Purpose This study aims to identify and validate the motivational structure underlying gaming travelers’ choices of esports hotels and to examine how these motivations differ across gamer identity groups. Design/methodology/approach Relevant push–pull motivations were identified based on previous studies, and then interviews with gaming travelers were conducted to understand their motivations in the context of esports hotels. These interviews, as well as subsequent expert reviews, were used to refine the measurement items, which were then validated through exploratory and confirmatory factor analyses. Multivariate analysis of variance was applied to compare motivational patterns between serious gaming travelers (SGTs) and casual gaming travelers (CGTs). Findings Six motivational dimensions were validated, comprising three push factors (collective experiential hedonism [CEH], transient psychological escape, and prestige-driven differentiation) and three pull factors (service and experiential value proposition, in-room social and recreational attributes, and esports equipment infrastructure [EEI]). SGTs were found to place greater importance on CEH and EEI than CGTs do. Originality/value This study systematically identified and validated the motivation structure specific to esports hotels among gaming travelers, demonstrating that their decisions are shaped by socially embedded and identity-driven mechanisms. It also offers measurement tools for studying technology-enabled and activity-centered lodging contexts.
Purpose This study aims to examine how digital endorser visual style (cartoonish vs realistic) influences purchase intention for elderly tourism products. It investigates two mediating roles. These are perceived warmth and competence based on the Stereotype Content Model. It also investigates the moderating effect of information framing (positive vs negative) on these relationships. Design/methodology/approach The research is through series of experiments. The visual style manipulation is validated by a pretest. Study 1 focuses on the direct impact on purchase intention. In Study 2, two parallel mediators, perceived warmth and competence, are introduced. The moderating effect of information framing is explored using a 2 × 2 between subjects design in Study 3. PROCESS models are used to analyze data. Findings Cartoon endorsers had more impact on purchase intention than realistic endorsers. They do this by improving the warmth perception. No such effect is evident in perceived competence. Moderation of this pattern is provided by information framing. The warmth benefits of cartoonish styles are enhanced by positive framing. Negative framing enhances the competence appeal of realistic styles. These two framings trigger different persuading strands. Originality/value This study is an extension of the Stereotype Content Model to the case of digital endorser design in elderly tourism. This is a unique identification of warmth and competence paths activated in a context dependent manner. This provides a delicate structure to integrate picture and message components. The results offer practical tips to build successful age-friendly digital marketing campaigns.
Purpose The study aims to focus on the challenges that artificial intelligence (AI) brings to career decisions among tourism employees, while on the other hand, it focuses on how tourism employees’ AI risk perceptions affect their career decisions. In addition, another aim of the study is to reveal problem-solving strategies and future vision from a sector-based and managerial perspective for possible employment problems. Design/methodology/approach In the first stage of my study, which used a mixed-method approach, data was obtained from 423 tourism employees (accommodation, food and beverage and travel) in Istanbul through a survey, while in the second stage, data was obtained from 25 managers (accommodation, food and beverage and travel) working in tourism establishments in Istanbul through interview forms. Findings The results of the study revealed that AI risk perceptions affect tourism employees’ career decisions, while the professional motivation and anxiety levels of employees significantly mediated this effect. For the potential employment problems that these results will reveal, sub-sectors in tourism are trying to produce solutions with strategies such as technology investments and employee adaptation. Originality/value This study fills an important gap in the literature by revealing that AI, which has the potential to increase service delivery and operational efficiency, affects employees’ career decisions and that businesses act with the mission of producing solutions with this awareness.
Purpose The purpose of this study is to examine travelers’ attitudes and intentions toward Artificial Intelligence (AI)-based travel planning assistants through an integrated task-technology fit, Technology Acceptance Model and Innovation Diffusion Theory framework, comparing generative AI and graphical user interfaces (GUI) platforms. Design/methodology/approach The survey data were collected from 355 generative AI and 268 GUI platform users. SEM tested relationships among constructs, and multi-group analysis compared the two groups. Findings The results of this study revealed that all variables except perceived ease of use and complexity positively influenced attitudes, which enhanced efficacy and intention to use. Perceived usefulness and compatibility showed consistent effects across both groups. Originality/value This study contributes to the literature by validating task-technology fit, Technology Acceptance Model and Innovation Diffusion Theory integration in tourism and first comparing two AI-TPA types, offering implications for design and promotion.
