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PurposeTravel websites allow tourists to share their thoughts, beliefs and experiences regarding various travel destinations. In this paper, the researchers demonstrated an approach for destination marketing organisations to explore online tourist-generated content and understand tourists' perceptions of the destination image (DI). Specifically, the researchers initiated an investigation examining how the destination image of Macau changed during the period of 2014–2018 based on user-generated content on travel websites.Design/methodology/approachWeb crawlers developed by Python were employed to collect tourists' reviews from both Ctrip and TripAdvisor regarding the theme of “Macau attraction”. A total of 51,191 reviews (41,352 from Ctrip and 9,839 from TripAdvisor) were collected and analysed using the text-mining technique.FindingsThe results reveal that the frequency of casino-related words decreased in reviews by both international and mainland Chinese tourists. Additionally, international and mainland Chinese tourists perceive the DI of Macau differently. Mainland Chinese tourists are more sensitive to new attractions, while international tourists are not. The study also shows that there are differences between the government-projected DI and the tourist-perceived DI. Only the “City of Culture” and “A World Centre of Tourism and Leisure” have built recognition with tourists.Originality/valueGiven the easy accessibility of online information from various sources, it is important for destination marketing organisations to analyse and monitor different DI perspectives and adjust their branding strategies for greater effectiveness. This study uncovered the online DI of Macau by using text mining and content analysis of two of the largest travel websites. By analysing and comparing the differences and relationships among the frequently used words of tourist-generated content on these websites, the researchers revealed some interesting findings with important marketing implications.

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

In this era of rapid technological advancement, it is particularly urgent to seek new technological methods for the protection of intangible cultural heritage. The purpose of this study is to develop a digital museum system architecture for intangible cultural heritage and to create an immersive experience utilizing virtual reality and augmented reality technologies in the system’s application layer. The coordinate transformation is realized through visual rendering, the OBB collision detection algorithm is applied to improve the realism of the virtual scene, and the tracking registration algorithm is used to determine in real-time the mapping position of the virtual information to be added in the real spatial coordinates. Taking Sanfangqixiang in F city as an example, the protection effect of intangible cultural heritage and its influencing factors are empirically analyzed. The total score of the comprehensive evaluation of the protection effect of Sanfangqixiang is 4.0156, which is in the grade of “good protection effect”, and its regression model passes the F-test so that the NLC’s cultural confidence positively affects the NLC’s protection (t=5.156, standardized coefficient Beta=0.430, p<0.001). Meanwhile, the mediating effect confirmed that NRH cultural self-confidence plays a mediating role in the relationship between NRH virtual experience production factors and NRH protection. The study offers valuable experiences and insights that can be used to preserve intangible cultural heritage.

PurposeThe purpose of this study was to theorize and examine a Pygmalion perspective in how leader and coworker expectations predict in-role and ex-role employee green behavior (EGB).Design/methodology/approachUsing a time-lagged field study, data were collected from a sample of 71 leaders and 340 members to examine the hypothesized relationships with a multilevel model (group level and individual level).FindingsThe results showed that leader green behavior and self-efficacy for EGB (i.e. the Pygmalion process) mediate the relationship between leader expectations and EGB, while self-efficacy mediates the relationship between coworker expectations and EGB. In addition, this study found that the effect of coworker expectations and EGB via self-efficacy is stronger when leaders themselves demonstrate a higher level of green behavior.Originality/valueThis study also aims to provide a multilevel theory and investigates the interplay between multilevel variables in encouraging EGB. It also extends previous EGB literature through investigating a different process (i.e. the Pygmalion process) relating leader expectations for EGB to EGB. Moreover, this study develops implications of Pygmalion process on EGB from theoretical and practical perspectives.

Purpose The purpose of this paper is to focus on how corporate social responsibility (CSR) (i.e. responsibility to customers, employees and society) influences customer behavioural loyalty in the hotel industry. The mediating effects of brand image and customer trust on the relationship between CSR and customer behavioural loyalty are also considered. Design/methodology/approach In total, 298 valid responses to questionnaire surveys were collected from a convenience sample in China in 2017. A structural equation model was used to test the hypotheses. Findings Hotel customer behavioural loyalty can be enhanced by CSR performance. Performance in each of the three CSR domains positively impacted customer behavioural loyalty to different degrees. The impact of CSR on the customer had the strongest influence on Chinese customers’ behavioural loyalty among the three CSR domains of customer, employee and society. Brand image and customer trust were found to be mediators of the relationship between CSR performance and customer behavioural loyalty. Originality/value The current research contributes to the literature by demonstrating that CSR activities are not all equally effective. Results reveal that the society dimension of CSR had the strongest impact on Chinese customers’ brand image of hotels among the three CSR dimensions investigated. In terms of Chinese hotel customers’ trust, the CSR–customer dimension plays the most effective role. The findings also support the notion that Chinese consumers are beginning to use CSR information to evaluate hotels.

