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This study aims to investigate city branding as a post-pandemic COVID-19 outcome factor on brand satisfaction, brand experience, perceived risk and revisit intention. In addition, this research contributes to the discussion of post-COVID-19 city branding that needs to be considered in the development of future tourism marketing.

A quantitative approach was used with PLS-SEM statistical analysis and a 263-tourist sample. The study was conducted on tourists from Malang Regency in Indonesia by distributing questionnaires modified from previous studies in a similar context.

The results of this study found that there were significant influences of city brand personality on brand experience, brand satisfaction, brand experience on perceived risk, brand satisfaction on revisit intention and perceived risk on revisit intention. This study also presents the mediating role.

The study was only conducted on a small regency in Indonesia, and therefore the results cannot be generalized for other cities over the world.

The proposed study model suggests that stakeholders must seek to socialize services to potential tourists, so that tourists can understand the description of tourism activities that can be enjoyed during the COVID-19 pandemic and the way they travel in the future.

Understanding the determinant factors of city branding post-COVID-19 was valuable for developing marketing strategies to cope with intense competition among the city.

This study emphasizes the determinants of COVID-19 perceived risk and revisit intentions as explained in the tourism marketing literature by considering the role of brand satisfaction, brand experience and city brand personality which significantly contribute to build the city competitiveness. Therefore, various creative strategies should be implemented to promote the city as well as escalate tourist visits without ignoring the pandemic’s risks.

This study aims to predict the effect of cultural distance, perceived risk and electronic word of mouth (eWOM) on higher education institutes' students' destination image. In addition, it examines the mediating role of destination image in relation to students' travel intentions.

An online survey was employed to collect data from 200 graduate and postgraduate students. The partial least squares was employed to analyse the hypothesised relationships.

The results of this study found support for the positive effect of cultural distance and eWOM on destination image. Additionally, the mediating effect of destination image was also supported.

This research confirms the vital role of destination image as an antecedent of students' future intention to visit the destination. Moreover, this study contributes to marketing theory by predicting the critical drivers of higher education students' destination image and discussing their applications in the education sector.

The purpose of this study is to investigate the recovery and resilience tourism strategies and possible future development of four main Chinese tourism cities.

The authors collected data from the official accounts of tourism administrations of these cities, tourist attractions and opinions from media and newspapers in Sina Weibo platform. The authors adopted an inductive approach in observing relevant social media posts and applied content analysis to identify main China’s tourism prevention and recovery strategies.

During the mass pandemic infection period, top-down prevention and control measures were implemented by the Chinese central and local governments, with feasible and regional recovery policies and protocols being adapted according to local situations. Measures related to tourism industrial re-employment, improvement of international images and governmental financial supports to re-boost local tourism in Chinese cities were paid great attention. Digitalization, close-to-nature and cultural heritages became important factors in the future development of China’s tourism. Dark tourism, as a potential tourism recovery strategy, also obtained huge emergence, for the memory of people deceased in the pandemic and for the inheritance of national patriotism.

This study enriches the current literature in urban tourism recovery studies analyzing the specific case of Chinese tourism cities and fulfill some voids of previous research mostly focused on the first wave of the pandemic and the recovery strategies mainly of Western cities. It also provides valuable suggestions to tourism practitioners, destinations and urban cities in dealing with regional tourism recession and finding possible solutions for the scenario associated to the COVID-19 and other similar health crisis.

This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research, while discussing the emerging challenges and opportunities for management.

The study adopts a critical and reflective approach for providing future directions of experience research. Three major fields are identified to discuss advances, challenges and opportunities in experience research: conceptualization and dimensions of experiences; relational network for experience management; and theoretical and methodological approaches.

The paper proposes a mindset shift to guide experience research, but also to redirect and research thinking and managerial practices about the role of experiences in the economy and society. This proposed humanized perspective to experience research and management is deemed important given the contemporary socio-economic, environmental and technological challenges of the environment.

This paper identifies a set of theoretical and managerial implications to help scholars and professionals alike to implement the humanized perspective to experience research. Implications relate to conceptualization, relational network and theoretical and methodological approaches in experience research.