Purpose This study aims to evaluate the information quality of tourism-related responses generated by leading generative artificial intelligence (GenAI) platforms to address the limited empirical understanding of their reliability in travel-planning contexts.Design/methodology/approach A data set of 4,800 responses was generated across three advanced GenAI platforms using varying prompting strategies and question types. Adopting a large language model (LLM)-as-evaluator framework, each response was rated across six information quality dimensions - accuracy, objectivity, relevance, completeness, timeliness and understandability. Nonparametric statistical analyses were used to examine performance variations.Findings While all AI platforms exhibited strong overall competence, information quality varied significantly across platforms, prompting strategies and question types. The results reveal that reasoning-based prompts (e.g. Chain-of-Thought) generally outperform simple or role-based prompts. Evaluative questions generally produced higher-quality outputs than factual queries.Originality/value This study represents one of the first large-scale empirical assessments of AI-generated tourism information. It extends information quality theory to the GenAI context by introducing the concept of conditional trustworthiness, demonstrating that AI reliability is dynamic and dependent on platform, prompt design and task characteristics. Furthermore, it establishes empirical benchmarks for prompt engineering in tourism and validates the LLM-as-evaluator paradigm for scalable, consistent content evaluation.
Purpose This study aims to examine the impact of content quality, expertise and perceived vlogger popularity on social media trust, which subsequently predicted willingness to pay a price premium (WPPp) at a restaurant from a millennial consumer’s perspective. Design/methodology/approach A total of 323 valid responses from millennial consumers were used to test the proposed hypothesis using the structural equation modelling. Findings Millennial consumers’ social media trust is driven by content quality, expertise and perceived vlogger popularity. A high level of these consumers’ social media trust influences their WPPp towards a restaurant. Social media trust has a mediating effect on the relationship between WPPp and content quality, expertise and perceived vlogger popularity. Originality/value The application of consumer socialisation theory and information adoption model provides an explanation of the stimulating effect of content quality, expertise and perceived vlogger popularity on consumers’ social media trust in planning a choice of restaurant, which, in turn, contributes to the building of WPPp in the restaurant context.
Purpose Drawing on the elaboration likelihood model (ELM), this study aims to investigate how food vlog characteristics induce awe that influences destination visit intention (DVI) in the presence of self-destination connection (SDC) and mindfulness. Design/methodology/approach Structural equation modeling was conducted on survey data from 475 frequent viewers of purposively selected food travel vlogs. Findings Perceived realism, information quality, visual appeal and content novelty significantly evoke awe. SDC partially mediated the effect of awe on DVI. Mindfulness positively moderated the relationship between awe and DVI. Research limitations/implications This study advances the understanding of emotional and cognitive pathways in digital food tourism by integrating awe and SDC within the ELM and highlighting mindfulness as a boundary condition. Content creators should emphasize authentic, novel, visually engaging and informative food vlogs to evoke awe and foster stronger destination attachment and DVI. Practical implications Vloggers should focus on realistic, novel, visually engaging and informative content to emotionally engage viewers and enhance destination appeal. Originality/value This study extends the destination marketing literature by elucidating how food vlog attributes stimulate self-transcendent emotions that translate into travel intentions through identity-based mechanisms.