As an important part of China’s intangible cultural heritage, the cultural characteristics and inheritance methods of the Yao ballads in Guangxi urgently need to be innovated in order to meet the needs of the Internet era. The study summaries the cultural traits of Yao ballads, which include their rich vocal qualities, varied singing styles, and extensive use of song styles and liner notes. On this basis, the feasibility of virtual reality technology in the inheritance and development of Yao ballads is analyzed, and the virtual reality display path of Yao ballads is designed based on the five-factor method of user experience. The immersive inheritance and development path in this paper has a high promotion value due to its comprehensive feasibility score of 4.4. The user’s immersive experience of Yao ethnic ballads based on virtual reality technology is more effective, and the participants’ emotions change greatly before and after the test. Users’ satisfaction with the visual experience of the inheritance and development path of this paper is the highest at 4.8 points, and most users are willing to recommend the virtual experience of Yao ethnic ballads designed in this paper. Virtual reality technology prompts users to increase their willingness to promote by one unit, and the effect of the inheritance and development of Yao ballads can rise by 0.332~0.398 units. Virtual reality technology enhances the interactivity and immersion of the Yao ballads inheritance in Guangxi and provides a new impetus for its development.

PurposeThe clothing industry is one of the most polluting industries in the world, although manufacturers and retailers are trying to revert this tendency by applying ethical fashion principles. Drawing on the knowledge–attitude–behavior (KAB) model or practice, this study aims to predict Chinese consumers' purchase intention of ethical fashion by employing and extending the theory of planned behavior (TPB).Design/methodology/approachThe extended TPB model incorporates knowledge of ethical fashion and trust in the fashion industry and two critical variables in ethical fashion literature to explain the purchase intention of ethical fashion. Primary data from 245 Chinese respondents were collected in 2019. The model was tested and analyzed through structural equation modeling (SEM).FindingsResults show that the extended TPB model has higher predictability than the original TPB model. Attitude toward ethical fashion and subjective norm significantly predicts purchase intention while perceived behavioral control (PBC) does not. In addition, trust of ethical fashion is positively related to attitude toward ethical fashion and purchase intention, whereas knowledge of ethical fashion plays a significant role in predicting trust and the three TPB factors. The subjective norm was found to have the most significant impact on consumers' intention to purchase ethical fashion, which shows that social pressure from one individual's reference group is the most dominant factor in forming consumer's purchase intention on ethical fashion.Originality/valueThe findings enrich the past literature on ethical fashion that trusting belief is a salient determinant of consumers' attitude toward ethical fashion and purchase intention of ethical fashion products. The findings also supported the applicability of KAB and TPB in the domain of ethical consumption in the context of a developing country.

Purpose>The objective of this study was to improve understanding of frontline staff's subjective happiness and anxiety during the COVID-19 pandemic by investigating the roles of employees' busy mindset and leader conscientiousness.Design/methodology/approach>The link between employee anxiety and subjective happiness was also explored, and the cross-level mediating effect of employee anxiety was tested using a multilevel design. A survey of 373 frontline staffers and 74 team leaders in the integrated resorts (IRs) was conducted in three waves: April (Time 1), May (Time 2) and June (Time 3) in 2020. The data were analysed with SPSS and Mplus using a hierarchical linear modelling (HLM) method.Findings>The results indicated that during the COVID-19 pandemic, a busy mindset increased frontline staff's anxiety and thus decreased their subjective happiness, and leader conscientiousness remedied the effect of anxiety on subjective happiness.Practical implications>The findings are relevant to frontline staffers, team leaders in the hospitality industry and corporate service departments. Against the background of COVID-19, conscientious leaders can significantly help employees to overcome their anxiety and insecurity and improve their subjective happiness, answering the urgent call to deal with the challenges of the new work–life environment.Originality/value>The study differs from previous other studies in two dimensions: First, the authors explored the interactions of the affective events from the cross-level perspectives, i.e. both team level and individual level. Second, the authors conducted this research on the mental issues of the hospitality frontline staffers in the context of the COVID-19 pandemic, which remains a black box to be explored.

Alpha-fetoprotein (AFP), Des-gamma carboxy-prothrombin (DCP), lectin-bound AFP (AFP-L3) and Golgi protein-73 (GP73) have been used or proposed as surveillance tests for hepatocellular carcinoma (HCC). The aims of this study were to determine the performance of AFP, DCP, AFP-L3, GP73 and their combination in the diagnosis and prognosis of HCC. A total of 578 patients were enrolled, including 303 HCC patients, 104 patients with liver cirrhosis, 101 patients with chronic hepatitis and 70 healthy volunteers. The serum levels of AFP, DCP, AFP-L3 and GP73 were quantified before treatment, 7 days and 30 days after treatment. AFP had the best area under the curve (AUC = 0.850), followed by DCP (0.775) and AFP-L3 (0.763), for the prediction of HCC, whereas GP73 had low diagnostic value (0.549). The combination of AFP, DCP and AFP-L3 significantly improved diagnostic performance (AUC = 0.895). The level of AFP 30 days after treatment had the best predictive value for HCC recurrence (AUC = 0.779). Higher recurrence rates were associated with an increasing number of elevated tumor markers measured both before and 30 days after treatment. Furthermore, patients whose marker status remained positive 30 days after treatment had a higher recurrence rate than patients whose marker status changed to negative. AFP was more effective than DCP and AFP-L3 for the diagnosis and prognosis of HCC, and the combination of AFP, AFP-L3 and DCP enhanced the diagnostic performance. The dynamic changes in biomarker positive status after treatment and the number of positive biomarkers play important roles in predicting HCC recurrence.