This study critically assesses research challenges and opportunities around customer experience management (CEM) in H&T contexts. This reflective and critical look at customer experiences not only informs future research for advancing knowledge and practice but also proposes a mindset shift about the role and nature of CEM in the society and economy.

This study investigates the moderating effect of eco-destination image on the relationships between travel motivations and ecotourism intention.

The study employs the convenience sampling method to develop a research sample, and the multivariate data analysis method to analyse the data of 435 valid observations collected in the structured questionnaire survey conducted in Vietnam.

The paper reports that the eco-destination image significantly strengthens the effects of four travel motives (i.e. excitement, escape, knowledge-seeking and self-development) on ecotourism intention. However, the moderating impact of eco-destination image on the link between socialising motive and ecotourism intention is insignificant.

This study is the first to shed light on the role of eco-destination image in strengthening the effects of travel motivations on ecotourism demand. The study provides a framework for segmenting promotion materials associated with destination image based on different types of customers' internal travel motivations. The framework includes four dimensions: (1) destination image reflecting enablers of excitement, (2) destination image reflecting enablers of escaping from daily life routine, (3) destination image reflecting enablers of knowledge-seeking and (4) destination image reflecting enablers of personal development.

Employer branding (EB) has become a powerful tool for organizations to attract employees. Recruitment communication ideally reveals the image that companies want to portray to potential employees to attract talents with the right skills and competences for the organization. This study explores the impact of EB on employer attractiveness by testing how pre-existing employee preferences interact with EB and how this interaction affects employer attractiveness.

A quasi-experiment among 289 final-year students was used to test the relationships between EB, perceived employer image, person-organization (P-O) fit and employer attractiveness, and the potential moderating variables of pre-existing preferences, in this case operationalized as locational preferences. Students are randomly assigned to four vacancies: one with and one without EB cues in two different locations: Groningen and Amsterdam. The authors used standard scales for attractiveness, perceptions of an employer and person-organization fit. The authors test the relationships using a regression analysis.

Results suggest that if respondents have previous predispositions, then their preference can be enhanced using an EB-targeted strategy. Based on these results, the authors can conclude that EB and related practices can be successful avenues for organizations in the war for talent, particularly if they reaffirm previous preferences of potential employees.

The research is original in the way it provides empirical evidence on the relationship between EB and attractiveness, particularly when previous employee preferences exist. This is of value to employers using EB as a tool to influence employer attractiveness.

The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.

A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.

Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.

This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.

Posting and sharing about food on social media has surged in popularity amongst younger generations such as Millennials and Generation Z. This study aims to analyse and compare food-tourism sharing behaviour on social media across generations. First, this study specifically investigates the factors influencing the intention to share food experiences on social media; second, it examines the impact of sharing intention on actual behaviour and loyalty; and third, it determines whether Millennials and Generation Z differ in these relationships.

A survey was carried out of Millennial and Generation Z travellers who shared food experiences on social media. Structural equation modelling (SEM) and multi-group analysis were performed to examine the cause-and-effect relationship in both generations.

The findings reveal differences in motivation, satisfaction, sharing intention, sharing behaviour and loyalty between generations (Millennials and Generation Z).

This study contributes to the literature on the antecedents of food-sharing behaviour in online communities by indicating factors that influence the sharing of culinary experiences and brand or destination loyalty across generations. Suggestions for future research include exploring online food-sharing behaviour through cross-cultural comparisons in various regions.

As Millennials and Generation Z will expand their market share in the coming years, the findings of this study can help improve marketing strategies for culinary tourism and generate more intense food experiences for both generations.

The outcome of the research provides new insights to develop a conceptual model of food-sharing behaviour and tourism on social media by drawing comparisons across generations.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

This study aims to examine the tourists' visit intention by watching deepfake destination videos, using Information Manipulation and Media Richness Theory.

This study conducted a primary survey utilizing a structured questionnaire. In total, 1,360 tourists were surveyed, and quantitative data analysis was done using PLS-SEM.

The results indicate that the factors that affect the tourists' visit intention after watching deepfake videos include information manipulation tactics, trust and media richness. This study also found that perceived deception and cognitive load do not influence the tourists' visit intention.

The originality/salience of this study lies in the fact that this is possibly among the first to combine the Media Richness Theory and Information Manipulation for understanding tourists' visit intention and post-viewing deepfake destination videos.