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Purpose This paper aims to investigate the interplay of memorable tourism experiences (MTE) dimensions in driving behavioral intentions of heritage tourists through the mediating role of satisfaction. Design/methodology/approach Empirical data were collected from tourists in the heritage city of Kashan, Iran. Partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were applied to analyze the data. Findings The results of PLS-SEM showed that three dimensions of MTE as follows: local culture, involvement and knowledge, significantly directly or indirectly influence tourists’ behavioral intention toward a destination. However, the results of fsQCA identified greater heterogeneity among the respondents by highlighting the positive effects of hedonism and novelty on satisfaction and revisit and word-of-mouth intentions. Originality/value This study enriches the empirical evidence on MTE by constructing a composite picture of the memorability of tourists’ experiences within a heritage tourism context. This study is one of the first to investigate the effects of dimensions of MTE on behavioral intentions using both symmetric (PLS-SEM) and asymmetric approaches to identify the more significant dimensions of MTE, as well as sufficient combinations of dimensions to predict behavioral intentions. 基于遗产旅游情境下的游客满意度 对难忘旅游体验和行为意向之间关系的中介效应的研究 研究目的 本文旨在研究难忘旅游体验 (MTE) 各维度通过满意度这个中介变量来驱动遗产旅游游客行为意图的机制 研究设计/方法论/研究方法 实证数据是从伊朗遗产城市卡尚的游客那里收集的。本研究采用偏最小二乘结构方程模型（PLS-SEM）和模糊集定性比较分析（fsQCA）对数据进行分析 研究发现 偏最小二乘结构方程模型的研究结果表明，难忘旅游体验（MTE）的三个维度：当地文化、参与度和熟悉程度，显著地直接或间接地影响游客对目的地的行为意向。然而，模糊集定性比较分析的研究结果表明受访者间存在更大的异质性，其结果凸显了享乐主义和新鲜感对满意度、重游意向和口碑(WOM)意向的正效应 独创性/价值 本研究通过构建遗产旅游背景下游客体验难忘性的相互影响机制，丰富了关于难忘旅游体验（MTE）的实证研究证据。本研究是第一个同时使用对称方法（PLS-SEM）和非对称方法（fsQCA）来探究MTE各维度对行为意向的影响的研究之一，通过这种方式可以识别出MTE各维度中更为重要的维度以及维度组合，以此来预测行为意向 Estudio del papel mediador de la satisfacción del visitante en la relación entre las experiencias turísticas memorables y las intenciones de comportamiento en el contexto del turismo patrimonial Propósito Este artículo investiga la influencia de las dimensiones de las experiencias turísticas memorables (ETM) en el fomento de las intenciones de comportamiento de los turistas del patrimonio a través del papel mediador de la satisfacción. Diseño/metodología/enfoque Se recogieron datos empíricos de turistas en la ciudad patrimonial de Kashan, Irán. Para analizar los datos se aplicaron las técnicas partial least squares – structural equation modeling (PLS-SEM) y fuzzy-set qualitative comparative analysis (fsQCA). Conclusiones Los resultados que proporcionó el análisis PLS-SEM mostraron que tres dimensiones de las ETM: cultura local, implicación y conocimiento, influyen significativamente, de forma directa o indirecta, en la intención de comportamiento de los turistas hacia un destino. Sin embargo, los resultados del enfoque fsQCA identificaron una mayor heterogeneidad entre los encuestados al destacar los efectos positivos del hedonismo y la novedad sobre la satisfacción y las intenciones tanto de volver a visitar el destino como de realizar una comunicación de boca a boca (WOM). Originalidad/valor Este estudio enriquece la evidencia empírica sobre las ETM al construir una imagen combinada del carácter memorable de las experiencias de los turistas dentro de un contexto de turismo patrimonial. Este estudio es uno de los primeros en investigar los efectos de las dimensiones las ETM en las intenciones de comportamiento utilizando enfoques simétricos (PLS-SEM) y asimétricos para identificar las dimensiones más significativas las ETM, así como para determinar las combinaciones necesarias de dimensiones para predecir las intenciones de comportamiento.

PurposeThis paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.Design/methodology/approachThis paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.FindingsAmong the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.Research limitations/implicationsThe study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.Originality/valueThe study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.