Purpose This study aims to examine the key dimensions of perceived virtual event quality (VEQual) and investigate their relationships with telepresence and social presence, which are in turn associated with attendee satisfaction and continuance intention. Design/methodology/approach Using a sequential mixed-methods design, qualitative interviews with virtual event stakeholders were conducted to explore VEQual dimensions. These findings informed the development of a quantitative survey, which was administered to 699 US participants and analyzed using structural equation modeling. Findings Six VEQual dimensions - vividness; entertainment; ease of use; fulfillment; responsiveness; and privacy and security - were identified. All dimensions were positively associated with telepresence and social presence, which were significantly related to attendee satisfaction and continuance intention. Originality/value This study is among the first, to the best of the authors' knowledge, to conceptualize a structured framework for VEQual and empirically examine its relationships with presence-related constructs. By integrating hedonic and utilitarian dimensions, it offers a foundational model for understanding and designing high-quality virtual event experiences in hospitality and tourism contexts.
Purpose Through a qualitative systematic literature review, this paper aims to elucidate the role of artificial intelligence (AI) in hospitality and tourism (H&T) customer experience domain. Design/methodology/approach A total of 51 studies indexed in the Web of Science database are analyzed. A systematic review and thematic analysis are performed using Leximancer software. Findings Key enablers include human-likeness and robot service competence, while mediators, such as customer satisfaction and trust play a critical role in shaping customer experiences. Moderating factors like social distancing and event disruptions were also identified as influential. To uncover deeper insights, thematic analysis was conducted using Leximancer software, which identified five key themes. These are human–robot interaction, trust in AI interactions, satisfaction, usefulness and ease of use, motivations and social status and behavioral intention. This study highlights research gaps, future trends and proposed directions for future research. Originality/value This study addresses a gap in hospitality research by offering an integrated review of AI and customer experience. By combining nomological mapping and thematic analysis, it clarifies how the field has evolved, highlights key focus areas and identifies directions for future research.
Purpose This study examines metaverse tourism experiences through the stimulus-organism-response (S-O-R) framework. It aims to identify how users' psychological and behavioral responses are formed and to conceptually analyze them in relation to real-world tourism. The focus is on understanding users' personal and cognition-driven experiences in the metaverse, rather than merely investigating technology adoption.Design/methodology/approach This study developed a qualitative S-O-R framework for metaverse tourism and positioned it alongside established real-world tourism structures through a juxtaposition approach. Qualitative data were collected from two sources: semi-structured interviews and specialized podcasts on the metaverse. Data analysis was performed using MAXQDA, and the juxtaposition approach was applied to interpret structural similarities and differences.Findings Results indicate that metaverse tourism is primarily cognition-driven, and stimuli such as personalization, interaction with avatars and imaginative environments activate users' mental and perceptual processes. Affective experiences in the metaverse are brief and momentary, while real-world tourism provides continuous, multisensory affective engagement. The metaverse does not replace real travel but acts as a complementary layer and a preview tool for destinations.Practical implications Tourism managers and policymakers can use these findings to design hybrid experiences. The metaverse can offer travel previews, pre-visit learning and reduce uncertainty. However, excessive personalization or gamification may diminish the perceived authenticity of the experience. Ensuring equal access, managing cognitive load and balancing digital and real-world experiences are essential for the sustainable development of metaverse tourism.Originality/value This study uses qualitative data and the S-O-R framework to elucidate the psychological and behavioral mechanisms underlying metaverse tourism experiences. It conceptualizes "innovative exploration" as a distinct experiential pattern in metaverse tourism, rather than proposing a new causal model. This concept highlights the tension between exploration, learning and pretravel decision-making. It also helps refine existing experiential categories in digital tourism research.
