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In order to solve many new problems in the planning and design of university sports venues, in this study, the planning and design of university sports venues in China with the method of audience emotional experience are mainly studied. Based on the existing theories and practices of campus planning, in this study, the ideas of meeting the needs of university sports activities, shaping the campus environment and exploring the development of planning and design of university sports venue is put forward. At the same time, the theory and specific practices of the overall planning and design of university sports venues is also proposed. The original intention of the planning and design is to expect that the planning and design of university sports venues can be implemented and reflected in the construction, use and operation of the project. Therefore, it is helpful to build a harmonious and complete space environment on the campus, to integrate the campus into the urban environment organically, and to achieve the goal of sustainable development of university sports venues through resource sharing.

This study aims to determine whether smartphones create the best communication fit with a young audience.

To validate the hypotheses, a task-based laboratory study was conducted. And smartphone film and television (TV) film were provided in the laboratory. Young respondents were recruited in the classroom and brief introduction and film were broadcasted. After watching the film, levels of respondent’s emotional experience was measured via questionnaire.

The results indicate that when the text of the film matches the young audience’s schema, the young audience uses, mainly, imagery coding to interpret the text and achieve an emotional experience. Conversely, when the text and schema do not match, the young audience uses both proposition coding and imagery coding.

Based on the results found in this study, companies should use different texts to match the different schema of young audiences to ensure that audiences can process coding and enjoy emotional experiences when using smartphone.

Dual-coding theory is applied to determine which coding system the audience use to interpret the new-media text, such as smartphone films.

The purpose of this article is to explore the relationship between the attributes of Olympic mascots and their impact on sponsorship effectiveness. Based on a multiattribute model and the introduction of engagement theory and the meaning transfer model, this article uses the 2022 Beijing Winter Olympics mascot “Bing Dwen Dwen” as the research object to empirically analyze the effects and mechanisms of the mascot's attributes on preference, event engagement, sponsorship enterprise trust and sponsorship enterprise attitude, ultimately constructing a sponsorship effectiveness model.

The survey method was used to examine 238 respondents' emotions and attitudes towards companies participating in sponsoring Olympic mascots.

The study found that the main attributes of the mascot include visual and emotional factors, both of which have a positive impact on preference, with emotional factors having a greater influence than visual factors. Visual and emotional factors indirectly affect engagement through preference. Preference and engagement play a completely mediating role in the effect of mascot attributes on sponsorship enterprise trust and sponsorship enterprise attitude.

This study provides practical recommendations for managers to achieve marketing success in sports sponsorship through mascots.

This paper provides a measurement tool for the study of mascot attributes and important support for subsequent research in sponsorship marketing.

Given the observable increase in images of nature in advertising on a global scale, this study aims to ask whether such creative strategies should adapt imagery to the natural environment of the target audiences or could it be standardised globally.

Two samples of respondents living in different geographic locations with contrasted climates and natural environments were exposed to a set of experimental green advertisements visually featuring different categories of natural scenery and one urban landscape. Attitude towards each advertisement and emotional responses evoked by it were measured and compared across the range of stimuli and the two samples.

Results did not support either the hypothesis that individuals prefer advertisements showing the natural habitat in which they had grown up or the hypothesized universal preference for advertising imagery displaying savannah type landscapes. However, the observed preferences across both samples for advertisements featuring natural landscapes with abundant green vegetation and clear water are consistent with evolutionary psychology, which proposes that perception of beauty in a landscape is universal and hypothesizes preferences for landscapes with those characteristics.

The study was experimental in nature and based on only two specific geographic locations, as well as on one product and experimental brand. Findings and conclusions must therefore be adopted with due caution. Future research should be conducted on a broader geographic scale, across a wider range of natural and cultural environments, and with a greater variety of products and brands.

Results discourage the adaptation of nature imagery to the geographic location of a target audience, and support a global strategy based on the standardised use of landscapes universally perceived to be beautiful, following the principles of environmental aesthetics.

This is the first study to apply evolutionary and environmental psychology to an investigation of the influence of a target audience's natural environment on its behavioural responses to natural imagery in advertising.