Purpose Metaverse technology is of interest to researchers and practitioners in tourism and hospitality. The metaverse offers tourists the capacity to enjoy unprecedented tourism experiences. These opportunities may radically change the tourism and hospitality landscape. This study aims to examine how metaverse experiences affect tourists' cognitive processing, satisfaction and loyalty toward metaverse tourism using the stimulus-organism-response paradigm and cognitive experiential self-theory. Design/methodology/approach An online survey was undertaken to gather information from 329 respondents who were frequent users of different metaverse applications to meet the study's objectives. Data were evaluated through partial least squares structural equation modelling. Findings The findings revealed that metaverse experiences, such as immersion, escapism and enjoyment, had a significant positive impact on metaverse organismic experience. Additionally, metaverse cognitive processing positively influenced metaverse tourist responses, including satisfaction and loyalty, with tourist involvement acting as a moderator. Originality/value This study provides guidelines for metaverse developers and travel industry professionals to encourage visitor satisfaction and loyalty to metaverse tourism. 目的 Metaverse 技术引起了旅游和酒店业的研究人员和从业人员的兴趣。 元宇宙为游客提供了享受前所未有的旅游体验的能力。 这些机会可能会从根本上改变旅游业和酒店业的格局。 本研究旨在使用刺激-有机体-反应 (S-O-R) 范式和认知体验自我理论 (CEST) 研究虚拟世界体验如何影响游客的认知处理、满意度和对虚拟世界旅游的忠诚度。 方法 为了实现研究目标, 我们开展了一项在线调查, 从 329 名经常使用不同元宇宙应用程序的受访者那里收集信息。 通过偏最小二乘结构方程模型 (PLS-SEM) 评估数据。 发现 研究结果表明, 虚拟世界体验, 如沉浸、逃避现实和享受, 对虚拟世界有机体体验有显着的积极影响。 此外, 虚拟世界的认知处理对虚拟世界游客的反应产生了积极影响, 包括满意度和忠诚度, 游客的参与起到了调节作用。 独创性/价值 这项研究为元宇宙开发人员和旅游行业专业人士提供指导方针, 以鼓励游客对元宇宙旅游的满意度和忠诚度。 Objetivo El Metaverso esta siendo de de interés para investigadores y profesionales en turismo y hotelería. Este avance tecnológico ofrece al turista la capacidad de disfrutar de experiencias turísticas inéditas, generando oportunidades que pueden cambiar radicalmente el panorama de la industria del turismo. Este estudio tiene la intención de examinar cómo las experiencias del metaverso afectan el procesamiento cognitivo, la satisfacción y la lealtad de los turistas hacia el turismo del metaverso utilizando el paradigma de estímulo-organismo-respuesta (S-O-R) y la auto-teoría cognitiva experiencial (CEST). Métodos Se realizó una encuesta en línea para recopilar información de 329 encuestados que eran usuarios frecuentes de diferentes aplicaciones de metaverso para cumplir con los objetivos del estudio. Los datos se evaluaron a través de modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Recomendaciones Los hallazgos revelaron que las experiencias del metaverso, como la inmersión, el escapismo y el disfrute, tuvieron un impacto positivo significativo en la experiencia organísmica del metaverso. Además, el procesamiento cognitivo del metaverso influyó positivamente en las respuestas de los turistas del metaverso, incluidas la satisfacción y la lealtad, y la participación del turista actuó como moderador. Originalidad/valor Este estudio proporciona pautas para los desarrolladores de metaversos y los profesionales de la industria de viajes para fomentar la satisfacción y la lealtad de los visitantes al turismo de metaversos.

An experimental study was conducted to test the mediating effect of presence on the consumer response to tourism promotion using virtual reality (VR) technology. Hong Kong college students ( N  = 203) were assigned to three experimental groups in which they were exposed to a hotel advertorial on an online blog, a VR 360° video on a mobile phone, or a VR 360° video using Google Cardboard goggles. The results supported the hypothesis that presence plays a mediating role in the relationship between the use of VR in tourism advertising and consumer response. As one of the first studies in the tourism field to investigate the effects of a virtual depiction of a real-world environment on consumption intentions, the findings reveal how VR technology can be used to promote a hotel by generating a sense of presence. This study makes a further contribution to the VR literature by finding that the use of Cardboard goggles did not produce a significantly greater sense of presence in the experience of advertorial viewers. The theoretical contributions and practical implications of the findings for the use of VR technology in branding and promotion are discussed.