Purpose While artificial intelligence (AI) accelerates personalisation in smart tourism, its deployment often outpaces ethical considerations. Prevailing research, dominated by utilitarian adoption models, frequently overlooks the socio-cultural and ecological dimensions essential for destination longevity. This study aims to propose a dual impact model grounded in socio-technical systems theory to capture how AI functions as both an experiential enhancer and an agent for sustainable value creation (SVC). Design/methodology/approach Survey data from 668 travellers across Southeast Asia were analysed using partial least squares structural equation modelling. The model integrates a technical subsystem (trust, perceived usefulness and system performance) and a social subsystem (cultural inclusivity, community engagement and sustainability perception). Findings Results reveal a critical shift in digital consumption: Data security and trust emerged as the strongest predictor of tourist experience, significantly outweighing technical AI performance. Furthermore, Community engagement and Cultural inclusivity were identified as decisive drivers of SVC. Both the experiential and ethical pathways synergistically influence travellers’ intention to revisit and recommend destinations. Originality/value This research challenges the “efficiency-first” paradigm by proving that psychological safety and ethical alignment are prerequisites for successful AI adoption. It extends traditional frameworks by validating a dual-pathway approach, offering actionable insights for destination managers and policymakers to design intelligent systems that are not only functionally robust but also socially responsible and culturally respectful.
Purpose This study aims to advance extant gaze theories by examining the case of "Airbnb Experiences" and proposing the host-led joint gaze to illustrate how actors within new urban tourism use sharing economy platforms to obtain authentic local experiences.Design/methodology/approach Interviews with 20 "Airbnb Experiences" hosts, field studies, and a review of related materials were conducted. Interview transcripts, field notes, hosts' program descriptions, and guest reviews on "Airbnb Experiences" were analyzed using qualitative content analysis.Findings The tourists' desired gazes were fulfilled by the hosts' projected identities, which reinforced tourists' expectations of their anticipated experiences. These projected identities highlighted the hosts' dual positioning as local and cosmopolitan, and the experiences they curated reflected the gaze shaped by these identities. The hosts selectively emphasized their projected identities to accommodate the guests' presumed perceptions of them as local, expert, experienced and knowledgeable about the guests' expectations. Ultimately, the guests' gazes were realized through the host-led joint gaze, which manifested the hosts' projected identities.Originality/value This study extends gaze theory by demonstrating how gazes are uniquely constructed through host-guest interactions in new urban tourism. It advances understanding of hosts' strategies on sharing economy platforms, offering insights that can help practitioners engage local residents and collaborate with such platforms to develop tourism experiences.
Purpose This paper aims to explore the integration and impact of digital twins in the hospitality and tourism industry, identifying benefits for operational efficiency, customer experience and sustainability. It explains the current adoption landscape, highlights the value of digital twins, examines implementation challenges and proposes directions for future research and practice. Design/methodology/approach This paper adopts a conceptual, theory-informed approach. Drawing on cross-domain literature spanning digital twin engineering, smart tourism, hospitality management and systems theory, it develops an integrative framework positioning digital twins as a system-level organizing logic for operations. The paper synthesizes existing knowledge to generate a grounded model and research agenda. Findings Digital twins can enhance operational efficiency, personalize customer experiences, improve information integration for decision-making, and support resource management and sustainability in hospitality and tourism. However, challenges such as high costs, technical complexity and data integration issues remain. The paper identifies gaps in research and practice, emphasizing the need for industry-specific frameworks, academia-industry collaboration, and more empirical studies. Originality/value This paper contributes to the emerging discourse on digital twin technology in hospitality and tourism by analyzing its applications and outlining paths for future research and implementation. It serves as a reference for academics, developers and practitioners seeking to apply digital twins in this sector.
Purpose Video marketing, such as YouTube, has gained enormous attention in hospitality and tourism. This study aims to develop a customized image classification model based on a deep learning algorithm and investigate the relationship between visual spatial elements and electronic word-of-mouth (eWOM) in YouTube videos, drawing on cue utilization theory. Design/methodology/approach Participants identified 31 spaces in 15 hotel YouTube videos. To develop a deep learning-based image classification model, 303,716 images were used and the trained model was applied to 5,040 YouTube videos. The frequency and duration of 31 spaces were measured, and panel regression was used to examine the associations between the spaces and eWOM. Findings This study identified a considerable number of statistically significant relationships between specific spatial cues and eWOM with either a positive or a negative direction. Hotel-related intrinsic cues, such as lobby, and nature-related spatial cues, including mountains and vineyards, enhance eWOM. However, generic urban spatial (e.g. street) and less diagnostic intrinsic cues, such as bedrooms, reduce eWOM. Originality/value This study applies cue utilization theory to analyze visual elements in YouTube videos by highlighting the diagnostic and non-diagnostic roles of spatial cues in relating eWOM. Moreover, this research contributes to hospitality literature by conceptualizing spatial cues in videos and empirically investigating the influence of visual elements on eWOM. Methodologically, how to apply a deep learning-based image classification model in analyzing videos is proposed.