The goal of the study is to underline “Cinematic Architecture” as another source of architectural thinking and research. This study is also a response to the shortage in empirical research on architecture in the cinema. Moreover, the study introduces the architectural components that qualify the cinematic spaces to be influential cinematic experience. This is in addition to investigating the impact of these components on the viewers' cognitive and emotional experience of films.

In the reported study, an empirical experiment examined scenes from three different movies as experienced by a selected group of audience of movies fans (architects and laypersons). The audience was asked to report feelings the audience had about each scene using a questionnaire that was designed for this purpose, and the audience was asked to write down the aspects that affected the audience's emotions. The experiment evaluated selected emotional states and could specify the architectural features and/or objects that significantly contributed in inducing these emotions.

This study's findings concluded that emotions, which exist in the positive margin of the emotions “circumplex model,” were influenced by architectural components that were different from those that influenced emotions which lie in the negative margin of the model.

As for filmmakers, the study contributes in developing filmmakers' knowledge about the role of architecture in scenic creation and thus how that knowledge enhances filmmakers' film narrative and the narrative's spatial imagery. As for academia, this study contributes in developing the knowledge about film cognition as related to architectural semiotics. In the context of behavioral approach to architectural design, a behavior setting which is the basic element in environmental design can be dramatized by applying a cinematic narrative to a human activity system within a milieu of architectural design elements.

This study is important for architects, as the study provides architects with an alternative tool for fictional experience and for testing architectural ideas through cinematic architecture. This study also helps in developing new venues for the practice of architecture into the world of fiction. This study also contributes in developing the trend that architectural design thinking can learn from cinematic thinking and practice.

This study introduces an empirical approach to evaluate architectural entities as part of cinematic experience. This study also comes as a response to the shortage in empirical research on architecture in the cinema.

Brand gestalt has emerged as a crucial concept in marketing and branding, denoting the holistic perception and overall impression that consumers develop about a brand. This concept gains significance as it serves to measure the overall identity of a brand. Despite its importance, both empirical and theoretical exploration of this concept remains limited, particularly in the context of place branding. The present study aims to bridge the theoretical gap surrounding the interplay between brand gestalt, tourist attitude and loyalty within the city branding domain. In particular, it aims to comprehensively explore the dimensional impact of city brand gestalt (CBG) on tourist attitude, satisfaction and loyalty.

The primary data were collected through a self-administered online questionnaire containing 35 items, developed and adapted from the literature review. A total of 314 samples of Bitung City visitors were recruited, resulting in a 79% response rate. Structural equation modeling was performed using SmartPLS 3 to validate the research hypotheses.

The findings of the study indicate that CBG has a substantial and positive influence on tourist attitudes, satisfaction and loyalty. Furthermore, it was discovered that tourist attitude and satisfaction play a partial mediating role in the relationship between CBG and tourist loyalty.

This study is a seminal contribution to understanding the link between CBG, tourist attitude, satisfaction and loyalty. It offers valuable insights for city destination management in designing strategies and interventions to foster positive tourist attitudes, increase satisfaction and sustain loyalty. In particular, it emphasizes the necessity of ongoing investments in maintaining a positive holistic brand experience (i.e., brand gestalt) that aligns with evolving expectations. The study highlights the need to develop a compelling narrative and consistent messaging tailored to the target audience's values and aspirations. Additionally, it underscores the importance of providing exceptional sensory experiences that appeal to the target audience.

To the best of the authors' knowledge, this study is among the first to examine the role of brand gestalt in the context of city branding. Understanding the holistic interaction of the four brand gestalt elements – story, sensescape, servicescape and stakeholders – is crucial for fostering tourists' positive attitudes, satisfaction and loyalty toward urban destinations. The proposed CBG model offers a conceptual framework to guide future research in city branding.

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.

This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.

Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.

The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.

In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.

This study aims to apply the predictive processing theory to examine the influence of artificial intelligence (AI)-driven robotic performers on audience emotions and the audience’s resulting electronic word-of-mouth (eWOM) behaviors during tourism service encounters.

Using a quantitative research methodology, survey responses from 339 regular customers of performing arts in tourism destinations were analyzed. The respondents were recruited through Prolific, a professional data collection platform. SPSS 23.0 was used for the preliminary analysis, from which a research model to achieve the aim was proposed. SmartPLS 3 was used for partial least squares structural equation modeling to test the model.