Purpose This study aims to explore factors affecting travellers’ food-related behaviour by focusing on the local food market. By doing so, the study contributes to the research on food experience in tourism and food-based regional development. The local food phenomenon presents essential research issues from various perspectives. Design/methodology/approach A self-administered questionnaire provided to attendees of a travel fair gauges respondents’ food attitudes and food-related behaviour related to information sourcing and perceptions of food experiences. Findings The study reveals three types of food-related behaviour. Experiencers are committed; they perceive food as essential to destination choices. They search for food-related information before their trips and value originality, newness and locality, as well as authenticity and uniqueness in local food, which eventually have an impact on travel satisfaction. Enjoyers have more casual attitudes towards food, though they view it as an important aspect of their holiday. For survivors, the local food of their destination serves mainly physiological needs. Practical implications Travellers’ food-related attitudes vary, and they behave according to these variations. This information serves as a means to brand hospitality and tourism businesses. Local food attracts travellers and it contributes to the tourist experience, indicating marketing potential for hospitality industries, tourism business and regional development. Originality/value This study adds to tourism research by exploring the effect of food attitudes on behaviours related to local food and local food markets. In particular, it highlights information sourcing, including local food and restaurants, and reveals food and eating characteristics that contribute to various types of travellers’ local food experiences, which have received little prior research attention.

Purpose The aim of this conceptual paper is to define Halal tourism based on the current practices and to explore the available innovative business opportunities in Halal travel industry that could be exploited by Halal entrepreneurs. Design/methodology/approach Critical assessment in Halal tourism literature is used to define Halal tourism and to link between Halal entrepreneurship and Halal tourism to explore innovative marketing opportunities for entrepreneurs. Findings New Halal tourism definition is suggested based on the current practices in this field. The paper also provided new prospects for Halal Entrepreneurs that could enable them to start new ventures in Halal tourism industry. Originality/value This study provides new theoretical and practical contribution in Halal tourism and Halal entrepreneurship. The findings could help tourism operators, Halal entrepreneurs to introduce Halal tourism products and services for catering Muslim traveler needs.

Purpose This paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user’s age in the context of destination marketing by exploring their impact on cognition (presence), affection (arousal), and behavioral (intention to visit and intention to recommend the destination) outcomes. Design/methodology/approach A laboratory experiment was conducted to compare the impact of using immersive VR (vs. 2D desktop) to experience a 360-degree virtual tour of Valencia on consumers’ behavior. The sample included 187 participants. Both self-reported and physiological measures were collected during the experimentation. Findings Results showed that participants in the immersive condition experienced a stronger sense of presence and higher physiological arousal than those exposed to nonimmersive content. Presence significantly mediated both the intention to visit and the intention to recommend the promoted venue. Physiological arousal mediated the relationship between media typology and the intention to recommend the destination. Upon introducing age as a moderating variable, the effect of physiological arousal on behavioral outcomes proves to be significant. Practical implications The study presents destination marketing organizations with a compelling use case for immersive technologies. It also offers design principles, potential applications and targeting strategies for VR marketing in hospitality management. Originality/value To the best of the authors’ knowledge, this study is the first to investigate the combined effect of physiological arousal and presence on behavioral intentions in VR destination marketing, while also examining the impact of age as an individual characteristic.

In response to the growing need for in-depth research on how the metaverse impacts our daily interactions, this study aims to explore the ways in which tourism can be transformed by the metaverse and its underlying technologies, considering both the supply and demand sides. Through an extensive literature review, a grand variety of relevant articles from academic and business sources has been collected and analyzed. Findings reveal nineteen potential ways in which the metaverse can revolutionize tourism, offering promising solutions to long-standing issues in the industry, such as trust and security concerns, decision-making confidence, lengthy queues and delays, and risks faced by tourists throughout their holiday planning and travel. From the supply side, tourism companies and destinations can access an additional marketing channel, fostering trust and strengthening connections with their target audience. The value of the current research lies in its comprehensive overview of the benefits associated with integrating the metaverse into the tourism sector, considering the ongoing advancements of disruptive technologies. It is essential for academia to proactively acknowledge the forthcoming transformations within tourism, particularly in light of the metaverse's potential.