Purpose This study aims to investigate how promotional restrictions (time and quantity limits) in livestreaming influence consumers’ impulse purchase of tourism prepaid products. It further examines the mediating role of anticipated regret and the moderating effect of destination type (hedonic vs utilitarian). Design/methodology/approach The study uses three scenario-based experiments to test the proposed hypothesis, applying ANOVA and PROCESS analysis. Findings Promotional restrictions significantly increase impulse purchase behavior, mediated by anticipated regret. The interaction between time and quantity restrictions further amplifies this effect. Hedonic destinations strengthen the relationship between restrictions and impulse purchase compared to utilitarian destinations. Originality/value This study extends prepaid products research into tourism contexts and highlights the role of negative emotion, anticipated regret, in shaping impulsive buying in livestreaming. It offers theoretical insights into prepaid products and practical guidance for designing tourism promotion strategies.
PurposeThis study aims to systematically review blockchain-based loyalty programs in hotels, identify their enabling mechanisms and reported outcomes and specify when blockchain materially extends traditional loyalty programs. Design/methodology/approachA PRISMA-guided review of Scopus and Web of Science (2014–2024) identified 55 studies. Evidence was synthesized via a standardized extraction template, qualitative thematic analysis and bibliometric co-occurrence mapping. FindingsThree capabilities recur: smart-contract rule automation; shared, tamper-evident records on distributed ledgers and portability through tokenization/interoperability. Outcomes are strongest when blockchain logic is embedded at familiar booking/payment touchpoints, personally identifiable information remains off-chain with on-chain proofs and wallets abstract keys/fees. Adoption remains uneven due to regulatory classification of tokenized rewards, privacy management, throughput/fee variability, user-experience frictions and multiparty governance. Two under-specified levers – token governance and the interaction between portability and brand attachment – shape perceived fairness, economics and engagement. Evidence favors hybrid deployment layered onto incumbent systems rather than wholesale replacement. Research limitations/implicationsEvidence skews toward pilots and single-case designs; cost and environmental metrics are inconsistently reported. Practical implicationsPrioritize compliance-first hybrid designs: off-chain personal data with on-chain proofs, recovery-enabled/custodial wallets with fee abstraction and selective smart contracts for partner clearing and high-risk redemption. Originality/valueThis hotel-focused synthesis integrates technical, managerial and regulatory lenses; distinguishes auditability-based trust from affective attachment; and reframes portability as both opportunity and boundary condition, setting a targeted agenda around governance, user experience and cross-jurisdictional compliance.
Purpose Based on the stimulus-organism-response (SOR) framework, geographical imagination theory and Dewey's experience theory, this study aims to constructed a research model to explore the relationship between geographical imagination, aesthetic experience and destination love.Design/methodology/approach This study adopted a mixed method. Qualitative data were collected through 25 personal interviews, and then two questionnaire surveys were conducted to validate the scale and test the research model using AMOS.Findings The results show that geographical imagination includes three dimensions: characters, landscapes and tourism services. In addition, aesthetic experience plays a mediating role in the influence of the three dimensions of geographical imagination on destination love.Originality/value This study not only enriches the application of the concept of geographical imagination in social media tourism research but also expands the method for measuring the destination aesthetic experience. In addition, recommendations were provided for destination marketers in the production of short travel videos.
