employs a sequential mixed-methods approach to delve into the role of needed support in driving travel motivation and to understand the intrinsic processes at play. From 39 interviews, a qualitative analysis was conducted, leading to the development of a scale specifically designed for those with mobility impairments. Further quantitative research was undertaken to refine this scale and evaluate the proposed model. By comparing and integrating qualitative and quantitative results, the study provides deeper insights. This investigation not only challenges prevailing notions within self-determination theory but also emphasizes the pivotal role of needed support. It unveils unique motivational drivers for those with mobility impairments in tourism contexts, advocating for scholars, industry professionals, and policymakers to reconsider their views and champion more inclusive practices.
{"title":"Exploring Needed Support as a Motivational Factor for Travelers with Mobility Impairments: A Sequential Mixed-Methods Exploration","authors":"Chenggang Hua, Shu Cole, Ye Zhang, Weixuan Wang, Haoai Zhao","doi":"10.1177/00472875231215017","DOIUrl":"https://doi.org/10.1177/00472875231215017","url":null,"abstract":"Despite needing more support in tourism, individuals with mobility impairments consistently show strong travel motivation, regardless of their physical challenges. This study utilizes self-determination theory and employs a sequential mixed-methods approach to delve into the role of needed support in driving travel motivation and to understand the intrinsic processes at play. From 39 interviews, a qualitative analysis was conducted, leading to the development of a scale specifically designed for those with mobility impairments. Further quantitative research was undertaken to refine this scale and evaluate the proposed model. By comparing and integrating qualitative and quantitative results, the study provides deeper insights. This investigation not only challenges prevailing notions within self-determination theory but also emphasizes the pivotal role of needed support. It unveils unique motivational drivers for those with mobility impairments in tourism contexts, advocating for scholars, industry professionals, and policymakers to reconsider their views and champion more inclusive practices.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"8 s2","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139150827","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Are social media posts with emoji more engaging? Guided by the media richness theory, this study explores the relationship between visual (i.e., emoji) and textual content, and how they collectively impact user engagement with peer-to-peer accommodation brands. A three-stage sequential design using naturalist data, including text mining, frequent/rare itemset mining, and one-way ANOVA, was used. This study revealed that the combination of { Travel Tips and Inspiration,[Formula: see text]} and { Interaction and Motivation,[Formula: see text]} tended to result in an increased amount of likes and shares in social media posts. By theoretically revealing and empirically examining the complex relationship between verbal and visual content, this study enriches the theoretical understanding of media richness in tourism brands. Practically, this study provides actionable guidelines for tourism brands to increase user engagement by effectively using visual-verbal content.
{"title":"When Texts Meet Emoji: A Multi-Stage Study of Tourism Brands","authors":"Xiaowei Wang, Mingming Cheng, Jingjie Zhu, Ruochen Jiang","doi":"10.1177/00472875231203396","DOIUrl":"https://doi.org/10.1177/00472875231203396","url":null,"abstract":"Are social media posts with emoji more engaging? Guided by the media richness theory, this study explores the relationship between visual (i.e., emoji) and textual content, and how they collectively impact user engagement with peer-to-peer accommodation brands. A three-stage sequential design using naturalist data, including text mining, frequent/rare itemset mining, and one-way ANOVA, was used. This study revealed that the combination of { Travel Tips and Inspiration,[Formula: see text]} and { Interaction and Motivation,[Formula: see text]} tended to result in an increased amount of likes and shares in social media posts. By theoretically revealing and empirically examining the complex relationship between verbal and visual content, this study enriches the theoretical understanding of media richness in tourism brands. Practically, this study provides actionable guidelines for tourism brands to increase user engagement by effectively using visual-verbal content.","PeriodicalId":48435,"journal":{"name":"Journal of Travel Research","volume":"58 50","pages":""},"PeriodicalIF":8.9,"publicationDate":"2023-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139151002","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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