International Journal of Tourism Research最新文献

Forest bathing has gained growing attention for its psychological and physiological benefits; however, its economic dimension remains underexplored. This study addresses this gap by examining the relationships between forest bathers' socio-demographic and behavioral characteristics and their economic impact. The research was conducted on two forest trails in Lithuania, namely “Along the Lakes through Ethnographic Villages” and “Getting to Know Kazlų Rūda and Ažuolai Būda.” A total of 256 respondents were surveyed between January and June 2025 using systematic random sampling. Data were analyzed using descriptive statistics, correlation tests, and multiple regression models to assess the influence of visitor attributes on expenditure. The results reveal that neither socio-demographic nor behavioral factors predict total spending significantly, while overall satisfaction was detected as a predictor of total expenditure. These findings advance understanding of the economic aspects of forest bathing and emphasize its potential role in supporting local and rural economic development.

People today are feeling exhausted by the continual distraction of mobile devices. Some are motivated to take a break from digital devices while travelling away from home. A popular combination is therefore to undergo a digital detox as part of a stay at a yoga retreat. This study examines how perceptions of novelty, effectiveness of co-creation of the digital-free hospitality experience, and the feeling of refreshment affect memorable digital-free hospitality experiences, as well as the relationship between these experiences and participants' subjective well-being, intention to revisit, and psychological resilience. Data were collected using WeChat from 522 Chinese guests who had stayed at a digital-free yoga retreat in China between October 2024 and April 2025. The results suggest that novelty, co-creation, and refreshment positively influence memorable digital-free hospitality experiences. Moreover, stays that are more memorable lead to higher subjective well-being, including psychological resilience, and a greater intention to revisit.

This study investigates the impact of artificial intelligence mobile service marketing (AI ME), digital marketing interactions (DMI), brand experience (BE) and brand preference (BP) on mobile service users' repurchase intentions (RPI) within the framework of SOR theory. The study also examines the mediating role of DMI, BE and BP between AI ME and RPI. Questionnaires collected from 204 respondents in Africa were analyzed using SmartPLS4 and SPSS-26 statistical software packages. The findings show that AIME, BP and DMI have significant effects on mobile service users' RPI. Furthermore, the study reveals that AI ME influences mobile service customers' BE, BP and DMI. The study also reveals the mediating role of BP between AI ME and RPI. These findings have important implications for mobile service providers and marketers to improve the effectiveness of customer-brand interactions and enhance customer satisfaction and repurchase intentions in the mobile service industry.

Despite the prevalence of tourism short-video cyberloafing (TSVC) in digital media consumption, its impact on tourism behavior remains underexplored. This study investigates how incidental exposure to tourism short videos during non-work-related online activities influences travel intention through the mediating roles of destination image expectation and desired destination value. Grounded in the Stimulus-Organism-Response (SOR) framework and expectancy theory, it examines the psychological mechanisms shaping pre-travel perceptions and decision-making. Based on a sample of 387 respondents, the findings reveal that TSVC positively influences destination image expectation, desired destination value, and travel intention. Destination image expectation enhances desired destination value and travel intention, while desired destination value also drives travel intention. Additionally, destination image expectation and desired destination value mediate the TSVC-travel intention relationship, with a sequential mediation effect observed. This study advances tourism research by introducing TSVC as a novel construct, extending SOR and expectancy theory to passive digital media contexts.

This research seeks to understand how rural actors co-create a distinguished rural tourism destination with specialty food and cuisine as its core by integrating the agriculture, cultural, tourism, and digital industries under an orchestrated ecosystem framework. To determine this, we conducted a longitudinal case study in Tangqi Town, China. From 2020 to 2023, we gathered qualitative data through interviews, focus groups, observations, and secondary sources. Our findings revealed a three-stage value co-creation process involving four key actors. Furthermore, we explored the development and interconnectedness of the industry chains that constitute the industry ecosystem in which specialty food and cuisine are the key drivers. Our study also revealed the outcomes of value co-creation, such as the creation of distinctive rural brands, improved financial performance, increased life satisfaction among rural residents, and sustained cultural vitality.