PurposeThis study aims to explore the impact of IT-enabled absorptive capacities on supply chain resilience (SCR) and reconfiguration (SCC) in the tourism industry, examining the mediating effects of SCR and the moderating effects of firm size.Design/methodology/approachUsing a quantitative cross-sectional survey collected data from 139 midlevel and senior managers across China's tourism sector. This study uses structural equation modeling via SmartPLS 4.0 to analyze the relationships among IT-enabled assimilation and transformation capacities, SCR and SCC. In addition, interaction terms were used to assess the moderating influence of firm size.FindingsResults show that IT-enabled Assimilate Capability and Transform Capability significantly enhance SCR, positively affecting SCC, with SCR mediating these relationships. In contrast, IT-enabled Acquire Capability and Exploit Capability exhibit negligible mediation through SCR, and firm size does not moderate the SCR-SCC relationship.Originality/valueThis study provides a focused empirical examination of how distinct dimensions of IT-enabled absorptive capacity relate to SCR and SCC in a tourism-related context. It highlights the differentiated roles of these capabilities in shaping resilience and reconfiguration and offers exploratory evidence from China. It also examines firm size as a contextual moderator, while interpreting this effect cautiously in light of the sample and research setting. (sic)(sic)(sic)(sic)(sic):(sic)(sic) IT (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)IT(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) (SCR) (sic)(sic)(sic)(sic)(sic)(sic) (SCC), (sic)(sic)(sic)(sic)(sic)(sic) SCR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic) 139 (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic) SmartPLS 4.0 (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) (SEM) (sic)(sic), (sic)(sic)IT(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) SCR (sic) SCC (sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), IT (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic) SCR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) SCR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic) SCR (sic) SCC (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) IT (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).
Purpose The study aims to investigate how video game experiences influence destination image and visit intention (VI), focusing on the moderating role of character attachment (CA). Design/methodology/approach Grounded in the stimulus-organism-response (SOR) framework, this study develops a research model integrating the self-determination theory (SDT) and the principles of the experience economy. A quantitative approach is used, and the proposed model is tested using structural equation modeling to examine the proposed hypotheses. Findings The findings indicate that players’ destination image is shaped by different forms of gaming experiences via both cognitive and affective routes. Among the four experience dimensions, entertainment experience has the strongest impact, while escapist experience exerts the weakest effect. In addition, CA moderates the relationship between destination image and VI, with affective image having a stronger effect on VI than cognitive image. Originality/value Drawing on both the SOR framework and the experience economy perspective, this study explores how various video game experiences (aesthetic, educational, escapist and entertainment) shape destination image and VI. By introducing CA as a moderating factor, connecting affective engagement in gaming with real-world VI. Through empirical validation, this research enriches the literature on game-induced tourism and provides practical implications for destination marketers, game developers and tourism-related policymakers. Moreover, the findings offer empirical support for the applicability of the SOR framework and SDT within the context of game-induced tourism.
Purpose This study aims to investigate how the different ways tourists process social media information shape the cognitive and affective images of a destination based on the heuristic-systematic model. Design/methodology/approach A questionnaire was used to collect data from 688 tourists at a rural tourism destination in China. The proposed hypotheses were examined using partial least squares structural equation modeling, which was used to assess both the measurement model (for reliability and validity) and the structural model (for path coefficients and hypothesis testing). Henseler’s multi-group analysis method was used to analyze differences between Generation Y (Gen Y) and Generation Z (Gen Z). Findings The results of this study reveal that destination marketing organization (DMO)-generated content (DGC), tourist-generated content (TGC) and destination source credibility (DSC) have varying degrees of positive impacts on cognitive image and affective image, and perceived risk significantly mediates the relationship among them. This study also indicates that DGC shapes Gen Y’s cognitive image, while TGC drives Gen Z’s affective image, with DSC having a stronger impact on Gen Y. Originality/value This study provides a valuable framework for understanding the formation of cognitive and affective destination images in the context of informatization from an information-processing perspective, which enriches the understanding of the relationship between social media and destination image.