Interactive and novel robotic performances significantly encouraged the consumers to share their experiences online, thereby enhancing eWOM. However, melodic resonance had no significant impact on eWOM intentions. The consumers’ emotional responses fully mediated the relationship of the novelty and interactivity of the performances to the consumers’ eWOM intentions but did not mediate the relationship of the musical elements to their eWOM intentions.

This study enriches the understanding of how AI-driven performances impact consumers’ emotional engagement and sharing behaviors. It extends the application of the predictive processing theory to the domain of consumer behavior, offering valuable insights for enhancing audience engagement in performances through technological innovation.

本研究旨在运用预测处理理论, 考察人工智能（AI）驱动的机器人表演对观众情感及其在旅游服务接触中的电子口碑（eWOM）行为的影响。。

采用定量研究方法, 分析了339名经常观看旅游景点表演艺术的常客的调查问卷。受访者通过专业数据收集平台Prolific招募。初步分析使用SPSS 23.0进行, 从中提出了实现研究目标的研究模型。使用SmartPLS 3进行偏最小二乘结构方程模型测试该模型。

互动性和新颖性的机器人表演显著鼓励消费者在线分享他们的体验, 从而增强电子口碑。然而, 旋律共鸣对电子口碑意图没有显著影响。消费者的情感反应完全中介了表演的新颖性和互动性与消费者电子口碑意图之间的关系, 但没有中介音乐元素与电子口碑意图之间的关系。

本研究丰富了对AI驱动表演如何影响消费者情感参与和分享行为的理解。将预测处理理论的应用扩展到消费者行为领域, 为通过技术创新增强观众参与度提供了宝贵的见解。

The experience of leaving the real world and entering a virtual service environment makes many individuals happy. This study heeds the call by multiple researchers to conceptualize, interpret and illustrate the impact of the perceived service experience in the metaverse in a holistic way. In particular, this study aims to understand how the consumption of experiences is perceived in a metaversal space.

The authors analyze mega virtual live events with famous artists broadcast in virtual worlds. The authors take a big data approach and include two studies to gain insight into the online public audience’s perceptions and experiences in the metaverse. In the first study, the authors analyze text from YouTube with Leximancer. In the second study, the authors go one step further to refine the conceptual model from Study 1. The authors scrutinize additional Facebook comments using seeded Latent Dirichlet Allocation (LDA).

The findings reveal that the meta service experience (MEX) encompasses four dimensions: immersion, metascape, immediacy and hedonism.

This research provides important guidance not only for consumer behavior scholars but also for service marketers and event planners. The study proposes research opportunities to advance service experience research in the metaverse.

The purpose of this paper is to explore the jazz festival experience at the Heineken Jazzaldia Festival in San Sebastian, Spain. It focuses especially on the relationship between participants’ area of residence and their experience of the festival, concert expectations, preference for different festival settings and perception of the best aspects of the festival.

This study modifies and applies the Audience Experience Survey (Radbourne et al., 2009) to the Heineken Jazzaldia Festival in San Sebastian, Spain. A total of 406 valid questionnaires were obtained. A quantitative analysis technique was used for the area of residence, on the one hand, and for concert expectations, audience experience and venue setting, on the other. A qualitative approach was applied for identifying the best aspects of the festival.

The results suggest that the audiences’ festival preferences differed according to their area of residence. Audience members who lived in Spain outside of the Basque Country were more motivated to attend the festival, had higher concert expectations and greater indoor venue concert attendance, and considered music diversity to be one of the most important aspects of the festival. Local participants were more likely not to have expectations prior to concerts, had higher outdoor venue concert attendance rates and preferred ambience compared with residents from outside of the Basque Country.

Findings could be relevant to festivals’ organisers for management and marketing purposes in terms of their audiences’ needs and preferences. One of the main results obtained is that local residents were more likely not to have expectations prior to concerts. They also equalised music diversity, artists, stages and atmosphere as the best Festival’s aspects while participants from outside of the Basque Country prioritised music diversity aspect.

This paper contributes to the literature regarding residents’ behaviour in the Spanish music festival context. Our findings add to the body of knowledge around local audiences’ and non-local audience’s experience in jazz festivals.